This yoga studio made $123,796 in 30 Days with a $900 Marketing Budget (Here’s How)

Hey, what's up!

My name is Dan, and I'm the CEO at Spooky Digital.

In this marketing plan for yoga studios I'm going to show you exactly how we used Facebook ads and email marketing to sell 179 trials online at a local studio, and earned them $123,796 in customer equity in just 30 days.

We set up ad campaigns like this for our yoga studio clients all the time, and would love to work with your studio. If you have any questions, or want to talk about starting a campaign for your studio, drop us a line in the comments below!

How to Promote a Yoga Studio on Facebook

I'm going to cover a lot of information and if you're a non-technical person, it might be hard to keep up. But don't worry! If at any time you need help, or don't understand, please feel free to reach out.

In this short guide, you'll learn how to...

Re-create our proven high-performance Facebook ads.

Use advanced marketing methods to reach student leads with the right message at the right time to get them to join!

Automate the process of bringing in new students from Facebook ads.

Alli B. Manager at Prospect Heights Yoga

70% of all the trial purchasers came back to the studio once their trial was complete, to become full-time members. We've never had that many sign ups online in just one month!

Most Yoga Studios Are Doing Facebook Ads WRONG

It still blows my mind that even the biggest names in the yoga industry--studios that everyone knows--are still doing Facebook ads completely wrong and wasting thousands of dollars per week in the process. Here's what the typical yoga studio Facebook ad campaign looks like...

    • Boosting a post on their Facebook page (this is practically donating money to Facebook)
    • Using the basic targeting tools, and settings on Facebook to target to certain age/gender/demographics (but missing out on advanced targeting methods, as I'll explain later)
    • Sending student leads who click ads to their homepage, or directly to MindBody Online (I'll explain later why this is a complete waste of marketing dollars that could be spent elsewhere)
    • Not using Facebook's most powerful advertising feature: the Facebook Tracking Pixel. I'll tell you all about this feature, and how you can use it to make ads that reach the right people at the right time. It's amazing!

If any of this sounds like something you're currently doing, don't worry! We'll walk you through every step to get you to creating ads on Facebook that actually work (and don't just waste all of your hard-earned money).

Yoga Studio Marketing Ideas That Work

Imagine for a moment that you no longer had to worry about how you're going to get new students into the studio. What would it feel like to know that your Facebook ads are constantly bringing in new customers, and filling classes--even on the slow days?

What if your ads were so cost-effective, that you could actually afford to run them 24/7, bringing in new customers while you sleep?

Well, by the end of this guide, my hope is that we'll manifest that scenario into reality for you! So keep that end goal in mind as we proceed. It is totally possible, if you just follow these simple steps. 

I want you to completely understand what we're doing here, so with each step I'll actually explain why we do it the way we do it. First, here's a quick overview of the steps we'll take in this campaign...

  • ​Set up Automated Emails on ActiveCampaign (affiliate link)
  • Set up a landing page
  • Use advanced targeting methods (including tracking pixel and custom audiences)
  • Set up a Facebook Campaign
  • Track and monitor results (so you know when it's working!)

You might be wondering what all of this stuff about landing pages and automated emails has to do with Facebook ads...and the answer is EVERYTHING!

As I mentioned earlier, most studios are wasting an incredible amount of time and money by setting up Facebook ads incorrectly. Consider this... when you're on Facebook, what are you usually doing? You're not necessarily on there looking for something to buy. You'd use Google for that.

People go on Facebook to kill time, connect with others, distract themselves, and keep up on the latest content (news, cat pics, what-have-you). You might be reaching the right person, but are you giving them the right message at the right time?

The person viewing your ad on Facebook could be anywhere. After all, nearly all of Facebook's 1.23 billion users access the platform on their mobile phone at some point. There's so many reasons someone might not be ready to buy your offer right away it would take an entire second article to list them all. 

They might be too busy at the moment. They might get distracted (the average attention span today is around 8 seconds!). They might be interested, but not have their credit card with them. Research confirms, that for a variety of reasons, most people who view your ad will not be ready to buy right away.

Here's the strategy studios should be using with their Facebook ads...

STEP 1: The user sees your ad on Facebook.

Your ad is either an advertorial (news or editorial style ad) or a highly enticing low-cost offer for new students.

We'll go over both styles in the 'Facebook ads' section below.

