Stop chasing engagement: how grassroots marketing fills studios

I saw a post recently in a group of marketing professionals that really captured what I have been experiencing:

"Is anyone else just feeling so defeated by the state of social? The proliferation of AI, rage bait and influencers reacting to rage bait, glossy ads for dropship trash, scam accounts, the deterioration of feed controls, and what feels like encouragement and support for most of it from the big players is such a drag. I really don't know if I'm just aging out or if it's getting worse by the second. I swear there was a time when it was mostly fun."

I felt this deeply.

You're posting consistently. You're trying to create engaging content. You're wondering why no one is commenting, why no one 'liking'. Why your followers aren't growing faster. You're exhausted by the algorithm, by the constant changes, by the feeling that you're shouting into a void.

Why don't I see results from all this work?

Even if social media were "working" perfectly, it still wouldn't solve your real problem - because you're asking it to do a job it was never designed to do. It's a double-edged sword: you generally don't get found there, but when you ARE found there, you need to be current, consistent and share all the reasons to visit.

Social media's actual job

Social media is not a customer acquisition tool. It's a relationship maintenance tool.

Social media is for people who already know you exist. It's for staying top of mind with past customers. It's for building community among your regulars. It's for showcasing the experience to people who are already following you, already curious, already in your orbit.

Social media is the "stay connected" tool, not the "meet us" tool.

When it's working well, social media reminds someone who came to your studio six months ago that they should come back. It shows your members what's happening this week. It gives someone who's already interested a reason to book that class today instead of next month.

That's valuable work. But it's not the work of filling your studio with new customers.

The small bright spot for using social media? Facebook Events. 

Create events for your classes, workshops, ladies' nights, kids' camps—everything. Facebook Events are searchable. People actually use them to find things to do in their area. They share them with friends, they convert; they even grab new customers' attention.

This isn't about engagement on your regular posts; this is about being discoverable when a follower shares an upcoming event, a customer responds to an event "wouldn't miss it!!" or someone searches "things to do this weekend near me."

What brings people through your door and fills studios

You know what does bring new people in? The unglamorous, offline, show-up-in-person work that doesn't come with pretty metrics or dopamine hits from likes.

Building relationships with therapists and counselors who recommend creative outlets to their clients. Connecting with corporate HR departments about team building and wellness programs. Showing up at chamber of commerce meetings and local networking events. Putting postcards in coffee shops, libraries, and pediatrician waiting rooms.

Collaborating with your business neighbors. Form a merchants association. Organize a seasonal "strolling" event in your area.

Here's what this looks like in action: tickets for my town's Cookie Crawl sell out IMMEDIATELY. And it's all about visiting the downtown small retailers.

Joining mom groups and newcomer Facebook groups in your area. Hosting open houses. Partnering with PTAs. Having coffee with the yoga studio owner down the street. Talking to people at the farmer's market about what you do.

Think about where YOUR money goes

Who do you do business with? Your dentist, your doctor, your CPA, your hairstylist?

And what about your kids? Their soccer coach, piano teacher, dance instructor, tutor, martial arts sensei, swim coach, preschool teachers? Those professionals work with dozens of families just like yours.

These are natural connections—people who already know you, who understand what it's like to run a small business or manage a service-based practice. They're also people who are constantly asked for recommendations by the families they serve.

Here's the thing: you're already supporting their business. It's completely reasonable to let them know you'd love their support too. Not as an obligation, but as part of the way local businesses thrive together—by genuinely knowing and recommending each other.

Mention what you do in conversation. Invite them to bring their team for a staff appreciation event. Ask if they'd like gift cards to give to clients or patients—or to offer as student rewards or team prizes. Put your business card on their community board. Simply say, "I love supporting local businesses, and I'd be thrilled if you'd stop by sometime to see what we do."

The businesses and professionals you patronize should know you exist. Make it easy for them to think of you when someone asks "do you know any fun activities around here?" Or when they're looking for an end-of-season team party venue. Or when a parent mentions their kid needs a creative outlet.

Talk. To. People.

The face-to-face conversations. The handshakes. The "let me tell you about this really cool space" moments that happen in real life, in your actual community.

This is grassroots marketing. And it reliably brings new people through your door.

I know what you're thinking: That sounds like so much work. And I'm already overwhelmed.

I get it. But here's the truth: you're already spending hours every week on social media that isn't bringing customers in. What if you redirected some of that energy?

The work you can't outsource (and why that's okay)

I can't do grassroots marketing for you. No marketing team can.

You can't outsource showing up at the local business networking breakfast. You can't hire someone to build relationships with the small business neighbors in your town. You can't pay someone else to be the face of your business at community events.

This is your work. It requires your presence, your personality, your authentic connection to your community.

But here's what I can do for you:

I can make sure that when someone hears about you at that networking event and searches for you on Google, they find you immediately. I can build you a website that converts curious visitors into booked customers. I can create email campaigns that turn someone who came once into a regular. I can develop messaging that positions you as a wellness destination, not just a craft activity.

I can manage your social media so it does what it's actually supposed to do—keep you top of mind with existing customers. I can create gift card campaigns that turn one customer into multiple referrals. I can optimize your local SEO so you show up when people search for creative activities in your area.

In other words: I build the infrastructure that makes your grassroots efforts work.

When you hand someone your business card at a coffee shop, I've made sure your website is ready to welcome them. When someone's therapist mentions pottery painting as a wellness practice, I've made sure your Google listing tells them exactly what they need to know. When a customer loves their experience, I've built the email system that brings them back. When they are scrolling on FB and IG, they notice your post, add a heart (helping with engagement), or click to sign up for a class.

Your networking brings people to your digital door. My job is to make sure that door opens smoothly and invites them in.

Still not convinced? Remember this blog post from Aug, 2023: Why is no one responding? A studio owner's social media frustration was clearly explained with 85+ responses from her customers.

Permission to stop chasing engagement

Here's what I want you to take away from this:

You have permission to stop chasing viral posts. You have permission to stop feeling defeated by social media metrics. You have permission to redirect your energy toward the marketing that actually fills your studio.

Social media has its place. But that place is supporting the relationships you're already building, not replacing the work of building them.

Here's my challenge to you: This week, spend half the time you normally spend on social media on one grassroots marketing activity instead. Join one local Facebook group for moms or newcomers. Reach out to one therapist in your area. Drop off postcards at one local business. Show up at one community event. And create a Facebook Event for your next class or workshop.

And watch what happens when you start doing the marketing work that social media can't do for you.

Need help building the marketing infrastructure that supports your grassroots efforts? That's exactly what I do. Let's talk about how to create a foundation that turns your community connections into repeat customers.