SlideShare a Scribd company logo
strategy
General Assembly • DM 45 • Hastings Hill
DigitalMarketing
2
3
and on and on…
OUR current website
4
the cake.
everything
else is
just icing.
That’s
5
an adult drop-in studio
offering training
with premier faculty
working in the industry.
Who are we?
what are
our goals?
6
$$$
7
“Acquiring new customers can cost five times more
than satisfying and retaining current customers.
Alan E. Webber, forrester research (2008)
how do we
measure
that?
8
Class package sales

Engagement

Brand Advocacy

just
visiting
recreational
dancers
working
dancers
9
Who are
our
clients?
what are our tactics?How do we market to these client personas
to increase their engagement and ultimately drive revenue?
10
original content
Thought leaders
website redesign
Improved UX
targeted ads
Specific to client personas
content
marketing
SHAREABLE content
across CHANNELS
that encourages
CLIENT ENGAGEMENT
11
instructional
videos
industry
insights
class footage



student
successes
music
playlists
faculty
profiles



PAID SOCIALTargeted to specific
client personas
12
website
redesign
13
CLEANER DESIGN
simplify & focus

IMPROVED UX
scheduling & faculty pages

MOBILE OPTIMIZED
43% of website traffic

14

SUBSCRIBE POPUP
Use timed popup to
encourage email list
sign-ups.

EMBEDDED VIDEO
Include video content on
programming pages.

STAY ON-SITE
Use Healcode widgets
embedded in the site over
redirects to MINDOBODY.com.

CUSTOM LANDING PAGES
For specific client types (i.e.
international students, teachers,
youth, etc.) that include form.
Thank you.
15

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Digital Marketing Strategy for Broadway Dance Center