How to Market Your Music Lessons on Your Facebook Profile Page
When it comes to organic reach on Facebook, your personal profile has considerably greater reach than your music school’s business page. You can improve your business page’s organic reach with consistent posting and high levels of engagement. Your business page, however, serves more as a staging ground for your Facebook ads.
Your personal profile on Facebook is no place to promote and sell your music lessons but there are ways to leverage the reach of your personal profile to benefit your business. The secret is not to directly sell or promote your music school on your profile. That’s not the environment for sales. It is however a way to engage with your ideal customer and stay top of mind. In this episode, I discuss ways to promote your music school on your Facebook profile without ever making a sales pitch.
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Your Facebook Business Page
Organic posts on your business page are often only served up to about 2% of your followers. Your business page is really a pay-to-play platform. You need your business page to support your advertising efforts on Facebook, of course, but you can use your personal profile to market your business. You need to be very strategic and very tactful about how you do it and you need to do it in good taste. You don’t want to be selling on your Facebook page, on your personal Facebook profile.
According to Facebook’s rule book, you’re not allowed to use your personal page solely for business purposes. The keyword there is solely. There are aspects of your business that you can promote on your personal page but the key is to be very indirect about it, to use your personal profile as a way to build your personal brand, to use your personal profile as a way to capture people’s attention, to be a person who’s putting out interesting content, content that’s going to be of interest to your ideal customer.
List Your Music School’s Name in Your Profile
Before you begin to rethink your Facebook strategy, you need to make sure that your profile is set up properly on Facebook, that you have listed under Workplace a link to your music school’s Facebook page. So many people on their personal profile don’t list their music school as their place of employment. Missed opportunity. It doesn’t matter what you’re doing on your personal profile if your actual profile doesn’t list your place of employment. When people see your post and they become interested in what you’re posting about, they’re going to check you out and they’re going to go to your profile, and hopefully, they’ll see right there, your music school listed. So, the approach you want to take on your personal profile is to really focus on content marketing. Content marketing would include posts that are
- Educational
- Informative
- Entertaining
- Inspirational
Not entertaining, inspirational to you and people like you, but entertaining, and inspirational, and educational, and informative for your ideal client, your ideal client most likely being a mom between the ages of say 28 and 48.
Use Facebook to Humanize Your Brand
What will happen is as you’re putting this content out there, you’re likely to get more engagement on Facebook. The more engagement you get, the healthier your algorithm and the more people begin to see your post. Sharing articles or going into Canva and creating quotes, quotes about parenting, raising kids, kids and their mental and emotional health, their well-being, family activities, creating content that speaks directly to your ideal client, not necessarily creating content about how much you love your husband or your wife.
Those personal posts can be good but think of them as an opportunity to help humanize your brand. So, imagine on your personal Facebook profile, you’ve got these inspirational quotes, you’re sharing articles, articles of interest to your ideal client, mixed in there with posts that show you relaxing at the beach, posts that allow your Facebook friends to get to know you a little better.
Avoid Being Too Personal and Too Salesy
If you think of the two different extremes on your profile, your personal profile, the extremes would be posts with direct promotions to your music school that’s way too salesy.
The other extreme would be posts that are really personal. Maybe post about you feeling ready to get back out on the dating scene after a breakup, that’s too personal if you’re going to use your Facebook profile to benefit your business. That’s exactly how I’d use my profile. There’s the occasional personal post, but the majority of my posts are targeting my ideal client, but I never sell.
I encourage you to talk about your music school in your personal profile, but instead of sharing a promotion that’s coming up, perhaps it’s a photograph of you loading up your van to head out to your upcoming recital that day. You don’t promote the recital, you just post a picture of your van packed to the gills with all this equipment becomes a relatable moment.
Indirectly Promote Your Music Lessons
Perhaps you share, you post a video of a student on your personal profile but it’s a student who’s really giving a stunning performance, maybe in their lesson or at a recital. Instead of talking about your school, you talk about how amazing kids are and we sometimes underestimate their abilities. “Listen to this eight-year-old play,” something that’s touching or moving to a parent so that you’re sharing stories about your business, about your music school, but you’re never directly selling. You’re never directly promoting. That’s not what your personal profile is for.
These types of posts can spark interest and curiosity about you which will lead people to click on your picture where they see your personal profile and they click on it and they click on the About section of your profile. You have listed there your job title, maybe its owner and director, and then a link to your music school’s business page. So, ask yourself, how can you use, how can you take advantage of your personal profile to get you greater reach? You’re not getting that reach on your business page. How can you create content on your profile that’s a combination of sharing your own personal life but also giving people a peek into your business while also creating content that’s going to spark the curiosity, the interest of your ideal client?
Develop a Strategy For Your Personal Profile
One thing I always did when I got a new student in the school, maybe I had a nice conversation or two with this new customer, I’d friend them on Facebook, always trying to build that network. The key is to really understand your ideal client. What are they interested in? What do they care about? And what does your music school also care about? And you both share this common interest in children and helping children. For them, it’s only their child, but for you, it’s helping children in general, their personal growth, their emotional and mental well-being. Create content about that that will capture their interest and that will get them clicking over to your profile to see what you’re about. There, they’ll see your music school.
Bringing more business relationships into your personal profile means you need to be mindful as to how much of your personal life you share and how much of your business you share. You don’t want to be too salesy and you also might not want to be too revealing of your personal life since you’re trying to strike a balance between these two aspects of your life.
