We’ve talked about attendance declining in the summer months. We all expect some of our students to take the summer months off as it is the nature of our business. Our experts have even shared many ways to increase attendance in the summer, like in our Summer Guide. But what we haven’t talked about is how to market these summer attendance solutions. Where do you market to your potential students? What do you say? Let’s talk about the big three.

1. Organic Social Media

Organic is just a fancy way of saying un-paid social media advertising. Even if your social media following is small, posting about summer lessons, summer classes, and any special offers is a great way to advertise what your studio is doing this summer. Another way to make organic social media go further is to request that your followers and staff share the posts to gain more exposure. Having a social media contest, featuring students and staff in your posts, or creating limited time offers are all great techniques for social media marketing. If one thing doesn’t work, try something else! Every studio, city, and following is unique. This is a place to let your creativity shine!

In the studio marketing world, these visitors are known as “impulse buyers”. While still a valuable customer set, customers that find you via social media are often less educated in your specialty and are at the beginning stages of research for after school programs. We call these top of the funnel leads. The best practice for these individuals is to be prepared with introductory emails or handouts that explain the basics if your course offerings, pricing, and policies to set them and their teachers up for future success. For even higher return, share your course/class schedule in your posts with a link to your Opus1 portal. This will allow parents to browse course offerings, view these introductory materials, and instantly register and pay for courses online.

2. Paid social media

Just like the title, paid social media marketing is where you have to spend a little money. Expert tips for paid social media marketing are 1) keep budgets small 2) use special offers and 3) be specific. Starting with a small budget on a paid ad or boosted post lets you test different offers and information until you find what works for you. These offers are always going to perform the best with a broader audience. “Special Offer” doesn’t have to mean a discount either – it could be the final spots in a popular class, a limited run lesson plan, or a package deal. Anything that encourages a person to make an immediate purchase falls in this category. Now – be specific. What does this mean? Be specific on what the offer is, how they claim the offer, if it has an expiration date, and what your preferred contact method is. For the easiest sale, add your special offering to your Opus1 portal and create a registration link you can share online.

3. Partnerships

Many marketing professionals call this affiliate advertising, influencer advertising, or sponsored posts. The great thing about partnerships is they don’t have to be expensive! Partnering with local businesses, “influencers” or events is a great way to get your business out there this summer. Summertime is when families are “out and about”, making partnerships (both online and physical advertisements) even more beneficial. Your local cafe, coffee shop, activity center, community center, community pool, recreation center, etc. – all great places to partner with! Many times, by simply asking, you can set up a tit-for-tat advertisement agreement with local partners. Trading flyers, business cards, social posts, or promotional offers is cost effective for both businesses, and guarantees exposure to new families. When larger partners host events, becoming a sponsor is an excellent way to gain exposure to your studio as well – especially events for families! Within your Opus1 portal, you can schedule automated email and SMS campaigns to announce your partnerships and sponsorships to your current prospect list to give them the push they need to finally register their child.

Before embarking on a partnership or sponsorship journey, be sure that your online presence is “up to snuff”. Many potential clients who see your business advertised locally will do online research before registering for classes. Online reviews, a quality website or social media page, and easy to find information about your business is imperative to the success of these Google searches. We call these “high intent” customers. While they often have more knowledge of your services and are further in the buying cycle, they are harder to convert because of their propensity for online research. A quality online presence is just the trick to gaining them as new clients.

No matter what you do to market your lessons this summer, keep two very important things in mind. First, persistence is key! Marketing isn’t immediate – but the payoff is worth the work. Second, save your receipts! Marketing is a business expense that brings you returns in more ways than one. You’ll thank yourself when tax time rolls around next year. Our Business Optimization Module makes storing this information a breeze. Not using Opus1 for your studio yet? Get a 30 day free trial of the features listed above to see how Opus1 can help you operate and grow your business more efficiently.

The landscape of music education has undergone a significant shift in the digital age. Gone are the days of relying solely on flyers and word-of-mouth to attract students. Today’s potential music students are hyper-connected, researching options online before making a decision. For music schools, this presents both a challenge and an opportunity. The challenge is adapting to a new marketing landscape. The opportunity is reaching a wider audience and attracting a new generation of music enthusiasts through engaging digital marketing strategies.

This blog post will equip you with the knowledge and tools to be effective at marketing your music school in the digital age. We’ll explore a range of strategies, from understanding your target audience to leveraging the power of content marketing and paid advertising. By implementing these strategies, you can build a strong online presence, attract new students, and ensure the continued success of your music school.

