Women drive 70-80% of all consumer purchases. Indeed, if the consumer economy had a sex, it would be female. They have this 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 to target female audience more effectively.
If you are a makeup brand, a purse company, or a spa, you usually target women as your market. 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. The female audiences are always facing a lot of stereotyping from different businesses nowadays, don’t be one of those kinds of brands. Here are six rules marketers should abide when targeting female audience.
Although women may be commonly seen as just one general group in the society, each one of them is a unique, multifaceted individual who has diverse interests and a variety of life experiences. There are “moms,” “daughters,” “wives,” and “sisters,” so trying to sell to them just as “women” won’t be a very successful marketing strategy in the long run.
Unlike 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.
Be sure to know what you’re talking about. Although this is 2018, some women won’t understand terms that are used by the millennials. For example, a woman who doesn’t spend as much time in 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 your target audience well.
Instead of using catchy slogans or fancy graphics, try relating to women more by simply explaining what your products do. Also, give your consumers a chance to engage with you. 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.
Just because it’s pink doesn’t mean it’s for women. This is one of the stereotypes women audience face most of the time. Don’t use the same ad and recolor it pink just to show you’re focusing on attracting the attention of female consumers. Women like a wide variety of colors. Be creative with your ads, products, and marketing strategies.
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.
The different kinds of women make them more unique and beautiful in their own way. Let your women-centered brand absorb their qualities and cater them with products and services that are specifically meant just for them. In the long run, see your business bloom with them!