Music teachers, and even people who went to marketing school, have the definition of marketing all wrong. And as a result, we waste so much time and money on marketing efforts that are destined to fail. This post will reframe your thoughts around what marketing means, and hopefully get you excited about trying some new ideas marketing your program.
Marketing Versus Advertising
When most people think about "marketing," they're really thinking about "advertising." Putting ads in the newspaper, hanging up flyers, even TV commercials.
These kinds of efforts worked before the internet, because there wasn't really another option to get the word out. But in our modern world, this is obsolete and often referred to as "interruption marketing."
Because it's exactly that. We're trying to interrupt as many people as possible in their daily lives, hoping that something sticks and someone gives us a call.
Think about it like this. Imagine you're running through a busy airport, late for your flight. And someone approaches you trying to sell you something. Are you going to bother listening to anything that person has to say, let alone buy something from them? Of course not!
While this is obvious to us, it's exactly how most people approach marketing. The average person is hit by over 3,000 pieces of marketing every day. Our brains are incapable of processing that information, so our natural response is to ignore all of it.
So, What is Marketing Then?
Marketing is educating, which is good news for you as a teacher! What's more, it's finding the right people for your program, and effectively educating them on why you are the right choice for them.
That's just the tip of the iceberg. While advertising can be a tactic you use in your marketing, marketing starts with the service you provide.
Have you ever met someone who said, "I have a full studio, and that's with no marketing." Well, that's not true. Because marketing is everything you do in your work. Starting with providing something that is so remarkable and life-changing, people can't help but tell their friends.
When it comes to reaching the right people, here is an example. Let's say you're a piano teacher who teaches the youngest students, ages 4-6. Does your website reflect that? In other words, when a parent with young children encounters your website, is it crystal clear that you are a teacher who could be a good fit for them?
Or, is your website a general calling card that lists your services? In this is the case, then inevitably parents with young kids will continue elsewhere. Because your website failed to communicate with them: The right people. Or if it did, it didn't resonate or educate enough to compel them to take the next step.
Worse yet, are you receiving inquiries from adult students? If that's the case, then your website definitely needs an overhaul.
Again, it's all about reaching the right people and showing them why you're the right choice for them.
When it comes to advertising, you can't advertise to everyone. That's interruption marketing again. But, who could you pay to show your material to exactly the right people for your program, both in terms of demographics and psychographics?
What's Next?
Hopefully this reframe about marketing sparks some excitement about the possibilities of finding the right people for your program. Just remember, before you launch any marketing effort, ask yourself two questions.
- Am I reaching the right people for my program?
- Am I effectively educating them about why my program is the best fit for them?
Please leave any thoughts or questions in the comments below.
And if you're intrigued by this marketing stuff, sign up for our mailing list to be notified about our big marketing course coming out later this month. It's going to cover everything you need to put together a modern marketing plan that reaches the right people, brings you more of the right students, and creates a sustainable program that you can be proud of.