TEY-10.2

Go online to boost your business It’s time to embrace digital marketing after the lockdown, says Kathleen Quirke... KATHLEEN QUIRKE IS MARKETING AND COMMUNICATIONS MANAGER AT THE EYA DIGITAL AND MOBILE communication has already significantly changed how we communicate and engage with our families in recent years. The initial lockdown period and more recent easing of restrictions has simply pushed us forward along the digital path even more quickly. Today, marketing is much less about obvious promotion of your service. It is more about creating authentic connections with potential new customers and working to retain the loyalty of your current families. There are so many advantages to using these digital technologies, even after the current situation eases. If you are unsure of the best way to start embracing digital marketing, here are just a few ideas to help you gradually move your business and promotion online. VIRTUAL PARENT TOURS Not being able to physically connect has not stopped us continuing with friendships or relationships. We can still see and connect with each other or share or show things visually using technologies like Zoom or Microsoft Teams. It is easy to arrange a virtual tour to parents interested in placing their child at your setting. Simply set up a meeting via a secure app such as Zoom and invite parents to join and experience your virtual show-around. Do try to make the empty space as inviting as possible by asking children who are attending or planning to return to create or send in some nice pictures to freshen up the reception area. It is important to plan an informal ‘script’ to predict parent questions. You should explain how you are managing the current restrictions including what you would do if someone in the setting is experiencing symptoms or has been tested positive for the virus. Parents are likely to look for reassurance, so it is important to explain the specific processes you have in place to ensure your space remains safe and secure, such as regular cleaning throughout the day and limiting access for adults. It will play an important role in reassuring parents (virtually) that your setting or home space is safe and secure. PARENTS AS ‘INFLUENCERS’ In the early years sector, personal recommendations and positive reviews from parents using your service are a hugely important factor in attracting new enquiries. Evidence also supports the view that parents are most likely to find out about a childcare service through personal recommendations. Over the past few months, there have been few physical opportunities for parents to catch-up and share their experiences of childcare, however online forums and social media continue to be popular ways to do this. Digital childcare search engines such as Daynurseries .co.uk and Childcare .co.uk are vital platforms for helping parents to find you and to review your service. Registering your early years business on these sites should be integral to your digital marketing plan. The more reviews you receive, the higher your setting is registered in the search. This means that you can easily be found by parents who may not be aware of your service yet. Make sure your website also shares positive parent quotes on the home page. Often childcare search platforms will enable you to install a widget on your website that displays your review rating from their site on your home page too. SOCIAL MEDIA IS KING Social media, particularly Facebook, is a popular way for parents to keep in touch – and this is even more true now. If you do not already have a Facebook page to promote your service, you should consider setting one up. Facebook offers an easy way to create an online presence which encourages families to engage with you in a more informal way. It will give natural, relaxed insight into what makes your service special. For example, you can share pictures showing what children enjoy doing at your setting, how happy your team is, what kind of learning through play activities are available and you can showcase your lovely outdoor area. In response parents can quickly post reviews, share posts with their friends or just simply ‘like’ your page. FACEBOOK FOCUS – DO AND DON’TS Do use Facebook to bring existing parents together, to create a supportive online community or forum and to 68 Teachearlyyears.com

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