Are you paying attention to what women want? If not, you’re missing out on a major opportunity. Women account for $7 trillion in consumer spending and they make 85% of purchasing decisions. They also control 60% of personal wealth in the U.S. Women have tremendous financial clout in this country, so it makes sense to create a marketing strategy that speaks directly to them. But reaching women is a harder task than many marketing experts expect; 91% of women say that advertisers do not understand them. The secret to hooking female clients is to remember that for women, the act of purchasing is a pleasurable experience. If you create online marketing strategy that enhances the enjoyment a woman has when she interacts with your brand, you set yourself up to succeed with this demographic.
3 Tips for Using Online Marketing to Reach Female Consumers
1. Don’t “Pink It and Shrink It”.
A good way for an online marketer to turn off women and interrupt her pleasure with the buying experience is to stereotype her and insult her. The NFL famously tried to reach female football fans by applying a “pink it and shrink it” campaign to football jerseys, reasoning that all a woman wanted was a smaller, cotton candy colored version of the male jersey. When they shifted away from “pink it and shrink it” to the “Fit for You” campaign offering more sophisticated apparel designs and cuts that flattered women, they noticed a significant increase in female buyers. And since women make up over 43% of football fans, the NFL stands to profit massively from paying attention to the feedback from their female fans. The lesson online marketers can take away from this? Stay away from stereotypical or overly cute attempts to reach women. Today’s female consumer is savvy and sensitive enough to know when she is being patronized by online marketing strategy.
2. Ditch the Stats. Tell a Story.
Statistics do not enhance the pleasure of purchasing for women. The way that men and women’s brains are built has a major impact on the way that they make purchasing decisions. Men have 6.5 times more grey matter in their brains, which means that they have more tissue for data processing. Women, on the other hand, have 10 times more white matter, which is involved in the assimilation of disparate data. This means that they are less influenced by stats, more interested in making sense of all of the parts of a product as a whole, and that they take a longer time to decide on purchases. While women certainly spend time researching their purchases, they are more moved by online marketing strategies that reach them through stories which give them context for their relationship with your brand and more time to consider their purchase. Blogs are an especially effective way for online marketers to allow a female consumer to experience the product in story form without the pressure of statistics.
3. Make it About Her.
Given that women want to spend more time thinking about and enjoying the experience of purchasing a product, it makes sense to build a marketing strategy that creates a relationship between the consumer and the brand. Dove’s Real Beauty Campaign did just that, creating a community for women to talk about their struggles with stereotypes and acceptance of their own natural beauty in the context of the Dove’s brand. This became one of the biggest conceptual ad campaigns of the decade. And online marketing offers so many ways to create this sense of a personal pleasurable relationship with a brand. Email marketing and social media, in particular, are invaluable assets in establishing the type of enjoyable relationship that can turn a woman from a potential client into a loyal lifetime customer.
Let Us Show You How
Like all good things in life, creating an online marketing strategy that can appeal to your female clients takes a little effort. That’s where we come in. Are you ready to learn how Turn the Page Online Marketing can help you with marketing techniques designed to help your business appeal to women? Call (816) 527-8371 to talk to one of our online marketing experts today.