Below you'll find six ideas to drive qualified leads to your website over the next half a year. I will be doing another article later in 2010 on the remainder of the year. The key is to have a plan and follow it through. If you devote just a bit of time you will see a big difference. Don’t let it scare you off because it is online marketing. It is easier than you think and, best of all, you can set a low budget to start and adjust it as you see fit. If you are still not sure about how to proceed I recommend that you contact your local college and hire a student who is computer literate to help you set up your account or see if there is a parent who is willing to work this for you for a discount on tuition.
January: Set Up Google Analytics
The reason why this is first on your month-by-month plan is because you should have a benchmark to compare your year-end results against. The reason I suggest Google Analytics over any other traffic report program is the price—free—and the quality, comprehensiveness and ease-of-use of the program. Already have Google Analytics? Take it to the next level by adding conversion goals. Here's a step-by-step tutorial on how to add goals to your Google Analytic account.
February: Do a Keyword Analysis
If you use the language of your prospects they'll find you at the search engines. You can uncover the words they use through an in-depth keyword analysis. We use words like dance lessons, dance classes, dance lessons in [add your town or county]. Every industry is competitive on the Web, and chances are your competition may have already had a keyword analysis done. Use a tool like Keyword Discovery or WordTracker to help you discover what your prospects are Googling.
March: Review Your Website
Take what you learned from your keyword analysis and rewrite the copy on your site. Focus on page titles, headers and your body copy. It's also a good idea to read through your site and excise any out-of-date copy. Or decide that it’s time for a complete makeover. I recommend that you find someone who has done websites for other dance studios and that you have them develop a content management site where you can easily do the updates. Next, find a way to add video to your site–here is nothing like it to make your studio come to life for prospective students and their parents.
April: Gather Information
There are so many amazing resources out there for keeping up with what's going on in the dance industry or to find out more about what is of interest to your customers. One of the best ways to manage all of this incoming information is through RSS: Real Simple Syndication. Blogs, podcasts, search engines and many websites generate newsfeeds that you can subscribe to and manage in one place. Set up a free account at Bloglines or a personalized Google page and start subscribing. Then watch targeted news and information flow your way.
May: Get Social With Social Media
Despite the current hubbub surrounding Facebook and privacy issues, social media is here to stay. Social media sites are places where your customers and prospects congregate. You should be there. Don't look at this as a place to push your products and services, but rather to listen and learn. For more on social media read "How to Use Social Media to Reach New Customers."
June: Focus On Your Blog
With your keyword analysis under your belt and a fresh delivery of news and information on your chosen areas of expertise, posting regularly to your blog should be a snap. I can't think of anything that can jumpstart your organic search engine visibility and establish your expertise and credibility more quickly than a focused, content-rich blog. This blog can be a great way to promote your recital and to give a running commentary on the rehearsal for the show.
In Conclusion
This is going to be your best year ever...if you start planning now. Don't try and do everything at once, but budget time every month to accomplish your goals one at a time.
