august 16 2013 seminar

EVERYTHING YOU NEED TO KNOW TO GROW YOUR STUDIO IN THE DIGITAL AGE(in under one hour)

PRESENTED BY:

DANCE STUDIOS WEB DESIGN +

4

WHO WE ARE:Experts in digital marketing for dance studios. We are a team of marketers, developers, designers, and dance studios.

WHAT WE DO:-dance studio marketing consultants: helping your grow your enrollment-design and developcreated beautiful, high-converting websites -Created School Empower, the world’s easiest school management system.

FAMILY MEMBERS26+LOCATIONNEW YORK

We turn complex challenges into easy to manage solutions

MARKETING

a r e a l w a y s t h e s a m e .

THE PRINCIPLES OF

WHETHER YOU ARE SELLING

A BAR OF SOAP

OR DANCE CLASSES.

MARKETING?

PRINCIPLE 1:

We’re hardwired to only notice what’s different.

DOES YOUR STUDIO STAND OUT ABOVE THE COMPETITION?

PRINCIPLE 2:

T H E F O C U S T E S T:

Who is your audience? _______________________________________________________

Who is your competition? _________________________________________________

Why is your school unique? ____________________________________________

What dance genres do you offer? _____________________________

When you answer, think about the following: Who are your teachers? What are their strengths? What makes your studio better than your competitors’ ? What special programs you offer? In which competitions do your students compete?

PRINCIPLE 3:

Simple1. (

SimpleCreative

1. Aspirational2. Persuasive (evokes action)3. Stand Out4. Appropriate5. Appropriate

SimpleCreativeAspirational

1. Persuasive (evokes action)2. Stand OutAppropriate3. Appropriate

SimpleCreativeAspirationalPersuasive (evokes action)

1. Stand Out2. Appropriate3. Appropriate (save 25%!)

SimpleCreativeAspirationalPersuasive (evokes action)Stand Out

1. Appropriate2. Appropriate

STAND OUT

* h u m a n a t t e n t i o n i s a s c a r c e c o m m o d i t y

BUSINESS MEDIA:

WEBSITE

SEO

ONLINE REGISTRATION

SEM

E-NEWSLETTERS

OFFLINE MEDIA:

PRINT

RADIO

TV

EVENTS

* h u m a n a t t e n t i o n i s a s c a r c e c o m m o d i t y

SOCIAL MEDIA:

FACEBOOK

TWITTER

YOUTUBE

PINTEREST

LinkedIn

GOOGLE+

TUMBLR

OFFLINE MEDIA:

PRINT

RADIO

TV

EVENTS

SOCIAL MEDIA:

FACEBOOK

TWITTER

YOUTUBE

PINTEREST

LinkedIn

GOOGLE+

TUMBLR

* h u m a n a t t e n t i o n i s a s c a r c e c o m m o d i t y

BUSINESS MEDIA:

WEBSITE

SEO

ONLINE REGISTRATION

SEM

E-NEWSLETTERS

WEBSITE.

(why Facebook shouldn’t be your only online presence)

Allows complete control over your branding, unlike Facebook.

Is accessible to all students, even those without social media accounts. (What happens if your student/parent leaves Facebook?)

Only 16% of your followers on Facebook see your posts.

Potential students search for your website, not your fan page.Your website can deliver information about classes, pricing, faculty, and schedules.

Analytics can be integrated into your website and provide more robust information about your people who visit your website.

Only your website can offer online registration.

(all things lead to your website)

When did you build it?Is it mobile optimized? Is it easy to use?Does it reflect your studio?Is it social?How often do you update

content?Can people find it when they

search?Can people register online?What does it look like?

GOOGLE ANALYTICS: analyze visitors by type, date, time, and more

GOOGLE ANALYTICS: analyze visitors by type, date, time, and more

SEO

People finding you organically.

DEFINITION

Search engines finding you organically.

PAID SEARCH

VS ORGANIC SEARCH

ABC’s

O F I M P R O V I N G S E O

THE

CONTENT

SOCIAL MEDIA

TECHNOLOGY*

* t h i s i s a n o t h e r s e m i n a r

BLOG POSTS

KEYWORD-DENSE ARTICLES

NEW CLASSES

ANNOUNCEMENTS

GET YOUR

INSTRUCTORS AND

STUDENTS TO BLOG

FOR YOU

Dancing is movement- and unless you’re a sponge, movement is life! By the transitive property, Dancing = Life. So given the choice, between standing, arms crossed, stern faced with slack shoulders and floating across the floor on two legs who wouldn’t choose dancing? Think about it- how do people celebrate the best moments in life besides with movement and dancing?

