Grab A Snack. We Will Start At 11:05 PST Have Questions? Put Them - - PowerPoint PPT Presentation

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

Your Brand (website) Social Media Blogs Articles Press Releases

Directories

Facebook Twitter LinkedIn Pinterest Instagram Google +

Pay-Per- Click

Video Marketing Email Marketing

Link Building Infographics

Google + Yahoo! Bing Yelp 1,000 More! Forums Distribute Content Social Sharing Social Contests Social Ads Reputation YouTube Vimeo 100s More! Opt-In Bait Google Bing & Yahoo! Display Network

Retargeting

Newsletters Auto Responder

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

• f 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