January 30, 2008

How Dance Instructors Can Use The Internet to Increase Class Sizes and Sell Instructional Videos

If I were a dance instructor, I would probably create:

- A blog as my main website
- A video channel on YouTube and Blip.tv
- A video podcast on iTunes.
- A Facebook profile and MySpace page
- An email subscriber list

For each of these channels, I'd constantly build my subscriber base: more friends, more RSS readers, more video channel subscribers and more email subscribers.

For my video content, I'd widgetize everything. In other words, I would create widgets that anybody and everybody could post on their websites/social networking sites/blogs.

For each class I taught, I'd videotape with a High-Definition camera the routine from two or three different angles. I'd also create a separate short video discussing the routine and the required skills and techniques. I'd post at least one video a week to YouTube, Blip.TV and my video podcast on iTunes - probably not in high-def mode at this point.

On my blog, I'd briefly write about the focus of each upcoming class. Then, after each class, I'd add video of the routine that was taught.

I would promote all upcoming classes and posted videos through all distribution channels listed above.

After amassing video content for two to three months, I'd then package all the video content so that it could be sold in different ways on DVDs and online.

Clearly, there is need to create a difference between the free and fee-based videos so that customers have incentive to purchase videos. There are different approaches that can be taken to achieve this objective. You can sell HD versions of your video - although it's tough to say how big the market is for Hi-Def videos at this point. Simply by organizing your fee-based videos in a a way that helps students progress from easier to more advanced routines, you will encourage more students to purchase your programs. When you do the initial videotaping, you can add extra demonstrations and technique guidance that will only be available for those who purchase your videos. And I'm sure there are other ways to add value to these videos as well.

I'm pretty confident that the above approach to marketing your classes and instructional materials is the wave of the future for independent dance instructors of many different dance forms:

1. Costs are low.
2. It's easy and free to set-up accounts on social networking and video sites.
3. Good video content helps build audience - this is most time-consuming part
4. The development of multiple distribution channels means you can always promote your upcoming classes and video content on on-going basis to a large and growing audience.
5. You generate revenue from in-person programs and online sales.

My Questions

- Do you know of dance instructors who have implemented marketing models along the lines I outline above? Or have you implemented such programs?

- What are pros and cons of what I recommend above?

- Would you pursue different or additional online marketing campaigns?

I look forward to your thoughts.

Posted by Doug Fox on January 30, 2008 8:01 AM

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