Email and social media are incredibly powerful ways to engage with your clients, and for you to gain immediate and welcome feedback about what's working in your studio—and what's not. If your studio doesn't have Facebook and Twitter accounts, get them. They're both free, and having these tools available will greatly benefit your reach to your community. You should already be capturing student email addresses, and regularly updating them about promotions and events happening in your studio.
But now what? How do you make it a two-way conversation instead of only being a "push" (as in you, pushing out information) strategy?
First, you need to have a clear idea of your goals in order to craft the right campaign to reach them. As examples, you may want to:
Increase the number of likes on your Facebook page
Sell off a product that is being discontinued
Get a current student to refer a friend
Entice students to switch from a 10-class pass to a membership
Whatever your goal is, typically we ultimately want two things: You want clients to read what you send or post and you want them to take action.
1. Getting clients to read your updates and messages
If you want your clients to engage with you more, it all starts with knowing them a little better. Help target your messages based on their interests and preferences. For example: If on the intake form you completed when new students came to the studio, they checked that they did yoga for fitness, you can send an invitation to the next workshop that pairs yoga with sports or weight loss.
Presumably most of your clients are women, so think about sending an invitation and posting about a girls' night out party, so they can bring their girlfriends and get a deal on referring a friend. If you find that most of your customers come to your business for only one specific type of class, invite them to try something different or a new service and give them a discount.
If you haven’t already done so, ask clients (and keep their answers on file):
"The best way to tell me about cool stuff is Facebook, Twitter, Email." At the end of each month take a look at how many of your clients prefer communication in each category.
"I'm interested in discounts. Yes or No." Facebook and Twitter are great places to post last-minute deals and promotions.
2. Get clients to take action
"BUY Now. Try it. Sign Up. Contact Us." You may have tried these before, but why won't clients just do it? If you're not getting a response to your calls to action, you should look at how you are presenting the information. Often the call to action is buried somewhere in the text. Remember, customers want simplicity. You want clients to be able to take action without even reading the content completely. And you can do this by using imagery that is so simple that customers immediately know what to do and can click through easily.
Goal: Increase the number of likes on your Facebook Page.
Give your customers the thumbs up image that encourages a click.
Goal: Sell off a product that is being discontinued.
Use the word Sale prominently, and discontinued items as sale items, so customers are enticed to buy.
Goal: Get clients to refer a friend.
Create button images that clients can see immediately and click on.
Goal: Entice clients to switch from a 5-class pass to a membership.
Use images and language that help them understand why it will benefit them.
Article by MINDBODY. To learn more about MINDBODY, go to mindbodyonline.com.