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 #3: Thinking globally, not locally.Giphy
Thousands of far-flung followers might look impressive, but the end goal is to appeal to your local community—that's where your clientele is. "It's a way to get people to know you and trust you, and get a glimpse behind the scenes," says Warren Konowal, who began promoting her studio on Facebook even before she opened her school. She held a contest to win $100 in studio credit, which brought in new followers, and posted information about each of her class levels, from toddlers to adults, which brought in clients. She was able to start with a robust 75 students in 2014.
Wolff occasionally "boosts" her Facebook posts, meaning her studio page's post is prioritized in the news feeds of Facebook users who fall within the targeted demographic she selects—families within a 10-mile radius, for instance. She chooses the content and timing of her boosted posts carefully, to make the most of this tool. "I only boost a post if it's related to recruitment or big performances," says Wolff. "The most I spend on a boosted post is $10. During our busy seasons—March and August/September—I might boost two to three posts that I know have solid content: quality photos, slide shows, short videos, professional graphics."