Get your Message Out

Catalysed by the pandemic, increasing numbers of yoga practitioners have taken up the mantle of teaching. In fact, a recent report by Yoga Alliance, revealed that in 2022 the number of certified yoga teachers across the globe now totalled over 100,000.

The pandemic also brought with it new ways of teaching and operating as a yoga instructor. No longer restricted to running in-person classes, or competing for space in local studios, yoga classes can now be taught in-person, live online, or packaged into digital subscription bundles. Furthermore, qualified yoga teachers aren’t just using their teaching skills as their only service, expanding their offering to coaching fellow teachers, offering personal branding tutorials and workshops, and even website design.

Whilst these changes bring plenty of new opportunities, they also present new challenges – among which is the daunting task of marketing and self-promotion. According to Yoga Alliance, many teachers lack the confidence or know-how to effectively market their teachings to the right audience, with almost half feeling inadequately prepared or uncomfortable with the promotional aspect of their practice.

As the yoga teaching landscape continues to evolve, it’s essential that teachers are not only good at what they do, with an authentic offering, they need to understand the nuances of reaching and engaging with the right audience. Here are five strategies to help yoga teachers connect with new clients:

1. Create tailored social media challenges The idea: Social media has emerged as a potent tool for yoga instructors to connect with potential clients. Creating tailored challenges such as a #MindfulMornings series or a #YogaForStrength challenge allow teachers to curate engaging content while encouraging participants to share their experiences. How to promote it: Experiment with generative AI tools and use them to develop compelling imagery to support you in promoting your creative challenge. A picture says a thousand words so creating a range of images will bring these challenges to life and attract the attention of your target audience.
2. Offer free exclusive content The idea: Offer free access to exclusive content, such as a week-long meditation series or specialised focus classes, to give potential clients a glimpse into your teaching style and expertise. How to promote it: Encourage your community to share the offering with friends and family to help build engagement in your offering and widen your network.
3. Engage with your community through events The idea: Hosting various events like a one-off yoga outdoor session in the park, the forest or near a river. Join forces with a local wellness fair or other local community events to foster local connections and engage with the neighbourhood directly. You could also offer free mini-sessions with health tips, or Q&A sessions to not only showcase your expertise but also position you as an active contributor within the community. How to promote it: Connect with local channels, outlets and social media forums and work with them to promote your event, or cross promote for each other. Their support widens your reach and visibility to the right audience while emphasising your commitment to reaching out to like-minded individuals within your locality. You could also encourage participants to bring friends, further supporting you in cultivating a network of individuals passionate about yoga and mindfulness.
4. Invest in a marketing platform The idea: Most yoga teachers probably can’t afford a marketing or advertising agency to raise their profile and promote their offering. But, in the era of generative AI, there are several helpful tools out there with which you can create and launch online ads tailored to your style and occasion without marketing knowledge, at a fraction of what an agency would cost. How to promote it: Consider working with a platform like Balloonary.com to create and test visually stunning Facebook and Instagram adverts, which can not only help you craft your message, but connect your message with the right audience.
5. Incentivise a ‘bring a buddy’ scheme The idea: Implementing a buddy scheme is a simple way to broaden your clientele while nurturing existing connections. Encourage your regular clients to invite a friend along to class by offering the friend a free session and providing the existing client with a discount, like a 50% off voucher. Having your clients invite a friend along is advocacy for your class, fostering a sense of trust among potential new clients, meaning you benefit from positive word-of-mouth referrals. How to promote it: Share your ‘bring a buddy’ scheme on social media by crafting engaging posts, stories and hashtags like #YogaBuddy or #BringAFriend. You might encourage your followers to ‘tag’ the friend they’d like to bring, or share the post to increase your engagement and promote the offering organically.

Mastering the art of yoga instruction and finding your niche is foundational. However, effectively communicating your message to the right audience is equally important in this evolving teaching landscape. These strategies are accessible to all yoga teachers, but they do the job of helping you engage with new clients when you understand how to promote your offerings effectively, to the right people.

Bianca Capstick is a qualified yoga teacher and freelance marketing & communications director