Marketing to Women: Get in the Game

The biggest mistake companies make when marketing to women is thinking women don’t need any special invitation to buy your products. And while that might be true in many instances, a campaign focused on women and specifically inviting them to be a customer is more effective than you might think. This is especially true of products that are more often marketed towards men such as cars, beer, motorcycles, etc. As you prepare your marketing campaign for women, here are some things to take into account.

Communicate, communicate, communicate

If there’s one thing women like, it is clear, concise communication. They need to know what it is you are selling, what they should do with it, and why it is valuable to them. This information needs to be clear in all advertising you push. This is especially true of social media ads where a customer will only see the ad for a few seconds before scrolling past it.

On top of making sure your product advertising is clear, it is essential that they are able to easily reach your company to ask questions, whether that be through social media, texting, emails, or phone. A woman who is able to easily get information about you product or service and your brick and mortar stores through text is going to appreciate it. She will be grateful to have had an easy way to communicate with your business. If it seems complicated or difficult, she will simply move on to another company and work with them instead. An artificial intelligence company can get you set up, so you can answer women’s questions day or night without actually having to staff a 24/7 customer support team.

Empowering women

Selling to a woman isn’t about making your products girly or trying to find ways to get girls to like your stuff. It is about empowering women to make their own choices and showing them that they are special. Pink tools, for example, might be great for some women, but the majority of women prefer to simply get a regular tool set. Advertising only the pink tools to women is a big mistake because there are many who just want good tools in many different colors.

The only time when this rule is not in effect is when it comes to breast cancer awareness. Both men and women respond very well to products that are pink in the name of breast cancer awareness and where part of the proceeds of the product will be donated to the cause.

Focus your advertisements on showing women leading the way while using your products or services, not as a special female product but as a product everyone uses, including powerful and strong women.

Get some women in marketing

You would be surprised how many businesses try to put together marketing campaigns for women without actually having any women helping make the decisions. Having diversity on a marketing team is always a good idea because it gives you many different perspectives and will help you figure out whether the idea is stupid or brilliant pretty quickly. It is the best way to avoid a marketing fiasco.

Do some market research

There are a couple of ways to go about your research. You can start by asking women how they feel about and are responding to the product to give you a better idea of how it can be marketed. The other thing to do is to show your advertisements to a panel of women to find out how they react to it. You’ll find that if one woman is offended about the ad, the other women will become quickly offended as well. It is easy to fix those mistakes or even try an entirely new idea. The more people who can get their eyes on the ad, the better. Just make sure they have their cell phones put away, so you don’t risk getting bad or offensive advertising out there destroying your brand.

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Source: forbes.com/sites/bridgetbrennan/2017/10/30/new-to-marketing-to-women-start-here/#1f6ff4be74b6