The document provides an overview of strategies for dance studios to grow their enrollment in the digital age. It discusses the importance of having an optimized website as the central hub for online marketing efforts. Additional tips include using search engine optimization techniques like keyword-dense content and social media platforms like Facebook, Twitter, and Pinterest to drive traffic to the website. The presentation emphasizes focusing on one strategy at a time and using available tools like the School Empower system to streamline operations and marketing.

1. EVERYTHING YOU NEED TO KNOW
TO GROW YOUR STUDIO
IN THE DIGITAL AGE
(in under one hour)
PRESENTED BY:
DANCE STUDIOS WEB DESIGN +

4. 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 develop
created beautiful, high-
converting websites
-Created School Empower, the
world’s easiest school
management system.
FAMILY MEMBERS
We turn complex challenges
into easy to manage solutions

5. MARKETING
a r e a l w a y s t h e s a m e .
THE PRINCIPLES OF

6. WHETHER YOU ARE SELLING
A BAR OF SOAP

7. OR DANCE
CLASSES.

9. PRINCIPLE 1:

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

11. DOES YOUR STUDIO STAND OUT ABOVE THE
COMPETITION?

13. PRINCIPLE 2:

14. 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?

15. PRINCIPLE 3:

16. Simple
1. (

17. Simple
Creative
1. Aspirational
2. Persuasive (evokes action)
3. Stand Out
4. Appropriate
5. Appropriate

18. Simple
Creative
Aspirational
1. Persuasive (evokes action)
2. Stand Out
Appropriate
1. Appropriate

19. Simple
Creative
Aspirational
Persuasive (evokes action)
1. Stand Out
2. Appropriate
3. Appropriate
(save 25%!)

20. Simple
Creative
Aspirational
Persuasive (evokes action)
Stand Out
1. Appropriate
2. Appropriate
STAND OUT

21. * 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

22. 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

23. 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

25. (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.

26. (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?

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

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

39. People finding you organically.

40. Search engines finding you
organically.

41. PAID SEARCH

42. VS ORGANIC SEARCH

43. 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

44. BLOG POSTS
KEYWORD-DENSE ARTICLES
NEW CLASSES
ANNOUNCEMENTS

45. GET YOUR
INSTRUCTORS AND
STUDENTS TO BLOG
FOR YOU

46. THE KEYWORD MAKES UP
3-5% OF THE ARTICLE
A 400 WORD ARTICLE HAS THE
KEYWORD
12 TIMES
MAIN KEYWORD: DANCING
2nd KEYWORD: MOVEMENT
KEYWORD DENSE
ARTICLES

47. KEYWORD SEARCH:
‚Veradale Washington Dance School‛

48. HOST DOZENS OF PHOTOS
UPDATE EVENTS
CONNECT TO ONLINE REGISTRATION

50. Having a conversation with your
advocates.

51. BEFORE YOU BEGIN
Y o 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 e
s 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 , Y a h o o , a n d B i n g ' s
s e a r c h a l g o r i t h m s .
Y o u r w e b s i t e i s w h e r e p e o p l e g o f o r i n f o r m 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 .

52. 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.

54. 1. Sometimes they do and sometimes
they don’t
2. Strategic: what, why, how, when
3. Can’t be a stand alone campaign
4. Get sampling and try and convert
5. Can you process the deal?
6. Beware of the deal ‚fine print.‛
7. Have a good relationship with your
sales rep.

56. B A S I C S
F a n p a g e = f r e 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.

57. 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.

58. Videos of your classes, recitals,
competitions, etc
Impart important updates: recital
pictures, etc.
Contests and giveaways
Opinion Polls
Special offers for your school
REMEMBER:

59. Under pages and ads select ‘more’
Select ‘create a page’ button

60. 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 r e a r e m i l l i o n s o f a p p s

62. 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

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

64. Enter your ad information, text, headline, and
ad type
Insert an image for your ad(100 x 72)

65. LOCATION
AGE/GENDER
INTERESTS AND
CATEGORIES
FACEBOOK SHOWS
YOU YOUR
POTENTIAL
AUDIENCE
Under ‚Choose Your
Audience‛, click ‚show‛
ENTER AUDIENCE BASED
ON:

66. SET PRICING INFORMATION: PRICING IS PAY-PER-CLICK
PLACE ORDER – YOUR AD IS COMPLETE!

67. FANPAGE ANALYTICS: watch your fan page grow!

69. BEFORE YOU BEGIN
T w 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 ly 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 f f e r e n c e b e t w e e n T w i t t e r a n d F a 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 k e s u r e y o u h av 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 ?

70. YOUR
School logo or YOU as avatar
Tailored background (check Twitter
specs)
Bio
Links to your website and email
address

71. Y O U O N L Y 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
interestin
g
Be unique
Be yourself

72. Engage, engage, engage. Repeat.
Don’t ASK people to follow you
Follow your students
Use relevant tags!
Twitter trains = garbage
Become an authority
in your niche.
Strive for 100 true fans.
Be remarkable.
The rest will take care
of itself.

73. Avoid text speak
Don’t send automated
direct messages
TWITTER
ETIQUETTE
FOR LINKS
Shorten with bit.ly.com
Leave space to be
retweeted (130 char)

75. 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

76. 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.

77. Recitals: parents and friends can see
Student ‘dance-off’
Film part of a class and post it online
Post online tutorial of basic dance
moves
Give tips on technique
NEED

79. 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.

80. 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!

81. 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

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

85. 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

86. 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!

88. 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

89. 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!

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

93. 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

94. For one month free trial:
call 212-929-9980
lori@schoolempower.co
m