It’s time to dial in on your marketing message!

It’s time to dial in on your marketing message!

When it comes to getting your marketing message right it’s really important that you pay attention to what you’re putting out into the world and whether or not it’s being seen. 
Nailing your messaging is the key to growing your childcare business and making it the success it deserves to be.

Are you hearing crickets?

Often we find ourselves putting tonnes of effort into our marketing and think we’re really visible. We believe we’re getting our information out into the world and that our ideal clients are seeing. But when we hear crickets and realize we’ve had zero inquiry calls, we begin to wonder what’s going on. 
hearing crickets awkward
What’s happened here? Is there a disconnect between what you think you’re saying and the message being received by your audience? Or is there an issue with the platforms you’re using?
Take a deeper look into this before making your next move!

More often than not, we’ve missed a trick

And that trick is relatively simple: we have not got the messaging for our childcare business right.
Maybe it’s the information you’re relaying, or maybe it’s not hitting home. But whichever it is, it means we haven’t dialled in on our message well enough.
So how can we clear our messaging up and get people signing up to waitlists or booking in for tours?

What’s your mission?


Imagine you’re at a networking event and you’re in a conversation with someone you’ve not met before. They ask you, “What do you do for a living?” You reply, “I’m a childcare business owner.” Simple enough, right? WRONG! 
Telling them what you “do” is absolutely fine. However, you’ve left them with only a vague idea of what you do and it’s unlikely that they’ll ask you anything deeper.
And that’s the same when it comes to your marketing. Don’t be vague and wishy washy. Be bold and make moves! Make it clear that you have a purpose, that you’re on a mission to make a difference. Show them the fire in your belly!
time for bold action

Getting your marketing message just right

So how about if, instead, you answer them with a precise mission statement that explains what you do, how you do it differently and what actually sets you apart from all the other childcare businesses.
That’s the power of getting your marketing messaging correct.
It’s about actually getting your information out there in a way that people quickly and easily understand who you are, what you do, and what sets you apart from the competition.
When you can execute your messaging well, you’ll notice that more people are heading your way and are seeking you out specifically. And that’s all because they’re aware that you’re suited to their needs. They know exactly what they’re looking for from their day care provider.

I want to help you nail your marketing message, and I’ve got just the thing! 

Introducing The Childcare Flip Course!

Childcare Ninjas group course


We are now welcoming passionate childcare biz owners who want to utilize their passion, skills, and expertise to CREATE and GROW a SUCCESSFUL childcare niche into our brand new course!
This exclusive group coaching will help you break through your fears, frustrations, and overwhelm of starting and growing a childcare business so you can begin creating the freedom of time and finances and start living life on your terms!

WHAT IF…you had a roadmap to help you fast track your own childcare business?!

AND… you really CAN automate your childcare business on a budget?!
I CAN SHOW YOU… you too can have a multi-six-figure childcare business!
SO…you can become precisely who you always wanted to be?!

Ready to get stuck in with me? Learn more —-> HERE.

You can read more marketing message tips and tricks over on the blog, and don’t forget that we’ve got a really active community of like-minded childcare business owners over on Facebook!
Because sometimes being a home daycare provider can feel pretty isolating. Get connected with other childcare owners – it’s a game changer! Gain strategies and tips to move your childcare business forward by joining a community! Join us for more tips on how to make your childcare business the success it deserves to be!

Or if you prefer Instagram, we share ideas and tips there too. We’re an army of childcare professionals who are sharing ninja-sharp skills to transform our businesses into childcare empires! This is Childcare Ownership all Grownup!

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Avoid these marketing pitfalls in your childcare biz!

Avoid these marketing pitfalls in your childcare biz!

These last few months I’ve been thinking about marketing pitfalls that I come across in the Childcare business. There’s so many! Sounds like bad news, right?!

Wrong! These marketing pitfalls are super easy to overcome, so don’t panic!

Have a read of these 4 most common mistakes I see childcare businesses making in their marketing, and then if you know you need a helping hand, I’d love you to register for my FREE upcoming Masterclass “The Childcare Flip MasterClass!”. In that class I’ll be diving deeper into the pitfalls and how to avoid them. I got you, Ninja!

