Like most music schools, yours probably:
- Relies way too much on inconsistent referrals to maintain or grow your student base
- Wastes hundreds or thousands of dollars on ads and sees little to no results
- Has no way to consistently and reliably send new students through its doors
I’m here to tell you that this can be fixed right now. You can start driving new students that have never heard of your music school through your doors consistently.
Now this may sound counterintuitive, but hear me out. Offering a free trial lesson is the cheapest way for your music school to acquire a consistent stream of new music students! It will also fill your music school’s schedule much faster than trying to immediately sell pricey private lessons to new prospects right off the bat.
How do I know this? It’s what I do! I run internet marketing campaigns for music schools and through a lot of trial and error and thousands in ad spend, I’ve figured out what works and what doesn’t.
Advertising paid lessons is the worst thing your music school can do. It’s a huge waste of money and isn’t effective.
Why you ask?
Simply put, people buy from businesses they know and trust. Before you can effectively sell to anyone, you need to build a relationship with them. This is why it’s easy to sell lessons to referrals, but much more difficult to sell to cold prospects. Cold prospects don’t know who you are and don’t trust you, so why would they immediately commit to spending potentially hundreds or thousands of dollars every year with your business?
Your Marketing Funnel and Why it’s Essential to Understand Where Your Prospects are in the Buying Process
Everyone you advertise to is at a different stage in the buying process.
- AWARENESS – Most people aren’t even aware your business exists. Before you can sell music lessons to someone, they first have to be aware that your music school exists!
- INTEREST – Some people know your business exists, but haven’t considered taking music lessons. It’s your job to pique their interest with your advertising messaging. Something for FREE is almost always a good bet.
- DESIRE – Some people are aware your business exists and are considering enrolling in music lessons.
- ACTION – These people are aware your business exists and are ready to take action. It’s a lot easier to get people to take the action of coming in for a free trial lesson as opposed to dropping hundreds or thousands of dollars right away.
As you get closer to the bottom of the funnel, you’ll have less and less people. Not everyone that’s aware your business exists will make a purchase. Some people that desire your services may not even make a purchase. Maybe they’re too busy, don’t have the money or decided to go to a competitor.
So here’s the deal. Most music schools advertise to people at the bottom of the funnel. The people that DESIRE their services and are ready to take ACTION.
Because they’re targeting the very bottom of the funnel with ads for paid lessons, they’re excluding the bulk of the market and are not moving people through each stage of the funnel or buying process.
It’s also important to mention that there is a lot of “friction” created at the top of the funnel because your message is essentially “come take lessons with a business you don’t know or trust and pay us hundreds or thousands of dollars for a service you are unsure will even meet your needs or expectations.”
Free intro lessons solve this problem. They build awareness of your business and services, create interest and eventually, many of these people will move to the bottom of the funnel and pay for lessons.
Let’s now look at the profitability of a recent ad campaign I ran for a music school in North Saanich BC.
Proof it Works
In the month of August 2017, I sent this music school 50 leads which I captured with some online ads. Of these 50 leads, 16 signed up for lessons.
Here’s the breakdown:
On average, they charge about $100/mo per student and they take 40% of that.
This means that these 16 students have added roughly $1,600/mo in revenue and $640 of that goes to the studio.
Let’s now look at the customer lifetime value (CLV) of these 16 new students. This is an important long-term calculation that shows how much a customer will spend at a business over the course of their entire relationship with it.
PAMA figures that on average their students take about 20 months of lessons.
20 months x $100/mo = $2,000 CLV
So, each of these students is worth about $2,000 to PAMA. $800 (40%) of that will go the studio.
16 students are worth about $32,000. $12,800 (40%) of that goes to the studio.
This campaign is still driving a steady stream of leads and will continue to consistently grow their student base and their business.
Offer free trial lessons! That is, if you want to grow your music school’s student base…
If you want more free marketing tips and strategies for your music school, then join my music school marketing tips mailing list!
If you’d like to learn more about how I can help grow your music school’s student base, then contact me for a free strategy call.
Leave a comment if you have any questions.