Even for the most seasoned marketers, social media can be a tough nut to crack. Because these platforms evolve on a constant basis, it’s not always clear what will resonate with your audience — or what will even show up in their feeds.
But when you run a business that’s geared toward families, in particular, social media plays a pivotal role. In the case of childcare centers, it’s crucial to provide compelling content that will satisfy both parents and prospective employees. Social media provides the opportunity to make a real connection. If you get this right, you’ll be able to show families and potential staff what you’re all about and why your facility is the best fit for their needs.
Not sure where to start? These 10 tips can help you craft social media content that converts and that allows your childcare centre to stand out from the crowd.
- Start With a Bang: Start off with bold and specific words that will grab attention from the get-go. You want something that will stop the endless scroll and force a reader to pay attention. Make sure it’s concise, clear, and catchy!
- Tell a (Short) Story: Social media posts should be brief. Keep it to two to five sentences, if you can. Keep your audience’s values and concerns in mind! Not only will this provide more value, but it’ll optimize your post when hashtags are used.
- Use a Call-to-Action: This marketing term provides guidance to readers for the next steps they should take. Use strong command verbs and give readers a real reason to take action. Don’t waste this opportunity by forgetting to tell readers what they should do.
- Incorporate White Space: If you’re posting on Instagram or Facebook, don’t underestimate the importance of white space. Big blocks of text are difficult to read and don’t contain much visual appeal. Having white spaces between each separate thought will keep readers engaged.
- Always Include an Image: Social media is a highly visual medium. In some cases, you can’t post to a platform without the addition of a photo! But it’s not enough to include just any image. The picture you use needs to be relevant to the topic and your brand. It needs to be engaging and high-quality, as well. Be sure to use images legally! You may need to invest in a stock photography subscription or hire a graphic designer to tick all of these boxes.
- Spark Curiosity: When crafting your post, don’t forget to make full use of buzzwords and emotional triggers (like joy and humor). Be specific enough so that the post captures interest but not so niche that it alienates portions of your audience. Prioritize information over promotion and really delve into what makes your audience respond to certain types of content.
- Research and Engage: With social media, you can’t create a post on a whim and send it out into the void. You need to do your prep work and follow up after the fact. Define a specific goal for each post and conduct thorough research. Staying on top of industry trends and recent news can help you accomplish this. After the post goes live, make sure to reply to comments and messages promptly.
- Ask Yourself Questions: Before you post, ask yourself whether what you’ve created aligns with your brand’s values and identity, whether it’s furthering a conversation, and whether it’s facilitating connection and community. In addition, evaluate whether the post is representing your business in the best light and whether it’s respectful of your audience. If every answer is “yes,” go ahead and hit publish.
- Experiment With Formatting: Although you can download special keyboards to gain access to italics or special fonts, it’s more accessible to stick with what’s standard. You can still emphasize certain terms with formatting (like capitalization) or even emojis. Just be sure to use these elements thoughtfully and to prioritize clarity above all else.
- Tag and Hashtag: One of the benefits of social media is that you can widen your audience by tagging relevant accounts or using pertinent hashtags. Don’t be spammy with either, however. Research industry hashtags with a good amount of traffic (but not millions of uses, as your posts will get buried). If you create your own, make sure it’s not being used by a competitor and that it’s easy to understand.
Crafting social media posts can be daunting, but the process isn’t as scary as you might think. With these social media tips in mind, you’ll be in a great place to grow your childcare centre business and engage with your target audience.
Also published on Medium.