How to Connect with Your Customers Emotionally through Social Media for Your Dance Studio

Day 38 in the 90-Day Social Media Success Challenge for Dance Studios

Even if you choose to “opt out” and not participate in social media marketing for your dance studio, you are still making a statement about your dance studio, and it’s not necessarily a good one.

A social media presence is something that people have come to expect for any and every type of business, and your dance studio is no different. It’s equally as important as having a website. Frankly, it may even be more important because your social media pages can tell prospective parents and students something that your website can’t. It can give your prospective customers an inside look into life at your dance studio. People make emotional decisions when it comes to spending their money, and even more so when it comes to choosing a dance studio for their child to enroll in. Social media is a great way to tap into your potential customers’ emotional side.


Picture this scenario:

Scenario #1: Parent A is looking for a dance studio to enroll their “little ballerina” in, so that she can finally put some of her “raw talent” to good use. So, they do an online search and come across Studio 1. Parent A goes to Studio 1’s website, and sees their class offerings, class schedule, tuition rates, information about the studio owner and teaching staff, some recital photos, location information, and directions to the dance studio. They’re surprised not to see any social media links, but they still think that the website is nice.

They walk away feeling that the website was very informative, but they’re not quite motivated to learn more, or actually visit the dance studio.

Scenario #2: The next day, Parent A is back online looking for a dance studio for their “little ballerina”, and comes across Studio 2. Studio 2 has links to their social media pages prominently placed on their website’s homepage, and since Parent A is very active in social media, they immediately click on the links. They visit Studio 2’s Facebook page, see a promotional offer for a free class, click on the “Like” button, and begin investigating. They first see some really cool photos that some of the Moms posted on the studio’s Facebook page. Along with the photos, they read all of the comments from the other parents, students, and their friends. Parent A is wowed by the enthusiasm, camaraderie, and the apparent connection amongst the studio’s parents, students and teachers. It reminds them of their family, and what it felt like to be a part of a community like that when they were growing up. Then they visit the dance studio’s YouTube page, and watch some videos of the kids in class, and at performances. Parent A is blown away once again at the energy and the technique of the students. Parent A would love to see their “little ballerina” on stage performing like these other kids. Again, they read the many comments under the YouTube videos, and their emotions just start to overflow. Parent A decides that, they must go and visit Studio 2. Oh, and they got a promotional code from the studio’s Facebook page, so they’re excited to already know that their little ballerina’s first class will be free!

Now that Parent A is excited about visiting the dance studio, they go back to the website to check out the class schedule, tuition rates, and get directions to the studio.

Do you see the difference in these two scenarios? One scenario caters to the potential customers’ intellectual side, providing useful information about the dance studio. While the other scenario, caters to the emotional side of their prospective customer. The emotional side is how the decisions are really made.

The interactive aspect of social media is so effective because it caters specifically to a person’s emotional side.

So, I’ll say this again. Whether you choose to participate in social media or not, you’re still making a statement about your dance studio. What statement do you want to make about your dance studio in your online marketing? Are you remaining current and up-to-date with the trends and changes in the marketplace? Are you only providing useful information to potential customers when you should be connecting with them on an emotional level? If so, it’s time to make a change, and really delve into the world of social media for your dance studio today.

For more specific tips, tools, and strategies for promoting your dance studio through social media, please join Kiner Dance Studio Success, the 1st online social media success resource center for dance studios. Official launch July 2010.

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