Hi there,
Thanks for reaching out. Happy to give you some initial thoughts and guidance on your B2C service connecting busy parents with childcare. It sounds like you're onto something really valuable!
I understand your concern about the "hype" around AI-powered ad platforms, especially when trust is paramount. You're right to be skeptical – AI's a tool, not a magic bullet, especially when you're dealing with something as sensitive as childcare.
We'll need to look at your current strategy...
I'd start by taking a good hard look at what you're doing now. What's working? What's not? It’s a mistake I see businesses making, often overlooking the foundations. Before you can tell if an agency (or AI!) is doing a better job, you need a baseline.
Specifically, think about these questions:
- Who are your ideal customers really? Like, what are their specific pain points? What keeps them up at night? Where do they hang out online and offline?
- What's your sales process look like? Is it clear, easy to understand, and trustworthy?
- What ad platform are you on? What's the offer? What ads are working, and which aren't? Why?
An agency should be able to bring a deeper understanding of your customer and use that to inform your ad strategy. It's not just about data; it's about empathy.
I'd say you can't only rely on AI...
I think relying solely on AI to target your ideal customer is a mistake. AI is amazing at spotting trends and patterns, but it doesn't fully understand the complexities of human emotions and behaviors, particularly when it comes to something as crucial as finding childcare.
An agency can really dig into who your ideal clients are. Understanding their worries, where they hang out online, and what kind of language they respond to is key. AI can help tweak things, but it can't build that first connection.
I remember one client in a similar area. The founders thought they could just target everyone and let the AI figure it out. It wasn't working. We did some digging and found really specific interests and groups on Facebook that their customers were part of. Things really took off after that.
One of the most valuable things an agency can bring is their experience. They've likely worked with similar businesses before and can bring those learnings to the table.
You probably should consider a human approach...
The human touch is especially important when you're selling trust, as you rightly pointed out. Parents aren't just looking for someone to watch their kids; they're looking for someone they can trust implicitly with their most precious possessions. This is where an agency can really shine by crafting ad copy and visuals that resonate with parents on an emotional level.
Building trust online often means showing, not telling. Things like:
- Testimonials from other parents
- Photos and videos of your childcare providers interacting with children
- Links to background checks and certifications
- Clear, transparent pricing
- Easy-to-understand terms and conditions
I remember one campaign we worked on for a home cleaning company. We started including before-and-after photos of real homes, and the response was incredible. People wanted to see proof that the service was legit and effective, and the photos provided that.
You'll need to optimise for the right platform...
One more thing to consider is the platform you're using. Meta, Google, and LinkedIn offer a multitude of ad features, and each offers different solutions. The best platform to reach your audience is one that allows you to accurately target your ideal customer. If you can't reach your audience with the current ad platform and its targeting options, it'll be more difficult to achieve results.
Once you've selected the right ad platform for your offer and target audience, I'd say that split testing creative and targeting is critical to optimising performance.
I've detailed my main recommendations for you below:
| Area | Recommendation |
|---|---|
| Targeting | Go after narrow groups with specific interests like parent groups. |
| Messaging | Focus on empathy and transparency, e.g. testimonials, clear pricing. |
| Optimising | Keep on testing, especially ad creative and target audience. |
Ultimately, the decision of whether to use an agency or rely on AI comes down to your specific needs and budget. If you have the time and expertise to do the research and implementation yourself, AI can be a valuable tool. But if you're looking for a more hands-on approach and a deeper understanding of your target audience, an agency might be a better fit.
It might be worth considering expert help to fully optimise and scale your campaigns. If you want to take this further, feel free to book in a free consultation. We're happy to explore this further.
Regards,
Team @ Lukas Holschuh
