“What do women want?” is an age-old question. Experts have written entire books and analytical papers on it. You may not be able to decipher the codes to a woman’s mind, but as a marketer, you can easily observe their purchasing habits to create your own marketing strategy aimed at them.
Narrowing down your strategy to target females only is not enough, you will need to divide the female population into age groups in order to target the right audience. Following are some tips and tricks to attract female consumers with the help of social media.
Females Under Age 25
It is comparatively difficult to engage woman in their early teens and twenties as they already have a lot of other things keeping them busy. According to research that analyzed the social media behavior patterns of 200 women, it turned out women under 25 years of age were more interested in posts with a conversational tone. According to the findings, a post written in a conversational tone had 83% more chances of gaining a young woman’s attention. So, following are few steps that you could take to get productive results:
- Try adding content that is written in an easy, fun and engaging tone without it being too difficult to comprehend.
- Share posts related to the current trends of your business.
- The younger audience is generally more active during early evenings or late at night, so make sure that you share your posts during these times.
Females Over Age 25
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Woman over 25 are likely to be either housewives or working women, which means that they will be following a tight schedule. So make sure that you make the most of the little time they spend on social networking websites.
- The most active hours for working women are during the early hours of the morning and lunchtime.
- If your business is targeted towards housewives or mothers then early hour of the evenings will also be effective.
- The research showed that mothers or mothers-to-be responded better to promotional posts rather than funny ones or posts that were too casual or meaningless.
- Your posts should be goal-oriented if your targeted audience includes working women and/or mothers.
- Post about latest updates, special offers and other informational and helpful content.
Simply posting pictures of shoes, bags or celebrities will not cut it, especially if you mean business. The narrower your targeted audience is, the better you will be able to optimize your postings and social media strategy.
But wait, you’ll need to know more if you expect to develop an effective social media strategy that focuses on the female consumer.
According to Amie Marse, content marketing is one of the best ways to gain the attention and loyalty of the female consumer. Amie says “providing education and information [is] the number one way to market to women.” Women tend to do a lot of research online before making a purchase. By creating content that educates women on the benefits of your brand’s product or service, marketers have a better chance of turning the female “looker” into a “buyer.”
A recent Pew Internet report states women trump men across all social platforms except Twitter.
Laura Smith says, “with the exception of Reddit, Google Plus, LinkedIn and marginally Twitter, women dominate the social networks.” This is great information for marketers to have, as they can develop social media strategies targeted women and implement those strategies on the networks where women spend the most time.
Another interesting fact that marketers should know is, according to a 2007 report by MassMutual Financial group, women over the age of 50 control net worth of $19 trillion spending dollars and own more than three-fourths of the United States’s financial wealth.
Pam Danzinger says, “The more mature luxury consumer places the highest priority in making memories and experiences. They don’t buy things to have more things; they want the experience to go along with it. Luxury consumers expect superior quality and are extremely discerning.”
Creating a pleasant customer experience is crucial if brands want to sell to the female consumer. Developing a social media strategy that keeps that in mind will help any marketer build brand loyalty in the female market.
TheNextWeb has a list of top 30 stats you need to know when marketing to women. Some of those stats were mentioning are:
- Women account for 85% of all consumer purchases including everything from autos to health care
- 75% of women identified themselves as the primary shoppers for their households
- Moms mention brands an average of 73 times per week compared with just 57 times per week among males
- 64% of moms ask other mothers for advice before they purchase a new product and 63% of all mothers surveyed consider other moms the most credible experts when they have questions
If your brand wants to build loyalty among women – and increase sales – it’s important to do your research before you implement your social media strategy. While women are not mystical creatures who speak a language known only to them, they are a unique group of consumers who won’t pay any attention to your brand if you haven’t even tried to learn to speak to directly to them.
Stay tuned for Part 2 in this series: How to Engage African American Consumers Using Social Media