How do we connect with our clients more efficiently?

Lately I have become obsessed with social media and how I can use it to better and more efficiently communicate with my clients. In my case, I run a music school in Brooklyn, NY (www.BrooklynMusicFactory.com) and so I am in regular communication with about 60 registered students and parents. Let’s review briefly the traditional ways of communicating:

• In person. Networking by being where your clients like to be; coffee shops, clubs, playgrounds, school functions, conventions, etc.
• By phone. Calling regular clients to ‘check in’ or cold calling potential customers.
• Snail Mail. Sending out cards or even hand written notes announcing events, thanking loyal customers, reminding new and old customers of what you offer.
• Email. Essentially the same use as snail mail, with the additional benefit of attaching media files.

The question we, as studio or school owners need to ask ourselves is how effective are these forms of networking and communicating. Are they resulting in an expanded network that is blossoming into a larger client base? Or as my brother, a studio owner in Nashville, TN, pointed out, often it feels as though he keeps running into the same people at every party he throws (his main form of promotion/networking). His client base is not expanding through the channels that seemed to work only a few years ago. The traditional forms of networking can and still do work for some (my connection to and participation in my children’s school is still the strongest networking tool I have), but times are changing and our clients are turning elsewhere for advice and guidance when choosing teachers, studios, schools, etc.

My first step in trying to better my grasp on social media and the impact it could have on my network was to hire a ‘consultant.’ I put it in quotes only because I’m not sure that’s exactly what he, Adam Bird, would call himself…that is what I call him. My cousin, another studio owner, referred to him as a ‘digital native.’ Essentially, he is someone who is in his 20s and has never known life without the Internet. He has always been connected and views it as a fundamental part of every day communication. For me, a 41 year old, working with him has been a revelation.

Lessons I have learned to date:

– All of your clients (or potential clients) communicate in their own preferred way: text, email, phone, face to face, iChat, Facebook, Tweets….even Youtube.

– It is the business owners responsibility to learn their clients (and employees) preferred methods and use them to communicate as efficiently as possible. For me it has meant: emailing, Facebooking, texting, and postering/handbills. I cannot skip any of these without missing out on communicating with one of my students or employees. Studio Helper is a life saver with the email portion of the communication. In fact, I have probably 20 of my own email templates that I use every school year at regular intervals. But email alone is not enough!

-Facebook is an equally valid way to communicate and network (more on this later)…suffice it to say, though, that I have a number of students and parents of students that are just as apt if not more so, to let me know about something through our school Facebook fan page, than through email and certainly more often than by phone.

-An email client above and beyond Studio Helper is still essential. I use Constant Contact.

-When communicating with current clients via social media outlets, DO NOT sell them your products, instead enhance their experience with what they have already invested in. An example would be  regularly posting videos of recent band rehearsals that highlight both the student’s achievements but also possibly what they need to continue working on.

-When communicating, know your brand and try to project that image consistently. Is your studio intense or casual? Do your clients feel hip when taking your workshops…if so, all of your communications need to make them feel that way.

-Social Media marketing/communicating is a two way conversation NOT a one way advertisement of your company.

-Finally, communicating through multiple channels does take time. Creating a workflow that carves out enough time everyday is important to making sure all your clients are happy and feel like they are not being ignored. Just like your website needs to be regularly updated to keep visitors interested, Facebook, Youtube, Twitter…and email campaigns need to be addressed daily or weekly.

Next entry I am going to go over in detail my workflow for staying in touch. I’ll discuss where I have stumbled and what has helped me get back on track.