Dance Schools Online Strategy Case Study

An online strategy for a dance school consists of three important aspects:

  • Keeping students and parents up to date with the latest information (website + email newsletter)
  • Attracting new students to the school who have being referred by a friend or seen some offline advertising e.g. flyers.
  • Attracting new students who are searching online for generic terms (not your company name) e.g. Dance Schools Suburb Name, being in front of these searchers is critical for business growth (if your not looking after them your competitors will gladly).

Over the past 3 years Pure Dance Academy has opened at two locations servicing both the Alexandra Hills and Jimboomba Areas of Brisbane. The number one source of new customers at both locations is their online marketing. We installed Google Analytics Tracking on the website to report on the number of visitors and more importantly the number of visitors that turn into paying dance students. The below report breaks down the traffic sources into where visitors came from. The number one source of new customers was Search Engines (e.g. Google), beating offline advertising and referrals combined.

Appearing highly in the search engines for terms that are highly related to the local business service you provide is important. People searching visit the top links first and then the bottom links after (only if they didn’t already find what they wanted or are doing heavy research for a large purchase). Below are some of the keywords Pure Dance Academy ranks well for and lead to a consistent source of new leads and customers. Note unlike the advertising block which is highlighted (where the advertiser pays every time someone clicks), Pure Dance does not pay Google for this ongoing source of new customers and 97% of searchers will not click the ads but rather the “natural” search results (that’s a big difference!).

Dance Schools Marketing

Dance Schools Online Marketing

Do some searches for your own business service + suburb name and see who is at the top of Google, is it you or is it your competitors? Over the next 3 years how will you compete if people aren’t finding your services when they are looking for them?

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