STEP 2: The user visits your landing page.

A landing page is a page that is designed with the express goal of building rapport with the user, and enticing them to give you their email address.

There's an actual science behind the psychology of persuasion. We'll teach you all about that in the 'landing page' section below.

STEP 3: The user gives you their email to claim an offer or receive a 'lead magnet'.

The offer you give users to your landing page should be something no one can refuse.

Remember, they don't know you yet, so make the offer something that doesn't require much trust. 

A lead magnet is something you can offer the user in exchange for their email. 

We'll go over the most effective versions of both in the 'landing page' section.

STEP 4: Your automated email system sends them your offer or lead magnet.

The user receives your offer or lead magnet in their inbox, and they can choose to purchase from you right away, or they can wait and use the email to purchase later.

We'll show you really cool tricks for making sure your email makes it into the inbox and gets read by the user.

We'll also show you how to use Facebook's tracking feature that uses information about people who submit your form to find more people like them, and automatically target others who share some common characteristics.

STEP 5: Your automated email system will send carefully timed follow-up emails.

Sometimes a user will enter their email address, but won't click through to your website to become customers on the first email you send them.

That's okay, because we'll show you how to send perfectly timed, fully automated, follow-up emails to build rapport and entice them to purchase.

We can even send them down different paths of auto emails based on whether or not they opened your first email! 

We'll talk all about that in the 'automated emails' section below.

STEP 6: The user becomes a customer!

Most users who request you offer or lead magnet will become customers. And this is where it gets really interesting!

We'll show you advanced features in Facebook's ad platform that will allow you to reach more people on Facebook who share characteristics with your actual customers.

This is where you truly put 'big data' to work for your small business.

We'll explain all of that in the 'advanced targeting methods' section below.

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Set up a Landing Page for Your Ad

The first thing you'll need for a successful Facebook ad campaign is a landing page.

A landing page is a page that is intentionally and mindfully designed to drive those who view it towards taking a specific action (in this case, buying a trial offer). A good landing page has these key elements:

  • No Navigation Menu: Unlike other pages on your site, that has a menu to get users to multiple locations, your landing page will have none. That's because you don't want users going elsewhere. Everything the reader needs to know should be contained on this one page.
  • Use of Persuasive Copy: 'Copy' in this context is the written word you'll have on your landing page. Your landing page copy should educate, excite, and inform your ready. Make sure to answer all of your reader's potential questions (who, what, when, where, why). Use powerful, emotional words that make your reader feel something positive. 
  • Opt-in Form Above the Fold: When you want someone to do something, you need to make it as easy for them as possible. In this case, you want them to submit their email address to receive your trial offer. Make this easy by making sure your opt-in form is 'above the fold' (which simply means that they don't have to scroll down to see it).
  • Use Testimonials: Testimonials are the top driver of purchase decisions. We are all social creatures. We look to other people for advice, and for social validation in all life situations, but especially so when it comes to making a purchase. You probably know some students at your studio who would happily give a glowing review! One is fine, but if you can get two or three (representing different types of students in terms of age, sex, ethnicity, etc) that is even better! Ultimately, people want to know that other people who are just like them enjoyed your classes.
  • Use Images to Convey Emotion: Use images of happy, attractive, smiling people to convey emotions that someone can expect to feel when they are a student at your studio. Yoga is for people of all genders, races, body types and ages--use images that reflect your current student base accurately if you want to reach more people like them.
  • Clearly explain your USP: Why should people come to your studio over any other? What can you offer that no one else does? This is your unique selling proposition (or 'USP'). It's good to have this in mind at all times, to make sure it's clearly conveyed--but this is especially important for your landing page. You only have so much space on a page (and attention span in a reader), so make sure every little bit counts and quickly explain why people should come to you.
  • Don't 'Submit': On your email opt-in form, change the button text from the lame old 'submit' to something more active and engaging. It's a subtle psychological shift, but it has been proven to work!
  • Use Urgency & Scarcity to Your Favor: By adding language like 'limited time offer' or 'only a few left' you can create a sense of urgency and scarcity that will entice more people to enter their contact information and complete the offer. You don't want them thinking "oh, I can just do this later". The truth is, they won't. So many things can happen between now and later. People get sidetracked, forget, or completely change their minds all the time. If you have their contact information, even if they aren't sure now, you can always continue the conversation and build the relationship going forward. 

