Dance studio marketing - decoded.

Content aimed at people who don't know you yet. The goal is reach - getting in front of new eyes. Think: "How do I start pole?" answers, broad topics, trending audio.

Content aimed at people who already follow you. The goal is to deepen the relationship - replies, saves, DMs. Think: polls, "comment your level," relatable humour.

Content aimed at people ready to book or buy. The goal is action. Think: "one spot left," trial class offer, student results, booking link in bio.

The first line of your caption. This is the most important sentence - it's what shows in the preview before someone clicks "more." It should stop the scroll.

A specific brief for what you should point your camera at. No performance required - these are things you can shoot this week with a phone, in your studio, with or without students.

The structure or style of the video - e.g. "text overlay" means words appear on screen, "talking to camera" means you speak directly, "come-with-me" means you film your day.

A multi-slide Instagram post that people swipe through. No video or filming required - just slides with text, images, or both. Carousels get very high saves because people come back to them. Best for educational content, step-by-step guides, and "reasons why" posts.

The instruction you give your audience - what you want them to do after watching. Examples: "link in bio," "comment below," "DM me the word START," "book your trial class." Every conversion post should end with one.

The actual words you write - captions, headlines, emails, website text. Copywriting is the skill of choosing words that get someone to do something: keep reading, comment, book a trial.

An Instagram feature that shows a Reel only to people who don't already follow you, keeping it hidden from your existing followers and off your main feed. It lets you test how a Reel lands with fresh eyes before you decide whether to share it with your audience. Available to accounts with at least 1,000 followers.

Short for Electronic Direct Mail - the marketing industry's term for a promotional email or newsletter sent to your subscriber list. Same thing as an "email campaign," just the more traditional name for it.

The one clickable link Instagram and TikTok let you keep on your profile, because links you put in captions do not work. "Link in bio" is how you send someone from a post to a page where they can actually book, sign up, or read more.

Extra background footage laid over your main video - the room, hands chalking up, feet on the pole, a wide shot of a class. No talking, no performance. It fills the screen while your voice or captions carry the point, so the video never feels static.

The journey someone takes from never having heard of your studio to booking a class. The three stages map to your content types: Awareness (find you), Engagement (trust you), Conversion (book with you). A healthy content mix covers all three.

A song or sound that is currently being used by many creators. Using it early (before it peaks) gives your content a boost in the algorithm because the platform is already promoting that sound.

A planned schedule of what you'll post and when. It maps your content to your studio's term dates, events, and promotions so you're not scrambling for ideas each week. The Content package builds yours around your studio's term dates.

How many people see your content without you paying to promote it. Platforms like Instagram and TikTok use algorithms to decide who sees your posts. Good content, trending audio, and consistent posting all improve your organic reach.

Not paid for. Any post, follower, or visit that happens without you spending money to promote it - as opposed to "paid," which means you ran an ad.

The number of unique people who saw your content at least once. If 500 different accounts saw a post, your reach is 500 - no matter how many times each of them scrolled past it.

The total number of times your content was displayed, including repeat views from the same person. Impressions will always be equal to or higher than reach.

The people you are trying to reach, and the people who already follow you. Your audience is who your content is for - current students, past students, and the future students you want walking through the door. Knowing exactly who they are makes every post easier to write.

The specific group of people you've decided your studio is for, and who your marketing is aimed at. Picking a target market is choosing who you are talking to, so "target" means aiming your message at them on purpose rather than trying to appeal to everybody.

The people arriving at your website, booking page, or profile. "Traffic" is just the marketing word for visitors, and where it comes from matters: someone who found you on Google is search traffic, someone who tapped your link in bio is social traffic.

How much of something you are doing, in quantity. High-volume posting means putting out a lot of content, a high volume of enquiries means a lot of people getting in touch. It's about the number, not the quality of any single one.

When a platform quietly limits how many people your content reaches, so it's shown to far fewer feeds than usual. It can happen for things like posting too often, using a banned hashtag, reposting watermarked video from another app, or getting flagged by the spam filter. Nothing tells you it happened, your views just drop.

A social media analytics platform that tracks which songs are trending on Instagram each week. The trending audio in the Content package is gathered with the help of blogs from Metricool.

A free tool that shows you the real questions people are typing into Google about a topic. These questions become your content ideas - answer them and you attract exactly the right audience.

The free listing that appears when someone searches your studio name on Google, or searches "pole dance classes near me." It shows your address, hours, photos, reviews, and booking link. One of the most important free marketing tools a studio has.

The main scrolling stream of posts on Instagram, TikTok, or Facebook. Your feed is the grid of posts on your own profile, and "the feed" more broadly is the endless stream people scroll through, where your content competes for attention alongside everyone else's.

A cache is a saved copy of a web page your browser or phone keeps so it loads faster next time. The catch: after you update your website, you can still be shown the old saved copy. That is the cache, not a mistake in your changes.

Creating content that directly answers questions people are searching. When your post answers "is pole fitness good for beginners?" it can surface in search results on TikTok, Instagram, and Google - and increasingly in AI tools like ChatGPT and Gemini.

Local SEO - short for Search Engine Optimisation - means optimising your online presence so local people find you when they search for what you offer nearby. This includes your Google Business Profile, website, and mentions across local directories. Most dance studios are invisible here - which means it's your biggest opportunity.

A word or phrase someone actually types into Google (or asks an AI tool) when looking for something. Your website and content should use the same words your future students search, not the words you'd use to describe your studio to another instructor.

Your studio's Name, Address, and Phone number appearing identically across every website, directory, and listing. Mismatches confuse Google and hurt your local search ranking. Sounds boring, matters enormously.

PAA stands for People Also Ask - the box of related questions Google shows partway down a results page, each one opening to a short answer when you click it. If your website answers one of those questions clearly, Google can pull your answer into that box and put your studio in front of people who never searched for you by name.

A task you set up once so it then runs by itself at the right moment, with no one having to remember to press go. In marketing it is most often an email that sends on a trigger, but the same idea covers texts, reminders, and social posts.

Proving to a platform that you are really you, or that your business is real, before it will trust your account or show your listing. Platforms verify in different ways - a code sent by email or text, or a physical card in the post.

Cover that protects you if someone is injured at your studio.

Someone on your email list who is still on it and still able to be emailed - not unsubscribed, not bounced, not cleaned off for going cold. Most email tools charge you by active subscriber count, so it is the number that decides your bill.

A part of an email or web page that fills itself in differently for each person who sees it. The everyday version is a first-name field: you write it once and everyone sees their own name. "Dynamic" just means it changes on its own, rather than staying the same for everybody.

A lead is a person who has shown some interest in your studio but has not booked yet - they filled in your enquiry form, sent a DM, or joined your email list. A lead is a maybe, and your follow-up is what turns it into a booking.

All the people who have shown interest but have not booked yet, and roughly how close each one is to signing up. Picturing them as a pipeline - enquired, came to a trial, deciding - shows you who to follow up with instead of letting warm enquiries go cold.