How a Childcare Center Can Increase Enrollments Without Spending Thousands of Dollars on Adwords By Using the Parent Praise System
Imagine a first-time mom struggling to make the decision to send her toddler to daycare. She has nightmares about all the things that could go wrong. Her mother was stay-at-home mom, and every time they talk on the phone, she can literally hear the judgement in her voice.
She searches for "daycares near me" or "preschools nearby" and then closes the browser window. She is overcome by Mother's Guilt. She can't do it.
And yet, she knows, she needs to go back to work. The last year has been rough: without her $60,000/year salary, they cannot make it for much longer.
She spends hours and hours wondering: Who can I trust with my child?
This is how you want this mom to feel about your center:
But if you say it (like in the Facebook Ad above), that's fine, but parents don't always believe you.
The first thing parents do is go to Google and search. You know the first thing they make a beeline to read? The Reviews!
Parents trust other parents when it comes to childcare. With all the headline-grabbing scary stories about daycares, your online reviews are more important than ever. If your parents have given you positive reviews on Facebook, Google, or Yelp (or even in a letter or email), that's pure marketing gold!
In fact, I believe that if your parents are truly happy with your center, and more than happy to write an online review for you, marketing becomes so much easier!
Google likes to see a steady stream of reviews, and its algorithm is now smart enough to know which ones are authentic and which ones are not.
SAMPLE PARENT PRAISE POSTS (YOURS WILL BE UNIQUE TO YOU, OF COURSE)
This one below is perfect - it tells a real story.
Again, love the specifics... authentic!
Talks about WatchMeGrow...
Speaks directly to a specific type of mom!
Short & sweet & easy to read!
Share your customized Parent Praise images all over social media, in your email newsletter to parents who've expressed interest in your center, and print it out to take to local events.
Display these Parent Praise images, and let them do the bragging for you!
SO HAS YOUR SCHOOL EVER RECEIVED A NEGATIVE REVIEW ON GOOGLE OR YELP?
Makes you want to throw eggs at your computer screen when you read one of those nasties, right?
If you don't respond to negative reviews, it looks bad.
If you respond emotionally, it looks bad.
I crafted 23 diplomatic templates that signal to parents that you care but you're not going to let a hater abuse you online. >>>NOT ON MY WATCH<<< But there's a catch. You only get my templates if...
I will send you the >>>Action-Takers Bonus<<<: 23 Ready-to-Use Response Templates for Hateful 1-Star Google or Yelp Reviews.
Please don't throw eggs at your computer next time a mean-spirited review hits your Google or Yelp profile. Just cut-tweak-paste one of my templates, and as Elsa says... Let it go!
#1: Tempting as it may be, don't ask your your favorite Uncle Jake to write fake reviews. "If I had kids, I would definitely send my kids here." OR "OMG, this is the best preschool ever!"
can detect a fake review
the infant class teacher with 9 years' experience
poop in a baby's diaper...
You like my analogy?
I like to make marketing as fun as possible!
SO, THEN you ask, what's the best way to get started?
The Google Gods love a steady flow of parent reviews each month. The search engine uses it as one of several signals that your school is better than the one down the street.
Google's search algorithm considers how many reviews you have on Google, what your average star rating is, and the number of new reviews your school gets every month.
There are no "silver bullets" in marketing. If your parents are not happy (for whatever reason), sadly, no review process will work. Do this diagnostic quiz and I'll help you figure out the best way to get started with reviews!
Neesha Mirchandani helps small business owners access the same marketing tools and shortcuts that Fortune 500 companies take for granted. She's the author of two books. Neesha has a Master of Science in Integrated Marketing Communications from Northwestern University, and over 20+ years of experience serving clients as diverse as AT&T, IBM, Mellon Bank, Pacific Bell to local businesses, nonprofits & tech startups. When you meet Neesha ask her why the Dalai Lama wrote the Foreword to her first book and why her next book is a joke book (of all things)!