4 steps to making marketing easy

4 steps to making marketing easy

It’s Marketing Week here at Childcare Ninjas HQ and in my community we’re sharing our ideas and experience. As such, I wanted to take this time to encourage you to make your childcare business marketing more simple. In this blog post, I’m going to reveal some steps you can take that will reduce the stress that marketing often brings! I want to help you in making marketing easy!

I’ve heard new childcare business owners talking about how they complicated their marketing is. So I want to tell you it doesn’t have to be! Read on to find out how…

1. Keep your marketing simple

As childcare business owners, it’s very tempting to try to be in all the places, all the time. But I need you to hear me on this one: you cannot be everywhere AND do a good job at marketing. Not without spending a fortune and hiring someone (which you can eventually, just maybe not right now?).

Spreading yourself too thin is a common mistake that new childcare bosses make, and I want you to know that actually it’s much more effective to focus your energy and time on one or two platforms, rather than trying to juggle four or five of them! If you know that your families hang out on Facebook, then that is where you should be targeting. Whereas if you’ve got a younger client base, perhaps TikTok is where you could focus your energies.

And it’s not just about social media, printing posters and putting them up in local facilities can get you lots of leads too. Read this blog to give you more ideas. But, try to keep it simple: Don’t try to be everywhere!  Do a couple of things really well!!

2. Budget for your marketing

This one is a bit of a no brainer, but if you’re new to childcare ownership is can also feel totally alien. When it comes to marketing, you need to figure out a budget that works for you and your business. It’s vital that you know your budget and can find ways to market your business in a cost effective manner.

After you’ve paid your staff, yourself, and all the bills for your business, what have you got left in your budget? Think about what can you specifically allocate to marketing and still allow a buffer for emergencies. When you’ve worked out your monthly budget, you can work out how you’re going to spend it. Will you be putting money into publishing a local magazine advertisement, paying for social media ads or going old school?

It’s also key that you can look at something you’ve marketed and work out what the return on investment (ROI) was. For example, if you put $50 into some 500 flyers for the local area, how many new clients got in touch – 5? That’s $10 per lead. How can you improve that?childcare-business-making-marketing-easy

3. Plan your marketing

Putting a plan in place means that any marketing you do will be more likely to have an impact. It will give you a clear map of how you want to market your childcare business and also act as a compass for the purpose and direction of your marketing. Without a plan, you’re just shouting ineffectively into the wind and it’s a waste of your time and energy!

So make a plan. What are you marketing? To whom? Why? Where will you market it? How? When? Don’t be afraid to break it down into bitesize chunks so it feels more manageable. You got this, Ninja!

4. Schedule and implement your plan

Once you’ve laid out your plans, you’re going to have to block out the time you need to take action. Set yourself some deadlines, and start to put together a timeline. Where are you going to start? What is your sales funnel leading them towards?

planning opening your first home childcare

If you can automate and schedule your marketing content, I’d highly recommend doing so! Since I began using systems and scheduling software for my marketing, I’ve managed to claw back some precious time and can focus on the things I love doing – which is supporting childcare business owners to become ninjas in what they do! Oh and of course, being a childcare boss myself and looking out for my team and the families we serve.

So I encourage you to get focused on what you need to do and when and make it as easy as possible by scheduling! And now get implementing! Go, Ninja, go!

When you follow these 4 simple steps, you’re going to start seeing your hard work pay off!

What gives you a headache when it comes to marketing? Have you tried breaking it down into baby steps? I hope this blog has helped you realize marketing doesn’t have to be complicated. I’d love to help you get clearer on this. Leave a comment or head to the Childcare Ninja Facebook group to discuss how to make marketing your childcare business as simple as pie.  Join us for more tips on how to make your childcare business the success it deserves to be!

While you’re here, are you in the Childcare Ninja membership yet? 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!  It’s full of exclusive resources and support to help you grow your Childcare Business.

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Stay true to you: Marketing like a ninja

Stay true to you: Marketing like a ninja

When you’re marketing your childcare business, do you stay true to your values? I’ve witnessed so many childcare owners who feel they can’t be themselves while they’re wearing their business hats. So I want to dive into this a little more in this blog.

It’s often said that opposites attract, but when it comes to business I’m not convinced. Over the last decade I’ve found that this isn’t true. Actually, it’s been quite the contrary in my experience and those businesses I’ve supported through mentoring and coaching.

