The Stairway to New Students
When you are marketing your martial arts school, it’s important to understand that each person who visits your website or watches your videos will have a different level of awareness relating to your school.
The best way to understand these different levels of awareness is to think of them as a stairway to new students.
At the bottom, you have people who are unaware of you or the benefits of your school.
They realize that they need the benefits of your school, but they have taken no action.
They understand their need/desire and are aware there are several ways for them to satisfy that need.
Your Solution Aware
They have seen or heard about your school and how it compares to your competitors.
Ready to Join
These people are aware of your school and ready to join if you have a good new student system.
When you think about marketing as this staircase, it helps you calibrate your marketing to what stage of the staircase the prospect is on. The goal of your marketing is to move people up the staircase and increase their level of awareness of your school.
Take them on a journey from being unaware or your school to recognizing their need/desire of a martial arts school, to realizing that there are many schools available. Then realizing that your school is the best choice and finally joining your school.
At each level of the stairway, match your messaging to speak to the people at that level and help them transition up to the next level.
One of the best ways to deliver your message at every level of this stairway to new students is to use video.