On the off chance that your business’s target demographic is a female audience, the brand is already off to a good start. Female consumers, in the US alone, have buying power that ranges from $5 to $15 trillion each year and they control more than 60% of all of the country’s personal wealth. For many brands, female shoppers comprise the majority of the customer base, but, in many cases, the marketing tactics used are outdated or ineffective. Ann Marie Puig, a successful business owner, entrepreneur and philanthropist from Costa Rica, shares a few pointers on how to effectively market to a female demographic.
When creating a marketing message, don’t stereotype. Narrow the marketing demographic as much as possible and then device plans that work on the needs and triggers that define that market. Content and messages that are developed need to always speak to a refined, targeted audience.
These days, associating pink with females in marketing is virtually against the law. It’s stereotypical and a big turnoff. Explains Puig, “50% of products that are typically viewed as ‘male’ products are purchased by women. This means that marketers need to lose the genderization of product marketing and develop real messages that resonate with women. After all, in many cases, it’s the message more than the product that can lead to a sale.”
An important component in marketing is ensuring that it’s seen. This is true in today’s eCommerce world, as well. Marketing has to be placed where the target lives online and social media is a huge factor in creating successful marketing programs. A recent study of female millennials revealed that 81% view social media as the best marketing channel. Of these, about 50% highlighted Facebook as the preferred platform and 78% see Pinterest as a viable solution, as well.
Statistically speaking, around 90% of all women reinvest their income into their families and their communities. On the other hand, men only reinvest about 30-40%. This means that businesses need to be solid corporate citizens and get involved in their communities. “When a brand partners with a local cause, it is more likely to become appealing to female consumers,” explains Puig.
Content that is entertaining and informative is going to attract attention, but not as much as many marketers may think. The content needs to speak to a specific audience and must be intelligent and thought-provoking. This will not only result in greater interest on the part of the female consumer, but is also more likely to cause her to share it with friends and family compared to content that is just entertaining or informative.
The modern female audience is smart and sophisticated. It doesn’t need to be coddled or pandered and brands must focus more on the specific needs of the target market, and not just the fact that the market is a “female” market. The brands must also create content that entertains and educates, but which goes beyond and also resonates with the female audience. This will guarantee that the female consumer becomes more interested and will be more prone to make purchases from you instead of the competition.