Emma tells us: What I’ve Learned About Marketing (and a Little Secret)

Since running Nurture Parents Socials, I’ve spent a lot of time helping other businesses think differently about marketing. What’s surprised me most is how often people assume marketing has to look a certain way. Loud. Constant. Everywhere. Perfect.

Here’s the truth.

I have never done traditional marketing for my childminding business.

No flyers. No business Facebook page. No carefully scheduled posts. And yet my setting has been full from day one.

That didn’t happen by accident. It came from having a clear sense of who I was, what I offered, and who my service was for. I understood my unique selling point, I communicated clearly when people asked questions, and I treated my childminding setting as a professional business from the very start.

What I’ve learned through both childminding and marketing is this: parents don’t choose childcare because of clever branding. They choose it because of trust, clarity, and confidence in the person behind the service. Most families hear a name, then go away and quietly do their research. They look at how you speak, how you show up in conversations, and whether what you say feels honest and aligned.

Marketing doesn’t have to mean being everywhere. It means being visible in the right places.

That’s why I’ve created a simple Marketing Factsheet for Childminders, which I’ve linked below. It explains when to start advertising, where parents actually look for childcare, what you do and don’t need to be online, and why your online presence matters for both parents and Ofsted.

If marketing feels uncomfortable or overwhelming, I hope this reassures you. You don’t need to copy anyone else. You just need clarity, honesty, and the confidence to show up as yourself.

The factsheet is there to help you take that first step.

Marketing Factsheet for Childminders.pdf

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