Market and promote your childcare setting

Many people search online when looking for local products and services. Keep your website, social media accounts and directory listing up to date so families can find accurate information about your childcare setting.

This guidance covers online marketing, directory listings, website content, promotional activities and marketing support for childcare providers.

Keep your online information up to date

Use your website and social media accounts, such as Facebook, X and Instagram, to communicate with existing and prospective parents.

Your Notts Directory

Parents use the Families Information Service through Your Notts Directory to search for childcare providers.

Keeping your listing up to date helps families find accurate information about your setting and the services you offer.

Update your childcare information on Your Notts Directory

Include:

the values and ethos of your setting
your Ofsted grading
staff-to-child ratios and staff qualification levels
information about your building and surroundings
accessibility and parking information
information about your secure garden, if you have one
links with local schools
additional services and experiences
your Local Offer for children with special educational needs and disabilities (SEND)

Promote your setting

Word of mouth

Personal recommendations are one of the most effective forms of advertising and cost nothing.

Positive recommendations may include:

conversations between friends
posts on social media
families sharing information about your provision

Providing excellent customer service and maintaining positive relationships with families can encourage them to recommend your setting.

Open days

Open days allow you to talk directly to prospective families and explain what your setting offers.

Personal contact allows you to talk directly to prospective families, helping you communicate your message and build a customer-friendly image.

Virtual tours

Virtual tours can be particularly useful for parents who live outside the area.

You can:

offer a one-to-one tour using a mobile phone
upload a short film to your website or social media accounts

Do not show children’s faces during virtual tours.

Local magazines and newsletters

Use free or low-cost advertising space in local magazines or newsletters.

You could offer to write a regular article about activities at your setting or a special event that has taken place.

Improve your website and social media

Most people use the internet first when looking for information. Keep your website and social media content simple, clear and up to date.

People want information quickly and clearly. Think of your homepage as a shop window that highlights your key messages and what makes your setting unique.

A good website should:

clearly explain what you offer on the homepage
be easy to use and simple to navigate
use clear headings, plain English and descriptive links
put important information on your website instead of in PDF documents
avoid unnecessary registrations and passwords
avoid overly complicated designs and excessive graphics
be kept up to date

Include links to your website in Facebook, X and other social media posts so users can easily access further information about your setting.

Most search engines should find a well-designed website. You do not need to pay for regular search engine submission services.

Links from relevant local websites, such as village or town websites, may improve your search engine ranking. Large numbers of irrelevant links are unlikely to be helpful.

Use a website analytics tool, such as Google Analytics, to understand how people use your website.

Marketing advice

Early years providers face the challenge of delivering high-quality childcare while maintaining a sustainable business. Marketing can help you reach new families and improve occupancy.

Kathleen Quirke, Early Years Alliance Marketing and Communications Manager, and Mei Tsang, Early Years Alliance Digital Marketing Officer, offer advice on: