august 16 2013 seminar
TRANSCRIPT
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:
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:
YOUTUBE
GOOGLE+
TUMBLR
OFFLINE MEDIA:
RADIO
TV
EVENTS
SOCIAL MEDIA:
YOUTUBE
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 [email protected] ?