Anyway, here’s some of the things that you need to avoid doing in your childcare business marketing:

Thinking too small

Childcare Ninjas, it’s time to stop thinking your childcare business is too small. Size does not matter when it comes to childcare! Stop believing the lie that you’re too small to contend with the other day cares in your area, especially the larger chain centers.

It is a negative mindset and false belief that tells you: ”Will people really want what I’ve got to offer?”. Stop listening to that voice when it says: “I’m just an in-home daycare! How on earth am I supposed to compete with a massive daycare center?! One that has all the fancy gadgets and latest kit?”

Instead, position it in a way where it will pique your ideal client’s interest! Here’s your permission to brag about what makes your biz unique! Do kids get to eat your home-grown veggies? Do you offer music sessions that enrich your curriculum?! The little touches matter here. It’s time to stop discounting what makes you unique and amazing and start shouting it from the rooftops!

One of the things to start doing so you don’t fall into that pit of ‘marketing or comparison blues’ is look at what you do well and highlight it.

Even if you’re small you can still position and market yourself so you’re set apart and your uniqueness shines bright!

think bigger

Pretending to be something they’re not

You’d be surprised how many businesses fall into this trap. But it’s all because of the comparisonitis childcare business owners get, as highlighted in my first point! They worry they’re not good enough or big enough and then try to market themselves as something they are not. 

I’ve seen it plenty of times where a home daycare biz owner puts out messaging that builds expectations they can’t possibly meet. From stock images on social media posts and leaflets to language that insinuates a huge corporate company – it doesn’t matter how. What’s important is showing your true colors in your marketing.

People love to buy from people, and they want to get to know you. They also love supporting small, so why wouldn’t they want a more intimate experience for their babies?

So stop pretending and start telling the world who you really are!

Not asking for help

Something I witness time and time again is this “I’m a strong independent woman” mantra from Childcare business owners. I am absolutely 100% down for being strong and independent, but not to the detriment of my business and my mental health! And not asking for help is often caused by this need to appear strong and independent all the time. Which is – in my humble opinion – unnecessary!

Being strong doesn’t mean keeping going till you reach breaking point with something. Showing strength can look like saying no to the things that don’t serve you or your business. It might be that you show strength by reaching out to a mentor or your peers.

So don’t end up making this common marketing pitfall! Instead ask for help when you need it.

asking for help is an act of courage

Not having a marketing plan

Hands up if this is you?! Are you doing your marketing on a wing and a prayer? It’s okay, you’re not alone. Many childcare business owners don’t prioritize their marketing, don’t bother making a plan, and then find themselves in a panic!

So take some time to sit down and figure out your marketing plan. Set some goals for your marketing. If getting a waitlist going is a priority, how can you let people know you’re there? Decide what the purpose is to your marketing and go from there. Create a plan that is manageable and sustainable!

Not sure where to go from here?! Never fear, my blog is full of awesome ideas for marketing your childcare business.

 Put a plan in place for your marketing! Even in-home daycares need one!

Have you noticed any other marketing pitfalls in the industry? Share them in the comments below!

If you’re looking to sort out your childcare marketing this year, you’re in the right place! I’m hosting a webinar next week which is going to revolutionize how you’re feeling about marketing your childcare biz. 

The Childcare Flip Masterclass is on February 14th at 7pm. REGISTER HERE to nab your FREE place! 

Hope to see you there, Ninja!

We’re an army of childcare professionals who are sharing ninja-sharp skills to transform our businesses into childcare empires! This is Childcare Ownership all Grownup! Interested in becoming more involved in the community and to grow your business? Join us for more tips on how to make your childcare business the success it deserves to be! Or if you prefer Instagram, we share ideas and tips there too!

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5 tips for starting your childcare business in 2022!

5 tips for starting your childcare business in 2022!

Have you thought about starting a childcare business in 2022? What are your priorities for getting started? At this time of year I always pause for reflection, and I’ve been thinking about the things I’d do if I were to start my business again in 2022…

So this blog has 5 things I think might help you get a head-start! There are things that took me a while to learn or implement, and things I wish I’d done more of sooner!

