10 Marketing Tips For When Your Target Market Is Female
Women are the key decision makers in many households all over the world. According to Pathwwway Gamble research, women are the trigger for consumer purchases such as home computers, vacations, food and healthcare more than men. Many households have a double income. Women, however, spend 80 percent of the combined income. How do you target your marketing campaign to meet the needs of a female audience? Here to spell out what makes a wow experience for women customers, these tips are just what your business needs to do well.
#1 Honesty Works
Choosing a theme that is oriented towards soft, feminine undertones is not likely to be a success unless it has a personal value for the ladies. Women, in general, do not like being stereotyped and this is why using this line cannot work. Just because a woman is nurturing, does not mean she will not appreciate a marketing message that explores her adventurous side.
#2 Messages Women Can Relate To
What is important for a woman customer contemplating a purchase? Consider quality, design, consistency and time among other traits. The message should reflect the audience’s needs and requirements, regardless of their gender. When the demographic of a customer is understood, it can be matched in the seller and chances of making a sale rise. Pushing too aggressively for sales may not work. Women prefer a participatory and collaborative style. Women like more choices because it empowers them and their decision-making capacity.
#3 Word of Mouth Publicity Works
When consumers perform research online, getting them to become your advocates is all about offering quality products. But women customers are more likely to appreciate the personal touch, and heed the words of brand advocates who have tried and tested the product. Power is at the centre of the web and connections create a sense of influence over women customers.
#4 Build a Strong Community and Network
Women trust women. Therefore, you need to take advantage of female role models like women leaders and celebs who can drive home the message or the product. Active women subscribers and consumers can also act as effective brand advocates. Leveraging the fans and followers can be a good way to attract more women customers.
#5 Heed Your Customers
One can have a great idea, but customers can help you to tweak it, especially if they are women. If you are designing a marketing campaign for women, you have to understand what they want. For example, the millennial woman is just as tech savvy and more so than the men. Women buyers are also more likely to research a product before purchasing it.
Salespersons now need not travel. Virtual marketing campaigns are just as effective and viral with women buyers of all ages.
#6 Content Rich Market Messages
As women do more research before making a purchase, make sure your website, your key advertising tool, is up to date, useful and informative. Raw data like specifications are less likely to draw a positive response. Instead, adopt a narrative style and post testimonials and reviews.
#7 Don’t Overtly Target Only Women Buyers
When it comes to women-only products, Pathwwway Gamble says that you need to have a universal appeal. Why is that? It’s quite simply because women are likely to be influenced by male friends and family members regarding a purchase. Additionally, you need to take the time to drive the message home, rather than pushing exclusively in a way women see right through. The best way to alienate women buyers is to have an extreme approach. Subtle nuances are more likely to work.
#8 Making the Emotional Connect
Studies have shown that women are more likely to form lasting emotional attachments to services or products, and campaigns that engage them emotionally are more likely to have a positive effect. A strong enduring attachment is only possible if the brand is reliable and can be trusted.
#9 It’s More Than Show and Tell
Women are not about showmanship. They are about substance. Statistics are not needed to tell women what they need. Instead, the message should relate to them in ways that are fun, engaging and entertaining. The communication should not preach, but instead use a humorous or candid and real approach women can trust.
#10 Do Your Homework
Companies need to be careful about how they brand the messages. Researching the product or service correctly matters. Addressing women customers and what they seek and creating an understanding of how this aligns with what the company offers matters. You need to narrow your focus as a marketer to choose women who are the best fit for your product or early adopters. Choose to see the brand through a woman’s perspective. This can help your brand to learn and understand what women want. It is important to add to the conversation and understand what is important to women and what really resonates with them.
The Millennial Woman is An Individual
When it comes to designing an ad for the modern woman, one size does not fit all. Not every woman is a working mom or a high powered executive. Not every lady is fond of pink items. At the end of the day, this is about recognising that women represent a diverse set of demographics and typecasting your female consumer is the quickest way to alienate her. Instead, you need to tap into true buying preferences and needs.
Push ads and brand endorsement is no longer the key in this digital age of interconnectedness. Women value the opinion of their peers and their community. They want to feel informed and involved, not just someone one is selling to. Connecting through values drives sales volumes to exponential levels. Happiness, passion, sharing, discovery and diversity are only some of the emotions at play here. Women consumers care for what the brand stands for too. To the millennial woman, a powerful brand story and company integrity matters a lot. To a modern woman consumer, a brand that connects emotionally also offers a sense of trust and it can be relied on. Women choose what they want and are independent minded and individualistic. Stereotyping them into a uniform group is disrespecting their diversity and misreading the intent of a sales message and its capacity to empower them as consumers.