For some reason, we think that because we ARE women we should be able to understand a woman’s buying habits more easily than men can. That isn’t cold hard fact though.
The unfortunate truth is that we, as women, still operate in a world heavily dominated by male perspective. So we are out there selling us, selling our services, selling our products, and whatever else. What we should be doing is showcasing feelings.
This is a female buyer’s journey.
So many marketing gurus will tell you to talk about your story, your target audience’s pain points, and how your product/service solves those pain points. Yes. All of that is well and good but there is more, so much more. You need to be showcasing an experience. Having worked with several branding experts in the small business community, I know they would echo what I am saying here. Everything is based on feelings. Part of the buying process for women is based on how a product feels to them. Think about it. Have you ever asked yourself, “Does this feel like the right time to invest in that product?”.
Of course you have!
We all have. We need to make sure the feeling elicited from a product is in line with our goals. We want to guard ourselves from making impulse purchases. Why wouldn’t we, it just seems like a good choice to do so.
Digital Marketing Takeaway
I know you are dying for the takeaway here. Let me give it to you. As a digital marketer I set up sales funnels for small business owners for a living. If their target audience is primarily female I ALWAYS start filling out the pieces based on how it will make her (the target customer) feel. So here is what you need to do to start your new sales funnel or remap an old one.
Open a Google Spreadsheet
You will have three major parts of your sheet. Top of Funnel, Middle of Funnel, Bottom of Funnel.
Within each part create 9 columns labeled as:
- Blog Posts
- Facebook posts
- Landing Pages/Lead Magnets
- Facebook Ads
- What feelings will the buyer have
- What action should the buyer take
That is it. From here you can start filling in the feelings that you want to evoke with each part of your funnel. Sometimes you want to have your buyers feel confident in you, other times you may want them to actually notice and feel their pain, but likely you will want to evoke positive feelings associated with your brand, product, and service. This is an invaluable tool I have used over the years to create successful campaigns for my clients using the buyer’s journey.
If you want to skip the part where you create your own spreadsheet download the one I’ve created for you here.
Having a uniquely focused skill set based on Social Media Marketing and Online Reputation Management, Darcy excels at creating sales funnels, User-Interface (UI) improvements, engaging blog, video, or social media content for us and clients, and effectively growing and promoting to the audiences of both our clients and ourselves.
She is an advocate for more women entrepreneurs and has written the popular article Why Women Make Natural Entrepreneurs. Check it out and drop us a line to connect.