Expand Online is a podcast for music teachers to discover and implement supplementary and replacement income through online products. Tune in weekly for trainings, musings and interviews.
230: Getting started as a music teacher with email marketing
Email marketing is one of the oldest forms of online marketing… it existed before the social media platforms and still performs better than just about any other online marketing method… that’s not to say that the others aren’t important because they are crucial… can’t have an email list without generating traffic to that list – and that’s where Elevate! comes in… the social media + email marketing course for Music Teachers.
Click here for details: https://onlinemusiccourseaccelerator.com/elevate/
If you’re not on my email list go to https://expandonlinenow.com there’ll be something awesome for you there (it changes periodically, so depending on when you’re listening/reading, it might be one of several different free gifts!)
And, if you’re looking to skyrocket your music studio with an online course be sure to go to https://onlinemusiccourseaccelerator.com
OK, so now into email marketing!
We’re specifically calling out emails that you send through ConvertKit (or one of the other email marketing platforms) in this episode. If you don’t have one yet, click here to sign up for your ConvertKit account. You’ll be happy you did!
Every email relationship begins in one of three ways.
When someone downloads your freebie
When someone buys a product or service from you.
Manually in the back end of the system. (Which usually comes about from an offline conversation or from social media.)
Make sure that you have consent before using your email marketing system to send emails otherwise you run the risk of being marked as spam and not being able to use email marketing.
People sign up for your email list for a variety of reasons, their level of being ready to buy varies greatly. And really the goal of sending emails is for them to keep you top of mind, we want to do this in three ways.
Showing up in their inbox consistently
Having great subject lines (which entice them to click)
We don't want the message inside of those emails to fall flat and this is where we are in the thick of today's episode.
Here are 5 templates for broadcast messages
The flushed out email
Start with an opener — the subject line and teaser.
Then guide the conversation — use a compelling statement
Then reassure your reader that they can do what’s next — provide evidence they can’t refute
Teach something — use bullets or numbering to lay it out in an easy to follow manner
Reassure your reader that they will be able to follow your steps — summarize and validate their concerns
Provide a call to action — tell them what to do next!
You're going to call out a quick tip or you know, a sparklet that inspired or motivated you or a student.
It’s going to be a paragraph or maybe two paragraphs long.
The CTA is likely going to be reply to this email.
This email is an invitation to do something on social media. It may be to check out your recent reel or to join your Facebook group.
For this one to be really effective, we want to have a compelling reason why this is going to benefit them.
Why is this going to benefit your reader?
Why are they going to take the time to click the link
Here we get to go behind the scenes of your business or a theory or a methodology or maybe you'll take a side in a polarizing issue that is relevant and timely/trending. (Make sure it is relevant, not just trendy, okay?)
Here’s where we present an offer for a product or a service or new openings!
The key with your promotional emails is that they have to feel authentic. They have to mesh with the vibe of all of your other emails.
Your promotional emails are number five because we have to set a precedence inside our emails before we start using emails for promotion.
Sending lots of emails is only good if people open them, engage with them and look forward to them.
It doesn't help to send emails all the time and for peo
229: The Intersection of Social Media and Email Marketing for Music Teachers
Did you know we are in week 25 of 2022 (as of the time of this recording.) I know that because every single one of the emails that I send out to my email list is coded with the week number and email number for my internal references!
I love looking at the stats between the first email of the week and subsequent emails, which had more opens? Which had more click-throughs?
Another thing I love is connecting with you – here’s my instagram https://www.instagram.com/jaimeslutzky/ and a call link https://callwithjaime.com. Let’s connect!
Are you ready to ELEVATE your online marketing? Well good, because you’re in the right place. Brocha and I just launched ELEVATE! Online Music Teacher Marketing, check out all the details here → https://onlinemusiccourseaccelerator.com/elevate/ (And if you’re reading this way in the future, that link will still be active!)
The topic at hand is how social media marketing and email marketing intersect and feed and grow from one to the other and back and forth.
Social media marketing
Social media marketing is a tool that we can use to reach more ideal students online. It is as simple as that and most of the time, I’m talking specifically about Instagram and Facebook.
What you do on social media is to engage people (specifically people who don't yet know who you are.) You want to educate and entertain and motivate and have people thinking. That's what you want to do with social media marketing.
We want to create an opportunity to open the door for further conversation and this is done through consistent action, not done just by posting and running. That is probably the biggest taboo thing with social media, we want to be social and interact.
Posting is super important but interacting with potential students is absolutely crucial.
This is where searching and exploring come into play… they will help you find potential students and interact with them on their posts!
Soon, you're going to start to have conversations! They may exist in the comments or they will be in the DMs.
Next, we want to invite people off the platform.
This comes in the form of inviting them to join our email list, get on a phone call or a zoom call with you.
