Hey there, fellow retreat leaders (and aspiring ones)! It’s Shannon here, and I want to dive into something that can make or break the success of your retreat: marketing.

I get it—marketing can feel overwhelming, especially when you’re passionate about the transformational experience you’re offering and not necessarily about promoting it. But here’s the deal: you can have the most incredible retreat planned, filled with amazing activities and life-changing moments, but if the right people don’t know about it, none of that matters.

Marketing isn’t about being salesy or pushy. It’s about sharing your retreat in a way that connects with your audience and makes them feel like they have to be a part of it. Let’s talk about how to do just that.

Start with Your Ideal Guest

Before you even think about crafting marketing materials or running ads, you need to know exactly who your ideal guest is. Ask yourself:

• Who am I creating this retreat for?
• What are their pain points or challenges?
• What transformation are they seeking?
• What do they value in an experience like this?

Get specific. If your answer is “anyone who wants to relax,” it’s time to dig deeper. Maybe your ideal guest is a burnt-out professional looking to reset, or maybe it’s a busy mom who craves a weekend to reconnect with herself. One of my favorite sayings is: if you are marketing to everyone, you are marketing to no one. So get specific here.

When you know who you’re talking to, your marketing becomes so much easier because you can speak directly to their needs, desires, and emotions.

Lead with the Transformation

Here’s the golden rule: sell the experience, not the itinerary.

Your audience doesn’t care (at least not initially) that your retreat includes three yoga classes a day or organic meals. What they care about is how they’ll feel after attending.

Are they going to leave feeling rejuvenated? More connected to themselves? Inspired to take action in their lives? That’s what you need to focus on in your marketing.

For example, instead of saying:
“We offer guided meditations and journaling workshops,”

Say this:
“Reconnect with your inner peace and gain clarity through guided meditations and journaling exercises designed to transform your mindset.”

See the difference? One is a list of activities, while the other speaks to the heart of what your audience wants.

Craft Compelling Content

Your marketing content should tell a story—your story, your guests’ potential story, and the story of the retreat itself. Use photos, videos, and testimonials to show what past attendees have experienced (if you’ve hosted retreats before). If this is your first retreat, paint a vivid picture of what participants can expect.

Here are a few ideas for creating content:

• Behind-the-Scenes Posts: Share your planning process to build excitement and give a sneak peek into the retreat.
• Testimonials: Highlight reviews or quotes from past attendees who’ve experienced transformation at your events or in coaching sessions with you.
• Video Invitations: Record a heartfelt video explaining your “why” behind the retreat and what attendees will gain.
• Storytelling: Share a personal story about why you’re passionate about leading retreats or a transformation you’ve experienced yourself.

Use Social Media Strategically

Social media is a fantastic tool for connecting with your ideal guests, but you have to use it intentionally. Don’t just post randomly—have a plan!

• Engage: Respond to comments and messages, run polls, and ask questions to create a dialogue with your audience.
• Leverage Hashtags: Use hashtags relevant to your retreat, like #WellnessRetreat, #MindfulnessJourney, or #WomenSupportingWomen.
• Go Live: Host live Q&A sessions to answer questions about your retreat and share your excitement.

And remember, social media is more than just a sales tool. It’s a way to build trust, establish your expertise, and show your authentic self.

Build an Email List

If you don’t already have an email list, it’s time to start one! Your email list is one of the most powerful marketing retreat tools you can have because it gives you direct access to your audience without relying on social media algorithms.

Create a free lead magnet—something like a wellness guide, packing checklist, or meditation recording—to encourage people to join your list. Then, nurture those subscribers with valuable content before you start promoting your retreat.

When you’re ready to market, your email subscribers are more likely to convert because they’ve already connected with you.

Collaborate with Partners

Think about other businesses or influencers whose audiences align with your ideal guests. This could include wellness coaches, yoga studios, fitness instructors, or even local businesses.

Collaborations could look like:

• Guest blog posts or podcasts.
• Social media takeovers.
• Cross-promotions (you promote their services, and they promote your retreat).

Partnerships can expand your reach and get your retreat in front of people who are already interested in what you’re offering.

Keep Showing Up

Consistency is key. Marketing isn’t a “set it and forget it” process—it’s something you need to keep doing regularly. Whether it’s posting on social media, sending emails, or reaching out to potential collaborators, showing up consistently builds trust and keeps your retreat top of mind.

Remember, it’s not just about filling spots for this retreat. It’s about building a community that will continue to follow and support your work for years to come.

Learn and Refine

Not every marketing strategy will work perfectly the first time, and that’s okay. Pay attention to what’s resonating with your audience and what’s not. Use analytics from social media and email campaigns to tweak your approach.

And if you’re feeling stuck, know that you don’t have to do it alone. That’s why I’ve created online courses designed to help retreat leaders just like you. Whether it’s learning how to craft irresistible offers, mastering social media marketing, or building your email list, these courses are here to take the guesswork out of marketing.

Final Thoughts

Marketing your retreat doesn’t have to feel daunting. When you focus on your ideal guest, lead with transformation, and consistently show up with heart and authenticity, you’ll attract the right people who are ready to say “yes” to the experience you’re offering.

And remember, marketing is simply an extension of the incredible work you’re already doing. It’s about sharing your passion, purpose, and vision with the world—and inviting others to be a part of it.

You’ve got this! Now, go out there and create magic. If you need help, check out our Retreat Marketing Masterclass.

PS- go check out our IN PERSON Retreat Leader Mastermind in Austin!