As a child care center owner, it is crucial to position your target audience. This is a vital step to a successful marketing campaign. By knowing your target market, you will get the most out of your advertising budget. In this blog post, we’ll discuss some tips to help you develop a “childcare buyer persona” for your child care center that you can use in all aspects of your marketing plan.
1. Do Your Research
Researching your customers is the first step to creating a childcare buyer persona. This will help you understand who has interests in your daycare center and what their needs are. When it comes to marketing, knowing your audience will give you the best chance of connecting with them on an emotional level and ultimately converting them into customers. So, do your research and ask yourself questions, like the following:
- Who are they?
- What age group do they fall into?
- Where do they live?
- Will their budget allow them to enroll at my child care center instead of one of my competitors?
- What might other factors be important to them when choosing a child care provider? (For example, sports team affiliations)
It becomes easier to determine how you can most effectively reach that demographic through your marketing efforts once you have a clear insight into your target audience. Your buyer persona should include information about demographics such as parents’ income levels, marital status, ethnicity, gender, and others.
Of course, there are a variety of other characteristics you can incorporate into your childcare buyer persona. It simply depends on which demographics you are looking to reach within a potential audience.
2. Consider the Lifestyle and Interests of Your Audience
Once you have the right information about your target audience, consider various aspects of their lifestyles. For example, ask questions like, “What are their interests?” and “How do they spend their free time?.” These answers will help you create content that explicitly reaches them and helps foster a connection between the brand, product, or service offered through your marketing campaign.
Consider the costs of switching providers or products so that your prospects are aware of the initial investment. Put yourself in their shoes! Would someone who makes $55,000/year use an online service instead of going with a more traditional child care center because of costs?
Why would someone who earns $75,000/year go with option A instead of option B when both choices provide similar quality services at almost the same cost? These types of questions can make all the difference to your prospects.
3. Pain Points
Remember that every person has a different reason for choosing to use your product or service. Some people might choose your center because it saves them money, and some might enroll their children at your center because they want the best available care. There are so many reasons why people choose one option over another.
Consider the pain points of your target audience as they search for child care services. People also have vastly different values and priorities. Therefore, you need to align them with your brand, product, or service. As well as those of your competitors, to stand out from the rest of the pack. It’s important to consider all these factors before moving forward with creating your buyer persona profiles.
4. Creating the Actual Buyer Persona
The practice of creating an actual buyer person involves imagining a fake person and giving them real-life characteristics. In your case, this ties into your idea of the ideal parent you hope will enroll at your center. For example, if your child care center is in a suburban area with many working-class parents. In this case, your buyer persona should inhabit the characteristics which are common to that group of people. Here’s an example of a detailed buyer persona:
- Gender: Female
- Name: Mary
- Education: Bachelor’s degree
- Marital Status: Married for 8 years
- Familial make-up: “Two children(one boy, age four, and one girl, age two)
- Combined Income Level: $120k per year
- Employment: Works as a human resource specialist for a local company. Husband works as an engineering technician.
- Pain-point: Mary sometimes wishes she had more time to spend with her husband.
- Lifestyle and interests: She enjoys cooking healthy meals and occasionally orders. Both parents work until 5:00-6:00 pm, Monday through Friday. Mary sometimes likes to go out with her friends. Mary and her husband each have their own cars. They both emphasize the importance of their children getting a quality education and saving for college.
If you are looking to grow enrollment at your center, it is best to create a buyer persona for the different types of parents who could be interested in enrolling their children with you. Think about the needs and wants of these customers based on the above characteristics. It will allow you to stay on top of trends and ensure that your campaign reaches your target audience.
Contact Local Child Care Marketing today for more information on how we can help!