Starting out as a 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, running 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 anything.
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
- Engage with parents and learning swimmers in Facebook groups
- Advertise to potential clients on listing sites like Craigslist or Kijiji
- Learn the right way to use social media (yes there is a wrong way)
- Build social validation by obtaining powerful testimonials
- Garner attention in real life with good old fashioned posters
- Help people you know without giving them the ick
- Learn to scale with paid ads
1. Facebook groups
Facebook groups, especially local parenting groups or community forums, are gold mines for swim instructors. Parents, particularly moms, love asking for and sharing their favourite recommend service providers. If you deliver a great experience, they’ll be sure to spread the word.
Cost: Free
Keep in mind:
- Each group is a community with specific interests and rules for posting
- Instead of spamming the group with ads, try to be helpful especially in the comments
- Offering advice is a great way to add value and prove your expertise
- Most groups require approval to join and only allow business related posts weekly
- A singular post might not move the needle, so be consistent over time for best results
Best way to start: Join a popular group and introduce yourself with a photo or offer of expertise or advice. Sharing success stories, pictures, and testimonials from previous clients is a great way to boost credibility.
A helpful resource to get you started!
We’ve put together a table containing the most active facebook groups that instructors have reported success with finding clients in. Check them out and be careful to observe their rules before you post!
2. Listing sites
Online classified sites like Craigslist and Kijiji may seem outdated, but they’re still used by people searching for services, including swim instructors.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 from parents with kids to adults looking to learn themselves.
Cost: Mostly free, but some sites may require payment.
Keep in mind:
- Large audience of people actively searching for services
- Free or low-cost advertising
- Easy to update listings regularly
How to start
Create a listing on Craigslist or Kijiji 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.
About Facebook marketplace
Facebook marketplace may be the best place to find used stuff compared to other listing sites but posts about swim lessons are often taken down. For now, we suggest you avoid posting there.
3. Entertain with 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, with paid ad options
Keep in mind:
- In the modern social media era, content needs to be entertaining
- As a rule of thumb, don’t post anything you wouldn’t watch or comment on yourself
- The best performing content is visual, easy to understand, and doesn’t feel like an ad
- Your “link-in-bio” is the best place to leave a shortlink to where clients can book with you
How to start: Post short clips of swim tips or progress videos of your students on TikTok or Instagram. A series called “Swim tips for beginners” could attract both students and their parents, positioning you as a trusted expert.
4. 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
Keep in mind:
- When a client takes the time to leave a review, make sure you thank them!
- Amassing positive reviews is a great way to substantiate price, especially as it increases
- If a client isn’t providing a review, you may have not met their expectations
- Feedback about how you can improve is way more more valuable than a positive review
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.
5. IRL community boards
Local coffee shops, community centres, and other places often have community boards where people can 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
Keep in mind:
- A simple app like Canva can help you design your flyers for free and with no expertise
- Including a shortlinked QR code can help clients find your booking page right away
- Including a tearaway or business card that someone can take is the next best option
- The best performing posters are eye-catching with very little text and no paragraphs!
How to start: Create a colorful flyer 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!
6. Leverage your existing network
Sometimes the greatest opportunities are those that are right in front of you. Has a family friend ever mentioned that they can’t swim? Or has an aunty or uncle been frustrated with getting into fully booked community swim programs? As an instructor, you have the power solve this problem for them. That said, tread carefully. While family members want to be supportive, nobody wants to be guilted into supporting your business if isn’t something they actually want or need.
Cost: Free
Keep in mind:
- You may already have relationships with potential clients
- Be upfront, don’t offer to catchup with someone and then hit them with a sales pitch
- If there is a real need by someone, you shouldn’t have to sell yourself
- Don’t make things awkward next thanksgiving!
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.
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 geographies and demographics, like parents with young children. However, this requires a budget, and results are often tied to how well you set up and 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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