I’m going to share with you how things began to change for my business and my clients when we’ve stayed true to what we believe in. And why I’ll be encouraging you to do the same…

What does stay true to yourself mean?

Sounds a bit wishy-washy doesn’t it, “staying true to yourself”? So what am I talking about? Well, what I mean is your values. The absolute non-negotiables in how you run your business. My own values are based on family, faith, hard work and commitment. All of them are vital ingredients to my day-to-day work and the way I lead in my daycares and in Childcare Ninjas.

What do they look like for you and your childcare business? Write down the values that you couldn’t function without.

What happens when you don’t stay true to yourself?

When you ignore what you believe, and don’t wear your heart on your sleeve, you business is misaligned with your purpose. This means that you’re leaving a part of yourself at the door when you got to work, which takes a lot of energy. Hiding a large portion of your personality or values isn’t healthy and can cause a lot of resentment.

I used to keep my faith hidden, as if it were not an essential part of my life. I didn’t talk about it, and I worried about sharing my beliefs with colleagues, families and employees. And when I was hiding a huge piece of my puzzle, I didn’t feel whole and I was not coming across as authentic. Which then had an impact on my success as a business owner, because people aren’t stupid. They know when something isn’t right.

And due to the misalignment I was portraying, the families who were coming to my doors weren’t the ideal clients I was wanting. Eventually it got to the point where it felt too important to leave my values out of my brand. I couldn’t hold it all back any more. My sense of purpose was renewed: I knew things had to change.

Soak it up

When you allow your business to marinade in your values, it soaks it all up! Your business benefits massively from having some depth and purpose, which comes from the beliefs you uphold. Just like me and my Christian faith. Once I allowed myself to share my beliefs and no longer hid them away, I found that I was attracting people whose views aligned with mine. They felt comfortable entrusting their babies to me because I demonstrated values they themselves believed in.

I’ve now built two successful businesses on the foundations of my faith and I’m proud of the fact that my values are so ingrained in every ounce of my little empire!

Getting the message right

I’m not saying you need to sing your faith from the rooftops, or start handing out pamphlets about your beliefs to parents. You don’t need to hammer your beliefs home to your families, merely embody the values you hold in the running of your business.

I mentioned that my values include commitment. Every day in my work I model this value in the way I support my families and go the extra mile to meet their needs. I am fully committed to being the best in the game and to making sure the kids in my daycare centers have the time of their lives while also learning!

How I market my business is the same. Not by writing all over my marketing materials about what my beliefs are, but instead demonstrating my values through the photos we use or the copy I write. I focus on the importance of family – my story – and the hard work of my teams and our commitment to the children and families we work with. I also give a nod to my faith in the quotes I have on the walls of my office, or in the cross I wear to work. It’s who I am. Something I can’t believe I used to hide!

The message isn’t always in the way you market, it’s in the crafting of your brand messaging and the way you grow brand awareness. And it’s really important that you get this right sooner than I did! When you nail your messaging, it gives families who work with you an awareness and understanding of who you are! And by doing so…

…You’ll call in the families you want to serve!

So in changing the way I do things, by being my authentic self and leaving nothing in the porch as I step into my business owner role, I am calling in the people I want to work with. I want to work with families who share the same values and beliefs that I hold dear to me.

When you attract those families, it makes relationships run much more smoothly because you’re all singing from the same hymn sheet. They’ll know you and trust you, and will feel comfortable handing their little treasures over to you. And they’ll also stand behind you because they share your values and beliefs.

Share who you are

Basically, what I’m encouraging you to do is stop hiding who you really are. Don’t try to please everyone for the sake of it. And never be afraid of sharing your core values. These are the things that make you YOU. And those are the reasons people will seek you out.

So go ahead! Share you – the real you! The families who your values speak to will adore you and want to have you and your business in their lives. I know, because sharing my faith and my other core beliefs made such an impact on my business growth and also a huge change in my own well-being.


What’s stopping you from staying true to you? How can you quit hiding and instead grow into your purpose? I’d love to know. Leave a comment or head to the Childcare Ninja Facebook group to discuss.  Join us for more tips on how to make your childcare business the success it deserves to be!

While you’re here, are you in the Childcare Ninja membership yet? 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!  It’s full of exclusive resources and support to help you grow your Childcare Business.