Read on, Ninja!

If you’re a visual or auditory learner, you might want to watch the YouTube episode I recorded about this right now:

Or continue reading if you love a blog!

Ok, so I’m diving in with these 5 tips…

Tip Number One: Have a niche!

If you’re starting your childcare business in 2022, there’s definitely a lot to be said for niching down sooner rather than later. Instead of being another generic local daycare center, offer something that local families need or want! That way you’re meeting a need and making a name for yourself. You’re likely to be more memorable with a niche and the news about your childcare business will spread faster.

I’ve talked more about how you can niche down in my previous blog post.

Tip Number Two: Mix the old school and the new!

Something I’d do straight away if I was starting up next year is not get caught up in trends. They’re great and serve their purpose, but there’s no need to ignore the old marketing tricks like flyers and posters.

Social media is super useful for getting your message out there. But what happens if the global server goes down and we have no socials?! It was all a bit worrying last time, wasn’t it?! Imagine if it had been down for longer… Gulp! Not a nice thought, am I right? So you’ve got to think strategically.

So I’m advocating to mix up your marketing! Head here for more tips.

Tip Number Three: Stick to a budget!

One thing I must mention if you’re going to be starting a childcare business in 2022, is that you need to have a clear budget. And more importantly, you’ve gotta stick to it! There are so many things you can do to set up your childcare on a budget, so you don’t need big bucks to get going.

However, sometimes it’s easy to get carried away buying resources, spending too much on marketing or uniforms… Basically not sticking to your financials. So I urge you to make a plan for what you can afford. Prioritize your budget and stick with it.  I’ve written loads of content on starting out on a budget, so don’t panic! Read them here.

budget tips

Tip Number Four: Build your systems!

Y’all know I’m obsessed with systems, but it’s for a good reason! They make running a business so much easier! There’s no way I’d be where I am today – a multiple facility owner bringing in a sustainable 6 figure income – if I didn’t have systems.

Having certain parts of your childcare business automated really does help you stay sane and keep things ticking over smoothly! So if you’re just getting started in your business, now is the time to get those systems in place! Don’t leave it as long as I did, Ninja! Read more about why you need systems in your childcare biz here.

Tip Number Five: Invest in yourself!

Investing in myself is one of those things I wish I’d done a lot sooner!! Sometimes I wonder where I’d be now if I’d prioritised my self-investment! I’m passionate about women in biz investing in their education, up-levelling their skills and learning about strategy. And I believe and have spent the last few years discovering how mindset is SO IMPORTANT!

And it doesn’t have to cost you the earth! There are numerous ways to invest in yourself, from borrowing books from the library or buying them second hand, to joining a membership or hiring a coach. However you do it, it’s important to get insight from people who have already been on the journey. Nowadays there’s lots of information readily available – so much more than when I was starting out. Daycare owners have become much more willing to share their journey, so why not use their expertise!

Educating yourself on the business side of daycare is vital too. Even if you love playing with the kids and your gift is coming up with the curriculum you really need that business acumen too. You can join daycare business groups like mine and ask questions, get tips and learn from others too. Have a think on where you may have gaps and ways to fill them within your budget!

invest in yourself

So whether you’re up-levelling or starting your childcare business in 2022, getting connected with other childcare owners is a game changer!

Gain strategies and tips to move your childcare business forward by joining a community! That’s why I set up my Facebook group, where you can hang out with like-minded and aspirational daycare owners. We’re an army of childcare professionals who are sharing ninja-sharp skills to transform our businesses into childcare empires! This is Childcare Ownership all Grownup! Join us for more tips on how to make your childcare business the success it deserves to be! Or if you prefer Instagram, we share ideas and tips there too.

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Why you need an advertising plan for your childcare business

Why you need an advertising plan for your childcare business

You might be wondering whether an advertising plan is relevant to you as a childcare business owner, especially if you run a small day care center. After all, you’ve got a great reputation and word of mouth clients are keeping your business afloat.

