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The coronavirus pandemic has pushed music classes online and your marketing efforts need to reflect the new realities. Old methods like handing out business cards to people you meet at events and performances will not be available to you this year. But there are still ways to attract students using word of mouth. Your marketing mix for back to school will need to include a mix of the old and the new.

1. Polish your Profile
Your Teacher Profile is one of the most important marketing tools at your disposal. It’s your chance to talk about your teaching style, experience, and accomplishments — while showing your personality and passion for teaching. With so many other things on parents’ minds this year, it’s important that your Profile respects your readers’ time. Families want to know at a glance what you can offer their child and how they will benefit from your lessons. So stick to the essentials and avoid jargon and acronyms.

Don’t forget to include a picture with your Profile, if you don’t already have one. The fact is we live in a visual culture, and people connect more to what they read when it’s accompanied by images. Your photo helps to personalize you. Prospective students and families looking for a teacher are more likely to reach out to someone when they can see that person — which is even more important when face-to-face meetings may not be available. Once you’ve polished your Profile, you can use it across all your marketing channels, like your website, social media accounts, and the RCM Teacher Directory.

If you have a website devoted to your practice, make sure to update that as well, and be sure to include any testimonials.

2. Highlight your online experience
With teaching continuing online for the foreseeable future, students and parents want to know about your online experience. How have you adapted your in-person lessons to the online environment? What have you done to make your classes interactive? If you have a video of your methods — or even a Zoom class that you have recently recorded — put that on your website and include a link in your Profile. The Royal Conservatory of Music has produced a wealth of tips and advice on how to adapt your studio and practice to online lessons.

3. Host virtual tours
Prospective families can’t come to your studio right now, but a virtual tour of your studio can be an important part of your marketing efforts. Take a fresh look at your teaching space — or ask a friend or teacher colleague for their opinions. Is it bright and uncluttered? Can your students clearly see you and your instruments? Does your studio reflect your personality and teaching style? Is it a welcoming environment for students and parents?

4. Mobilize your ambassadors
Reach out to families you have previously worked with and ask how your former students are adapting to the new realities. Offer tips and suggestions that can help them succeed. Let them know you are interested in attracting new students and that any good word they can provide to other parents would be appreciated. Most people understand how challenging the new climate is and will do what they can to help. Don’t forget to tell family, friends, and co-workers about your online lessons and the kind of students you are interested in teaching.

5. Reinforce the value of your lessons
As you transition your practice to online learning, it’s key that students and their families recognize the value of the lessons you are offering. Remind parents that keeping a practice and lesson routine helps students consolidate their learning and become better musicians. The format of the lessons may have changed this year, but the exchange of musical education continues. Practicing music remains important for all the reasons it was before the pandemic hit: boosting cognitive skills, fostering creativity, building social bonds, and the sense of achievement it provides. Clear communication with families is more important than ever to get the message out.