Facebook, Instagram, Snapchat, Twitter, Pinterest—we're in the age of social media. So how about harnessing that power and influence to reach new customers? "Social media is where people spend so much time now," says Janelle Warren Konowal, who relies heavily on social-media channels to promote her Nova Scotia–based school, Element Dance Studio. But changing trends and algorithms can make it harder than ever to reach your target audience. If your social-media marketing isn't returning the results you'd like, you may be making some of these common mistakes.
Mistake #5: Posting without a plan.Giphy
Everything you post online should somehow tie in to your studio's brand. "First, map out what your ultimate vision is—beyond wanting to teach dance and become a big school," says Wolff. For instance, she draws heavily on the concept of her studio as a "wolf pack" to emphasize its community and team-oriented focus (and play on her last name). Whether posting content about performances, competitions or casual lessons, Wolff uses hashtags that underscore teamwork and community, like #AlphaTeam, #WolfPackSpirit, #WolfPackHowlOn3 and #TeamworkMakesTheDreamwork. "Being able to tie that all back to this idea of us being a 'wolf pack' helps give our marketing a greater purpose," she says. "It can also help dictate the people you attract to your studio."