Consider social media as the first entry point into people's world of knowing who you are and what you're all about. And then from there, it's all about extending the relationship, growing the relationship, nurturing the relationship.
Someone might not want to go from a single comment that you make on their post straight into lessons or even into a phone call with you. They may want to take several steps, they may want to join your email list, get your emails for 2,3,4 weeks or months or years and then hire you and then buy your course and then join your membership site.
It isn't always a 1, 2, 3 thing.
Oftentimes we have to take them through more steps than we probably think is necessary. But this is where the other side of online marketing is crucial. And that is your email marketing.
Email marketing is a way to connect with people who express interest in what you're saying or doing. And we do this by getting them to open emails from you and learn from you for free from inside their inbox.
Now, the stats on the number of people who open their emails and take action versus the number of people who take action on social media is incomparable! It is through the roof.
People are much more likely to click on a link from an email than they are to click on a link in your bio on Instagram or even a link in a Facebook post.
We want to really invite the conversation, nurture the conversation, engage with people through email because this is the way that they are going to begin to take action.
This is the way that they are going to raise their hand and say: “You know what I am interested! You know what, I think that you might be the right teacher for me!”
Basically, we're using email marketing with social media to first bring people
228: Starting a podcast: A candid conversation for music teachers
Do you love listening to this, business podcasts and other music-related podcasts?
Are you thinking about what your studio could look like if you had your own podcast?
Have you been thinking about ways to truly expand while also becoming an industry leader?
Well then, this conversation is absolutely for you. You're joining Heidi Kay Begay from Flute 360, Ben Kapilow from All Keyed Up and me as we discuss starting a podcast, developing your podcast goals and so much more.
Ben started his podcast near the beginning of the pandemic as a way to better himself as a piano teacher. Heidi created her podcast as part of her doctorate and recently started her second podcast with a cohost. I have been running this podcast since 2018 and like to say "I haven't missed a Wednesday!"
This podcast episode came together directly out of the Expand Online Summit which I hosted last month. Heidi, Ben and I had a different conversation on there and we all thought it was important to bring our collective voices to one another's podcasts. This podcast episode in its entirety can be found on all three podcast feeds... so be sure to go and check them both out as well.
The biggest takeaway I hope you get from this conversation is that if you want to create a podcast, now is a great time to get started. It doesn't have to be scary or feel overwhelming... you've got this and I am happy to support you however best I can.
Reach out and book a call: https://callwithjaime.com or connect with me on Instagram and Facebook!
227: Online Music Studio scheduling that ACTUALLY works!
As we approach the back half of the year, it’s so vital to schedule our income generating activities along with all other facets of our business (particularly the growth aspects) so that we reach our goals without stress and sacrifice by the end of the year.
Connect with me:
Let’s get to it!
I like to work backwards and from goals rather than moving forward from a planning perspective. Oftentimes there are a lot of dates that just don't work in the back half of the year ~ such as holidays, vacations, birthdays and days you just don't want to work.
Those are immediately blocked off the calendar, go do it now.
Then it’s time to map out our initiatives (like a course!) and our established income sources (hello lessons).
Get specific on your calendar – know your course launch date and mark it. Know the hours that you’re going to work with students - mark those days and times on your calendar, even if you don’t yet know which student is going to fit into which slot.
Once you know your new initiatives, backtrack into those launch dates. Courses will take anywhere from 3 days to 16 - 18 weeks…. This is depending on your level of experience with creating a course and your topic and everything else that goes into it.
Think about where you are right now and figure out how long you believe it's going to take you to create that course and then put time on your schedule every week to work on that course.
And then insert some buffer time in! We always think we're going to get things done faster or they're going to be easier or that distractions aren't going to happen.
So if you're thinking okay for 12 weeks, I'm going to spend four hours a week on this course, maybe you should factor in five hours a week. Or maybe it would be more in line with your style to increase your hours during certain specific weeks to make sure that you hit that goal.
When we know when something has to be done, we can back into this. I know that you can do this because you have most likely taken your students to examinations or to recitals or to competitions or to auditions and you have learned how to back them into that goal.
By creating a schedule that says I'm free and I'm busy, it allows us the capacity to see what else we can add and to see what systems and processes we need to fix.
It also allows us to see kind of where our income generation is.
When we do this, we're able to see what else we can add. If you add in all of your students' spots and you realize that you don't have that 4-5 hours every single week to work on your course in order to hit that timeline then what?
Are you moving the timeline?
Are you adding more hours of work time?
How are you going to make that course a reality?
It's a serious question. There is so much to do when you are running an online studio and truthfully, there are so many opportunities! Regretfully, I see amazing music teachers, bouncing from this to that to something else.
It is not feasible to try and pack your schedule with income generating activities alone. We also want to include on our schedule initiatives to streamlining our systems and processes. And admin time and marketing time and collaboration time and creative time and oh, you know that first thing that we started with time off! (We want to make sure that that doesn't get eroded.)
