Childcare Digital Marketing: Ultimate Best Practices
An in-depth guide for childcare with insightful best practices and campaigns examples to help digitally market your childcare business.
Practical Uses of Digital Marketing Throughout the Registration Journey
By now you’re aware that digital marketing is crucial to boosting registration and growing your childcare business. Childcare providers define digital marketing as using different digital marketing tactics and media channels to better incorporate marketing messages organically and in a format, parents prefer – online. Digital marketing is used to support overall nursery goals (ex: gaining 70 more enrolments before the end of the quarter) in a way that resonates with parents and helps guide them through the registration journey.
Use digital marketing tactics – such as email campaigns with relevant content, to help them seamlessly navigate to the next stage of enrolment: registration or filling out paperwork. Tip: Adopt an online enrolment packet, so parents can fill out registration forms in a convenient way that easily fits into their schedule.
Improved conversion rates.
Digital marketing improves your conversion rates by 6 times.
Increase follow-up and nurture speed.
Digital marketing helps you guide parents through each registration stage quicker.
Convenient for you and for parents.
Digital marketing is offered in an online format that resonates with today’s parents – so you reach a wider audience.
Save staff time.
You and your staff will have more time to increase the number of marketing initiatives.
A cost-effective option.
Content marketing costs 62% less than traditional marketing and generates about three times as many leads.
Track your efforts easier.
Digital marketing can be easily measured and tracked. Use the additional data and insights to improve your marketing initiatives. Monitor what's working and what's not.
1) Parent Research and Awareness Stage
In this stage, parents are researching and looking at multiple childcare providers.
Use blog content to enhance your website’s authority with quality articles and increase the number of parents that organically find your website. 57% of childcare businesses have acquired a prospective parent through a blog.
Infographics are a great way to provide information about your childcare business in a visually pleasing way. The best digital marketing tools, like Canva, help you easily create visual content.
Short videos that show exciting events at your nursery (dress up for Halloween week, teacher appreciation week, etc). Plus, they get more parents excited about your nursery and programs.
2) Parent Consideration Stage
Virtual or In-Person Tours – Virtual tours help prospective parents fully consider your facility earlier. Maybe they’re moving and can’t make an in-person tour just yet. On the other hand, if they’re available – communicate to schedule a viewing in person.
Deeper Content – Share longer, more in-depth content like how-to guides to show parents the value and professionalism of your childcare business.
3) Parent Decision Stage
Testimonials or Reviews – This one’s a no-brainer because prospective parents love to hear from families that are already enrolled and happy with the care they receive at your nursery. And hopefully, the prospective parent is so impressed that the testimonial encourages them to enrol.
Engage Your Waitlist with Case Studies. Case studies are a high-level, detailed explanation (in the form of blog content, downloadable PDFs, or any digital format you choose) about a parent success story. It’s more involved than a review because there’s statistical evidence backing up a positive parent story. For example, a child has closed their developmental gap and gotten back on track after being enrolled in one of your nurseries for 6 months. Use parent quotes and statistics to efficiently explain the success of your curriculum or program.
Let’s take a look at a successful childcare email from a digital marketing campaign.
What Makes This Email Work
The email is visually pleasing and represents the brand colours, font, layout, and language that Sprouts Early Education Center uses.
It’s segmented based on where each parent may fall in their registration journey! There’s a section for prospective parents that are in the research stage and need to learn more about what the childcare business offers.
Plus, there’s a section for parents farther along the enrolment journey. They can view testimonials and positive reviews from enrolled parents. It’s a great way to increase conversion rates and nurture families to enrol.