Are you ready for a mind-blowing statistic? According to Bloomberg, “Women drive 70-80% of ALL consumer purchasing decisions.” Who decides what restaurant to eat at? A woman. Who decides what groceries to buy for the week? A woman. Who shops for children’s clothing? A woman. Basically, when it comes to B2C sales, your customers or their influencers will be women. So if you haven’t seen What Women Want in a while, we’ll play Mel Gibson for you.
Here are 4 marketing strategies to keep in mind when trying to appeal to women consumers.
Pink isn’t a solution.
When you develop your marketing campaign, don’t immediately gravitate to pink. Using pink to attract women is pretty much advertising that you have no idea what women want and are assuming a gender-bias, that all women love pink. Your marketing campaign should select colors based on the emotion you want the consumer to feel, not what you think they like.
Online retail is alive and well.
According to SmallBizTrends.com, 94% of women between the ages of 15-35 spend over an hour per day shopping online. Does your marketing strategy include social media advertising, email marketing, retargeted advertising, or Google Ads? Women are online searching for personalized gifts, clothing, household goods and décor. With so much to choose from, your brand needs to be front & center while they are browsing. Your company’s digital marketing strategy should run the numbers to see which websites are referring the most consumers. That’s where your advertising budget should be spent.
Female custom retention means more revenue.
Did you know that 85% of women say if they like a brand, they will remain loyal to it? Retaining female customers means you’re investing in brand ambassadors. Naturally, women are caretakers. They look after their children, their parents or husbands. When they purchase your company’s product or service they relay your brand to past generations or future generations of customers.
Empower with educational videos
You don’t need to be a cosmetics company to cater to female YouTube viewers. In fact, it’s the opposite. According to Google, women are more likely to focus on how-to videos than beauty videos. Your marketing plan needs to include creating video content. If you don’t have the resources for that don’t worry. Even planning for YouTube ads can work in your favor. The time women have spent watching ads on YouTube has more than doubled year over year.
The statistics speak for themselves, confirming women dominate consumer purchasing. Most small business owners are so focused on selling to everyone, that they often ignore basic questions that can make a huge impact on sales. If you need help evaluating your current marketing campaign strategy, we’re happy to help. Contact us today for a free consultation.