Start with the “regular schedule” of September - December, then figure out how you’re going to tackle summer.
Think about when you want income generating activities, marketing activities, systems and processes during the summer… how do you want to get it all in so that you have your goals clearly outlined and available to attain?
It is way too easy to sit down at the computer or pick up the phone and just kind of keep on working, creating boundaries, finding boundaries, enforcing boundaries. That's what your schedule also allows you to d
226: Delivering your online music programming the right way
226: Delivering your online music programming the right way
No matter how you teach music online, there are some steadfast rules to follow to allow your students to achieve their goals and love the online learning experience you provide.
Providing an unforgettable experience
Providing an unforgettable experience
I believe this is the most important! Making sure that your student is excited about the WHOLE experience! This includes:
What they’re going to learn
The environment in which they’re learning
And how they feel empowered to continue coming to the device - despite the distractions at home (you know, the pets, the people around them, the neighbors, the chores, etc!)
It’s your job to make sure that they feel validated when they come to the screen to learn from you. What you’re teaching them is going to help better themselves as a musician - so creating an unforgettable experience through live lessons and interactions (as well as anything that’s pre- recorded) is job #1.
This gets glossed over more than it should... I’m talking about effective communication. All of your communication, every link, reminder, email, text message - needs to come across at the right time and with authority! If you teach lessons, be sure to have adequate reminders with a link - be sure to include your vital information and not leave your messages so vague (for example: Reminder: You have a lesson Thursday at 4:00 pm)
This same message applies to recital and billing information. Always be sure to send complete and concise information for your students and their families. Make sure that they feel like they have the easy job of “just pressing play” - make it easy for them to come back!
Lastly, making sure to set the right level of availability! In person, it’s really easy to set your availability. Students can access you during their lessons, or class, or via email. With online, theoretically, they can have much more access to you and that may be great - but at the same time makes it feel like you’re always working! Which is why it is important to set the appropriate level of availability and expectation for your students.
If you are running a course where there is an interactive option, assignments and feedback - I suggest that you make it clear that assignments are due by X time by X date and that you review all assignments and send feedback at X date and X time. This not only sets your students up to not be “knocking” on your virtual door at all times - but also allows them to plan for their own success and creates clear separation and boundaries!
Now, as your studios / courses/ workshops etc continue to grow, a lot of teachers like to create forums - or a community where people can post their videos / audio to ask questions and connect with other students who are going through the same course to get feedback. When you set up a community aspect, be sure to make it clear that you are not responsible for answering back every single question or comment and be sure to clearly define what level of involvement you have within that community or forum. The last thing you want is for people to not get responses from you and start questioning your authority - help them understand your role within that community or forum.
Additionally, you want to figure out and effectively communicate how you want students to communicate with you when it comes to billing matters, scheduling matters, personal inquiries, feedback on things other than course material - how do you want students to communicate with you then?
Tip: The fewer ways your students can communicate with you, the better! But when you’re picking ways of communicating be sure to pick ones that make sense for your students' audience. How are they using online tools best? Are they texting, using Facebook, Instagram, Snapchat
225: 5 Secrets to Teaching Music Online
In this episode, I highlight some of the most overlooked secrets that when utilized will help with successfully teaching music online.
Audio is more important than video for the most part
Teaching can be done in real time and asynchronously with both one on one students and groups
Lesson plans are vital to getting the most out of teaching time
You can use other people's content in your teaching as long as you do it right
You don't need to amass a huge following on social media or YouTube to be successful at building an online music education business.
If you are thinking about expanding with courses, membership sites, group programs, workshops, so on and have questions about the tech and the strategy, please book a call with me by going to https://callwithjaime.com.
When it comes time to create a profitable, successful online music education business, it's a matter of building the right combination of offers. One-on-one lessons alone are not going to do it. One-on-one lessons plus A, B or C? Now we're starting to talk!
One-on-one lessons don't even need to have to ultimately be part of your online offering. You could do everything else online and just not even touch one-on-one lessons.
There are no rules, there are no boundaries, there is no permission required to expand online.
When you book your call at https://callwithjaime.com we’ll start manifesting and realizing how you're going to build and be successful with your online music education business.
Don't be a stranger, connect with me on Instagram and Facebook!
Helpful for music teachers
Jaime gives lots of helpful advice and her founders series introduces various online options.
Helpful and Supportive for Teaching Artists
I really appreciate how supportive Jamie is of artists who teach. I have learned some helpful tools and tips through this podcast and her encouraging words often speak to just what I am feeling.
Hi Jaime! I love your podcast. ❤️ You give great insight and useful tips. Thanks for sharing your knowledge. I have decided to niche down as a tech va and you are incredible to learn from. Thanks for a great podcast!!