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Using social media to get new business


Hi,

Haven't posted in a while but still reading here.

I have finally jumped into the social media thing and I created a Facebook page. For a long time I held out because there were thing that bothered me about Facebook. But people kept telling me that they thought a Facebook page would lead to more business so I decided to pursue it.

I had already been getting some new students from 2 local Mom's groups on Facebook. Those types of groups seem to be the best place for getting new students. What happens is that someone posts that they are looking for a guitar teacher and then one of the Mom's of a student I teach recommends me.

I need to figure out how to make myself visible to these groups without seeming like I am overly promoting myself. I have always felt that it is much more effective when someone else puts your name out there and recommends you.

I would appreciate any tips on how to make myself visible to Facebook Groups in my area that have the right demographic for generating new students.

My Facebook page is:

https://www.facebook.com/steve.zeik

It's a work in progress.

I would also like to know if any of you are getting new students through Facebook and/or other social media.

I still get most students through referrals and my website comes in 2nd for generating new students.

Business is not bad but I am not getting as many students since my last price increase which was quite a while back. I have heard from several people that they think my price is too high and they picked someone else based on price. While it's not pleasant to hear I appreciate them telling me this. It's good to know. I'd rather keep my price right where it is and work a little harder on the marketing end. I'm not far from where I'd like to be. Hopefully the Facebook thing will help get me back to the kind of student base I used to have. I'm about 7 students below where I'd like to be.

Thanks in advance for any suggestions on using social media to promote your guitar teaching.

Steve
1/5/2017, 1:26 pm Link to this post Send Email to njsteve   Send PM to njsteve
 
Don P Profile
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Re: Using social media to get new business


Hey Steve,

How's it going? I've been doing the Facebook thing for awhile now and took some online courses on how to promote yourself on social media. I have a pretty good grip on it now although there is still tons I need to learn. I just picked up 6-7 new students from facebook ads over the Christmas holiday. I had alot of additional inquiries but 6-7 people that are students now.

It's great you have a facebook page and it's a great start but what you really want to do is create a business page. With your personal page you will be able to market to people but it's only the people that become your friend. This means that while you may get some that are interested in lessons you'll also get alot of other people, like your personal friends, family,people you meet etc... that have no interest at all in lessons.

You'll be able to market to people on your friends list and do the facebook groups thing you are doing but you are missing a huge portion of the potential of facebook.

If you have a business page it will be obvious what the page is for. You'll attract people that are interested in guitar and guitar lessons. The downside is that if you just put up a page and try to market organically, just putting up an ad on your page, then you won't get great results. Facebook wants you to spend money!

By the way you can't do facebook ads from your personal page. You need a business page. So anyways, what I do is create posts on my page showing my students performing, earning certificates, posting achievements etc... I do also add cool posts that I find.

I then go into what is called the ads manager and I create an ad from some of these student posts. Here is where the magic happens. When creating ads you can dial right into your desired audience. You can target people that like your page, you can create custom audiences or you can just target towards new potential people that are not aware of you at all. This last one is what I use most.

You can target a specific area around where you teach, certain age groups, parents of kids, teens etc... certain income levels, certain interest which in our case would be guitar along with adding different musical groups that your main target audience would be interested in and so on. You can do tons of targeting and dial right in on your perfect clients.

I then create buzz by people in the area seeing my students performances and achievements right in their news feeds. When they or any of their friends are looking for lessons then you are their immediate choice. You're not selling to them at all. You of course add in a link to your website but no selling at all at this point. This lets them take their guard down and they read the ad and/or watch the video, maybe click on the link to your website and hopefully finally contact you out curiosity on how lessons work. I've picked up quite a few directly from these ads alone.

Then on occasion I'll do a full on ad that promotes the business and has some kind of offer included. This is the selling part!

If you put up a business page and just do ads that are trying to sell then you will most likely fail miserably and waste tons and tons of money. People go on facebook to socialize and check out cool post, not to be sold on products. So to get the best results you have to go at it with this mindset. Get them interested first over a period of time and then try to sell to them.

Once I change to this strategy of focusing on building a buzz instead of sell,sell,sell I went from pouring tons of money into facebook with no results to having pretty regular success with it.

