Everything I’d done to try to get more piano students was a waste of time with little or no results.
We’d moved to a new town and I was determined to fill my studio quickly. I worked hard to get the word out — in fact I even strapped my 4 month old into a baby carrier and handed out over 150 fliers at a grocery store on Coupon Tuesday.
Guess how many phone calls I got from those fliers? Zero.
I’ve since learned that there are much more effective ways to advertise a piano studio.
Effective advertising means a full studio so that you reach your full income potential. It will also help you build a waiting list, so that when one student leaves, a new one can fill the vacancy without missing a beat.
Read on to learn the most effective strategies used by expert teachers to get more piano students. Empowered with this info, you can focus on what works and stop wasting money and energy on ineffective marketing strategies.
Incentivize and Encourage Word of Mouth
By far the best way to get new students is by word of mouth. Once you’ve got yourself established, some word of mouth advertising will happen naturally for you if you’re a great teacher, so make sure you’re doing everything you can to offer high quality instruction.
But there are some things you can do to initiate word of mouth while you’re still establishing your studio and your reputation, and to incentivize more word of mouth once you are established.
Here’s how to get people talking about you:
Incentivize your current students to give you referrals
Offer a tuition credit for every student that they get to sign up. And the credit should really ought to be more than five bucks. Five dollars really isn’t that motivating.
When determining what your credit will be, keep two things in mind: First, inviting others to sign up for piano lessons may require your clients to get out of their comfort zone. Second, your clients are busy living their own lives and ensuring that your studio is full isn’t anywhere on their list of top priorities.
Your current students can be your very best source of new clients, so be sure to give them an incentive that will get them excited. You could even change up your incentive from semester to semester and offer things like a restaurant gift card, movie tickets, or a fee month of lessons. The cost of these incentives is small when compared with the lifetime value of a new client.
What if you don’t have any students yet?
If you’ve recently moved or are just starting out there are ways to get people talking about you and your lessons.
First of all, open your mouth and let people know that you teach lessons. When you introduce yourself, mention that you are a piano teacher. Often just a simple mention will lead people to ask more.
You can also offer to play at community events and during church services. If there is already a regular church accompanist let them know you’d be happy to fill in whenever you’re needed.
Although these strategies won’t get you new students as quickly as some of the other ideas discussed in the article, they will help the people in your community know that you teach and the effect over time can be enormous. Then when a mother asks around for a piano teacher, people will immediately respond with your name.
Use Social Media
Do you know how to get more piano students by leveraging the power of social media? This avenue is HUGE. When I advertise my studio, I spend most of my efforts on social media.
Advertise on Facebook
I have been impressed by how effectively Facebook ads have helped me get more students. And running ads sure beats walking around a grocery store parking lot on a hot Coupon Tuesday with my kids! You just set up the ad and then let it run.
Facebook has info about advertising on their platform here. The one thing I would warn you about is that Facebook can burn through your budget quickly if don’t you manage the ads carefully. But once you figure it out, this is a great source of new students.
Share student accomplishments on social media
Whenever your piano students accomplish something noteworthy, share it via social media. Did a student just finish a level in their method books? Praise them on your Facebook page. Did a student earn a special certificate? Snap a picture and upload it to Instagram along with your congratulations. Are you hosting a fun contest or practice incentive for your students? Share it — you’ll quickly be known for your fun lessons. Do you have a recital coming up? Share it and invite your community to attend. Did your student love one of the improv activities you found on this site and create an awesome sounding song? Record them playing and then share it — this REALLY impresses people!
If you’d like to post photos or videos of your students, be sure to get written permission from the parents first, and it’s good practice to not include the students’ names for safety reasons. Pictures of smiling students are definitely the best when potential new clients are learning about your studio, but even if you opt not to post student photos, you can post other images or just text descriptions of the fun things you do and your students’ accomplishments.
Anything worth sharing should be shared and will help others become familiar with you and the high quality piano instruction you offer. Giving interested people a real look at what you do is a great way to get more piano students to sign up.
Join online neighborhood communities and city “yard sale” pages
My neighborhood has a Facebook group and it’s wonderful. Through this page, neighbors post things they’re giving away for free, warn each other about an aggressive door-to-door salesman, ask each other questions and share ideas. They also share what’s going on in their lives. You don’t want to be annoyingly self-promoting in these groups, but it’s a good place to at least let people know that you teach lessons and get connected with anyone who’s interested.