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Marketing to Moms as a Childcare Business Owner

Marketing to Moms as a Childcare Business Owner

Marketing your childcare business in this day and age is pretty overwhelming. If you’re new to all this, where do you even start? There’s so many places to be interacting…should you be on all of the platforms? Just digital or print too? And who are you talking to? You’d better make sure you’re marketing to moms!

I’ve been in this arena for a long time, and marketing has changed dramatically since I first started out. It was mostly word of mouth and flyers through doors to spread the word. But now you’ve got other ways to reach the moms and dads you want to work with.

So how do you figure out what to do with your marketing?

Here’s some of my top tips for nailing your marketing strategy when it comes to getting your childcare business seen and heard.

Client Perspective – marketing to moms

As childcare business owners we tend to lead from the front all the time…but on this occasion I want you to take a step back. There’s an important reason for doing this, because – believe it or not – you don’t always know the answers. We so often assume we’re doing a good job and are too busy to do things another way, or can’t see that there’s need for another perspective.

So take a step back from being the leader and take off your Childcare Ninja hat. Put on a parent one instead. Try and see the world through their eyes and at their angles. Doing this will make your offerings more relevant and give you an opportunity to visualize things differently.

Freshen up

Now you’re wearing their hat, I want you to imagine you’re looking for a daycare center for your child. Head to your website with these fresh new eyes. Without berating yourself, look at your childcare business site and consider if it’s what you’d be looking for if you needed somewhere to send your babies right now? Would you buy from you?

It’s time to get real. Be honest with yourself. Is it good enough? Does it need an update? Is it all linked up to your social media channels? Could you be adding content to help your marketing? Blogs are an easy, engaging and fun way to do this.

Have you listed all the features that they might want to know about? Do you explain how you’re different from other childcare providers in your area? What are the benefits of booking into your childcare provision – how will they feel? Focus on the freedom that knowing their kids are safe gives them. Reassure them!

Where do your moms hang out?

Now you’ve freshened up your website, it’s time to think about where your moms hang out. Depending on where you are in the world, or the demographics of your area, it might be different for you to where mine meet up online! Social media is so huge now! Some moms are all over Facebook and Twitter, others are dancing all over TikTok and networking on Instagram. And there’ll even be some on LinkedIn.

Look at who your moms follow and share content by online. You can piggy back off this by creating similar – but childcare related – content. Read the ads and blogs they’re seeing on the daily, and build your marketing around similar topics that your moms will find engaging.

Also take time to view what activities they do with their kids. Where are they frequently visiting? Do they mix up their day trips or are they creatures of habit? List potential future collaborations or places you could advertise while you’re doing this research.

Being useful in your marketing to moms

When it comes to marketing to your audience it’s not just about selling. Much of what you’re sharing online ought to be useful. Factor this into your content planning. If, for example, you’re in an area where the schools are currently closed due to lock down, why not share some play ideas or some free printables to keep small people busy and entertained. Parents will remember how helpful you were when they were stressed out!

Again, this is about switching hats. What would you have found useful as a mom now? Some recipe ideas? Top ten educational movies? 5 best books for toddlers? Some freebie word searches or puzzles? These things will get shared among your online community, wherever they hang out! Create a buzz around your brand by supporting potential future clients now.

Non-mom Childcare Business Owners

I haven’t forgotten you, you awesome bunch of humans! If you’re struggling to take your biz hat off and put on a mom one, make the most of any mom friends you’ve got. They might not be able to join you at happy hour any more, or pull all night dance sessions like they used to, but they sure as heck know where moms hang out online for advice, a moan, and to have virtual fun!

So ask ’em! They’ll be super happy you asked them for ideas and will hold a plethora of information, so don’t be afraid of tapping into their knowledge! Marketing to moms is pretty key to your business, so find out how to captivate them!

Wanna know more about marketing?

If you’d like to learn more about marketing and how to grow your childcare business, I’ve got a coaching program that is perfect for you! We’re diving into all elements of getting the word out about your business, including how to market effectively. “The Simple Childcare Ownership Program“ starts in October.

It’s a 10 week program that offers you so much! Join like-minded women in a private, exclusive community where you can share experiences and support each other to grow. In creating this especially for you, we’ve taken great care to ensure that the program is content-centered, offers you results-driven experiences that will inspire and motivate you to challenge yourself and grow into who you were born to be! Find out more here.

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If you’d like to see more like this and chat with other childcare business owners, I wonder whether you’d like to head over here: Childcare Ninja Facebook group!  Join us for more tips on how to make your childcare business the success it deserves to be!

