Growing your studio doesn’t have to be stressful, right?
There’s got to be a better way; a better way to streamline marketing and sales, and get more students… right?
Yep, there is…
Hey, I’m Austin Roberson—Founder & CEO of Studio Studio, the all-in-one marketing automation tool for studios, and in this video, I’ll share with you my unique approach to growing your studio & scaling up fast.
Maybe you’re in a place where you’re already successful, but you constantly feel behind…
Or perhaps you’re growing quickly, but so is your to-do list…
Or maybe you’ve got a different problem because, for whatever reason, you can’t seem to get more students than you had last year so every year ends up the same 😩
These 5 pillars will help you build the foundation for rapid studio growth, so that you can stress less, get more students, and scale up fast!
When your advanced dancers apply to a summer intensive, conservatory or dance company, they’re probably going to come to you for help crafting an audition video. An increasing number of dance schools and troupes ask for videos from applicants to help them quickly assess skills, technique and overall fit. However, the process of putting together a professional and impressive audition video can be challenging if you don’t have much experience with technology. Here are some dance audition tips that will help students and their teachers to create impressive audition videos:
Pick an Appropriate Piece
The first big decision that dancers need to make is what they should perform for the video audition. Some institutions may detail what they’d like to see in the video. But, other times the choice will be left to the performer.
Advise your dancer to choose a piece that is appropriate for the school or company. Meaning, don’t perform a jazz piece when applying to a ballet school. It should also be a piece that showcases the dancer’s individual strengths and is a good representation of skill level.
Some experts recommend that dancers include a variety of clips to show off their range of skills.
“I have found that showing a variety of styles and clips that include strong acting along with the dancing make for a more interesting product,” Barry Kerollis, a former dancer with the Pacific Northwest Ballet, explained to Dance Informa. “You need to have some flash, but then you need to have the depth in technique and character to back it up.”
If your dancers have well-shot clips from past performances, it may be worthwhile to make a video compilation. If you choose to go this route, make sure you have access to professional editing software to stitch the clips together.
Carefully Select Your Attire and Backdrop
Once you’ve helped your dancer decide on the best piece to perform, it’s time to iron out the logistics of filming. Dance Advantage recommended that dancers chose a clean space that has a lot of natural light. A studio with a wall of windows may be one good option. Alternatively, you can bring in lighting equipment to make sure the video adequately captures your movements.
There should also be some thought put into the performer’s outfit. Dance magazine suggested that dancers wear form-fitting attire with minimal frills. Hair should be pulled back and neat. Make sure that the dancer stands out against the background. If she’s dancing in a room with black walls, a black leotard will make her blend into the background.
Find a Videographer and a Consultant
The person who ultimately films the video should ideally have experience behind a camera. Most dancers don’t hire professional videographers, but it’s a good idea to ask a video-savvy friend to film the performance. This will ensure that the clip is focused and steady – both of which make a big difference when the director or choreographer reviews the video.
Dance Advantage also recommended that a teacher or studio owner be present while the video is filmed. Videographers don’t always understand which aspects of a performance are most important, and a dance professional can serve as a type of consultant, pointing out what angles and shots would be best.
Formatting the Video
When stitching together the final video, use these tips to ensure it captures the attention of the viewers:
Keep the video as short as possible. Five minutes is a good length, especially for entry-level dancers.
Include text overlay at the beginning of the tape that details the dancer’s name, age, web address and contact information.
Put your strongest clips first, just in case the viewer stops watching halfway through.
Dance Informa noted that dancers should never digitally alter their appearances in videos, as this may be seen as deception.
Contact the school or company to see what final format they would like to receive the video in.
Chances are that, like most dance studios around the country, your cash flow drops during the summer. You may host dance camps and a few summer classes, but you won’t be as busy as you are during the school year. Just because your studio has hit its seasonal lull doesn’t mean you can’t continue to market your business and services. In fact, summer is the perfect time to hone in on some of your marketing tactics and see how you can revamp them for the seasons to come. Here are five dance studio marketing ideas for specific areas that you may want to focus on while you have a little extra time this summer.
1. Work on SEO
Search engine optimization best practices are always changing and evolving. The strategies that may have boosted your website in search last year may actually be hurting it this year. That’s why you should take time this summer to read up on SEO and how you can improve your studio’s site. Here are some of our SEO tips for beginners, but you may also want to look into mobile optimization, keyword strategies and best landing page structures.
