6 Tips to Brand and Promote Your Virtual Business
This year has been a roller coaster. No one will argue that. And there is a very real possibility of more unexpected twists and turns ahead. Your business changed - overnight - and it’s not back to “normal” yet. You’re still at reduced capacity (or even shut down) and participation in your virtual offers is declining.
How can you promote your virtual offers and - not just retain - but start growing your client numbers again?
Instead of waiting for “normal,” the time has come to look forward. To focus again on the business basics of attracting, converting, and retaining clients. Transition from thinking of virtual as a temporary solution. Embrace the hybrid business model and integrate your virtual offerings into your business as part of your way forward.
Here are 6 tips to do just that:
1. Streamline your packages, pricing, and introductory offers
Make things easy for members and potential members. As you work to retain current members and attract new ones, focus on keeping things clear and easy to understand. There’s enough confusion in the world right now, complicated pricing structures should not be one of them.
Not sure how to streamline your pricing? For revenue planning and to aid in retention, your goal should be to try to get as many members as possible on autopay. Consider offering an all-access membership option and a virtual-only membership. The latter option appeals to members who aren’t ready or able to return to your studio in person but still want to continue their practice within your community.
2. Update your brand messaging to include your virtual offerings
Your messaging needs to convey an attitude of future-facing positivity. Think about what you wanted for your community when you first started your studio. How can you keep the foundations of that and add to it as you move forward?
Focus on communicating the value of virtual as an offering. You are “able to” offer virtual classes rather than you “have to.” Talk to your members about the benefits of virtual - how they’re able to fit classes into their lives when and where it works best for them.
Talk about how you’re excited about having the opportunity to provide high quality instruction in a number of ways. Your members will take their cue from you - if you are positive and excited about the changes and possibilities, they will be, too. If you act like your video offerings are second-best or a pale substitute for an in-person class, that’s how your members will see them.
3. Build purchase paths on your website
Again, your goal is to make it easy for current and potential students to navigate through your website. It should be simple for them to understand your offerings and how to get the information they are seeking.
Take a close look at your website and eliminate or hide any outdated information and offerings. Now is the time to stop promoting things you don’t sell.
Update or build focused landing pages for anything you’re promoting. Make use of website features like the announcement bar to bring attention to special offers or events.
Make it easy for new students to get started - they should see a clear path to signing up. Remember, from anywhere on your website, a potential student should be two clicks or less away from the cart at all times.
4. Create virtual content with marketing in mind
Think of your studio’s online library as the key marketing opportunity it is. As you’re curating your collection of virtual classes, think about how you’ll market them. Avoid a library with 47 titles like “April’s Monday 4 PM Class.”
Instead of creating the video first and then figuring out what title to give it and how to market it, follow these steps:
Write a video title and description of the class first - search YouTube for ideas and to see what types of videos are being promoted. Think about what (small) problem a class could solve.
Then record - the instructor should use language during the class that supports the headline and description.
Now promote the class - using your usual social media channels and email list. Don’t forget to promote it to current members, too! Since you spent the time up front to define the value of the class content, you’ve set yourself up to now be able to naturally and authentically talk about why someone should watch! (this is how marketing gets easier!)
Include videos of various lengths - a member who is coordinating virtual learning for three kids and working from home may only have ten minutes to devote to her practice. Giving her a ten minute stress-relieving class will make her feel seen - and rejuvenated.
5. Design a product ladder that includes your virtual offerings
Your goal is to take a prospective client up your product ladder. But, to get them to move up the ladder, you first need to get them onto the ladder. Once they’re on, you want them to continue to move up.
Let’s talk about how to guide new members up the rungs of your product ladder:
Start with free! You want to provide a “taste” of what they’ll find if they join your studio through snippets of new videos or other helpful content.
Introductory offer - Offering a “taste” of membership for a limited time at a limited price.
Upsell to membership - Member has full access to all that membership includes.
OR…
Downsell - If a full membership is not right at that time, offer a class pass, virtual only membership, etc.
6. Promote virtual offers using effective channels
Promote your offers using channels that work for your studio. You don’t have to be on every social media channel. If your Instagram account gets a lot of engagement, certainly promote there. Active Facebook community? Talk it up there. Have a big list of former clients who haven’t been into your studio in a year or more? Now is a great time to reach out to them via email or retargeting facebook ads to let them know about your new offers.
In addition to using social media the right way, promote by:
Distributing free content generously - this is content marketing at its core. Use social media, advertising and local collaborations to be visible and work to establish awareness of your brand and offers in your local area.
Promote introductory offers - through nurture emails, retargeting ads and personal outreach. Don’t underestimate the power of personal outreach, this can be the most effective and easiest way to engage people!
Upsell intro clients to autopay - don’t assume someone will keep coming after they’ve tried an intro package. Even if someone loved your classes, people get busy so be sure to follow-up via first month emails and personal outreach.
Look forward and plan for your studio’s future.
Integrate virtual offerings into your studio’s business model. Promote those offerings and make sure your studio’s branding reflects this new hybrid way of doing business. Done well, you can harness this new medium to strengthen and grow your existing business, in 2021 and beyond.
Josh McCarter, CEO of MindBody, had this to say:
“Through our research [we found] that about 90% of consumers say they’re going to go back to their prior workout habits and regime, but about 46% of those are saying that they’re going to tack on a virtual aspect. So we say [to studios], if you’re not focused on this hybrid model, you’re probably going to start losing some of your clients. “
Need help integrating virtual offerings into your brand and websiste? Let’s talk.
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