Advice on Reaching and Relating to Female Entrepreneurs
Q) What services do you offer, how long have you been in business and why did you choose to focus on women and entrepreneurs?
A) I’m a profit strategist for female entrepreneurs and passionate about organizing entrepreneurial chaos by offering complete plug ’n play systems, strategies and tools that give you more freedom and more profit.
I’ve been in my current business for five years. Before that, I worked as a business and technology consultant to corporate clients. That gave me the foundation to understand how business works and what strategies best serve individual business owners.
I chose to focus on female entrepreneurs because I enjoyed mentoring women in the corporate world. So many of them struggled with balancing time between family and climbing the corporate ladder. Many smart women felt “trapped” and wanted to work as independent contractors or start their own business in a totally different niche. They just needed help and wanted to fast-track their success.
I found that what made women successful in the corporate world didn’t translate into entrepreneurship. I knew there was a gap between what makes corporations and entrepreneurs successful. I set out to create a business framework that matched the best-of-the-best of the corporate world with what female entrepreneurs really need to be successful in their own businesses.
My “why” became to educate and help these women implement a proven framework foundational to their business so that, over time, they reach their financial goals. It’s all about giving women step-by-steps so they don’t feel overwhelmed and give up.
By doing this, female entrepreneurs can have the freedom they want to best balance their business, family and personal care — all while being their own boss.
Teaching my business framework and helping women map out their businesses builds a strong foundation with one main goal to achieve. That goal differs for each woman because success looks different for everyone. My job is to know the goal and build in the systems, processes and “how to’s” to get them there.
What advice would you give those looking to market to women?
Niche down within the “women’s market.” So often, we’re lumped into one market. But you must market differently to the many different types of women. Do you want to market to professional working women? The full-time mom market? Female entrepreneurs?
You can go deeper in your niche to obtain the best results for your company. If, for example, you sell an organic product in single-serve packets for children, you could create multiple niches to test which is most profitable.
One target might be the busy, working professional mom who likes to give her two-plus kids under 12 healthy snacks and lives in or about 20 miles from Houston. Another might be a busy, stay-at-home mom there with the same preferences. Contrasting these two through targeted marketing campaigns will produce better, faster results on your bottom line and find which niche works better. Then, turn off the other and expand out. Tweak until you get results you want – then just put those systems on rinse and repeat.
What are some of your best tactics for reaching/relating to female entrepreneurs?
Women make great marketers to other women because we’ve most likely been in their shoes. It’s really about understanding the problem, the feelings around the problem and the desired result. Your product/service is the fix for that.
I do one of two things depending on whether I’ve been in a situation previously. If I have, I put myself into the same mindset as when I was struggling with the problem. I journal out feelings I was having, what I sought to fix my problem and exact examples to which other women can relate.
If I haven’t been in that situation, I ask women who have. I document what they say they were feeling, what was happening in their lives at the time, what solutions they were seeking and how they felt when they found one. The process is very feelings focused, which took me a few years to realize because my brain is wired to fix problems, not tap into feelings behind them.
Opening your own business is the best personal development you can do. It will stretch your capabilities more than you thought possible.
How has social media played a role in your marketing efforts?
It took me about two years to find a paying client via social media. I underwent and paid for how-to training on using social media for business, but nothing clicked for me until I started seeing it as relationship building to find your next best customer. Some people “get you,” and some don’t — and that’s OK.
I think that female entrepreneurs struggle so much with wanting everyone to like them that they’re afraid to display their personality on social media. Do so, and you’ll build a social media following with high engagement that will produce transactions.
Which social media platforms do you use most often?
I have a presence on them all but use Facebook where I have separate personal and business page. I love Instagram for business. It’s a happy, positive place that allows me to connect with like-minded business owners and millennials so I can keep up with business trends. Instagram has helped me get in touch with my feelings and relate with other female entrepreneurs. I feel good inside when I can share business wisdom and help others to stay on track with their businesses.
I blog on LinkedIn because I think it appeals to more corporate entrepreneurs and I find key contacts when pursuing a sales opportunity. My Facebook business page is linked to my Twitter account so that it’s not crickets over there, either, but I focus my business primarily on Facebook and Instagram.
You recently started livestreaming video blogging. How has that impacted your online visibility? Would you recommend incorporating video in marketing campaigns?
Yes. Livestreaming has impacted my online visibility. It’s easy to sit back and watch everyone else use video to grow their businesses and even interact with them, but why not be the one who leads the way? People tell me that they’ve watched my videos and feel as if we have a personal connection. I have no problem letting people into my world. I’d definitely recommend video in marketing campaigns. There’s no better connection than face-to-face, and video is next best to an in-person experience.
What are your favorite marketing channels (i.e. social media, email, networking events, etc.) for reaching ideal clients?
The secret is to pick three channels and use them really well and often. The ideal mix for my business is online marketing via my blog with content upgrades that funnel people into email and social media and in-person events, specifically local networking and attending women’s business conferences.
What are common mistakes you’ve seen brands make when trying to reach women?
As a mom, I don’t want to see images or videos of the mom with perfect hair and ironed clothes driving the minivan and dropping the kids at soccer practice with a huge smile on her face. That’s not my reality and doesn’t trigger me to buy. I want to know that marketers understand my reality. A common mistake is making assumptions that are no longer realistic about a demographic you’re trying to reach .
How often do you adjust your marketing strategy?
I keep my basic marketing strategy consistent as best I can but am always open to trying new techniques that save time and money, and help to extend my reach more quickly. I try new apps, techniques and other things I learn so I can stay on the cutting edge. I like to give things three months to see if they’re really working before I try something new.
My basic marketing strategy works because it’s classic. It combines in-person, cheek-to-cheek marketing with online and social contact.
For more great tips on marketing to women entrepreneurs, visit terrabohlmann.com.