But I have learned over the years that living on a wing and a prayer when it comes to finding new clients doesn’t always work.  So I want to take a moment to explain how valuable having an advertising plan can be.

Read on to find out why you should have an advertising plan – even if you run a home day care!

Okay, firstly: what is an advertising plan?

As you already know, I do love a plan and being organized. But this one is extra awesome. Essentially, an advertising plan is the blueprint for how you can use advertising to promote your childcare business. It’s how you’re going to reach out to new clients.

I think this is a genius plan

Having a plan in place means that your childcare’s marketing budget isn’t wasted and that the money is put to good use! By creating a plan, you can also make sure that your advertising reaches the correct audience! Yay!

Why does my childcare business need one?

Every business needs an advertising plan! I like to think of it as a kind of guide to promoting your business. Your plan will tell you who your target clients are and how you can reach them. Most importantly, it’ll point out where things aren’t working and what needs more focus.

Instead of struggling on doing the same old thing, having a plan allows you to correct your direction and helps your childcare business to thrive. Putting together a plan means you can save yourself time and money. It’s going to get you attracting your dream clients – you know, the families that you really want to work with! The ones that will be a good fit for your services and the ones you want to support.

we need to start advertising - brunette woman gesticulating the point

What if you’re a home day care?

There are benefits to creating an advertising plan for your Childcare business whether it’s a smaller or a larger center.  Sometimes when you’re running smaller business you can feel a little bit like a small fish in a big pond. So you wonder how you can pull clients in when you don’t have as much money to allocate to it. And you’re limited on the time you have to spend on marketing. You can’t afford to waste time or money on the wrong things.

Don’t make the mistake of thinking an advertising or marketing plan is only for bigger providers or centers. Because if you have goals for your business then you should make a plan.  Just because you may not be as big as them, it doesn’t mean you can’t put together a plan!

You can create a plan that’s right for your childcare business. One that will help you bring in the ideal clients that you’re looking for within your allocated budget!

When should I make an advertising plan?

Don’t do what I did and wait years before creating a plan! Do it as quickly as possible so you can start to grow at a faster rate, and call in the right clients from the get-go! It’s not impossible to create a plan once you’re established, but it’s much easier and you’ll waste so much less cash if you plan your advertising properly right from the beginning!

that's the master plan - mulan - mushu

How do I begin to create an advertising plan?

First thing’s first: what do you want your advertising plan to achieve? Are you trying to attract new families to your day care or are you trying to encourage current customers to book more sessions? Or maybe you’re offering a new service or are opening a new center? I’ve learned that the best goals are super specific. For example, what kind of increase in enquiries are you looking for and in what time period?

Next you need to figure out what your budget is. How much do you want to spend on promoting your business? If you already have some ideas in mind, how much will these ideas cost you to execute?

Now it’s time to get super clear on who your ideal client is. What are they like? Where do they hang out? What problem are you solving for them? It’s really important that you know how they tick!

I know what they like

What next?

Once you’ve established who you’re speaking to, it’s time to put together your messaging. This is where you communicate all the benefits that your services can provide your clients. You want to make sure your advertising is perfected so that it resonates with your audience and entices them. You want them to feel an urge to learn more about your day care and maybe even book a tour or call with you. (Remember your goal!)

And then you can start to plan how you’ll advertise. What medium will you go for? Purely digital ads or will you have some printed pamphlets as well? Will your budget stretch to bill boards or radio? So many options!

Once you’ve created the plan and implemented your strategies, it’s then time to analyse how you’re doing. But that’s all for another time! 

here's to success

I hope this blog has helped you to see why having a plan for your advertising will help you to achieve more in your childcare business. By creating this plan, you’re going to be able to grow at a quicker rate.

Want to find out more about how advertising plans can help you build a successful childcare business?

Join me in the Facebook group tonight where I’ll be talking about how to make an advertising plan. I’ll be going into more detail about what you need to include and why! I’ll be sharing some things to consider whenever you’re working on that plan and the additional benefits of having an advertising plan for childcare business whatever your size.