While you’re here, are you in the Childcare Ninja membership yet? 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!  It’s full of exclusive resources and support to help you grow your Childcare Business.

4 ways to get Ninja marketing results using social media

4 ways to get Ninja marketing results using social media

You’ve got your website all set up ready to go, but how exactly are you going to tell people about your childcare business? How will you get them to see what services you have available? What are you going to do to get Ninja marketing results? On a limited budget…

This is where the wonders of social media come into play.

But what does that look like, really?

I bet you’ve heard all the big dogs talking about their “social media managers” and “scheduling”, right? However, you need to know what YOU can do to with social media to become a marketing ninja. So I’m going to share my strategies with you for getting the word out about your programs and offerings!

marketing social media childcare ninja

Group inside Facebook for your parents   

For many businesses, it’s becoming pretty normal to have a Facebook group for your customers. Running a childcare business is a little different than other industries, but Facebook groups (along with other platforms) are there for you to use and it’s totally FREE! Quite often, marketing can come with a hefty price tag. So we’ve got to be savvy in our choices and seek out the ones that work best and cost the least.

A Facebook group is easy to set up, and you can allow parents access once they’ve enrolled their child. This can then be a private group where you can share photos of the daycare goings on or information about events you’re running. This space can become a really brilliant community for parents, especially for families new to the area. It can even be a super selling point for your childcare setting. Give it a go!

marketing ninja connections

Sharing is caring

Social media is a cheap and easy place to share news and information about your business. You can promote your day care or a new service via an open Facebook page. Use it to explain the different programs you have available or share when enrollment opens up. Even when you’re advertising staff vacancies, Facebook is great for reaching different audiences.

You can use Twitter to get your name out there too, following trends or sharing fun activities you’ve tried with the children. By using relevant hashtags and building your own following, you’ll quickly gain traction and become a resource for the local community.

childcare ninja marketing social media

And of course there are other platforms to get into, especially if you’re really creative. Instagram is fantastic for creating a true “feel” for your childcare business, so parents get to know you and what you’re about. And there’s lots of fun to be had on TikTok if you know some younger families who might be interested in your daycare offerings.

Of course there are other ways to be seen – I’m no stranger to the old school methods – but social media has such a huge reach nowadays, it’d be daft to dismiss it. And I’ve got a free Ninja Marketing Guide for you to check out as well.

Market research

It might sound silly, but researching ideas using social media is an easy way of finding out what people want and need. You can use the search tools to get information about what services local people require. Plus you can check out what competitors are offering. There’s options for asking questions in local community groups. For example putting a poll out to find out if families are in need of overnight care for their children.

market research on social media

By doing your own market research on social media, you can save energy and money that you can instead invest elsewhere in your business. I’ve found that sounding out local parents before I launch any new services has meant I have knowledge of what they want. I can then  provide a more tailored childcare. And of course if you want help and ideas with a project to grow your business, there are always people who you can reach out to online.

As someone who’s been in the game a while, I can tell you that social media is resoundingly successful in helping me both communicate & grow as a business owner.

Stay connected

Funny enough, social media sort of does exactly what its title portrays! It’s a key way of making connections and interacting with your community. This might look like a Slack chat with your awesome childcare team. It might be in your Facebook group letting parents know that there’s a bake sale in the daycare the following day. Or it could be a notice on your main daycare page that there’s a local road closure…

Whatever you do on social media, the more you interact positively and socialize, the stronger your relationships with those people will be. Be a helpful resource; be an online cheerleader and supporter of community groups! Get a buzz going around your childcare and everyone will want to champion your business in return.

connections social media

Once you’re more established, you’ll be able to consider a strategic Facebook Ads campaign. For now though, I’d recommend spending some dedicated time to researching, connecting and building a community with local families you serve in your childcare. Social media is a valuable resource to Childcare Ninjas like you and me!

Ready to become a Ninja Marketing Boss?

If you want to learn more about marketing, I’ve got a free guide to marketing available to you right now! All you’ve got to do is click here.

Leave a comment below to tell me how you’re using social media for marketing. Join like-minded childcare business owners in my free Facebook group, where you can connect with other amazing women and share ideas. You’ll find  more tips on how to take your childcare business to the next level!


And if you’d like to find out more about becoming a Childcare Ninja, don’t hesitate to get in touch. 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!