Women drive 70-80% of all consumer purchases. Indeed, if the consumer economy had a biological sex, it would be female. Women have a multiplier effect because of their power and influence over other people, especially in their own household. This International Women’s Day, let’s get deeper into learning how K2 Analytics would target a female audience more effectively.
How to Target Female Audiences More Effectively
If you are a makeup brand, a purse company, or a spa, you usually target women as your market audience. And if you are new in this business and marketing game, you probably don’t know how to catch their attention – and actually convince them to purchase your products or render your services the right way. Female audiences are always facing a lot of stereotypes from different businesses – don’t be one of those kinds of brands. Here are six rules marketers should abide when targeting a female audience.
1. Don’t stereotype or generalize your marketing message
Although women may be commonly seen as just one general group in society, each person is a unique, multifaceted individual who has diverse interests and a variety of life experiences. There are “moms,” “daughters,” “wives,” and “sisters,” and each of them have had their own life experiences that have shaped their values. Trying to sell to them just as “women” won’t be a very successful marketing strategy in the long run.
2. Remember that women can be more charitable than men
Many women choose to spend their hard-earned money politically by supporting and purchasing from companies that donate some of their profits to charities. This way, they feel like they are not just splurging on their wants and needs, but also helping and supporting causes. Additionally, most women are more inclined to spend more with a brand that makes an effort to do something positive.
3. Understand female specific terms
When it comes to verbage and knowing the respectful way to communicate with women, be sure to know what you’re talking about. Although this is 2018, some women won’t understand terms that are used by millennials, and they could take offense to a term that they don’t recognize. For example, a woman who doesn’t spend as much time sewing may not realize that older people prefer to be called “sewers,” while younger generations call themselves “sewists.” You may not get the reaction you want when you are not knowledgeable with niche-specific terms so make sure to hire a content writer who understands how to communicate with your target audience.
4. Less marketing, more connecting
Instead of using catchy slogans or fancy graphics, try relating to women more by simply explaining what your products do and how it benefits them. Also, give your consumers a chance to engage with your brand. For example, use fan-supplied photos instead of stock ones. Through this, you can effectively capture word-of-mouth marketing that connects customers to other customers. This will make your target audience of women feel more connected to your brand – which turns them into loyal customers!
5. Color pink doesn’t always equate women
Just because it’s pink, doesn’t mean it’s for women. This is one of the stereotypes women audiences face a LOT. Don’t use the same ad and recolor it pink just to show that you’re focused on attracting the attention of female consumers. Women like a wide variety of colors so you should mix it up. Be creative with your ads, products, and marketing strategies.
6. Respect women’s diversity
Embrace the different kinds of women – trans women, women of color, black women, LGBT women, etc. Appreciating their differences in their identities and exploring their interests will go a long way for your business. Find out their specific interests to have a great opportunity to market your products and services to women.
Every person is different which makes them unique and beautiful in their own way. Let your woman-centered brand absorb their qualities and cater to them with products and services that are specifically meant just for them. In the long run, you’ll see your business bloom with them!
Marketing to Women in 2021
Marketing to women has changed throughout the years, and it will continue to evolve with time. As such, we wanted to update this blog with new information on targeting female audiences. You’ll find some additional tips on marketing to women below and hopefully you’ll have a good idea on how to present your brand voicing in the proper way!
It’s All About The Experience
Women love a great shopping experience because it makes them feel important and appreciated. A lot of women go to a store alone – which is why they usually have all the purchasing power. When you make them feel like they are important, they will treat your brand with value and appreciate your services/products more!
Be Simple, But Direct
If you want to target female audiences, be sure to address what interests them when designing graphics. For example, if you were selling makeup brushes that can help improve precision when applying makeup, then use a high quality image that attracts attention – like an eye or a close up of the brush.
Be Relatable to Your Female Audience
When targeting women, you need to have a strong alignment with the issues and problems they face on a day to day basis. If your audience can relate to your product or messaging, then they will have a hard time justifying how your product will benefit them. Women should feel like your brand understands them.
Get Them Involved
Women love to be part of a movement and see themselves as an active member of their community. When they feel like they can contribute to something greater, they become more loyal and enthusiastic about your brand – which is why contests and sweepstakes work for marketing to women. They want to help their favorite brands thrive so that they can keep on providing awesome stuff!
Make sure that you allow consumers to contribute their ideas so you can have a wider range of marketing strategies for your business. Let customers share photos about your products on social media platforms to start building a brand following.
Show Them How Your Product Can Help
Your ads should talk about how much better life will get after you buy your products/services. Showing before and after photos or results will make women understand the benefits of purchasing from you. Adding quality and stability is important when showing progress in your ads because it adds value to what you are offering!
Take an Intersectional Approach
In order to properly market women you must assess how their intersecting identities influence their decision making. By understanding everything that is actually happening in women’s lives and communities, it can allow you to communicate meaningfully with women and learn how to attract loyal female consumers.
Tell Women’s Stories
Integrating women’s journey into your branding can help you reflect and engage with women in and outside your target industry. Women face numerous challenges, triumphs and tragedies that often aren not shared or acknowledged. When a brand gathers stories by women in different socioeconomic status, racial and demographic backgrounds it increases visibility and reach significantly. Additionally it provides valuable information you might otherwise never ever have. As everyone knows, everyone’s experiences are totally and uniquely unique to them.
By including the stories of the women in your brand, you’re able to develop deep emotional connections with your audience. This will help you not only in sales, but in establishing credibility as a brand for women.
Consumers are increasingly becoming aware of values, practices, and beliefs that represent a company. A brand’s message on the must reflect the values of the women that they are trying to reach. Aim to have a brand that promotes the same standards as your female audience. Make corporate social responsibility a priority to help the public understand and contribute meaningfully to the causes that women care about.
Empathy Without Pity
Brands must convey solidarity for women and their specific needs for all kinds of women. Focus on diversity and empathy, not sympathy by focusing on female-centered issues. Brands should push for a mindset that aims to understand and identify with the problems faced by women without pitying them.
Embrace Today’s Female Audience
When marketing to women, there is no ‘one size fits all’ approach because of different levels of intersectionality experienced by women in society today. It is important that your messaging aligns with the values and needs shared by many female groups in order to effectively engage with them.
Marketing to female audiences isn’t as simple as throwing a pink label on a box. Race, age, language, socioeconomic status, sexual orientation, and religion are all important factors to consider when you are establishing your brand voice. For companies and brands it is often difficult to see if someone else’s story reflects their experiences in all their different stages of life.
In the end it’s all about understanding and respect. Take the time to get to know your female audience and the things they go through. Once your brand is able to connect with women, you’ll be amazed by the results!
Last Updated on 9/14/2021