Swim School Digital Marketing Strategies To Grow Your Business- Checklist
Customer acquisition is the lifeblood of business. Our digital marketing check list for swim schools provides a comprehensive plan for swim schools to improve their lead generation and conversion.
A strong, multi-dimensional approach to digital marketing can help fill your swim school’s sales pipeline with dozens of new leads each month.
Our checklist below explores the must-do digital marketing strategies for swim schools.
Swim School Marketing Checklist
1. Search Engine Optimization (SEO)
- Optimize your website with relevant keywords (e.g., “swim lessons near me”).
- Create high-quality content like blog posts and articles on swim-related topics. Eg. Tips for parents on water safety.
- Ensure your website is mobile-friendly and has a fast-loading speed. (You may want to hire an expert in web development for this)
- Build backlinks from reputable sites to improve domain authority. Eg. Find some local businesses who will add your site to their site as a recommended service.
2. Social Media Marketing
- Regularly post engaging content on platforms like Facebook, Instagram, and Twitter. You can post things such as upcoming events, celebrating wins, introducing staff etc.
- Share photos and videos of swim classes, events, and student achievements. (This can build a sense of social proof)
- Run targeted ads to reach local families and potential students. (Facebook or Instagram would be an ideal starting point)
- Engage with followers by responding to comments and messages promptly. You may want to hand this responsibility to a tech savvy member of your staff who may have downtime on the reception desk for example.
3. Content Marketing
- Develop a blog with articles on swimming tips, benefits, and success stories. This helps with SEO and builds your authority.
- Create downloadable resources like swimming guides and safety checklists. For example, a guide such as 7 things to know before choosing a swim school for your child would be an awesome piece of content that would help you stand out.
- Use video content to showcase classes, instructor profiles, and facilities. You may want to do some case studies for students who have gone on to be successful swimmers at a state or national level.
- Offer free webinars or live Q&A sessions on swimming-related topics. You may record this and re-purpose it in your social media.
4. Email Marketing
- Build an email list of current and potential students. (This is possibly the most important thing a business can do)
- Send regular newsletters with updates, promotions, and swim tips. This should be sent to both existing and past customers. (By staying in front of your audience you will increase conversion)
- Use automated email campaigns for follow-ups and reminders. A follow-up campaign can help boost conversions. You can automate this with your software program. For example, First Class software helps swim schools set up a lead nurture sequence of emails for new enquiries- https://www.firstclassretention.com/swim-school-software/
5. Pay-Per-Click (PPC) Advertising
- Use Google Ads to target keywords related to swim lessons and swim schools. Make sure this is targeted to your local area.
- Create compelling ad copy. It’s best to offer a compelling call to action. Eg. Register for a FREE trial lesson
- Set up retargeting campaigns to reach people who have visited your website. (Often prospects start by researching and will look at 2-3 viable options; by using re-targeting you can prompt a prospect to take action and take the front running over competition)
- Monitor and adjust ad performance regularly to optimize ROI. You should be reviewing your ad data on a weekly basis.
6. Local SEO and Google My Business
- Claim and optimize your Google My Business listing with accurate information.
- Encourage satisfied customers to leave positive reviews. (Survey customers after 2 months and those that give good feedback ask for a review)
- Add photos and updates to keep your listing engaging and up-to-date.
- Use local keywords in your website content and meta descriptions. If you are unsure how to do this watch a YouTube tutorial or ask your website developer to assist.
7. Online Reviews and Testimonials
- Actively request reviews from happy customers on platforms like Google, and Facebook. You need to ask and ask again!
- Showcase positive testimonials on your website and social media. You should have several testimonials on your website to build social proof. Use both written and video.
- Respond to reviews, both positive and negative, to show you value feedback.
- Have a good-looking website. This builds trust. If your website looks like it was made 20 years ago, online leads will un-likely contact you and choose the competition.
8. Affiliate Partnerships
- Collaborate with local influencers and parenting bloggers to promote your swim school.
- Offer free classes or discounts in exchange for reviews and social media mentions.
- Host joint events or Instagram takeovers with influencers.
- Offer to put on a water safety information session at local schools or pre-schools.
9. Video Marketing
- Produce high-quality videos showcasing your swim school, classes, and facilities.
- Share instructional videos and swim tips on YouTube and social media.
- Create promotional videos for use in ads and on your website.
10. Referral Programs
- Implement a referral program that rewards current students for bringing in new enrollees. You may want to ask a trial student if they would like to bring a friend with them to their trial lesson.
- Promote the referral program through email, social media, and your website.
- Offer incentives such as discounts, free classes, or branded merchandise for referrals
These strategies, when combined, can create a comprehensive digital marketing plan to help grow your swim school’s enrolment and presence online.
If you follow these strategies you will enjoy a strong flow of new leads every month. Then deliver an exceptional service and experience to boost your word of mouth.