Here's what a good yoga studio landing page looks like.

See if you can spot the elements I talked about above as you read through. 


You'll also want to create a thank you page.

Create a 'thank you' page to send users to when they submit their contact information. This page should have a link to purchase your trial. Here's an example of what that page could look like (but again, be creative and unique, everyone has different style).

Set up Automated Emails on ActiveCampaign.

ActiveCampaign is one of my favorite marketing tools. I've used similar services that cost close to $1000 per month, while ActiveCampaign has all the same features and plans for as low as $9 per month. I highly recommend their 'Plus' plan, because it comes with a 'Contact Relationship Management' platform (I'll explain more about this later, but it's really cool)!

Here's the pricing page from the ActiveCampaign website. The cost goes up based on how many contacts you have in the system, but again, I've used much more expensive services that had annoying set-up fees ($2,000 just to get set up), and charged per email. Active Campaign gives it to you straight, and at a very affordable price.

active campaign cost

The email automation we'll set up will do the following...

  1. Send leads who want to get your low-cost intro offer a link to purchase.
  2. Wait a few days...
  3. Check to see how the user interacted with our email. Did they open it? Did they click a link? Did they reply? Did they purchase? Based on each of those, we'll send the user down a different path of automated emails.

Remember, emails that work are those that look highly personalized, and friendly. No one wants to talk to a machine, or be 'sold to'. Use our emails as a guide, but rewrite them in your own personal voice. By the end of this section, you'll know everything you need to know to write emails that build relationships and turn strangers into students.

The Email Marketing Strategy for Facebook Ads

An awesome feature in ActiveCampaign is the ability to build powerful automated email campaigns in a simple, drag-and-drop interface. We'll use this capability to tailor our messages for each specific scenario we'll encounter and send the reader down different paths based on their behavior with your email.

We'll create a series of customized auto-emails that address the needs of student leads who...

  • Opened your email but didn't purchase.
  • Didn't open your email at all.
  • Replied to your email for more information.

MindBody integrates with ActiveCampaign, so we have a list of customers that is updated automatically when new students are added. We created a separate automation that will automatically stop the auto-emails when someone becomes a customer--we don't want to keep emailing if they've already purchased!

NOTE: This section is incredibly tough for some non-technical people. Remember, we're here to help you out at any time! If you have questions, please feel free to reach out. Of course, we're always happy to set this up for you and offer you the same deal we offered the studio featured in this example. Get in touch!

Watch the example video below, to get an understanding for how automations inside ActiveCampaign work, then keep reading to learn about our strategy for these emails. Again, if you need help with the technical aspect of this, please reach out!

First Email: Introduction

When someone requests your paid trial on one of your landing pages, the first thing you'll want to send them is a quick introduction to the studio manager who will be their point of contact, and a link to finish the purchase on your online store.

Some useful tips for writing emails that actually sell...

  • Keep it Personal: Use a person's name as the sender, rather than the studio name. People are more likely to open emails that appear to be from a real person.
  • Make the Email Subject Clear: In some cases, it is useful to make your email subject line ambiguous or open-ended (which causes people to want to open it for a feeling of mental satisfaction. In this case, it's actually better to be completely clear about what you're sending (since they just requested it moments ago). We used 'Your trial offer' as the subject in the example below.
  • Make it Clear: Clearly communicate what you're offering, using bold and italics where necessary to highlight important information.
  • Include a CTA: Tell your readers what you want them to do. This is called a 'Call to Action'. In the example below, that 'call to action' is 'CLAIM THIS OFFER'.
  • Make it Human: Give your organization a human face to your customers. Introduce someone who can answer questions for them. In example below, this was the manager.
  • Talk Directly to Your Reader: Use your reader's first name in the email and write as though you're sending it just to them. You can do this automatically by using the personalization tools in ActiveCampaign. Each reader will see their own name where it says %FIRSTNAME% on the email template. The more personalized you can make your emails, the more the reader will feel as though you're speaking to them directly.

Automated follow up emails

After we send the first email, our email automation in ActiveCampaign will wait for 3 days, then check to see if the student lead opened.

If they did open , we'll send them down a path of emails that continues to build the relationship, and persuade them. You can get really creative here by making the emails fun and engaging. Add your own personality to it!

