In the past year, online businesses have either boomed, or busted, and even though 99% of us feel totally over being online all the time, and the thought of doing another Zoom class or FaceTime meeting probably makes most of us want to cry, online business isn’t going anywhere anytime soon.

But I truly believe there’s a sweet spot to all the online presences we need to have as dancers, teachers, and business owners, while optimizing our time, getting the results we want and working smarter, not harder.

This week on our Backstage Blog, Online Marketing Expert Jennifer Randall is here to share tips and insights on all those things! And BONUS - she has a dance background, so she knows exactly what we’re all going through! If you’ve been wanting a spring refresh for your social media, read on!

KC: What's your background with dance?

JR: I grew up dancing since the age of 4 and it has always been a part of my life ever since. During the summers of high school I toured with a dance convention. Once I graduated from college I moved to Seattle where I opened my own studio and over 15 years grew it to over 700 students. 5 years ago I sold the studio to one of my teachers so I was able to be home with my kids more and it has allowed me to combine my two passions, working in the dance industry and online marketing

KC: Was it love at first plie?

JR: Haha I would say it was love at first “jazz walk”.

KC: Who are your dance heroes, and why?

JR: This year has been crazy and I can honestly say that my dance heroes are all of my studio owner friends whom I’ve known for decades (that might be age me a bit) that were able to pivot and completely step out of their comfort zone to learn new tech, work twice as hard and not give up on their studios and the students they teach.

KC: Tell us about your work in Jennifer Randall Marketing.

JR: I teach studio owners how to create Facebook & Instagram plans that increase engagement and attract new students. I help my members create social media campaigns, hone in on their marketing message along with scheduling all of their post, setting up and managing all things Ads Manager

KC: How did you get into marketing for dance studios?

JR: Over the course of owning my studio I realized I had a passion for marketing specifically on social media. I started out being an early adopter by using the Groupon, Living Social sites and quickly realized that there was a way for me to use this platform to get in front of my ideal students without having to give those sites half.

KC: What has been something that surprised you with working with studio owners on social media marketing?

JR: Studio owners know they need to be using social media but often times it gets pushed aside for one reason or another, takes too long, too hard to track, don’t have time to learn, not in the budget… there are a list of reasons owners don’t utilize it. But what I find so exciting is when I get messages from members telling me I’ve turned a complicated process into a simple one.

KC: How has COVID affecting your teaching/business/work?

JR: Honestly it has forced me to step outside of my comfort zone! Up until this year I really only worked with friends but COVID has made me realize that what I have to offer can help so many more studio owners so I’ve been taking a lot of my own advice and showing up more online as the “real” me!

KC: Are there any cliches or preconceptions about dance you try to correct in your work?

JR: Owners typically have the preconception that social media doesn’t work. After working with only studio owners for the last 5 years the biggest ones are; I’ve tried it and nothing happened, they don’t BELIEVE that social media can work and they BELIEVE they are not “techy” enough to learn it.

KC: Is there one thing you think the dance community needs more of, less of, or to get better at?

JR: If I had to choose one thing it would be to let go of all the DIY. Right now I am seeing a trend (especially online) of programs, classes, workshops, etc that show owners how to “make better” or “improve” areas of their studio but don’t always give them the tools or the help to accomplish the result they are after. I’ve found that owners love to KNOW how to do something/WHY they should do it but don’t always WANT to do it. It’s okay to let go of some of the things we are not great at and ask for help.

KC: What's next for you and your businesses? Do you have any exciting projects on the horizon?

In 2021 one of my big projects for my membership is to create a concierge service focusing on marketing messaging and ad strategies. Each one of my members will have their own marketing strategist who will help them with creating their marketing message, setting up ads and helping them scale.

JR: I run 5 Day Challenges every six weeks and I’m looking forward to the next one starting April 19th, Copy & Design Challenge (more info at challenge.thejenniferrandall.com)… but if you are looking to create engaging social media posts be sure to check out my free templates, Social Media Caption Templates. offer.thejenniferrandall.com

And now, just for funsies…

KC: Burritos or tacos?

JR: Tacos :)

KC: Legwarmers or ballet skirts?

JR: Legwarmers!

KC: Disco balls or rainbows?

JR: Disco Balls

KC: Center Stage or Flashdance?

JR: Flashdance!!

KC: One word to describe yourself?

JR: Passionate

A big thank you to Jennifer for sharing her expertise and insights with us! Give Jennifer a follow on Instagram to keep up to date with her tips and resources, and click here to see more of Jennifer’s services on her website.

Now, Jennifer and I would love to know which of her tips you’ll be taking action on today! Let us know in the comments below and get yourself started on a spring social media refresh today!

A Spring Social Media Refresh! With Jennifer Randall