2. Set Up a Referral Program
If you don’t have a student referral program, set one up this summer! The Dallas Chronicle explained that referrals are one of the most cost-efficient ways to bring in new students without shelling out a ton of money for advertisements. Think about what you could offer students who refer friends to your studio – discounted tuition? Free merchandise? Free recital tickets? Whatever you choose, just make sure that it’s valuable enough to be appealing to your dancers, but not so generous that you’ll wind up regretting it.
3. Create Testimonial Videos
You probably have some great videos stored on your phone or computer from seasons past, so why not put them to good use? Gather your videos together in one place and work to compile short films that you can display on your website. You may also want to see if a few of your long-time dancers are willing to sit down and talk about their experiences at your studio. A compelling testimonial video will likely perform well on your website and social media pages.
4. Work on Your Brand
Small businesses are always growing and evolving, and it’s essential that you keep your brand consistent across all forms of communication. If you haven’t had the time to upload your new logo onto your email newsletter or are still using outdated class prices on your website, take time this summer to update all these little inconsistencies. It may not seem like such a big deal, but potential customers are more apt to trust your business if they receive consistent messages about who you are and what you do.
5. Keep Up Your Newsletter
Your summertime marketing should ideally grab the attention of prospective students, but you also want to keep your current dancers engaged. That’s why it’s crucial to keep up your studio newsletter during the summer. Send out updates about what’s going on in the classroom during the warmer months, changes that you’ll be making for coming seasons, what other dancers are doing at summer intensives or even just tips on how dancers can stay in shape over break.
Don’t have a newsletter? Create one soon! There’s no excuse not to take advantage of this easy marketing strategy, as free platforms like MailChimp provide you with all the tools you need to put together a professional, polished email blast.
A viral video can do wonders for any brand. However, even if you don’t film the next YouTube sensation, you should still be using clips of life at your dance studio to engage your social media followers and reel in new customers. Video Brewery estimated that website visitors are 64 percent more likely to purchase services or products after they watch a branded video, and many marketers tout video marketing as one of the best ways to engage viewers. That’s all great in theory, but the truth is that some people are all thumbs when it comes to filming videos. If you’re struggling to capture clips that reflect well on your studio and capture the interest of online viewers, use these five tips to produce better dance studio videos.
1. Quality is King
A video that is unfocused, pixelated and shaky isn’t going to be enjoyable for viewers to watch. You don’t need to have professional video equipment, but try your best to shoot high-quality clips. The latest generations of smartphones have impressive video capabilities, so be sure to focus the lens and frame your subject when capturing video. If you’re working with a camera, you may want to pick up an inexpensive tripod to help stabilize your shots.
Que Publishing noted that shooting the right size video can also make a big difference in your results. YouTube’s default size is 320 pixels wide and 240 pixels tall, so this should be your minimum constraint. Whenever possible, shoot clips horizontally so you’re filling up a viewer’s entire screen.
2. Aim for Short and Sweet
10-minute dance studio videos of rehearsal might be enjoyable for parents, but that’s probably the only people who will watch it. Video Brewery noted that you’ll quickly lose viewers after your videos hit the one-minute mark. Short, impactful videos are also shared more frequently. Try to cut your clips down and frame only the highlights for viewers. This will help deliver your message with a powerful punch.
3. Shoot Often
You’ve probably told your students that practice makes perfect, and the same holds true for your video skills. The more frequently you work with your recorder, the more comfortable you’ll become and the more great shots you’ll capture. Try to pick up your camera or phone at least once a day and shoot a few frames. You’ll quickly build up a library of great clips that showcase the best parts of your studio. These are valuable to have stored away if you ever decide to compile in-depth marketing videos.
4. Show, Don’t Tell
The best videos capture some sentiment or activity that wouldn’t be adequately explained in words or pictures. One Market Media explained that you shouldn’t use videos to simply dictate information to viewers. The content should be instrumental in giving people insight into your studio’s culture or services. Some good examples might be a particularly well-executed combination or a great client testimonial. However, be sure that testimonials aren’t overly scripted, or else they may come across as phony.
5. Be Sure to Share
The ways your promote your dance studio videos are as important as the quality and content of the film. Don’t expect people to find your YouTube account – instead, share videos on social media like Facebook and Twitter. If you create longer films, you may want to imbed them in your website’s landing pages to supplement your promotional material. When more people see your videos, they’ll be more likely to share with friends and family, thereby optimizing the impact of the clip. However, don’t forget to have students and their parents sign release waivers so you can use your videos for promotional purposes.