My latest ad of one of my students performing cost me $20 so far had reached almost 3,000 people had about 1500 that either commented, shared etc... and comes out to be costing me 1 cent per engagement from people. This is pretty awesome and not always the result when doing an add but if you do it correctly you can get people to engage without it costing you alot of money. It's about experimenting and learning what works and what doesn't.

Another thing that is a little more advanced is something called re-targeting. You can put some facebook code on your website and then when someone clicks on it you can then market directly to them as long as they are a facebook user, which most people are nowadays. Have you ever looked up a product on Amazon, Guitar Center etc... and then seen ads either in your newsfeed, your homepage where you check our e-mails etc... of that same exact product you were just looking at? This is re-targeting. You can target directly to people that were looking around on your website.

I actually haven't been doing any re-targeting lately. I've been focusing on the buzz/occasional selling ads strategy lately since it's working pretty good for me but I may get back to trying that strategy out a little again.

Anyways, what I would suggest is to begin by creating a facebook business page, start posting student performance and achievements along with any other posts you find that you think is cool. Then start to research more on what I outlined in this post, facebook has some training courses you can look through and you can also look on youtube for some tips. Learn as much as you can about all this stuff, keep it simple at first, and then when you're ready go back and create some paid ads to share the student posts you have been posting up all along. Nobody cares if it's a post from 6 months ago. For most of the people seeing it they're completely new to them.

While for most of the time it's great to just jump in with things you really need to do some solid research before jumping strait into doing ads. Otherwise you can loose alot of money quick. On the other hand, if you do it correctly then you can see awesome results!

Alot in here but hopefully some of it will help you out in some way! Good luck to you!!!
1/5/2017, 7:09 pm Link to this post Send Email to Don P   Send PM to Don P
 
njsteve Profile
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Re: Using social media to get new business


Thanks for your detailed feedback Don! I checked out your Facebook page and also your website and I can see that you have really worked hard on this aspect of the business. Your presentation looks great!

In comparison I feel that I have only dabbled at the marketing end of things and yet I do put quite a bit of time into it and get pretty good results.

How much does Facebook charge for the business page? What do they charge when you want to run an ad?

Steve
1/6/2017, 4:02 pm Link to this post Send Email to njsteve   Send PM to njsteve
 
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Re: Using social media to get new business


Yes, I'm finally getting results from it but I also feel like I'm still at the amateur level with so much more to learn!

A business page is free. Just go to the little arrow up in the right hand corner near the lock icon and click on it. You'll see a "create page" option which will get you started.

The ads go by a bid system. You can look up a better definition but basically the cost depends on how much it's shown along with other factors. Basically what you do is input all your targeting info, you input a daily budget, which I keep pretty low at $5,you can also pick a limit on the amount you will spend overall also and then you should let facebook do the bidding for you. Most courses and training I've gone through suggest to do this although I did read one that suggest doing a bid a little higher then the suggested bid. The thinking is that most people stay within the suggested range and you will get more bang for your buck with less competition. It did work for me when I tried it but I haven't done it lately. Might be in order for my next ad! Lol!!!

My suggestion is to invest only what you are ready to completely loose at this point. Think of it as paying for training. You need to learn as much as you can and then start applying what you are learning and experiment to see what works for you and what doesn't.

Again, the building a buzz approach I've found is extremely important. Anyways, once you start to figure out what seems to work and what doesn't you can start to lay down more money. At this point I usually spend a couple hundred a month which seems to do decent for me but to start you might want to limit it to $100 or less just to get your feet wet. You most likely wont see alot of results from that small of an amount but you are at least going through and getting familiar with the process.

I spent $500 on the ads over Christmas which seems like alot but I now have 7 new students, along with a couple that are on the ropes, and at $99 for each I've already paid for that plus $200 profit. A couple of them actually signed up for hour long lessons so I made even more. I could either re-invest that back into ads or I think I may cut back and focus on these new students for a bit for now. Probably still do my $200 or less but not bigger investments until maybe March/April area.
1/6/2017, 5:57 pm Link to this post Send Email to Don P   Send PM to Don P
 


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