Understanding Your Audience

Identifying Your Target Audience:

The first step to any successful marketing campaign is understanding your target audience. Who are you trying to reach? Are you focusing on young children, teenagers, or adults? What instruments are you specializing in? Are you catering to beginners, intermediate learners, or advanced musicians? The more specific you can be about your ideal student, the more effective your marketing efforts will be.

The Importance of Knowing Your Audience for Effective Digital Marketing:

Understanding your audience allows you to tailor your message and choose the right digital channels to reach them. For example, if you’re targeting young children, you might focus on creating engaging videos and leveraging social media platforms popular with parents. On the other hand, if your target audience is adults seeking to learn a new instrument, you might prioritize search engine optimization (SEO) to ensure your music school website appears at the top of relevant search results.

Tools and Techniques for Audience Research:

There are a number of tools and techniques you can use to research your target audience. Here are a few suggestions:

Tailoring Your Message:

Once you understand your target audience, you can craft messages that resonate with them. Focus on the benefits your music school offers, such as experienced instructors, a fun and supportive learning environment, and the joy of making music. Use language that is appropriate for your target age group and avoid generic marketing speak.

Examples of Successful Targeted Messaging in Music School Marketing:

Leveraging Digital Marketing Channels

Now that you understand your target audience, let’s explore some key digital marketing channels you can leverage to reach them:

Optimizing Your Website for SEO:

Your website is the hub of your online presence. Optimizing your website for SEO ensures that it appears at the top of search results when potential students search for music lessons in your area. Focus on using relevant keywords throughout your website content, from your homepage to individual lesson pages. Ensure your website is mobile-friendly and loads quickly, as these factors are crucial for SEO ranking.

Social Media Marketing:

Social media platforms are powerful tools for connecting with potential students and building a community around your music school. Choose the platforms where your target audience is most active, such as Facebook, Instagram, or YouTube. Share engaging content that showcases your teachers, student achievements, and the fun and inspiring atmosphere of your music school. Respond to comments and messages promptly to foster interaction and build relationships.

Email Marketing:

Building an email list of interested prospects allows you to nurture leads and convert them into students. Offer valuable incentives, such as free e-books or discounts on lessons, to encourage visitors to sign up for your email list. Send regular email newsletters with informative content, upcoming events, and special offers. Segment your email list to send targeted messages that resonate with different audience segments.

Content Marketing for Music Schools

Creating high-quality content can attract organic traffic to your website, establish you as an authority in music education, and build trust with potential students. Here are two effective content marketing strategies:

Blogging and Content Creation:

Regular blogging is a fantastic way to improve your website’s SEO ranking and attract potential students. Write informative and engaging blog posts that address common questions about learning music, offer practice tips, or showcase success stories of your current students.

Ideas for Content that Appeals to Your Target Audience:

• “Top 10 Tips for Practicing Your Instrument Effectively”
• “The Benefits of Learning Music at Any Age”
• “Choosing the Right Instrument for Your Child”
• “Meet Our Music Teachers: Q&A with [Teacher Name]”
• “Student Spotlight: [Student Name]’s Musical Journey”

Video Marketing:

The power of video cannot be underestimated in today’s digital age. Engaging video content can capture the attention of potential students and showcase the unique offerings of your music school. Create videos that introduce your teachers, offer virtual tours of your facilities, or showcase student performances.

Tips for Creating Compelling Video Content on a Budget:

Paid Advertising Strategies

While organic marketing strategies are essential, paid advertising can provide a quick boost to your reach and attract a wider audience. Here are two effective paid advertising options to consider:

Google Ads and Social Media Ads:

Both Google Ads and social media advertising platforms allow you to target your ideal audience with laser focus based on demographics, interests, and online behavior. Create compelling ad copy that highlights your unique selling proposition and includes a clear call to action, such as “Sign Up for a Free Trial Lesson Today!” Track the performance of your ads closely and adjust your strategy as needed to maximize your return on investment (ROI).

Retargeting Campaigns:

Retargeting allows you to show ads to users who have previously visited your website or interacted with your social media content. This is a powerful way to stay top-of-mind with potential students who might be considering music lessons but haven’t yet enrolled. Retargeting campaigns can be particularly effective for reminding website visitors about upcoming events or special offers.

Best Practices for Implementing Retargeting Ads: