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Marketing Strategy

How to Identify Your Center’s Target Market

What is a Target Market?

A target market is a specific group of people most likely to be interested in your services that you want to reach through marketing. The group shares common characteristics, which might include demographics or behaviors that lend themselves to an ideal customer for your business.

Who are you targeting as a child care provider? The most obvious answer is parents. Target marketing digs even deeper to identify exactly which parents you’re looking to target.

  • How old are they?
  • Are they mostly moms or mostly dads?
  • Where do they live?
  • What do they do for a living?

Those are just some of the questions you should be asking yourself when identifying your target market for your daycare center.

The Importance of Targeted Marketing

It’s impossible to connect with every single parent in your community. Trying to target such a large group is going to cost you a lot of time and money. Using targeted marketing strategies, you can effectively reach the families that are most valuable to your center, and will most likely become customers.

How to Define Your Target Market

In order to find out what parents your center should be reaching for more leads, you’ll want to do a target market analysis. The goal is to learn as much as possible about your target market so you can effectively connect with new families.

Here are 3 tips to help you identify your child care center’s target market:

Identify Your Current Families

Take a look at who is currently using your child care services. Learn what their needs are as parents, their lifestyle, and their financial capacity. Find out how old they are, where they live and what they do for a living. Understanding your current families will help you reach more potential customers that fit a similar mold.

Look into Your Digital Marketing Analytics

If your center has a website or social media, spend some time studying their analytics to get a better idea of where your traffic and engagement is coming from. Then you can begin optimizing your content to reach moms or dads who are similar to those whom you are already reaching.

Do Competitor Research

To get a better idea of what parents are seeing when looking for child care, take a look at what your competitors are doing to market to new families. Find out what target market they’re going after and how they’re reaching them. If your competitors are going after the same target market, find a way to make your center stand out among the crowd.