As a consumer, we always have a specific product in mind. As an example, when we think of crisps, some of the top names that would come up are Pringles or Walkers. When we go shopping for groceries, many of us have the tendency to go for the same brands - why is that happening when there are many other options? Also, why did you choose the brands in the first place?

The same logic goes for the students and parents when selecting a music teacher. Think of the main factors that make you choose something or someone. In the US alone, there are almost 200,000 private music tutors. Standardised music lessons may possess similar qualities and patterns; so you are going to be the main factor to differentiate yourself.

Marketing guide for online music teachers

Personal branding

The Kardashians are a great example of personal branding; the family basically thrive on each member’s persona. The core question is what do you want to be known for? Come up with your top three unique selling points and curate your personal branding strategies around them. Your unique selling points can be anything from your lifestyle to your teaching methodology, which can be portrayed on your online platforms in different ways.

• The tone of voice: The key to great writing is when you’d actually say them in real-life scenarios. Always aim to sound real, rather than perfect. Whether you are writing your biography or content - remember to be you. Tell your audience your story, instead of giving a sales pitch. However, this can be adjusted depending on who you are communicating with (e.g. you could use a different tone when communicating with young and adult students)

• Colour palette: When designing or decorating your social profiles, always insert your individuality into every aspect. One of the most important components is ‘colour’. Many researchers suggest that colours play a big role in people’s memories. As an example, Facebook uses ‘blue’ as their corporate colour, because it in fact is an addictive colour. Find your colour and embed it in your content or even studying materials.

• Value: To be different, you need to give more than just music lessons. Think of the value that you can contribute to the community, your students and the platforms you are on. It is typical that students and parents will check on your online presence before contacting you. Social media allows us to stay more connected, and you can leverage it to display your specialities and expertise.

Communications

After knowing what you have to offer and how you want to present yourself, construct a communication strategy. To do so, make sure that you are relatable and are communicating with the right people, on the right platform.

• Relatability: Many successful online individuals have something in common. Apart from their expertises, they are very much relatable. Before you become a music teacher, think of the people that inspired you to be where you are. Being relatable does not mean having similar experience or issues with the audience; it is about being authentic.

• Your biography and profile do not have to be about your certificates and teaching experiences only. You can also talk about your favourite activities in the classroom, your top 5 inspirational artists or even your hobbies. At the end of the day, people connect with people - so it is important that you relay your individuality as much as your professional skills.

• Target audience: Identify your ideal students to strategise your marketing plan. Segment your customers into different categories and you will have a clearer picture of what you can do to stand out to them. As an example, if you are teaching adults who want to learn music as a hobby but are working full-time, you can market yourself as a flexible instructor who is passionate about educating those with a passion for music with little time. This will immediately resonate with them as you would tackle their pain points within one sentence.
• If your targets are young learners, it is most likely that their parents will be the ones sourcing a music instructor. In this case, you may want to highlight your experiences in teaching children, your criminal background check and your certificates. Beyond a highly engaging class, parents look for quality and safety for their young ones - so reassuring them is crucial.

• Platform: Every social media platform has different purposes. After identifying your target audience, locate where they are and how they look for online music teachers. Always stay authentic, but remember to optimise your content according to the platform.

• Parents tend to look for teachers on specific platforms, such as SYNKii, which connects learners with varied and qualified music instructors. In this case, you will be able to follow the guideline of our template to bring out your unique qualities.

• Another example is that some older students may look for their music instructors on LinkedIn, where the platform is more professional than most social media platforms. This is where you can showcase your professional qualifications more heavily than others, to serve the platform’s core purpose.

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Marketing is not complicated when you think of it as a way to communicate. People relate to people, so the best marketing practices usually are the simplest ones. Start with being people-focused and understand your target before you communicate with them. That way, every communication that you relay will always revolve around your target’s interests.

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