One major mistake that piano teachers make is forgetting to continue to market to their current clients. Yes, they are already registered, and yes, they are already paying customers. However, they are as worthy of your advertising efforts as are your yet-to-be-discovered clients! You need to create “news” and share news”. Constantly.
Preach To The Choir…It’s Smart Business
Some may say “Why preach to the choir? They’re already customers of yours!”. However, half of your advertising efforts should actually be focused on your current student population. Why? Check it out:
1) Your current students are your greatest resource for word-of-mouth referrals. Their social network is extensive… you want access! You therefore need to give them something to talk about, and you need to give it to them regularly.
2) Your current students need to continually be reminded of how lucky they are to be with you. This helps with student retention and customer satisfaction.
3) Your current students have siblings, cousins, parents, grandparents, aunts, uncles… all of whom do not (yet) take lessons with you! It’s much more cost effective to advertise to people with whom you have regular contact.
So, what are you supposed to advertise? If your piano studio doesn’t have regular “newsy” items… then this is your next project. You should have something to “crow about” at least every two weeks. Think studio events, student achievements, special theme days, performance opportunities, practice incentives etc. You need to be creating interesting things to talk about (we should all be doing these regularly anyways!)
Keeping Clients in the Loop
The best part of advertising to your current students is that it’s easy and inexpensive! Try these ideas for keeping your clients in the know about what’s happening at your piano teaching studio:
Facebook – create a studio Facebook page and encourage your studio parents and teens to “like” your page. This immediately gives you access to their extensive online networks. Link your Facebook page to your studio website and give potential clients a wonderful view of everything your studio has been up to.
E-Newsletters – there are many online companies that offer drag-and-drop editing on some really beautiful e-newsletter templates. Check out verticalresponse.com for one of my favourites. There are no subscription fees here – you simply pay 1.5 cents per email you send. Can’t beat it! People are now used to getting newsletters in their inbox… so use these to their full potential and send them out each month chock-full of interesting tidbits!
Blog – Update your website to a blog-based platform and regularly update your page by blogging about what’s happening at your studio. You can connect your blog to be sent out in email form too to all of your client’s in-boxes every time you update. This makes your website immediately look “current” and makes a good first impression on new clients while easily keeping your current students in the loop.
By creating content on these 3 platforms that is interesting, “like-able” and “share-able” you will expand your advertising reach in leaps and bounds simply by sharing them with your current clients. And this is the perfect time of year to start!
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