As a martial arts school owner, you have the responsibility to market your school and try to grow attendance numbers. While direct mail and mobile strategies may be out of your price range, social media and email marketing present a realistic opportunity to you to reach your students, their potential and others who may be interested in the school.
However, being active on Facebook, Twitter and Instagram and sending out a few emails a week to your contact list isn't enough. You have to learn to master your voice. According to an article written for Business 2 Community by Seamas Egan, manager of revenue operations at Campaigner, it could be a good idea to see what the most successful companies are doing to engage their email recipients and social media connections.
Taking a look at some of the most successful trends can allow you to develop a similar voice to what has worked for many other brands. But remember, you still need to be unique. What works for a daily deals site like Groupon won't necessarily work for a martial arts school. Keep your target customers in mind when developing the voice behind your emails and social media posts.
Keep a consistent voice
After you have effectively engaged students, parents and other recipients with your email and grown your following on social media platforms, it's important that you don't change what has been working. Maintaining a steady voice is more important than you think to retaining customers. They will have certain expectations for their interactions for your martial arts school. If you are inconsistent and have marketing messages coming from several different perspectives, it could damage the relationships that have been built with one dependable voice.
"The beauty of creating a consistent (and relatable) brand voice means you don't always have to be selling to generate interest and maintain customer interaction – these things will come naturally, and will result in increased click-through and open rates, and perhaps most importantly, sales," Egan wrote.
Social media IS a viable strategy
Many martial arts owners make the mistake of not embracing sites like Facebook, Twitter and Instagram because they don't believe they will be able to reach parents on the online platforms. But this simply isn't the case. A blog post for Act-On cited statistics from Pew Research Center and Docstoc that showed more than three-quarters of 30-49 year-olds are on social media, while the same goes for 52 percent of 50-64 year-olds.
Parents can often be the catalyst for their students enrolling in martial arts classes. The more established that martial arts school owners become on social media outlets, the better chance they have to engage with parents This is why it's increasingly important to build a strong voice on the online platforms and become respected in the industry. More friends and followers, as well as retweets and mentions, can demonstrate to parents that you run a strong school that is worth sending their children to.