Developing a solid yoga marketing plan is crucial for generating revenue but it’s something that many people are unsure about. Most studio operators and teachers have a strong background in yoga but not necessarily the marketing skills required for running a business. This can sometimes hold individuals and studios back from reaching their full potential.
In this article – we explain how to create a yoga marketing plan from scratch, even if you have zero business experience.
There’s also a handy yoga marketing plan template that you can download, along with example plans to use as a guide. The approach and planning templates can be applied to any type of business… So, whether you’re a yoga studio owner, online yoga teacher, or accessory supplier, you’ll find this guide helpful.
Structuring a Yoga Marketing Plan
A yoga marketing plan has the same fundamentals as most strategy documents…
- WHY – objectives
- WHAT – strategies
- HOW – tactics
These are common elements to most marketing and business plans – you might have seen them mentioned before in our social media strategy and content planning articles. But successful yoga marketing also requires a clear overall business goal and way to measure the success of each activity.
We prefer to keep things super-simple so typically summarise all 5 elements on a single page. A good marketing plan doesn’t have to be complicated in order to be effective. Here’s an example yoga studio marketing plan template that you can adapt…
This template is also available to download as part of our Fitness Business Template Bundle.
But if you prefer to create your own then here’s more detail on what the five sections should cover…
#1 – Goal
What’s the overall goal of your yoga business? For many, it will ultimately come down to revenue and/or profit. But your goal could also be related to helping a specific number of people rather than something monetary. It’s often defined by the founder, owner, or management team, so fill it in at the very top.
You might also like… How To Start A Successful Yoga Business.
#2 – Objectives
The next step is to break down the overall goal into 1-3 smaller marketing objectives. Think of them as bite-sized objectives that all contribute to achieving the overall goal.
For example, if you want to increase studio revenue then you generally have three options…
- Increase the number of clients you sell to
- Raise pricing
- Up-sell additional products or services to existing clients
Examples of yoga marketing objectives might include attracting 20 new clients or students per month or boosting retention to 85%.
#3 – Strategies
Strategies might sound fancy, but they just refer to what you’ll do to achieve your marketing objectives. For example, if you’re trying to increase client numbers, then you might do it in a few different ways…
- Increase referrals
- Target a niche yoga audience
- Increase the proportion of enquiries that convert
- Position yourself as a specialist in certain types of yoga
We’re still keeping things quite high-level in this section. So, include things like audience targeting, brand positioning, or increasing leads and conversions.
Marketing strategies for yoga studios typically revolve around increasing class purchases and memberships. If you run an online yoga business, then strategies will relate to increasing visits, conversions, and revenue.
#4 – Tactics
Tactics are how you achieve your marketing strategies. This is where you can get into more detail and address the entire marketing mix for yoga studios (product, place, promotion, and price). Be specific about the activities, communication methods, and deliverables.
#5 – Measurement
The final section is where you define how each marketing activity is measured. What does success look like? How can you improve your marketing campaigns? Which activities are worth repeating and scaling?
Your measurements need to link directly to your objectives. Think carefully about what to track and whether it’s really an indicator of success. Click-throughs, social media reach, and event attendees might be interesting, but they aren’t always relevant.
So, if lead generation is your goal, then the success measurement should relate to the number of people’s contact details that are captured for follow-up and how many convert into customers.
Yoga Marketing Plan PDF Template
So, now you know exactly how to create an effective gym marketing plan. Including the 5 elements above will ensure your marketing contributes to your business goals and actually gets you results.
To help you get started, we’ve put together a yoga marketing plan PDF template that you can download to save time. It includes sample plans for gym studios, personal trainers, fitness bloggers, and product manufacturers. You can access it as part of our Fitness Business Templates Bundle which includes sales scripts, professionally designed promotional materials, and time-saving cheat sheets. Or buy it directly below.
[P.S. Want to outsource your marketing planning? We offer strategic planning services so use our contact form to request more details.]