Peter Scott is a seasoned Iyengar yoga teacher and student, certified as one of the top 50 Senior Iyengar teachers in the world. Over his 40 year practice, Peter has run his own Melbourne-based studio, taught classes all over the country and has even instructed classes internationally. Of course, when the pandemic hit in 2020, Peter wanted to focus his efforts on his online classes, and asked us to assist with his social media and content marketing strategy.

It was an honour to create content for Peter’s Instagram and Facebook accounts, to further his brand awareness and generate lead sign ups for his online classes.

Challenges and Solutions

Despite Peter having previously undertaken a social media course, he found that he was time-poor and unable to execute his content marketing to the calibre he desired. LYF Solutions worked with Peter for 8 months to ease this burden.

The key objectives were:

1. Develop relevant content and brand pillars as part of the content marketing strategy. 
2. Increase brand awareness and social media presence to assist in lead generation and online class sign ups.
3. Create Reels for Instagram to place Peter’s content in front of an audience who were not already following him.
4. Create a professional-looking Instagram feed, coupled with engaging captions to encourage conversation and responses. 
5. Track analytics to see what type of content worked best for his account.

 Challenges

1. Peter had a limited archive of images and video footage to share with our team.
2. The yoga/wellness market is highly competitive on social media.
3. Peter would previously post on an ad-hoc basis, sometimes using fonts or brand colours that were not part of his branding kit, resulting in an inconsistent looking feed.

Solutions

First and foremost, our team needed to develop content and brand pillars to aid our content creation. Focusing on the 5 key content pillars of education, promotion, motivation/ inspiration, personalisation and entertainment, this formed the foundation of our content marketing strategy. 

We then spoke with Peter to assess the top key values of his personal brand (Peter Scott Yoga), and this is how we formulated his brand pillars. A sense of connection whether it be with nature, to oneself, or with others, was an integral value to be woven throughout the content itself. 

We then balanced the content creation around all these pillars so the feed would not appear promotion-heavy, rather aim to educate and connect.

Before and after LYF:

In combination with the limited imagery and videos that Peter was able to supply, we were able to source extra content from stock photography websites to help prolong Peter’s original material. This was used to create both Reels and carousel posts for his account. 

We also developed specific Canva templates in line with Peter’s branding to help create a more consistent and professional looking feed. Take a look at this creative example of how we used a stock video in combination with Peter’s branding to create content.

By including Reels in Peter’s content marketing strategy, we saw an increase in engagement on the posts themselves, and a wonderful response from his audience who would make an effort to comment, ask questions and engage.

Meanwhile, this Reel received an outstanding 483 likes, 17 comments and a 19% engagement rate. Watch it here. 

The content marketing strategy also outlined the creation of thoughtfully written captions to inspire, motivate and educate. We also researched targeted hashtag sets to further place Peter’s content in front of audiences who were not already following his account.

Tracking organic social media analytics

Between September 2021 and August 2022, in which the LYF Solutions team took over the management of the account, we saw an increase across all areas of performance. Impressions increased by 246%, Reach by 262% and the Engagement Rate (ER) increased by 13%.

We also found a steady increase in follower growth over the course of the retainer period. Peter Scott attained over 5000 profile views and 740 website clicks. 

The overall benefits in having our team manage the account for that period of time, extended further than just easing the burden for this time-poor business owner. As per the data, we were pleased to see that we were able to effectively increase brand awareness and the engagement on the account itself.

During this time we also saw a correlation between the social media content and an uplift in Peter’s class bookings.

Looking for help with your social media organic content?

Whether you just want us to create content for you to post yourself or would prefer for us to manage your social media content creation and scheduling, we can help. Head to our services page to see our social media marketing retainer options.

If your business is in the wellness sector, we’d love to hear from you. We’ve worked with many brands in this industry and are big believers in the importance of nurturing one’s wellbeing and self-care.