The Top Digital Marketing Strategies for Swim Schools – Checklist

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Check List: Top Digital Marketing Strategies For Swim Schools

Customer acquisition is the lifeblood of business.

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.

Search Engine Optimization (SEO)

    1. Optimize your website with relevant keywords (e.g., “swim lessons near me”).
    2. Create high-quality content like blog posts and articles on swim-related topics. Eg. Tips for parents on water safety.
    3. Ensure your website is mobile-friendly and has a fast-loading speed. (You may want to hire an expert in web development for this)
    4. 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.

Social Media Marketing

  1. Regularly post engaging content on platforms like Facebook, Instagram, and Twitter. You can post things such as upcoming events, celebrating wins, introducing staff etc.
  2. Share photos and videos of swim classes, events, and student achievements. (This can build a sense of social proof)
  3. Run targeted ads to reach local families and potential students. (Facebook or Instagram would be an ideal starting point)
  4. 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.

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.

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/swimschoolsoftware/

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.

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.

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.

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.

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.

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.