When you stand you observe life go by, but never take an active part in it. When you are dancing you are part of life! So, as the picture says: No standing! Only dancing!

THE KEYWORD MAKES UP 3-5% OF THE ARTICLE

A 400 WORD ARTICLE HAS THE KEYWORD

12 TIMES

MAIN KEYWORD: DANCING2nd KEYWORD: MOVEMENT

KEYWORD DENSE

ARTICLES

KEYWORD SEARCH: “Veradale Washington Dance School”

HOST DOZENS OF PHOTOS

UPDATE EVENTS

CONNECT TO ONLINE REGISTRATION

SOCIAL MEDIA

Having a conversation with your advocates.

BEFORE YOU BEGIN

Yo u r w e b s i t e i s m o s t i m p o r t a n t .

H o w e v e r , s o c i a l m e d i a i s s t i l l n e c e s s a r y b e c a u s es o c i a l m e d i a i s a p a r t o f G o o g l e , Ya h o o , a n d B i n g ' s s e a rc h

a l g o r i t h m s .

Yo u r w e b s i t e i s w h e re p e o p l e g o f o r i n f o rm a t i o n ; s o c i a l m e d i a c a n b e u s e d t o d r i v e s t u d e n t s t o y o u r w e b s i t e .

It is a cure-all.

It is easy to grow a school solely through social media.

When using social media, one platform is enough.

There is no way to measure the effects.

Followers will listen to everything you say.

It’s free.

SOCIALMEDIA:

DEAL SITES:

1. Sometimes they do and sometimes they don’t

2. Strategic: what, why, how, when3. Can’t be a stand alone campaign4. Get sampling and try and convert5. Can you process the deal?

6. Beware of the deal “fine print.”7. Have a good relationship with your sales

rep.

FACEBOOK:

B A S I C SFa n p a g e = f re e a d v e r t i s i n g = p a i d

Cover photo: 851 x 315

Profile picture: 200 x 200

You can pin your favorite posts to the top.

To edit your story:Click on the star to highlight the story on your Page.

Click on the pencil to pin it to the top of your Page, hide or delete.

Videos of your classes, recitals, competitions, etc

Impart important updates: recital pictures, etc.

Contests and giveawaysOpinion PollsSpecial offers for your school

REMEMBER:

Under pages and ads select ‘more’

Select ‘create a page’ button

Set up your cover (815 x 315) and profile images (200 x 200)

To add apps, select the plus icon and click ‘find more apps’

T h e re a re m i l l i o n s o f a p p s

A S K YO U R S E L F:

What do you want to promote?____________________________________________

Who are your target students? ___________________________________________

What is your budget? __________________________________________________________________

What is your geographic range?_________________________________________

Include a persuasive, engaging image with your advertisement.

Min size: 100px by 72px

On the left-hand side select ‘Create Ad.’

Enter your ad information, text, headline, and ad type

Insert an image for your ad(100 x 72)

LOCATION

AGE/GENDER

INTERESTS AND CATEGORIES

FACEBOOK SHOWS YOU YOUR POTENTIAL AUDIENCE

Under “Choose Your Audience”, click “show”

ENTER AUDIENCE BASED ON:

SET PRICING INFORMATION: PRICING IS PAY-PER-CLICK

PLACE ORDER – YOUR AD IS COMPLETE!

FANPAGE ANALYTICS: watch your fan page grow!

TWITTER:

BEFORE YOU BEGIN

Tw i t t e r i s p u b l i c .

E v e r y t h i n g y o u t w e e t c a n p o t e n t i a l l y b e s e e n b y 2 0 0 m i l l i o n + t w i t t e r u s e r s .

T h e d i ff e re n c e b e t w e e n Tw i t t e r a n d Fa c e b o o k i s t h a t y o u r m e s s a g e w i l l b e s e e n b y a l l o f y o u r f o l l o w e r s .

M a ke s u re y o u h a v e a s o l i d m i s s i o n s t a t e m e n t . W h a t i s y o u r s t u d i o a b o u t ?

