Little did Mia Freedman know back in 2007, that a blog which started in her living room would one day become the biggest women’s network in Australia, the leading podcast in Australia on iTunes, and the top women’s podcast network in the world.
She also could not have foreseen that she’d have 130 staff in five offices around the globe with four successful websites to boot.
Who runs the world?
Inspired by women and creating communities, Mia was struck by the potential to do this online in a more authentic way than any other form of women’s media—which, back in 2007, was limited to women’s magazines.
“The Mamamia Women’s Network is about making women feel good about themselves through creating great content both branded and editorial. We aim to help women love, laugh and learn.”
Mia felt that a lot of marketing and media aimed at women was driven by angst. They targeted the one thing that women feel most sensitive about—their appearance and that unachievable strive for perfection. “I’ve always thought that was bad for women and bad for business. Mamamia was always based on the idea of making women feel good, and by that I mean reassured emotionally, inspired spiritually and informed mentally,” Mia says.
Taking it to the next level
During the first two years, Mia struggled to grow the business completely on her own and found this was a massive learning curve. Mamamia was built on a solid foundation using Mia’s past work experience in women’s magazines, and her knowledge of creating communities of women based around brands.
Sadly the business side was suffering. To help take the business to the next level, Mia’s husband came on board as CEO to run other aspects of the business.
“Hire or partner with people who have complementary skills to yours. There are so many aspects to being an entrepreneur. You need to either have some business skills or find a partner or employee who does,” she says.
Facebook has been one of the key channels in growing Mamamia to become the biggest women’s network in Australia.
“We have seen great success in using the platform to build our community, post articles, native video and help surface stories we know women in Australia will care about. Instagram is also important to us in providing a beautiful visual storytelling platform and another place where we can engage with our audience.”
Walk in another woman’s shoes
Mia helps clients by tapping into her decades of knowledge about how to reach and engage with women.
She is soon launching a global women’s consultancy agency called Broad, which will be primarily video focused and help clients connect to their audience. In the US market, she’s also launched a new product, Flo & Frank, providing women with “content about what they’re interested in, when they want to receive it.”
“Always put yourself in the shoes, the eyes, the ears and the headspace of your customer. Look back at your product or service through their eyes. Don’t look outward from yours.”
Learn more about Mamamia Women’s Network: