FUNNEL – STAGE 3 – CONSIDERATION

Description

Setting up your Consideration Phase of the Parent Marketing Funnel

The Consideration Phase — Winning the Decision
How We Build the Trust That Turns Interested Parents Into Enrolled Families

A parent who has submitted an enquiry or booked a tour is interested — but not yet decided. During the days and weeks between first contact and commitment, they are comparing your centre against competitors, reading reviews, and asking one core question: ‘Can I trust these people with my child?’ Every element of this phase is designed to answer that question with a confident yes.

Google Reviews Strategy

A centre with 60+ Google reviews at 4.8 stars will outrank, out-convert, and out-trust a competitor with 10 reviews — regardless of how good their website is.

• Automated review request sequence sent at the optimal moment after enrolment
• Multi-channel requests via email, SMS, and QR code in-centre
• Response templates for all reviews — positive and negative
• Monthly review velocity monitoring and reporting

Trust Asset Creation

Parents form a trust judgement within 8 seconds of landing on your website. Every key page must immediately answer the questions a comparing parent is asking.

• Educator profile pages with photos, qualifications, and personal statements
• Centre philosophy page articulating your approach to early childhood education
• Accreditation & compliance display — ACECQA rating, NQF alignment, CCS approval
• Parent testimonial library — video and written, updated quarterly

Content & Retargeting During Consideration

• Weekly organic social content across Facebook and Instagram
• Google Display retargeting for parents who have visited but not yet booked
• Meta retargeting with social proof creative — review counts, star ratings, testimonial clips
• Email nurture sequence continuing through the consideration window

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