Grab A Snack. We Will Start At 11:05 PST Have Questions? Put Them In The Box!
A Complete Web Presence Helps You Fill Your Center By Local Child Care Marketing
Today’s Agenda ● About Us ● Why Online Marketing ● Understanding What You Can Invest ● Overview of How Parents Search ● Trends & What To Watch Out For ● Brand Vs. Lead Generation Services ● Website Audit & How To Know Website Effectiveness ● SEO & How To Check SEO Effectiveness ● Directories Overview ● Pay-Per-Click Overview ● Social Media Overview With Tips For Facebook Ads ● Action Items
We Will Email You: (1) Link to recording (2) Slides (3) Website Audit Document
Who Are We?
Our Story! ● 2011 - Local Child Care Marketing was founded by Jeff Fisher. ● I was a supervisor of that company. ● 2012 - I went off and formed my own company ● 2015 - Jeff and I partnered!
Who Am I? ● Over 5 Years of Online Marketing Experience ● Worked with over 200 businesses and 50 child care centers ● Worked on over 500 websites ● Spoken to 10,000+ business owners, entrepreneurs & students ● Love business & business strategy
Social Instagram Google + Social Ads LinkedIn Twitter Facebook Pinterest Contests Retargeting Social Media Display Network Press Blogs Releases Bing & Yahoo! Google Pay-Per- Articles Click Your Brand (website) Reputation Video Directories Marketing YouTube Google + Vimeo Email Yahoo! Infographics Marketing 100s Bing More! Link Yelp Building Newsletters Opt-In Bait 1,000 More! Auto Responder Distribute Social Forums Content Sharing
What Makes Us Different? ● We are committed to the industry and have worked with child care business experts like Kris Murray and spoken at and attended many industry conferences.
What Makes Us Different? ● We have worked with over 50 child care centers from single location centers to multi-location centers with 700+ children
The Numbers ● Over 80% of consumers use the internet to find a local business ● Over 80% of consumers trust online reviews as much as personal recommendations
If… Then… ● If someone is referred to you… Then… ● If someone sees your ad… Then… ● If someone is a current customer… Then…
You Have To Shift Your Mindset ● Outbound Marketing ● Tools ● Direct Mail ● Traditional Advertising ● Mindset ● Why you should buy from US… ● Look how great OUR center is… ● Inbound Marketing ● Tools ● Website ● Online Marketing ● Social Media ● Public Relations ● Mindset ● Learn more… ● Let us answer YOUR questions… ● Tips & Tricks!
Value Of An Enrollment ● What is the average revenue of an enrollment? ● How long does the average family stay with your center? ● What is the profit per enrollment? ● Based on the above, what are you willing to spend to: ● Get a qualified lead? ● Book a tour? ● Get a new enrollment?
What Is The Cost & Value of a New Enrollment? ● Cost Per Click = $3 per click ● Conversion Rate of 10% = $30 per lead (they take action) ● Book Tour Rate of 25% = $120 per tour ● Enrollment Rate of 25% = $480 per enrollment ● Average 1 Month Value of a New Enrollment = $800 ● Average Time They Stay at your center = 12 months ● Average Life Time Value of a New Enrollment = $9,600 ● Return on Investment of $9,600/$480 = 20 times!
How Do Parents Search? ● By Need: Infant Care City (Child Care Marketing) ● By Company: Your Child Care (Local Child Care Marketing) ● By Person: Child Care Owner (Devin Sizemore)
Paid Advertising Shows Up First!
Directories Show Up Next!
Then Organic Rankings & Web Content
Challenge! 1. Google your name with the city your center is in … What shows up? 2. Google your center name with the city your center is in … What shows up? 3. Google a keyword with the city your center is in … What shows up? (child care city name)
2016 Trends 1. Increase in Pay-Per-Click Marketing effectiveness ◦ All social platforms ◦ Google Adwords spend 2. Increase in the importance of directories ◦ Reviews fit in here! 3. Increase in the importance of mobile marketing ◦ Social Media ◦ Mobile Website ◦ Mobile Directory Website (Yelp!) 4. Increase in the value of video in your online marketing
What To Watch Our For! ● Low budget Pay-Per-Click Marketing Options ● “Proprietary Systems” That You Don’t Own Or Manage… Unless They Generate Leads! ● DIY Solutions & Shiny Objects! ● Understand Brand Services versus Lead Generation Services! ● You Get What You Pay For!
Brand Vs. Lead Generation Services ● Brand Services ● Website & Mobile Website ● Social Media Engagement ● Directory Management ● Reputation Management ● Content Creation (SEO) ● Lead Generation Services ● Pay-Per-Click Advertising ● Facebook Advertising ● Content Creation (SEO)
Website Audit ● 30 – Point Website Audit – We will email it to you! ● Home page opt-in box? ● Movement on the home page? ● Phone number in the top right? ● Google map integrated on website? ● Contact form on contact us page? ● Photo of the building? ● Photos of the team? ● Mobile Friendly Test: ● https://www.google.com/webmasters/tools/mobile-friendly/
How To Check Website Effectiveness? ● Check Google Analytics! ● https://www.google.com/analytics/
How To Check Website Effectiveness?
SEO – Search Engine Optimization ● Choose Your Keywords ● What are the terms a parent will use to find your center? ● More specific is easier to rank for. ● The keyword should go with the location (child care Chicago, not Child Care, Chicago)
SEO – How To Check Effectiveness?
Directories ● A list of businesses that your center can be listed in. ● Usually has a business name, phone, address and website. ● Make sure your information is exactly the same! ● Do a search for the keywords in your city and make sure you are in the directories that show up!
Pay-Per-Click Marketing? ● Interaction Trigger ● Based on search terms ● Cost ● Cost-Per-Click (CPC) of $1.00 - $5.00/click ● Minimum spend of $450/month ● Benefits ● Better Tracking ● Use call tracking to listen to the quality of calls and to keep your staff accountable ● Easier To Be Agile ● Less Impact From Algorithm Changes
Social Media Advertising ● Interaction Trigger ● Based on user information and tags ● If you know your parents, you can talk directly to them! ● Cost ● Variable based on the platform. Can pay for likes or clicks. $.10 to $5.00 ● Recommend Min. Spend of $150/month ● Problem ● Need to determine if you want to build an audience or drive traffic.
Facebook Advertising Tips ● Use multiple images and make sure you crop them! ● If you want likes, use the word “like” in your ad copy ● The shorter the better! ● Only run your ad for 7 – 10 days ● Facebook changes very often and you will end up spending too much! ● If you boost a post make sure you target your audience and have a great call to action
Facebook Advertising Tips
Facebook Advertising Tips
Why Hasn’t It Worked In The Past? ● Trying to do everything yourself ● We spend over 200 hours per year staying up to date on the industry (per person) ● Hiring a company that doesn’t know your industry ● It is hard to learn about every industry and really understand the needs of each industry ● Budget is too small ● If you can make $10,000 per enrollment, spending $100 is probably not enough as that is a 100 times return on investment
Action Items ● Do the challenge: ● Where does your center show up? ● Where do you show up? ● What directories show up? ● What search terms are people searching? ● Create a list of search terms you want to rank for! ● Audit your website and determine what needs to be updated! ● Audit your social media accounts ● Recommend trying Facebook advertising for likes, clicks or event promotion
Questions? ● Devin Sizemore: Devin@LocalChildCareMarketing.com ● Whitney Sarallo: Whitney@LocalChildCareMarketing.com
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