So by now you’ve probably heard the news:
Women make up 47% of the workforce in the United States[1]
40% of mothers are the family breadwinners; 37% of those women are highly educated and out earn their husbands.[2]
Women and men are getting married at a much later age than their parents did.[3] This means they are likely to have a career, their own money, and expect the sharing of household duties.
So what does this means for your business or practice?
It is undeniable that women are influencing the market place more than ever before. To attract more women to your business or practice, you have to do more than just add pink to your website.
With every crack in the glass ceiling, the stereotypes of women that marketers have used to sell to them are becoming irrelevant as our country makes the shift from a male-centric perspective to an egalitarian perspective.
So when crafting marketing messages, the issue isn’t about cultivating a female-centric brand voice but one that is authentic and is solutions oriented.
3 Marketing Tips that will attract more women to your business or practice
1. You need to craft a recognizable and trustworthy brand. Too often financial planners, accountants, doctors, and even real estate agents buy canned content for their websites. While canned content may alleviate the hassle with regulatory, it does nothing to differentiate you from your competitors.
2. Understand her individual needs. A marketing campaign focused on stereotypes of women will not bring them into your practice. Before crafting your marketing campaign create a detailed persona of your ideal client. Imagine her standing before you… what does she look like, what is her age, income, what keeps her up at night. Really focus on getting to know her and then craft your marketing message to her needs.
3. Turn your website into a publishing resource center. Make your website and other marketing materials educational, not condescending, and shareable. According to Pew Research, 71% of women use social media versus 62% of men [4]. This means if she finds something on your website that is interesting, intriguing, or helpful she will share it with her friends and family.
I’d love to hear from you, so don’t be shy, leave a comment.
[1] http://apps.washingtonpost.com/g/documents/local/pew-report-breadwinner-moms/450/
[2] http://apps.washingtonpost.com/g/documents/local/pew-report-breadwinner-moms/450/
[3] http://www.nytimes.com/2013/06/23/opinion/sunday/coontz-the-disestablishment-of-marriage.html?pagewanted=all&_r=0
[4] http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx
This article was written for Business 2 Community by Connor Brooke.
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