YOUR

School logo or YOU as avatar

Tailored background (check Twitter specs)

Bio

Links to your website and email address

YO U O N LY H AV E 1 4 0 C H A R A C T E R S , S O M A K E T H E M C O U N T

Be useful

Be interesting

Be unique

Be yourself

Engage, engage, engage. Repeat.

Don’t ASK people to follow you

Follow your students

Use relevant tags!

Twitter trains = garbage

Become an authorityin your niche.

Strive for 100 true fans.

Be remarkable.

The rest will take care of itself.

Avoid text speak

Don’t send automated direct messages

TWITTERETIQUETTE

FOR LINKS

Shorten with bit.ly.com

Leave space to be retweeted (130 char)

YOUTUBE:

Use your keyword (i.e. “dance classes Spokane”) in the title

Include the keyword in the description

Include links to your website and social media in the description

Provide relevant tags.

Use your keyword (i.e. “dance classes Spokane”) in the title

Include the keyword in the description

Include links to your website and social media in the description

Make sure to post high quality videos on YouTube.You can also embed your video on your website.

Recitals: parents and friends can seeStudent ‘dance-off’Film part of a class and post it onlinePost online tutorial of basic dance movesGive tips on technique

NEED

PINTEREST:

PINTREST

Pinterest is the fastest growing site today.

Pinterest drives more traffic to websites than do Google+, LinkedIn and YouTube combined.

Pinterest works by getting people to advocate for you by repinning your posts.

Spend the time: build relationships with those known for quality pins

Keep it simple

Use other social nets to feed Pinterest: Facebook, Twitter, etc

Promote more than classes: videos, events, tips, clothing

Follow the big hitters: find out who is ‘pinning’ your products and follow them. Most will follow you back.

Selective curating: Find unique pins to define your studio. Ask clients to pin pictures of themselves dancing and tag you!

Create pinboards for separate topics; popular options are personal pictures, dance quotes, stellar performers, and dance-related art.

Follow people who provide images and brands that truly excite you and show your excitement!

Don’t be afraid to comment! Take a few minutes each day to log in.

LINKEDIN:

A LinkedIn profile helps legitimize your business online, improve your SEO, and connect you with other professionals.

INSTAGRAM:

Showcase your studio. New facilities? Tons of achievements? Show it!

You can host promotions on Instagram: showcase merchandise prizes or give your followers a glimpse of discounted classes.

Another popular method of promotion: competition. Ask students to take photos for your studio and upload them to their own accounts with your school’s hashtag: #YourSchool’sName (no spaces!)

Provide unique content to connect with your audience. What do your dancers do on break? How do they unwind on the bus ride home?

Encourage your fans to interact with you. Feel free to tag others and thank them. Your dancers holding a “thank you!” sign shows that you appreciate all your followers and their support!

Take pictures at and during your competitions and post them for your followers!

Remember to take advantage of Instagram's filters and edits to make your pictures edgy and unique!

You can also upload your pictures to Twitter and Facebook!

ONLINE REGISTRATION

Class rosters & Waitlists

Payment: online or in-studio

Payment types: cash/credit/check, recurring billing

Authorize.net, Basic PayPal, PayPal Pro

Ecommerce

Multi-level discounts

Financial reporting

Exportable to excel

Session packs

Session-based or semester-based classes

Student site: easy to understand and use, visually appealing

Increase enrollment and decrease paperwork!

World’s easiest school management system.

Integration with free PayPal account saves you $30/month

School Empower is committed to improvement while still maintaining the easiest possible user experience.

Flexible course set up

Flexible student payment options

Affordable pricing plans…and much more!

STARTED:

I F I T S E E M S L I K E A LO T , I T ’ S B E C A U S E I T I S .

Identify what is working and what needs improvement

Your website is your brand. Everything else drives traffic to your site.

To increase enrollment, your Website needs to be concise and attractive to viewers. It’s important to have a website.

Good Search engine optimization requires good content and frequent updates on your website.

Social Media sites like Facebook, Twitter, and Pinterest can improve your SEO and help you connect with potential students.

Hire interns or hire professionals (like School Empower )

Slow and steady wins the race. Pick one thing. (and commit to it)

For one month free trial:call 212-929-9980lori@schoolempower.com ?