The world of work is often unkind to new Moms. After we have kids, it may seem as though our employers are less than thrilled to welcome us back.
They’re thinking more about the costs and disruption necessary to get us back up to speed rather than why we will be an asset to their organizations. What’s more, during her maternity leave, many a woman considers herself at her best. She’s become a mistress of time management and a badass boss who can diffuse any situation with ease. Heck, what irate customer is more difficult and demanding than a teething toddler?
As such, many women are loath to return to their day jobs, instead opting to go into business for themselves, and find their own path to success. But even though they may have a great product, a great business model and bags of personality and ambition (the full toolkit for success), they may still falter when it comes to their marketing efforts. Here we’ll address some of the mistakes that Moms often make when trying to engage their target audiences…
Trying to grow your brand on your own
Your brand is your baby. And as such, you are understandably protective of it. Plus, what says authenticity like creating your own marketing content and engaging with your customers on social platforms yourself. The personal touch counts for a lot right?
Well, yes. But that doesn’t mean that you can’t benefit from a helping hand.
An Email marketing agency, for instance, can help you to create dynamic marketing emails that keep your customers engaged and coming back for more. This makes it easier to grow your brand because you have a consistently loyal consumer base to build on. Nascent Mompreneurs tend to focus much of their marketing attention on social channels, and while these can certainly pay off, they’re by no means the only way to engage your target audience. Emails can be remarkably effective when you have the right content.
Leaning too heavily on paid ads
Speaking of social channels, many new Momtreprenurs hit them hard with paid ads in order to create a surge of brand awareness, and directly target the people who are likely to have a vested interest in their product. And while this is definitely sensible, it can lead your marketing spend to become something of a money pit.
By all means use paid ads. But make sure you do something with that surge of interest they generate, or it’ll inevitably fizzle out. This is why you need to create engaging content from lead magnets like free ebooks or white papers to regular streams of content like blog posts, podcasts, infographics and other forms of useful content. These can help to establish trust in your experience and expertise, helping consumers to choose your brand at the expense of your competitors.
Forgetting that they are their brand
When it comes to building a brand, there’s one way in which Momtrepreneurs have the inside track… They’re Moms. They’re plucky and proactive women who’ve decided that they’re willing to shake off the shackles of inequality that are still rife in the corporate world and pursue success on their own terms. They’re inspirational figures that other women can identify with and aspire to be.
Creating lasting brand engagement is all about helping people to build a lasting relationship with the brand. And that’s so much easier when your brand is built around a face and personality that people like, admire and feel resonates with them. Why else do you think 40% of people in the millennial generation trust their favorite influences more than their friends and family?
Our products are great, of course, but it’s more than likely your engaging personality that’s your USP. So lean into it. This is why content marketing is so very important. It helps prospects to build a relationship with you, securing their long term loyalty.
Not choosing a niche within a niche to market to
You’re not trying to be the next Amazon. You’re trying to cater to a specific group of people who want a specific product (or product range). And when it comes to marketing your business, there’s no such thing as being too niche. Don’t be afraid to try and find a niche within a niche to market to. The smaller your niche, the better you can get to know their needs, pain points and frustrations, tailoring your products and your marketing content to cater to their specific needs. This is how long lasting relationships are built.
Many a well meaning Mompreneur has floundered because she’s tried to be all things to all people.