March is Women’s History Month, an annual celebration to recognize the achievements of women past and present and to honor the many ways they continue to shape our world.
During this month, many small businesses and organizations make a point to celebrate and reflect on the extraordinary accomplishments and progress made by women. At Fisher Green Creative, we proudly support female entrepreneurs in our great state of Maine and nationwide. We often field questions about best practices when marketing to women, so we’d like to share a few tips with you.
Understand Your Audience
The first rule of marketing to anyone is to research and understand their needs, values, and interests. Knowing this can be especially helpful in creating messaging that resonates with all. For example, women generally consider a product or service’s cost, quality, sustainability, and a brand’s reputation for ethical and responsible practices. They want to feel heard, understood, and respected when it comes to their purchasing decisions. Additionally, women often take into account how a product or service will fit into their lifestyle and how it will benefit them and their loved ones.
Get Personal, But Not Too Personal
Women value tailored messaging because they appreciate feeling valued and recognized. Unique experiences offer a way for a brand to stand out from the competition and create a memorable impression. With personalized marketing and access to exclusive events, offers, or products, women can feel like they are part of something special, creating a deeper connection with a brand. Finally, be sure to respect women’s privacy and don’t use personal information, likeness, or data for marketing purposes without their explicit consent.
Use a Variety of Marketing Channels
Women are particularly active on Instagram, Facebook, and Pinterest. It’s where they consume content, connect with brands, and share their experiences. Opt for creating content that is valuable, engaging, informative, and creative. Email marketing and the authentic voices and perspectives of influencers are also popular strategies to consider. Using a combination of digital, print, and social media can ensure that eyes are on your messaging. One caveat, though: while women are on many different platforms, use the ones that work best for your brand.
Be Mindful of Your Messaging
Women are more likely to engage with brands that are proactive. Make sure your messaging is respectful, empowering, and not overly aggressive. Women are very aware of how they are presented in media, so ensure your messaging is seen as positive and uplifting. Avoid gender-based language (such as using the word “girls” to refer to adult women), and don’t use stereotypes or gender-based assumptions. Instead, focus on the individual and their needs. Finally, don’t oversimplify or downplay women’s interests or experiences – women come from all backgrounds and have a wide range of interests and experiences.
A Few Final Words
In closing, being mindful when marketing to women is essential because it can help create a positive and respectful environment. It’s important to acknowledge the unique needs and experiences of women. When women feel respected and valued, they are more likely to engage with a brand and its products. Thoughtful marketing always builds the best relationships!
Need help with a women-focused marketing strategy for your business? Contact Jenny and Kathy today to learn how the marketing experts at Fisher Green Creative can help.
Jenny Green, Co-Owner of Fisher Green Creative, specializes in digital strategy development, social media marketing, and SEO for small businesses. Away from helping clients or studying the latest marketing trends, Jenny volunteers her time coaching youth soccer, enjoys a cold craft IPA, and works to save the elephants. Connect with Jenny on LinkedIn or email.