Cheri has been a yoga instructor for over eighteen years. While teaching mat yoga, she realised that many of her senior students were having difficulty getting up and down off the mat. This prompted her to start creating chair yoga routines. She quickly found there was a large and enthusiastic audience for this type of yoga.
When Cheri launched her membership website, InspireEncourageEmpower, she had already organically identified her target audience – seniors who wanted to improve their flexibility. She had recognised a pain point that was being experienced by some of her students and created a solution.
By defining her ‘customer persona’ and understanding their problems, Cheri has been able to effectively target her website’s content and marketing. In the saturated online yoga marketplace, Cheri has carved a niche focused on delivering a customised member experience to a niche audience.
Can you tell us a little bit about your background?
I have been a yoga instructor for over 18 years and when I was teaching mat yoga, I realized some of my seniors were having a difficult time getting up and down off the mat. I wanted to come up with an alternative yoga routine where they could still remain active, do a yoga routine while gaining flexibility and strength. Over the last 8 years, I have been creating Chair Yoga Routines to teach to seniors at Independent Facilities, Memory care, individuals in wheelchairs, car accidents and 55+ senior communities. It grew rapidly and I was teaching these classes between 12-15 times a week.
Why did you decide to build a membership website?
Since my Chair Routines were so successful, I wanted to reach the collective and get seniors to move their body in the comfort of their own home without having to go to the gym for a workout. Some seniors have health concerns and mobility issues that prevent them from going to any gym facility. This membership site was the best decision I every made. I can now reach people around the globe, keep individuals active and make exercising fun. I LOVE what I do and the testimonials I receive from my seniors, keep me motivated to update my videos and create new ones to make it interesting and dynamic.
Why did you choose the SubHub platform? What are the platform features most important to you?
It was easy to use and I could get all the technical support I need. This allowed me to focus on creating videos instead of worrying about the technical side of the website. The customer support is superior. They are always there to solve your issues quickly and really want to help you succeed and work past any issue you have. I always give them 5 out of 5 stars. I really do appreciate their hard work and dedication.
How did you get your first members?
I have obtained 90% of members through Pinterest and Instagram. I have run google ads and facebook ads in the past but my social media sites are where I obtain my clients. They want to know there is a real person behind this site and I am readily available everyday for my followers creating videos to help them move their bodies. I respond to every email, comment and direct message myself. I do not have anyone working on my behalf!
What has been the most effective way to drive traffic to your website?
Social Media: Instagram, Pinterest and Youtube.
Do you use social media to get members for your website? What platform have you found to be the most effective?
Yes, Instagram hands down!
How have you grown your email list and how often do you send out email campaigns?
Yes, I have grown my email list by offering a free Chair Yoga Video but I think people are bombarded with email and I only send out an email once a month.
What kind of content is most popular on your website? And how often do you post new content?
My website is pretty static. I post videos 7 days a week on Pinterest, Instagram and 4 times a week on Youtube and I drive everyone to my website and it links directly to my membership page. EVERY link from my social media site links directly to my membership page on my website. I go into details about the benefits they will receive when they join. I always have an opening video of me talking about the membership first and verbiage below with more details.
What advice do you have for anyone launching a membership website?
Start building your social media sites immediately and in the beginning you need to post videos 3 times a day. I know it seems like a lot of work but it will pay off!!
How has the SubHub platform helped you to reach your goals?
They have made my life so much easier by handling the technical side. It gives me more freedom to focus on the videos to help my seniors move their body and stay active. Plus they address any issues I have immediately and try and solve the problems as quickly as possible.
Creating a successful membership website depends a lot on identifying your target audience and defining their pain points. The more you understand your audience, the better you’ll be able to address their needs in your content creation and marketing campaigns. Personalising the experience of your product might target a smaller audience but will deliver a more relevant product to your audience and achieve a greater impact. So take the time to understand your audience, their needs and the solutions you can offer.
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