Smart marketers know the value of capturing the attention of women consumers. In fact, women control 85 percent of all consumer spending, according to a recent report by Sheconomy. The estimated $5 trillion spent by women is more than half of the U.S. gross domestic product, making females a valuable demographic. So how can small business owners make their promotional campaigns and products more female-friendly? Here are a few places to start:
Be realistic. While most women can appreciate the glamorous appeal of a typical high-end perfume advertisement, those images don’t do much to sell more common purchases. Women identify with situations that are similar to their own lives, whether they want to look fashionable at work or invest in the right stock options. Small business owners must find that fine line between clearly targeting women and patronizing them. Women who own businesses should think about circumstances in their own lives that move them to action – like children, marriage, health, career and friendships – and then incorporate those familiar stories into their marketing strategies.
Get women on board. Even if your small business has leaned towards male marketing in the past, you can certainly still gain some ground with women too. If women are controlling the spending, then they should be included in the marketing tactics. How does your company, products or services benefit women – either directly or indirectly (i.e. – benefit their husbands or significant others)? Find ways to get women consumers excited about what you offer, no matter what it is that you sell. If you can win your customers love, both men and women, then you’ll have a successful business.
Know what really inspires women. The truth is that women are less interested in sugar and spice when it comes to the items they purchase and more interested in the practical connotations. If you make a pretty product that does not deliver on its promise, you will only sell it to a particular woman once – if at all. Like male consumers, women are inspired by power and the potential of what a specific product or service can do to improve their quality of life. Tell women exactly how your brand can benefit them and then deliver on that promise.
Remember that today’s woman consumer is more powerful than ever before. The success of your small business hinges on captivating a female fan base. Think about what you value most in the companies you frequent the most and then infuse those qualities into your own small business marketing plan.
Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topic of small business tips and resources. ChamberofCommerce.com helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.
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