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Marketing to Female Consumers: How to Get it Right

Did you know that 61% of all personal wealth in the US is held by women? Yes, it is even estimated that 2/3 of all wealth will be held by women in the coming decade. 

Women also tend to be influential in making purchasing decisions at home. For example, in most families, the female partner will most likely decide the kind of soap used for laundry. They will likely decide the vegetables to be cooked for supper or even the curtains to be used on which window and more. 

As a marketer, you ought to know that women are one of the most significant marketing opportunities. Well, this article will give you a few tips to help you tap into this opportunity. 

Do Proper Research, Segment

According to research, 30% of brands fail to reach their financial target because of generalizing their commodities. You might have top quality goods or services but you have to tailor them for consumers. No woman is the same! For example, if you are into the wig business, you must understand various women’s diverse needs. 

If you stock up white or colored wigs only in an environment where women of the mixed-race live, it is likely that most black women will feel left out of your business. Researching your target audience’s characteristics that inform their purchasing decisions will help you design products that will appeal to the most. It is the first step towards attaining your sales and financial targets. 

Tailor Messages for Subset Groups

As a marketer, it is time you learned that women evolve. From childhood to adulthood, they undergo mental, physical, and even psychological changes. These transformations inform their purchasing needs. To succeed, you will need to appeal to women with different personalities and subsets. Most brands score very low on this. For example, one study found that Baby Boomers are invisible to brands yet they have a spending power up to 17 times more than millennials! 

So, craft your marketing and communication messages to resonate with women with each unique interest, not just the age group. 

Use Clever Storytelling

Integrating women’s stories into your brand’s message is one of the most effective ways of marketing. This is because highlighting their experiences allows you to connect with them by ensuring they know you understand their needs. There is no doubt that every woman is unique. However, along life’s path, she encounters the wins and challenges that others can relate to. 

For example, a young girl has a different kind of life and needs compared to a new mother. However, as the years progress, she, too, may choose motherhood and can relate to the experiences of those who became mothers before her. 

One way of telling women’s stories is by using various forms of entertainment such as music or documentaries that highlight their journeys. You can create a creative documentary that demonstrates the significance of swimming suits for women. It is known as entertainment marketing, a strategy that works if you get it right.  You can partner with specialists in entertainment marketing to help you design creative marketing concepts that will help relay the messages that resonate with women with unique interests. The right partner will help you develop strategies to woo female consumers using approaches like endorsements and product placements. 

Hire a Diverse Team

The people who will interact with your female customers first are your sales agents, whether at the store, outside, or online. In this regard, you must consider a balance when hiring. It is smart to have a diverse team made of people from different backgrounds, races, religious beliefs, age, and education level. For example, the language that a twenty-year-old sales agent in your business will likely resonate well with buyers her age. 

Spreading out the factors in your qualified team will ensure that you appeal to diverse women. It will also give you an upper arm in a competitive market. 

Your business will end up appealing to different subset groups of women as many will feel included. 

Wrapping Up

Female consumers are now a golden opportunity for brands. It is time to fine-tune your strategy to tap into a demographic that is now making a lot of purchasing decisions. Remember, no woman is the same. Not all women love pink!  So, it is time you lose the stereotypes. Each female subset wants to recognize themselves in your business marketing messages. 

 

*This is a Sponsored Post – the author has requested this post be shared on WE magazine for Women and WE were compensated for sharing.

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