I love it when a plan comes together

We’re an army of childcare professionals who are sharing ninja-sharp skills to transform our businesses into childcare empires! This is Childcare Ownership all Grownup! Interested in becoming more involved in the community and to grow your business? Join us for more tips on how to make your childcare business the success it deserves to be! Or if you prefer Instagram, we share ideas and tips there too!

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6 apps for your childcare business you should start using right now!

6 apps for your childcare business you should start using right now!

When you set up your childcare business, you did it because you have a gift. A gift for inspiring and shaping young minds! But that doesn’t mean you’re a natural marketeer or business whiz, and that’s ok! When I first started as a childcare business owner, I didn’t know about any of this stuff and promoting my business was hard. But it doesn’t have to be hard for you! Apps are where it’s at.

Now there are so many amazing applications you can use to promote your business, and you guessed it – improve your systems

Here are just a few of my favourite apps for your childcare business…

Get creative with Canva 

Canva is a free online designing tool where you can make just about anything look professional without even having to download any fancy software. Need to create an invite to an event at your business, a flyer to advertise, or a picture to share on social media? You can do it all!

You can even upgrade for extra pictures or designs, but there’s so much choice already you probably won’t have to! And there’s a handy smart phone version too for those on-the-go posts!

Be the face of your business on Facebook

Facebook is an amazing way of building a community for your business. You can create private groups for parents to share photos and for you and your team to share photos with them! You can create a business page where people can write you glowing reviews, and you can join mom’s groups to say hi and let them know what services you offer. 

I’d recommend creating a profile or page that you use specifically for your business – so you can keep it really professional! Read more about how you can use social media for marketing here.

Spread the joy on Instagram

Instagram is a great way of networking with other childcare business owners, making friends, spreading your personal journey, and sharing some joy! A lot of your potential customers will be on there, hanging out, so I highly recommend getting involved in this app!

Choose pictures of you, your space, quotes you love, advice you have for others, and the people who make your business tick. If you’re going to share pictures of your mini clients, make sure you have permission from their mom’s and dad’s and only show their backs, let’s keep their little faces off the ‘gram! 

Share all the good stuff with ContentCal!

Why make your life harder? You’re a small business owner who is growing and scaling their business. To make life easier, schedule your content in advance with tools like ContentCal.  It’s such a great idea to use scheduling apps for your childcare business.

ContentCal means you can plan out your whole week’s content with your gorgeous designs from Canva! Share on your social media accounts without having to post live. As time goes on, you’ll see when people really love to see your content and can start sharing at those times. 

apps for your childcare business

Get it all together on Kartra

Kartra is a one-stop-shop for so so much. Websites, emails, agency management, helpdesks, calendars, payment processes – you can do it all in one place!  There are loads of different styles of memberships so you can adapt what you pay based on what you need. Just up what you pay when your business grows.

I do all the things on there that I need to grow my business and it makes it easy just having one thing to do it all! Rather than opening 72 million tabs to get some marketing done! If you want to give it a try, I have a link especially for you right here.

Stay in touch on Slack

I couldn’t get through a post without reiterating how systems = success! I use Slack to keep in regular contact with my team. You can create channels for each project, maybe it’s a new opening or a great Christmas event you have planned. All the relevant team members can be in the channel and get updated whenever messages are sent. 

You can set up meetings, share files, and most importantly keep in touch and stay connected with the people who make your business tick! 

Make your life easier, today! Try these apps for your childcare business!

Using apps and tools has helped me revolutionize my business and seen my business grow. Have you tried other apps for your childcare business? Are there any tools you’re using that I haven’t covered?  Then why not join my Facebook Group to pick up the conversation – let’s learn together! In the Childcare Ninja Facebook group, we’re always sharing ideas and learning from each other- creating our childcare empires!

There’s no need to go it alone on your childcare business journey when there is a huge community just waiting to support you and lift your business to new heights

– see you at the top!

We’re an army of childcare professionals who are sharing ninja-sharp skills to transform our businesses into childcare empires! This is Childcare Ownership all Grownup! Interested in becoming more involved in the community and to grow your business? Join us for more tips on how to make your childcare business the success it deserves to be! Or if you prefer Instagram, we share ideas and tips there too!

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