Whether you have been childminding for years, or are completely new to the profession, marketing is a central element of your business’s success. It doesn’t matter how fantastic your qualifications are, your expertise, or childcare experience if no one knows you exist! In this guide, we explain the basics of marketing your business, writing a perfect ad, and how to ensure your business continually grows.
First things first- quick disclaimer- you don’t need to be a marketing intellect, advertising genius, or technology expert to ensure your business thrives. Enthusiasm to build your business is a must, alongside knowing some of the best tips and tricks of the trade. By the end of our guide, you’ll be a certified childminding expert!
Marketing your business: the basics
So you’ve got your registration and are raring to get going, but where do you begin? Once established, word of mouth from parents will play an integral part in your business’s growth. However, until you’ve got your first clients you’ll have to rely on other means of communication as well.
As the founder of your business, no one should know it as well as yourself. Undoubtedly, you want your business to flourish, meaning that you need to have an acute knowledge of your business from A-Z. Mapping out your strengths and weaknesses, potential opportunities, and risks is an excellent starting point to help you visualise your business. Take the time to figure out your strategy by outlining a marketing plan.
A marketing plan is a roadmap that should outline where your business is currently and your business marketing goals for the next quarter, 6 months, or year.
Ask yourself the following questions:
- How many spaces would I like to fill and when?
- What age group of children would I like to look after?
- Are there schools or offices near me?
- Which type of families am I trying to get in contact with?
- How do I plan to get in contact with potential clients?
- What type of childcare do families need in my area?
- How much are other childminders and childcare settings charging in my area?
- Is there a gap for a particular skill-set or childcare niche you are able to offer?
- What is my pricing plan?
- What are my short term and long term aims?
One of the most important questions is to ask yourself is: what makes my business special? Once you’re able to answer that question, you’ll need to think about how will you best sell this unique aspect of your business. This could be anything from including nappies and food in costing, a costing deduction for a certain number of weeks booked, offering the 15/30 Hour or Tax-Free Childcare benefits. It could also be an immersion into a second language, regular trips or activities.
When looking for childcare, parents will most probably be looking at multiple settings. Therefore if you have a niche or particular skill you are offering, you’re much more likely to be remembered by families.
You could make yourself a marketing plan using our template below.
How to best advertise yourself
Your advertisement is the first opportunity to make a first impression on parents searching for childcare. If you are making Facebook advertisements or posters, it is equally as important to consider the design of your advertisement, as well as the content. Long text or poorly formatted documents are less likely to be eye-catching.
So what should you keep in mind when writing your advertisement?
- Spell check: good grammar and spelling are key. Parents will be less interested in your ad if it is riddled with errors. Consider getting a friend or family member to check it over for you before sending it off.
- Keep it short and sweet. Your ad should detail a little about your business, qualifications, experience, the services offered, your USP, mention references are available on request and contact information.
- Refrain from adding your full address in your ad, rather put the general location. For example ‘Around the [name of town/borough/city] area’ or Close to ‘[name of monument/shop/park/station etc)
- Keep your tone professional, positive, and warm. Avoid using slang English.
- Pricing. It is handy to add jargon such as ‘competitive pricing’ or ‘negotiable pricing’ to grab parent’s attention.
- Add a friendly photo of yourself, an infographic, or your business’s logo.
The best places to advertise your business
There are many options to advertise your business, and with the help of social media and online matching agencies such as Yoopies, getting your name out there has never been easier. Top places to advertise your business include:
- Social media: Facebook, Instagram, Linked-in. Consider joining relevant parenting and childminding groups to find your audience
- Childcare platforms: Yoopies is a useful platform to advertise your business for free. You are able to add your hourly rate, availability, and advertisement with ease. Get in contact with parents on the platform easily, and using our handy postcode tool you are able to find parents near you. Send messages to parents, be booked on the platform, and keep track of your payments with monthly invoices.
- Create posters and flyers: Stick-up eye-catching posters in your local post office, noticeboards, schools, churches and community centers.
- Put your advertisement in a local newspaper
- Speak to schools directly and ask if they would be interested in advertising your services in parent newsletters or via email
- Check-in with your local council to ensure your childcare services are viewable by parents online
- Speak directly to parents and use word of mouth
- Create your own website and share it with your community
Ensuring your business continues to grow:
Marketing your childminding business is not a one time task. As children get older, they will no longer need to be looked after meaning the availability of childcare places will fluctuate throughout your career.
Make sure to keep marketing your business by kindly asking parents to promote your services. For example, you could give parents your business card or ask them to rate your Facebook page.
Testimonials are also a great way to prove that your childminding services are the best in your local area. You can place them on your own website, social media, and add them to future advertisements.
Word of mouth is often one of the best ways to ensure parents come back to your services, as well as new clients. Make sure that you nurture your relationships with your clients (even if you find them a little difficult at times). Personalise their experience with your childcare services with weekly newsletters about your child’s progress, regular meetings, and photo sharing with parents.
At Yoopies, we understand the importance of your childminding business. That’s why we are here every step of the way from setting your business up, OFSTED registration to finding your perfect clients. You’re able to advertise your services for free on the Yoopies platform!