FREE DOWNLOAD. Nursery. A Simple Guide To. Your Nursery Website. by Chris Holland

Transcription

1 FREE DOWNLOAD Nursery A Simple Guide To Your Nursery Website by Chris Holland

2 Introduction This quick guide to marketing your nursery web site will help you to gain more of a presence online. As a result, your business can expect to generate leads in greater numbers. For any nursery manager or marketing executive who wants get more children into their business, and to fill empty spaces on demand, the following steps will achieve the right results. Chris Holland (BAhons) Digital consultant Contents Thank you 2 Website 3 Tracking 4 Profiling 5 Keywords 6 Business listing 7 Reviews 8 Local rankings 9 Content 10 Blogging 11 Facebook

3 Website The centre of all your marketing efforts A well planned and efficiently built website should be the central platform for the majority of your efforts. Your website should be: 1. Responsive for mobile devices 2. Content managed so that you can add and update content regularly 3. Loads within 3 seconds or you will lose visitors 4. Secure and spam free with no errors 5. Updated regularly 3

4 Tracking Track Your Internet Traffic One of the first things you need to be able to do is to measure the success of your e-marketing campaign. Understanding what resonates with your target audience means being able to measure traffic, otherwise you won t know how well you are doing. To start with have Google Analytics up and running: Install Google Analytics by heading to co.uk/analytics it is free to use. 2. Set up at least one goal using their service. 3. Monitor any landing pages by heading to BEHAVIOUR, then SITE CONTENT, then LANDING PAGES Monitor your site s BOUNCE RATE for a key indicator of the success of its content. 4

5 Profiling Profile your customers Profiling customers is one of the key tasks because it will assist you with all other aspects of your marketing campaign. By understanding your customers better, you will be in a stronger position to know how and when to talk to your customers. 1. Keep a paper record of your customers and detail things like location, age, interests and important details to make a typical profile. 2. Make a survey of existing customers to gather more knowledge about them. 3. Invite some of your best clients to take part in discussions or focus groups. 4. Offer customers incentives for taking part. 5

6 Keywords Conduct Some Keyword Research Utilise the customer profile or profiles that have now been established and ask yourself, what would someone with such a profile enter into a search engine in order to locate a business or service? 1. Enter a typical search term into Google, such as Children s nursery + YOUR CITY or Pre-school + YOUR COUNTY. 2. Scroll down to the bottom of the screen to see whether Google has suggested any related keywords, which are usually given in blue. Try searching again with these terms to see how your website fares. 3. Try to think of any other terms that your profile of customer would search with such as progressive or educational and repeat the exercise including those. 6

7 Business listing Get listed on Google Business To ensure that your nursery is more visible online, try using Google Business. By listing your business, it will come in above normal search results and, what s more, it is free to use. This is a great step to take even before you start looking into your website s content. 1. To register your nursery head to business 2. Complete your business profile as fully as possible. 3. Remember to complete your nursery profile with some good images. 7

8 Reviews Google Business Reviews Don t steer clear of reviews in case you get a bad one. They are great for marketing. Google+ reviews will have a positive impact on how well your business is ranked. 1. Encourage satisfied customers to review you ideally you will want about 30 reviews. 2. Ask former customers, perhaps parents of children who have got too old, to add a review. 3. Send out an to clients to ask them to review the nursery. 4. Offer some form of incentive for an honest, but positive, review. 8

9 Local rankings Local search engine optimisation Since nurseries usually cater for a particular catchment area, one of the first steps in improving your website for search engines is to focus on your locality. Ideally, you will want to be the top-ranked nursery for particular search term because that is the way people tend to search. To improve your website for localised ranking: 1. Add a given keyword, for example nursery, to your town s name in any page titles of your website. 2. Alter your pages URLs to include the same keyword and area term. 3. Change the text on main pages to feature the same keyword and area term combination. 9

10 Content Customer focused content High-quality content remains the most important part of building a good online reputation. Write regularly on your website focussing on your clients needs. Even if they are mentioned in passing, always take the chance to detail the benefits to the customer of your nursery rather than the features. 1. Writing about benefits, as opposed to features, helps convert browsers into customers. 2. Write about common problems parents face with nurseries and how you deal with them. 3. Discuss positive customer emotions and add testimonials, where appropriate. 10

11 Blogging Show authority with a blog Many nurseries choose not to blog but they miss out on an opportunity to show parents how much expertise they have with childcare. Remember that blogs don t need to be time consuming and a few hundred words is enough to get the ball rolling. Before blogging remember that: 1. Entries should focus on the things that give potential customers confidence. 2. A monthly blog schedule will help you to stay on track. 3. You shouldn t revisit the same subject matter too regularly. 4. Planning a blog with bullet points helps you to cover everything without any unwanted gaps. 11

12 Facebook Use Facebook To Promote Your Nursery Facebook is good place to find a local audience, especially if you connect with other local business pages. Facebook is very effective for little initial outlay. 1. Thousands of clients can be reached on a modest budget. 2. You can link to your blog posts to promote them. 3. More clicks through to your website from Facebook will help to promote your Google rankings. 4. Avoid simple information and offer something engaging to read. 12

13 Keep talking with current and potential customers Offering one of the best rates of return, ing your client base gets marketing messages exactly where they need to be. Remember to: 1. Communicate regularly. 2. Avoid direct selling positive marketing messages are enough. 3. Offer high-quality content to read, not just waffle. 4. Keep your address list updated. 5. Use a free service like MailChimp: com to start 13

14 Speak soon.