Small Business Owners: 3 Tips on Strategically Marketing to Women to Increase Sales 

  • By jovi.brown
  • 10 Sep, 2016

Brand Positioning and Strategy

As a small business owner, you know the economic value of marketing to women, since within the next 10 years 1 billion women are expected to enter the workforce and take the business world by storm. As a management consultant with experience in strategic brand marketing and business strategy, I presented two articles from industry experts on selling to women, and I close with tips on how you can effectively market to women to increase sales.

In Branding Strategy Insider's "5 Disruptive Marketing Trends" , Geoffrey Colon describes women as a disruptive marketing force. According to him, in the next 10 years, 1 billion women will enter the workforce; and this is largely due to urban migration, increased access to education, mobile technologies, and low barriers to entry into new marketplaces. Women will create work and start businesses at unprecedented rates, and women will shape and influence how businesses respond to their needs.

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Five U.S. First Ladies By White House/Lawrence Jackson - White House (P042513LJ-0021), Public Domain, http://bit.ly/2cJw7A8

While Colon depicts women as a disruptive marketing force,   Drew McLellan   builds on Colon's writings and, in  Drew's Marketing Minute's   "T he Art of Selling to Women" , gives insight on how to market to women. According to McLellan, when selling to women, keep in mind that their psychology of buying differs from men's so tailor marketing messages accordingly. Connect. Connect. Connect. Women want details, graphics, and a place to share ideas so that they feel connected to the story, emotions, and other women's opinions. Women generate seven times more referrals than men so find ways to engage women. Once a woman becomes a loyal customer, she's your best advocate.

Based on my passion about marketing to women for brand positioning, the economic value that women add to small businesses, and information taken from the two authors, I generated three tips to help small business owners strategically market to women to increase sales.

  • Push Technology - Women are attracted to technology and will use it to get ahead in the workforce so let your business give them technology to use. Build an innovative application or use existing technology in a creative way.
  • Be Specific - Craft your marketing messages to women so that women connect with your brand. Give messages such as__ You're smart. You're valuable, and you're powerful. Don’t dummy down technical information as this will increase disconnect.
  • Give Connection - Use videos, infographics, discussion boards, and other media to help women connect with and share stories. Show women the emotions to evoke their emotions. The more you keep discussion open and allow women to freely share, the more they're likely to talk about you to others (word-of-mouth advertising).

As you strategically market to women to increase sales from them, remember to help women connect to your brand by pushing technology that engages them, crafting specific marketing messages that empower them, and using graphics that show stories. By better positioning your brand to attract women as customers, you're not only more likely to increase sales but also more likely to generate brand ambassadors. So, ask yourself if it's worth it to target women.

Author

Jovi Brown  is CEO and Chief Management Consultant at Top Brainiac . Top Brainiac , a local management consulting firm in Albany, GA, provides advanced marketing analytics, application innovation, business strategy, cognitive computing, and branding consulting. Follow Jovi on LinkedIn
and Twitter .

The Brainiac Blog

By jovi.brown 19 Sep, 2016

Big data has become a buzzword that lived up to its hype. Big data is predicted to pick up speed, whirlwind, and take the world by storm. You know of big data's importance. When citing GE and Accenture's Industrial Insight Report for 2015, Adam Bloom holds that 87% of top industrial firms believe that big data will shift their industry's competitive landscape in the next three years. Moreover, 89% say that companies that don't adopt big data could lose market share while 75% indicate growth as big data's key value point.

So what does all this mean? Big data has made a big impact on companies and has become pivotal to their success. They're darned if they don't use big data but blessed if they do. As a management consultant with experience in big data and analytics, I presented two articles from industry experts on big data, and I close with insights on how you can effectively use big data in your small business. By the end of this article, you will love big data.

In Pivotal's "20 Examples of Results and ROI with Big Data" , Bloom depicts 20 case studies of how big data has helped companies perform better. I picked 7 notable examples.

Southwest Airlines uses big data to understand online behaviors and actions. The insight improves offers for customers and leads to growth in loyalty year over year.

Since 2005, Kroger has used big data and analytics to increase customer loyalty and profitability. This has resulted in close to 60% redemption rates for their award-winning customer loyalty program and over $12 billion in incremental revenue. In fact, Kroger attributes their loyalty and data-driven buying pattern analysis programs for staying profitable during the 2009 recession.

In marketing, Ford analyzes multiple data streams on what was built, sold, in inventory at the time of sale, and what customers are searching for on websites along with economic data such as housing starts and employment rates. All of this is used to help sell more cars.

Emory University Hospital uses a new system to help identify and alert clinicians to danger signs in patents. Traditionally, streams of data like heart physiology, respiration, brain waves, and blood pressure flow through multiple systems and monitors in an ICU. Doctors and nurses monitor the information to make decisions. New systems are helping correlate the massive streams of data in real-time for much faster analysis and help saving lives.

For Red Roof Inn, big data has helped marketing produce 10% growth year over year. The marketing department opted to target stranded airport passengers. An estimated 2-3% of flights cancel daily, leaving 500 planes that don’t take off and 90,000 stranded passengers. The company uses big data to identify the areas of demand, search advertising, mobile communications, and other methods to drive digital bookings with personalized messages such as "Stranded at O’Hare? Check out Red Roof Inn". The timely ads extend an offer at the right time and right place for the right user’s search criteria.

Last but not least, a data analysis firm helped a multinational engineering firm improve team performance.   By looking at the number of members on a team, the time-zone spread, the relationship between workers, and other factors, the team saw a 22% increase in productivity.

By jovi.brown 10 Sep, 2016

As a small business owner, you know the economic value of marketing to women, since within the next 10 years 1 billion women are expected to enter the workforce and take the business world by storm. As a management consultant with experience in strategic brand marketing and business strategy, I presented two articles from industry experts on selling to women, and I close with tips on how you can effectively market to women to increase sales.

In Branding Strategy Insider's "5 Disruptive Marketing Trends" , Geoffrey Colon describes women as a disruptive marketing force. According to him, in the next 10 years, 1 billion women will enter the workforce; and this is largely due to urban migration, increased access to education, mobile technologies, and low barriers to entry into new marketplaces. Women will create work and start businesses at unprecedented rates, and women will shape and influence how businesses respond to their needs.

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