By Christie Nicholas, CEO
I just bought another face cream I did not need nor budget for – and what got me to spend is exactly what gets more mums to spend with you too:
The real life buying journey:
Just like all mums you want to sell to:
- I was already problem aware. I have a few specific issues with my skin I am actively trying to fix/improve naturally. It’s on the long list of things on my mind I want to address.
- A social media post came up on my feed. I spend more time on social media than any other medium, i.e tv/radio.
- The post itself was by a person talking to the exact problems I was facing. The person was my age group so it felt relevant and talking about the problem got my attention straight away and I stayed to hear the solution
- I noticed the founder is credible. She is an ex-beauty editor I grew up with, similar age to myself. I made a judgement call that she knows her stuff
- Checked out reviews from other customers. This is the power of social proof. I wasn’t just going to take her word for it, I wanted to see what others said. I was looking for tone and authenticity and scrutinizing to see that the reviews were in my eyes, legit
- I hit the ‘shop now’ button. I got a bit put off with the delivery fee and did not buy that day. Closed shopping cart
- A new reminder lowered my buying resistance and moved be further along the buying journey. The next day, the same post appears and I justified in my mind (aka sold it to myself) that the product will work, and the delivery fee is a small price for the convenience of solving my problem.
What This Teaches Us About Marketing to Mums
- Be relevant: Talk to the exact problems your customers are facing and use the language she uses. Relevance creates attention.
- Be visible: Show up where she is so she knows you exist. Visibility creates familiarity.
- Be credible: Make credibility obvious in sections because she’s looking for red and green flags automatically. Credibility creates trust.
- Be consistent: Keep trying until you get the sale. It will rarely happen the first time. Consistency creates conversion.
This is the formula that works.
The brands that consistently win are rarely the brands with the best products.
They’re the brands that understand how customers actually buy and meet the customer where they are.
If you’re selling to mums and your marketing isn’t generating the sales you expected, the answer may not be a better product. It may be improving your customer buying journey, strengthening brand trust and creating more opportunities for conversion throughout the purchase process.
Keen to connect with mums in the buying journey?
Get in touch with us today to learn more about data-back strategies tailored to your business and marketing needs.