Katrina McCarter on Building Her Business and Brand by Targeting Australia’s Biggest Powerhouse Demographic
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Katrina McCarter is an entrepreneur who’s harnessed the power of niching in order to build a community of 150,000 mums who she can target and sell to by using an in-depth marketing methodology. In my conversation with her, she ran through some of the key steps she went through herself as well as steps she takes her clients through when marketing to this powerhouse demographic. In this article, I’m running through a few highlights from our conversation, but be sure to check out the podcast for more details on Katrina and her approach.
Katrina earned her stripes in sales and marketing by gathering 15 years’ experience in grocery, hardware and online industries. It was here that she first realised the importance of the ‘mum demographic’. Mum’s are responsible for 80% of consumer sales in Australia, spending $132 billion a year. But despite this incredible statistic, no one was really targeting mums as an ideal client. Katrina saw this gap in the market and set about exploiting it.
She set up bubbler.com.au in 2011 — an online shopping site for mums. That’s where she really developed an understanding of mums. What converts them, turns them off, etc. However, she hit a problem. She was struggling to find her audience and effectively target them. After a year of advertising, she realised that it wasn’t working, so she quickly figured out that there are other ways to grow a business.
Katrina began targeting large businesses who she could partner with in order to improve her company’s visibility and credibility. In the conversation with me, she explained the steps she goes through to get a partner onboard, and the incredible conversion that her methodology brings.
Since then, Katrina struggled to understand how she could continue to scale her business. And it was during the KPI Brand Accelerator program that she realised the importance of personal branding. She wrote and released her first book, Marketing to Mums: How to Sell More to Australia’s Most Powerful Consumer, and it became a bestseller in Booktopia. Realising that she had a message to sell in a unique and largely untapped market, she continued to build her brand from there.
Now Katrina has moved from simply owning her business to getting into the thought-leadership space. She broke down the methodology that had proved so successful to her and her business, and began consulting with businesses on how they build a connection with the mum demographic. In doing so, she helps companies improve their sales massively, with one client improving their direct sales by 655% in just one year.
It’s this methodical and observant approach that has allowed Katrina to not only build her own business to fantastic heights, but also help others achieve similar results. She now works with some huge clients including Twitter and Google, and is sharing her story and steps-to-success to help others be like her and make a serious Dent in the universe.
Podcast: PLAY IN NEW WINDOW | DOWNLOAD | EMBED
