HOW CAN I ATTRACT MORE PARENTS TO MY CHILD CARE CENTER?

Attracting more parents to your child care center can be challenging, but there are several strategies you can use to increase your visibility and reputation. Like anything, it's important to understand the business model you are operating within. Thankfully, the child care market requires very specific outcomes and considerations. Before you launch into marketing campaigns and spending a lot of money, make sure you understand the child care business model.

Within this article we'll do our best to highlight important aspects of the industry and how they impact your customer. Here are eight simple tips for attracting more parents to your child care center.

Take an honest look at your business and identify what makes it special. Do you offer something unique that other daycare providers don't? Highlight these strengths in your marketing strategies.

This doesn't have to be complicated.

Do a little research. Do your competitors appear to be offering similar services? What is similar and what is different? Ask yourself if those traits are positively impacting their business or do they appear to be rules that have little meaning other than "everyone else does it that way."

When you recognize a policy or procedure like this consider breaking it. Will parents be happier by the change? If you honestly think parents would welcome the change make a real effort to change the policy.

For example, when we sent our son to a child care center we were told to send him 2 snacks and a lunch for a full day. They were not responsible for providing food or drink.

Seems quite normal right?

Kids can be picky eaters and sometimes parents even pickier when it comes to their children.

I get it. Leave food their exclusive domain of the parent. Fewer headaches! But you could be leaving reputation and money on the table.

Consider a nutrition program. Start small. Maybe offer highly nutritious snacks. Partner with local companies like farmers or small produce groceries to offer nutrient rich snacks parents can order or choose for their child. Offer a service that takes the burden of the parents and provide a value added service.

In this simple example we could differentiate ourselves from other child care centers, make parents morning routines simpler and earn a little extra money.

I bet if you brainstormed you could come up with much better examples!

Invite parents to visit your center and learn more about your services. This is a great opportunity to showcase your facilities, introduce your staff, and answer any questions they may have.

Foster an open-door policy with parents. This will help you establish trust. Trust is notably the number one goal of any child care center. Neglect trust building at your own peril.

Place signs outside your center to attract the attention of passersby. Make sure the signs are clear, concise, and easy to read.

If your child care center is in a suburban neighborhood find a creative way to display your business without looking tacky.

For example, have a craftsman create a bird house that doubles for a sign at the foot of your property. Maybe call your business, "Refuge for Children & Soaring Wonders," or something like that.

Have fun and be creative. Others will see those qualities in you.

Optimize your website for search engines by using relevant keywords and phrases that parents might use when searching for child care centers.

SEO can be nebulas. You could spend a lifetime trying to master and bend SEO to your will. Very few can claim or prove to have mastered this ever-changing and dynamic field. Don't get discouraged. Here are a few considerations when establishing a good SEO strategy:

• Be respectful of your time: If you have a background in SEO develop a perfect website. If you are new to SEO start small, learn the basics and try to learning something new each week. On the other hand, if it makes more sense to pay an expert, investigate that outcome. You don't have to do everything yourself. The most successful business owners are those who understand their limitations and have the resources to attract top talent.
• Money is finite: I know I don't have to tell you money is finite but sometimes we approach our business differently than we would our household or regular life. Don't get caught in that trap of spending copious amounts of money because, "it's an investment for the business." Don't do that. If you think it's too expensive then it is. Listen to your gut.
• Internet advice is not gospel: If you search the internet long enough you will find conflicting points of view. You may not agree with everything we're recommending. That's okay. Every business is different. It's important for you to understand your unique requirements and location and act accordingly.
• Know your customers and what motivates them: Easier said than done! I recommend developing a combination of survey's and feedback forms to get a better understanding of parents and their wants and needs. Don't take for granted what you want as a parent. Reach out to your parents and hear directly from them!
• Promote your business efficiently: Try out several marketing strategies like directory listings, Google Advertising, Brochures, radio, incentives and influencers. Take the time to determine the return of investment. Stick to those promotions that are cost effective.
• What can you do right now: You may have BIG plans for your child care center. You don't have to do it all overnight. Take your time. Remember, this is a journey and you should enjoy the path you are on.

Establish a social media presence to connect with parents, share updates, and showcase your center's activities.

Social media can be a great way to network and establish a presence for your child care business. I would caution you if you're considering spending money on advertising.

We've previously written an article on social media for tutoring companies. You may find the information in that article helpful.

Encourage satisfied parents to leave positive reviews on popular review sites such as Yelp or Google My Business.

Consider running targeted ads on social media platforms or search engines to reach a wider audience.

Offer discounts or promotions for new customers to incentivize them to choose your center over others. Try using child care center software to help automate discounts for parents or automate your e-mail outreach. Look for ways to do more while reducing your workload.