5 Ways to Reach Women Online
Women make 85 percent of the purchasing decisions in households, making them a powerful force and savvy demographic that must be spoken to in their language, on their turf and with careful consideration. Don’t worry, it’s not really that complicated! Women will share their preferences with marketers as long as they ask the right questions and show that they’re listening to their answers by sending them only what they want. Here are five key ways to reach women online.
1. Use email. It seems like just yesterday that search was the name of the game when it came to reaching and engaging target audiences. Search is still a top marketing tactic, but social media has taken the spotlight as the hot, trendy approach for engaging consumers. Meanwhile, amid all of the social media buzz, opt-in email marketing continues to get the best results of any marketing tactic available today. For busy women (including moms), email is still the most trusted way to receive information — especially coupons and special offers from brands they love. It’s also proven to deliver the best return on investment for businesses.
2. Get social. Forty-two million women in the U.S. use social media weekly, according to a study published last year in the Small Business Trends blog. So while email is still the most trusted form of communication, if you’re not participating in social media, you’re missing a huge piece of the puzzle. But, remember: It’s not just about broadcasting your message; listen to your fans and followers. Social media platforms are about building relationships, and as everyone knows, the key to a successful relationship is the ability to be a good listener.
3. Use coupons and offers. Talk to their pocketbook. In a recent survey conducted by my firm, Prospectiv, 53 percent of the women surveyed said they clip coupons, with nearly one-third (31 percent) saying they'll make a future purchase because of a coupon or discount. Women hold the purse strings, and nowadays they’re gripping them tighter, driven as much by the thrill of the save as by necessity.