I was skeptical about the yard sale page. I didn’t even know there were city yard sale pages until a few months before I was going to be teaching a class for preschoolers at a music store in a neighboring town. I had no connections in the town, so I found the number for a piano teacher from the area to ask her if she had any students with younger siblings who might be interested. She said she’d be happy to help spread the word and also told me that she got several of her students through the town’s yard sale page. I decided to give it a try and post info about my new class. It worked and I got several students just from that simple post. It’s free and quick, so definitely worth a try!
Get More Piano Students through Your Website
Nowadays when someone has a question, what is the first thing they do? Google it.
Build a website so that when someone searches “piano teachers in [insert your city]” they will be able to find you. On my new student registration form, I include the question, “How did you find out about my studio?” About 25% say that they did a Google search for piano teachers in our city.
You can hire out a professional website or create a simple website yourself. If you opt to create your own website, sites like WordPress and Weebly are easy to work with and even have free options. Keep in mind that the design of your website should match the type of lessons you offer. So if you’re offering high-end instruction, you would likely want to hire out a professional design. If you offer more casual lessons then you can probably create a free site yourself.
Create a “My Business” Listing with Google
An even easier way to be found through a Google search is to create a Google “My Business” listing. It’s super simple to create your studio listing and you can find instructions on Google’s “My Business” page here. Listing your studio is free and Google claims that you can get it going in just 10 minutes.
You don’t even need a website to create a business listing with Google. This is the easy shortcut to being found through online searches. If you don’t have a My Business listing yet, I encourage you to set one up today!
Get New Piano Student Referrals through Your Local Music Store
Most music stores receive a steady stream of inquiries about music lessons. And for this reason, many stores keep a running list of local teachers.
One of the stores near me just asks for the teacher’s name and number and then adds them to their list. Another store near me asks that I bring in a flier with tear-off strips. I write about my studio in the upper portion of the flier and then print my name and phone number on the tear-off strips.
You can also inquire about becoming an in-house piano teacher. Some music stores have space available where you can teach. In most cases, there will be room rental or referral fees, but they’re often worth it because the music store will promote you and keep your studio full. And in many cases, the rates for piano lessons offered inside a music store are higher. They are higher to compensate for the room rental fees and because clients assume that there’s a high level of quality if the instructor is promoted by the music store. Be sure to deliver on this assumption of high quality, and you’ll be in a great situation.
Offer an Introductory Music Class for Preschoolers
This approach is golden. When you offer a class for preschoolers, some of these students will, without any effort on your part, want to advance into your private piano instruction. But before they ever become private students, you will be teaching them all the music fundamentals.
Can you just imagine what it would be like if your students had great rhythm and knew some basic note reading BEFORE they ever had their first piano lesson? It’s terrific! Students are more confident from the get-go and advance more rapidly. They are able to focus more on piano playing because they already know quite a bit about music reading.
And preschoolers are very capable of learning basic rhythm and music reading concepts. Plus teaching these little tykes is a ton of fun!
The other reason why this method is golden is because you get some insight into the student (and the parent). You’ll get a feel for the student’s temperament and if the two of you would likely work well together. You’ll also learn if the parent pays tuition on time and can get the student to class on time every week. You’ll know all this about the student before you invite them into your private lessons! If you begin offering a music class for preschoolers, within a few years you will have the best students you could imagine.
Use a Multi-Pronged Approach
Don’t put all your eggs in one basket — use as many of these strategies as you can. When you get all these client-getting systems running, you’ll have a steady flow of inquiries about your piano lessons. With time, you’ll find which strategies work best in your area and can then focus most of your attention on those avenues. Be sure to always ask how a new student found out about you and keep a record of their responses.
Kristin Jensen is a piano teacher, curriculum developer and author of the widely popular Piano Magic system. She loves helping piano teachers enhance their teaching skills and optimize their studios so they can use time efficiently, maximize profit and live a life they love. For more tips from Kristin on running a successful private music studio, as well as teaching resources and tutorials on composition and improvisation, visit MyFunPianoStudio.com.