It may seem counterintuitive, attending graduate school for music education and leaving with an interest in online marketing that rivals my passion for teaching. However, I really do think that smart marketing is, at the heart of it, just a different kind of education.
In this blog post, I’ll walk you through how I approach marketing, how my background in education influences this approach, and make a few comparisons between the two.
Keep in mind that for the sake of comparison, the marketing content will be geared towards returning visitors or consumers. I’ll save marketing musings on targeting prospective visitors for another blog post!
Let’s start from the very beginning. What are you teaching?
Here’s where it all begins.
Maybe you have a product or a service that is completely unique. Or maybe you’re beginning a unit on early jazz in New Orleans. Either way, these are all awesome topics! But they’re also all pretty broad.
Why do you believe in your product, service, or topic? Why do you think that it’s important? Pick five specific teaching points and craft your campaign or unit around that.
What’s that? You have more than five teaching points? Great! Now you have fodder for your next campaign or unit!
Great. Now, to whom are you teaching?
Do some research about your audience
students, prospective buyers, and the like before they have the opportunity to see your content.
Are your topic and teaching points relevant to their interests? How do age, geolocation, or elements like cultural background and socioeconomic status affect how they may approach what you’re teaching?
Take a moment to put yourself in your listeners’ shoes and imagine their perspective.
Awesome! Last thing: is your content consistent?
Now that you’ve done a little audience research and refined your topic and talking points, it’s time to start putting it all together.
Before you finalize what you’re saying, no matter how you’re saying it
lesson plan, website copy, graphic asset, it doesn’t matter! make sure that it’s consistent with the other content you’ve shared with your audience.
Are you building off of existing content, previous lessons, or earlier classroom benchmarks? Connect your new campaign or lesson unit to what you’ve already done in the past. Make sure that it’s not coming out of left field; you want your listeners to feel as though the material is familiar, that it resonates with them, and that it’s something they can accomplish!
What do you think?
I’d love to hear from you. Did this resonate with you? Do you have a completely different approach or experience? Let me know how you begin your marketing or education process (or even both!) by leaving a comment here. And if you’d like to begin working with me, well. Even better!