GROWING YOUR DANCE BUSINESS WITH SOCIAL MEDIA Karen McWattie

SOCIAL MEDIA MARKETING

900 Million Users on Facebook

400 Million Tweets Sent Each Day

72+ Hours of Video Uploaded Each Minute

150 Million Users

18 Million Users

40 Million Users

SOCIAL MEDIA WHAT ACTIVITIES CAN I DO FOR MY BUSINESS ON LinkedIn, Facebook, Twitter, Pinterest, YouTube, Instagram?

Your Activities will be determined by Business Goals

• You may be updating your profile• Expanding Your Business Network• Searching for Information• Sharing information • Communicating with your network• Looking Business Applications  • Responding to Enquiries• Networking and discussing topics of interest • Defining yourself as in influencer in your market • Events - Organising your own or attending others • Posting Jobs • Creating new updates to inspire existing and potential clients and customers

LINKEDIN• Join Or Create LinkedIn Groups – Why?

• LinkedIn Groups are like mini networking businesses• The individuals have the same interests as you • You can learn targeted & helpful information and information from individuals in your sector • You can share information on your products and services specific to your target market • You can increase your brand profile and company awareness• You can generate more customers• You can have a wider network of business contacts • One of the largest LinkedIn groups has over 200,000 members so you can reach out to

more people, than relying on connections alone • You can create and manage up to • 10 LinkedIn Groups • You Can join up to 50

GENERATING LEADS WITH SOCIAL MEDIAHOW DO I FIND CUSTOMERS?

Inbound marketing is a marketing strategy which focuses upon attracting new customers by offering useful information and sharing across your network

THE MOST EFFECTIVE INBOUND MARKETING MATERIAL Share marketing material across social media

Be an influencer, educator and innovator

• Multichannel Product and Service Information • White Papers• E-Books• Podcasts• Blogs/Vlogs• Demographics

HOW DO I FIND CUSTOMERS INTERESTED IN MY PRODUCTS AND SERVICES?COMPETITOR & COMPLEMETARY BUINESSES A competitor business will offer the same products and services as you within your location, and will have the same, or a similar, customer base.

A complementary business will offer different products and services within the same sector, and you will have the same, or a similar, customer base

• Look at their customers and client connections on LinkedIn, list and connect • Look at their Facebook members/friends, list and connect• Look at their Twitter Followers, list and follow• Google Plus – Look at their follows and audience – follow & connect on other

social media sites • Look at Instagram & Pinterest Follows – Follow and Share Inspiring Images

WHO DO YOU NETWORK WITH AND WHY?Your Target Audience (most likely to buy)

Complementary Business – Why?

• A Complementary Business may operate in the same sector, or share a similar customer group.

• They can refer customers without affecting their own business, they will be networking with the same clients and customers, and can provide you with inside information for the sector

• They can give you inspiration for ideas, business development strategies, events to attend, networking strategies, industry challenges and opportunities

• You can work on referral strategies - offering Start-Ups, SME’s, complementary businesses a small percentage share for referral business, discounts. You can allocate links or codes to ensure you allocate business profit accordingly. (Please inform HMRC about additional income)

• Agree to Provide a page on your website which promotes complementary businesses This could be provided by creating company profiles, contact information and website links.

• All complementary businesses can see a boost and increase to their website traffic as a result

MARKETING GOALS

DRIVE INBOUND ENQUIRIES

• Increase brand profile

• Increase visitor enquiries

• Convert leads to sales

• Offer a unique product and service from competitors

MARKET RESEARCH – WHAT ARE YOUR CUSTOMERS LOOKING FOR?

• If you do not currently offer the product or service can you begin offering it?

• What can you offer which is different to their existing supplier?

WHY USE INBOUND MARKETING TACTICS?• GET NOTICED

• Action, connect, follow, publish, engage, converse, share, provide information, blog

• IT WORKS!

• Increase awareness, and drive enquiries

• Reach more prospects and customers

• Sell more products, generate more bookings

HOW IS SOCIAL MEDIA USED BY SUCCESSFUL BRANDS?• Unique

• Funny

• Quirky

• Imaginative

• Unexpected

• Humanised

• Give them reason to like you and shout about your business!

YOUR CUSTOMERS JOURNEYMARKET RESEARCH

• Find out what products & services they are using each day? • Do they have contacts/friends within these businesses? • Would they be happy to share information upon Your product and service?• Could you reach personally reach out to these business owners via social

media, personal networking?• Could you mutually recommend each other? • Could you share marketing costs?• Could you share event costs?

