Authenticity is key in marketing to women. Look at how your brand or product can genuinely help and/or empower women while tapping into what they find valuable. And, what women value is pretty much everything from work and growth, to autonomy and family.
Gloria Moss, author of Gender, Design and Marketing: How Gender Drives our Perception of Design and Marketing, points out that not only do women make up 80% of consumers’ buying decisions, women shop differently from men. Whereas men look at a product’s usefulness, women want to know what that product will do. Men want an overview, but women will not make a buying decision until they have all the information and are completely satisfied.
The other element of the equation is emotion. Women are different from men, so marketing to them the same way will not work. Years of history in advertising is proof of that.
Keep in mind, it’s not always about the product. If your brand stands for positive, life-affirming, or empowering attributes- if your brand is inclusive and diverse - that emotional connection may also help in aligning a consumer with your business.
Marketing to Women
While businesses are getting better at listening to consumers, there is still work to be done. So, how can your business better market to women?
- Study your ideal client. Who is your buyer and how can your product or service help them? Create buyer personas to help with your targeting.
- Ask what they want. Post on social media, asking your customers about their needs and wants. This can be features for product development or values-based content. You can also ask family members to chime in.
- Stand for what your customers value. If there is a cause that is near and dear to your ideal customers - or to you - shine a light on it to amplify awareness. Showing that you care triggers an emotional connection.
- Elevate your customer service. Women consumers want to know everything they can about a product or service before they consent to buy. Make sure you have customer service available on multiple platforms (phone, email, social media), and let prospects know how to reach you in your marketing.
- Hire real women. To get the voice and needs of your women customers, especially if you have products directly related to that demographic, have women on your team. Inside information on your client or customer is always an asset.
Messaging to Women
There are several tenets to embrace when cultivating your business’ marketing message, as it relates to women.
- Don’t stereotype. You want to find that balance of truth in advertising without going overboard - too feminine or too masculine - in either direction. Stereotyping is a sure-fire way to alienate your customers.
- Follow the leaders. If there are brands you admire, keep an eye on what they are doing. For instance, Microsoft, HBO, and Nike regularly do women-focused campaigns. Then see how you can use their examples as a barometer for your own unique marketing.
- Use real people. Women like to see themselves using and embracing your products. Whatever the medium - social media, TV, video - use people your prospects and customers can relate to. User-generated content is another option for this strategy.
- Create great content. No matter what you put out in your messaging, it should be high quality. Use all the senses, education, and humor whenever possible.
- Jump on trends. #InternationalWomensDay, #STEM, #LeanIn. Look at the events and research the hashtags that empower women. Then see how your business can support and promote them, as appropriate.
No matter how you approach marketing to women, keep one thing in mind. Be true to your brand. Your company’s mission and values are what humanizes you. And it’s that human, authentic touch that is most important when presenting and marketing your brand.
About Mari Smith
Often referred to as “the Queen of Facebook,” Mari Smith is considered one of the world’s foremost experts on Facebook marketing and social media. She is a Forbes’ Top Social Media Power Influencer, author of The New Relationship Marketing and coauthor of Facebook Marketing: An Hour A Day. Forbes recently described Mari as, “… the preeminent Facebook expert. Even Facebook asks for her help.” She is a recognized Facebook Partner; Facebook headhunted and hired Mari to lead the Boost Your Business series of live events across the US. Mari is an in-demand speaker, and travels the world to keynote and train at major events.
Her digital marketing agency provides professional speaking, training and consulting services on Facebook and Instagram marketing best practices for Fortune 500 companies, brands, SMBs and direct sales organizations. Mari is also an expert webinar and live video broadcast host, and she serves as Brand Ambassador for numerous leading global companies.
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