If they didn't open, we'll want to address any possible reasons why. It could have been caught in the spam filter, perceived as junk mail by the receiver and skipped over, or simply not seen or read because the receiver was busy or distracted. We can combat these problems by changing the email copy, subject line, and the time/day we send emails.

If they DID open...

If they did open, we know that the time/day they received the first email was okay, and that the email didn't end up in spam.

Next, we'll wait 24 hours...

We offer the opportunity to extend their trial for 7 more days.

If they no longer want to receive email from us, they can click 'Not Interested' to go to a feedback form on our site and stop the email automation. Having this option significantly helps cut down on spam complaints and gives us valuable feedback!

If they DID NOT open...

If they did not open, we'll try changing everything up. We even removed the 'claim this offer' link in case that is causing spam problems (some filters look for overly promotional text).

Last Chance!

We'll send one last email, with a high sense of urgency to try to get them to convert. 

You can even use the word 'urgent' or 'last chance' in your subject line to increase the odds of them opening.

Advanced Targeting Methods on Facebook

Your ad is only effective if it reaches the right people. You've probably heard a lot about 'big data' lately, and that's exactly what we'll be tapping into to make sure your ads are targeted to people who are ready to buy your intro offer right now.

In this section, you'll learn methods for making super-targeted Facebook ads, including...

  • How to add the Facebook Tracking Pixel to your studio website.
  • How to use custom audiences and lookalike audiences on Facebook to reach your existing customers, or more people like them.

How to use Facebook's Tracking Pixel

One of the best features Facebook offers is the tracking pixel. By adding a short line of code to your website (much like you may have done for Google Analytics), you can give the ad platform on Facebook insight into what users are doing on your website.

Say for example, you wanted to target ads at all of your website visitors. This is called re-targeting, and it's one of the most effective ways to reach an audience of people that are already aware of your brand AND potentially interested in what you're selling. You can do this, and much more with the tracking pixel.

To install the Facebook pixel, follow the steps below (borrowed from Facebook's help document on the subject):

  1. Go to your Facebook Pixel tab in Ads Manager.
  2. Click Create a Pixel.Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.Note: You can change the name of the pixel later from the Facebook Pixel tab.
  3. Check the box to accept the terms.
  4. Click Create Pixel.

Follow the prompts after creating the pixel to get the pixel code, then add it to your website (or use the option that allows you to email the code to your web developer who can add it for you).

A neat little extra step you can do if you want to make sure the pixel is active and working on your site is to download the Facebook Pixel Helper for Chrome. This will let you see if your site (or any site) has a Facebook tracking pixel on it.

Custom Audiences: Reach More Students!

With custom audiences, you can upload your current customer list into Facebook to target them for ads...

You can also create a lookalike audience from your customer list, and Facebook will go through their massive database and find other people that share the same interests or behaviors. 

This method of targeting is incredibly accurate and gives you instant access to others in your area who are likely to be interested in taking classes at your studio.

Here's a quick video on how to create a custom audience of your existing students... 

After you create a custom audience out of your customer list, you'll see a screen that says 'Next Steps'.

Click 'Create a Lookalike Audience' here to create an audience based on your existing student-base.

If you missed this screen, you can still get here by going to your 'Audiences' view in the Power Editor.

Create a Custom Conversion

When you set up a 'custom conversion' on the Facebook advertising platform, you'll be able to use an option when creating an Ad Set called 'Optimize for Conversions'. This feature is incredible.

It allows Facebook to know when a user has completed a specific action you wanted them to complete (submit a form, or make a purchase usually). Facebook can then take all of the information they have on the person who completed that action, and drill down into your lookalike audience to find more people who share some common characteristics. 

This happens every time someone completes the action you want people to complete with your ad! The ad becomes more targeted as more people complete the action. Tell me that's not the spookiest thing you've ever heard!

You can create your custom conversion here.

Usually, you'd want the custom conversion to be a purchase. When someone purchases, Facebook would find more people like that person to show your ad to. Unfortunately, since most yoga studios use MindBody Online to manage their payments (and MindBody doesn't support Facebook pixels), we'll have to have a different goal to have Facebook look for.

I like to use the form submission when someone enters their email address to receive the trial offer. That's really the next closest thing to a purchase. It's also super easy to set up without any coding knowledge.

You just have to set your form to redirect to a thank you page on your site after they submit their information.