USING MUSIC TO ENGAGE YOUR AUDIENCEMARKET RESEARCH• What music do they listen to? • What music would customers be open to listening to? • Can you create playlists upon music sharing sites such as Spotify, iTunes

store, Microsoft Store, Google Play? (use online guides for music sharing)• Inspire your audience by sharing music playlists on social media which

showcase your brand• Ask them to like and share your music playlists within their social media

network • Use inspiring music to advertise your products & services with permission

COLLABORATIVE MARKETING STRATEGIESPEOPLE BUY FROM PEOPLE

• Share case studies about happy customers • What did you do for them?• How did you achieve this?• What was the outcome?• Have online discussions about developing your products and services• Launch competitions with your employees/customers• Have employee/customer referral programmes offering incentives and rewards • Create Meetup, networking groups with clients, customers, prospective

businesses • Attend exhibitions and networking events within your sector

FIND AND ENGAGE WITH INFLUENCERS • Share their success stories

• Share their articles

• Share their news stories

• Respond to their social media posts• • Reach out to offer guest blogs on their high traffic websites

• Inspire, educate, inform, entertain, convince, support

• Share other blog posts from specialists within your sector

LINKEDIN LinkedIn Slideshare will provide some helpful information upon growing your business. CREATE A COMPANY PAGE ON LINKEDIN

• How to create the perfect company page on LinkedIn – March Media

• Create a company – Jan Willem Alphenaar

• Which dance classes are right – Get your kid off the couch

• Dance classes for your child

• 3 Reasons dance is important for your toddler

• Improving child coordination through tap dance

• Dance Franchise – look at the Kidville model (can you learn from this?)

DANCE BUSINESS EXPANSION • Research online, and on LinkedIn SlideShare about dance franchising • Reach out to dance teachers across Scotland

• Meet personally, or offer an incentive to participate in survey monkey

• Find out their availability?

• Find out what customers they could bring to your dance school?

• Find out how they would go about finding customers?

• What dance classes could they offer?

• How would they generate customers for dancers 4 years upwards

• What would make them want to join your company?

• Create online waitlists for dance classes – demonstrate a sense of urgency

INSPIRING ONLINE ARTICLES• BUILDING A DANCE BUSINESS• Femaleentrepreneurassociation.com

• HOW TO START A DANCE BUSINESS• Startups.co.uk

• Jessica Elliot – How she started a dance business• Huffpost.com

• Productivity lessons from a dance teacher who taught discipline• Entrepreneur.com• Why song and dance are helpful for children’s development• Britishcouncil.org• 22 Celebrities who wanted to be ballerinas• Buzzfeed• Tiny Dancers – 7 celebs who take their kids to dance class• Babble.com

DANCE CLASSES AND THERAPY PUBLIC RELATIONS INITIATIVES

MARKET YOURSELF TO THE HEALTH PROFESSION NHS and Private Clinics Offer to Volunteer within Yorkhill and private hospitals

Demonstrate and share information upon the benefits of dance for assisting children with:

• Disabilities• Autism• Childhood Obesity • ADHD• Hyperactivity • Learning Disabilities

DANCE THEMES INSPIRE YOUR AUDIENCE BY CREATING DANCE THEMES BASED UPON THEIR INTERESTS IN THE REAL WORLD

• Favourite Films (Netflix offers this information) • Favourite TV Shows • Favourite Toys • Favourite Books (Bookbug, Amazon Children’s Bestsellers lists)

Animals• Pop Party/Music Video • UTILISE PROPS • Bubbles • Ribbons • Toys

TOP ONLINE DIRECTORIES BENEFITS OF LISTING YOUR BUSINESS

• Website traffic• Sales• SERP rankings• Brand recognition, R• Reciprocal links• Greater interactions with customers

TOP ONLINE DIRECTORIES • Google My Business (Google Maps)• Bing Places• Yelp• Yell.com• Local.com• Mumsnet• Netmums • What’s On• Foursquare.com• LinkedIn

SOCIAL MEDIA DASHBOARDS Social Media Dashboards (Examples: Sprout Social, Hootsuite, Buffer)SOCIAL MEDIA is a great way to engage with your audience. Make your life easier by scheduling all Social Media Posts to be Uploaded to many Social media sites at the same time• Facebook• Twitter• LinkedIn • Google Plus• Instagram

GROWING YOUR BUSINESS If your Start-Up, SME, or Larger Business requires helpful advice and support please contact:

Karen McWattie https://uk.linkedin.com/in/karen007

GOOD LUCK &THANK YOUKaren McWattie