I click Facebook open, start scrolling, and immediately see ads for popular brands. There’s Lululemon telling me I can’t live without their latest pair of yoga pants. There’s Nordstrom enticing me to shop online by posting a picture of the newest Free People dress. There’s Nike with it’s classic “Just Do It” along with a pair of their freshest running shoes. I stop scrolling and start thinking. What about all of the local Athens businesses? Where are their advertisements? So that’s how I ended up here. This week, I chose a local Athens business and analyzed their digital marketing strategy, specifically their Facebook marketing strategy.
Fuel Hot Yoga is a local yoga studio located in the heart of downtown Athens. Last semester, I worked there as a social media intern, so I have the inside scoop about their digital marketing strategies. Each day, the studio posts the class schedule along with a picture and inspirational quote on their Facebook page. These posts typically get anywhere between three and seven likes, which isn’t great but isn’t terrible.
How could Fuel increase consumer engagement? Obviously, the goal is to create popular posts that people will like, which will then show up on their friend’s newsfeed, which hopefully will draw new users to Fuel’s page. In turn, Fuel will gain more business. However, when I started thinking about the studio’s current Facebook posts, I realized that it was monotonous. Few people were interacting with the page, and really, why would they?
The beauty of a small business is simple. It’s small. It’s unique. It’s undeniably original. I began thinking about all of the things I personally enjoyed about Fuel. Yes, it’s a beautiful studio and the yoga is great and the class times are convenient. But what makes it really stand out? Why would people spend money at Fuel instead of at a different studio of equal price? That’s when it hit me. I’d been practicing yoga for years, but I’d never connected with teachers like I did at Fuel.
After this realization, the new marketing strategy was simple. Create engaging posts that allow the consumer to see what they love about the studio. Being a big fan of the Vogue 73 Questions videos, I decided to bring that idea to Fuel. I recorded each teacher answering a series of 15 quick questions, put music to the videos, and uploaded them as “Teacher Tuesday” posts each week. The videos were a huge success. Some got over 50 likes, which was a huge improvement from the previous day-to-day posts.
Small businesses should focus on what makes them special because that’s what draws in consumers. Generating marketing material for small businesses shouldn’t be too difficult given that they offer a unique experience that can only be found in one place. If a business highlights it’s one-of-a-kind experience, consumers will be more engaged than ever before.
Stay tuned for next week’s post featuring another small business in Athens!