If, for example, your thank you page was located at www.yourwebsite.com/your-thank-you-page-url then your custom conversion would look like this...

Facebook Ad Ideas for Yoga Studios
(Based on High Conversion Templates)

Here's our highest converting Facebook ads, and here's why they work.

Why this ad works...

  • Time-limited offer and sense of urgency.
  • Features a fit, attractive yogi. This body image fits the clientele of this particular studio, but feel free to use whatever is most accurate for your own.
  • A short, descriptive headline. The value is readily apparent, and you know what you're getting by clicking the ad (a 3 class trial deal).
  • A description that speaks to the reader's emotions and needs. We've done tons of research to find out what this studio's students need on an emotional level. 
  • Makes sure beginners know they're welcome!

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Dan Sevigny

Dan Sevigny is an entrepreneur, digital marketing expert, and the CEO of Spooky Digital. Dan's work has been featured in: Entrepreneur, Inc, Forbes, Business Insider, Huffington Post, FOX 5, PIX 11, News 12, among others! Dan is most interested in using entrepreneurship as a way to promote health, happiness and positivity in the world.

Click Here to Leave a Comment Below

Chris - September 6, 2017

Hey there
We run a pilates studio in Melbourne , Australia, and would love to try this offer out.
I love your strategy, but honestly can see how much time it would take to set up, so we feel this could be a great win-win

Reply
    Dan Sevigny - September 6, 2017

    Hi Chris, sent you an email. Looking forward to talking!

    Reply
Rajah - September 12, 2017

Interested in FB marketing

Reply
    Dan Sevigny - September 12, 2017

    Hi Rajah, just sent you an email, looking forward to discussing your project.

    Reply
Sandra - September 19, 2017

Curious to chat – and do you work with Click Funnels?

Reply
    Dan Sevigny - September 19, 2017

    Hi Sandra, sent you an email! Yes, we do use ClickFunnels. Looking forward to discussing your project.

    Reply
Alex Copeland - November 13, 2017

What do you once the lead has purchased their trial? Do you have a follow up series to make sure that they attend their class?

Reply
    Dan Sevigny - November 13, 2017

    Hi Alex, great question. Yes, we do this for some of our yoga studio clients.

    Many popular studio management platforms, like MindBody, offer direct integration with ActiveCampaign. If you’re on a custom platform or one that doesn’t offer direct integration, one of our developers can connect your platform to ActiveCampaign via the API.

    We highly recommend running these reminder / follow-up series. They work best if…

    1) You make it look like personal outreach rather than an automated / bulk email, and offer to answer any questions they may have.
    2) Educate them on the benefits of coming to your studio (really driving home your unique selling proposition, and what makes your studio unique).
    3) Your offer has a time-sensitive element to it (ie “your trial offer is about to expire”).

    Happy to elaborate further if you need any more info!

    Reply
Terence - December 20, 2017

Hey Dan!

Great article.

How do you get by the obstacle of Mindbody? Their booking process is terrible and it’s a huge conversion killer.

Do you recommend keeping them outside of the live booking, and focusing on using promotion codes to track conversions? Facebook pixel works best when it can learn from what’s working… and with Mindbody being impossible to work with, we’ve done campaigns similar to this that have worked well. How do you translate it into booked appointments?

Cheers,
Terence
Goatsocial

Reply
    Dan Sevigny - December 21, 2017

    Hi Terence,

    You are absolutely correct in stating that MindBody’s checkout process is a conversion killer. That’s exactly how I’d describe it.

    We can do our best to account for that in the following ways…

    1) Sell and deliver the trial passes on ClickFunnels. The pro here is you get end-to-end tracking and can optimize your Facebook ads for purchase rather than only for email opt-in. The obvious con with this strategy is you need to manually enter every trial pass sold into the MindBody system. This works for our small, local studio clients, but isn’t really feasible for the larger studios we work with.

    2) Optimize for email opt-in, and accept that you’ll lose some conversions through MindBody. Track how many opt-ins convert by tagging them in ActiveCampaign as having originated from the Facebook Ad campaign (you can see how many people in your customers list have the Facebook ad tag). Could use different tags for different campaigns if you wanted to get granular with tracking, but we don’t usually find that to be necessary.

    Thanks for the discussion!

    If you have any other questions, please feel free to reach out to me via email.

    Reply
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