Starting out as an independent swim instructor can be exciting but also challenging, especially when it comes to finding new clients. Many people think of ads as the first step to promoting their services. However, ad campaigns, whether on Google, Instagram, or Facebook, can be costly. The good news is, there are plenty of effective ways to grow your client base without spending a fortune.
At Propel, we’ve helped many instructors build thriving businesses, and we’re excited to share some tried-and-true strategies that don’t require a big budget. In this guide, we’ll cover the best ways to find clients, ranging from free methods to some affordable paid options.
Key Takeaways
- Leverage your existing network to find clients
- Create engaging social media content that stands out
- Communicate effectively with potential clients who may not know what they need
- Build your personal brand as a top-tier swim instructor
1. Leverage your existing network
Your personal network is often the best place to start. Think of all the people you know who have expressed frustration about fully booked community swim programs. As a private instructor, you can step in with a solution. Reach out to family, friends, and acquaintances who might be looking for a more flexible, personalized swim instruction experience.
Cost: Free
Pros:
- You already have a relationship with potential clients
- Personal referrals create trust
- Word-of-mouth can quickly expand your client base
Cons:
- Limited reach outside your immediate circle
- May take time to build momentum
How to start: If you hear someone complain about long wait times for swim lessons, offer your services as an alternative and encourage them to spread the word among their friends and family.
2. Facebook Groups
Facebook groups, especially local parenting groups or community forums, are gold mines for swim instructors. Parents, particularly moms, love sharing recommendations for trusted services, and if you provide a great experience, they’ll be sure to spread the word.
Cost: Free
Pros:
- Access to highly targeted local communities
- Easy to engage with potential clients directly
- Allows you to build rapport and trust
Cons:
- Can take time to build credibility within a group
- Some groups may have strict rules against self-promotion
How to start: Join a local Facebook group for parents and post an introduction offering your swim instruction services. Share success stories, pictures, and testimonials from previous clients to boost credibility. Check out the spreadsheet we’ve put together to give you a head start!
3. Listing Sites
Online classified sites like Craigslist or Kijiji may seem outdated, but they’re still used by people searching for services, including swim instructors. These platforms give you visibility to a broad audience looking for local swim lessons.
Cost: Mostly free, but some premium features may require payment.
Pros:
- Large audience of people actively searching for services
- Free or low-cost advertising
- Easy to update listings regularly
Cons:
- Listings can get buried if not updated frequently
- May attract price-sensitive clients
How to start: Create a listing on Craigslist advertising your swim instruction services, include your qualifications, experience, and what makes your lessons unique. Refresh the post weekly to stay on top of search results.
4. Social Media
Social media platforms are powerful tools to reach potential clients. TikTok and Instagram are particularly useful for creating engaging content that showcases your personality and expertise. Use videos, photos, and stories to demonstrate lessons, client progress, or swim tips.
Cost: Free, but can involve paid ads
Pros:
- Massive reach potential
- Great for building your brand identity
- Easy to showcase expertise with visual content
Cons:
- Takes time to grow a following organically
- Requires consistent posting to stay relevant
How to start: Post short clips of swim tips or progress videos of your students on TikTok. A series called “Swim Tips for Beginners” could attract both students and their parents, positioning you as a trusted expert.
5. Testimonials from Loyal Clients
Satisfied clients are your best advocates. Ask them to share their experiences by leaving testimonials or reviews on your booking page or social media platforms. Authentic, positive reviews help build credibility and can be the tipping point for new clients deciding whether to book with you.
Cost: Free
Pros:
- Builds trust with new clients
- No cost involved
- Encourages client loyalty
Cons:
- May require follow-up to get clients to submit reviews
- Reviews can take time to accumulate
How to start: After a successful swim lesson, ask your client if they’d be willing to leave a testimonial on your booking page or social media profile. You can even offer a small incentive, like a discounted lesson, for leaving feedback.
6. Community Boards
Local businesses often have community boards where people post flyers for services. This is a simple, traditional method of marketing that still works, especially in smaller or tight-knit communities.
Cost: Free, but may involve printing costs
Pros:
- Highly targeted local audience
- Personal touch
- Low competition compared to online platforms
Cons:
- Limited reach
- Requires ongoing effort to update posters or flyers
How to start: Create eye-catching flyers advertising your swim lessons, including contact details, pricing, and a testimonial. Post these flyers on community boards at local coffee shops, grocery stores, and community centres.
Propel Pro-Tip:
Designing an attractive flyer can be difficult, so we recommend using Canva which is a graphic design platform. Once you create a free account, start a new design and search “Swim Lesson Flyer” for templates. Or, click here to check out some inspiration we’ve created!
7. Paid Ads
If you’re looking to scale your business more quickly, paid ads can give you a significant boost. Google Ads, Instagram, and Facebook offer targeted advertising that can help you reach specific demographics, like parents with young children. However, this requires a budget, and results are often tied to how well you optimize your ads.
Cost: Paid
Pros:
- Highly targeted reach
- Can generate fast results
- Ads can be scaled as your business grows
Cons:
- Requires a budget
- Results depend on how well ads are optimized
- Can be overwhelming to set up for beginners
How to start: Start with a small budget and create a Facebook ad targeting parents in your local area who have children under the age of 12. Test different versions of the ad to see what resonates most with potential clients.
By using these strategies, you can start building your client base without needing a large advertising budget. Focus on leveraging free platforms and your personal network first, and consider paid ads only when you’re ready to scale your business. Remember, consistency is key, and over time, your efforts will pay off!
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