Do we need to sell to different women, differently?
Vanessa Choi, AuBiz Consulting
When it comes to content marketing, people ask me if content needs to be different if you’re
selling the same product to different people. Should the marketing content be different if you’re
selling to married women, retired women, single women, women with children, working women
or stay-at-home women?
I think the answer is quite obvious. There is no one-size-fits-all strategy for marketing to women. Wom-en at
different stages of their lives respond to different content, so therefore your marketing strategy needs to reflect
this. Here are some of my key considerations when marketing to women.
Marketing to Single Women
Single women tend to be career-orientated and have no time to waste on things that don’t work. As they are
doing the research and purchase on their own, they want to know how the product is going to help them, and
clear and simple instructions on how it works. A typical single woman likes to be free and independent but is
looking for good value. For example, she will want a compact yet stylish car with a great
repair record that will be easy to maintain. She will use online delivery services
more than mar-ried women and shop online for a range of clothes, jewelry, and
groceries. She will also make tech pur-chases, such as software, smartphones,
tablets, and so on. Single women are the leading users of the very visual social
networks such as Tumblr, Pinterest, Instagram and Snapchat.
Women with Children
Women with children don’t just shop just for themselves; they buy for their
family as well—including older parents and their spouses. Most are willing to
try new products if it is going to save them time and they want the purchase
to be quick and simple. They invest time in research at home both onli ne and
on socials, so when they are at the point of purchase, they want the best possible
deal. They’ll ask ques-tions about the products they are thinking about buying,
especially if it isn’t a necessity – they are look-ing for justification to buy the product.
Many women with more than one child will be frugal and try pass items along from one child to the next, or will
do swaps with other mums, so they’re looking for quality. The ages of the children will affect their buying habits, so
the more information you can gather about them, the better.
Marketing to Stay-at-Home Women
Women who stay at home can be stay-at-home mums, caregivers or run their own business. Stay-at-home mums
may not have the purchasing power of women in their age group who work, but they buy a substantial number
of products for their homes and their loved ones, making them a strong consumer group . They are busy, need
guidance with their shopping, and are interested in food, baby products, parenting information, and being the
best mums they can be.
Stay-at-home mums lead the way regarding consumer spending in the areas of food and health: organic foods,
natural products, fresh produce, weight loss plans, healthy cooking, herbal remedies, etc.
“
Just because a woman is a stay-at-home mum doesn’t mean she only
shops for essentials, but she does want to get the most for her dollar.
”
Regardless of which category of female consumer you’re marketing to, it’s important to remember to tap into their
interests, aspirations, and the role they play in their family. Target their interests and needs as you engage with
them on the social networks, and see what a difference it can make to your profits.
About AuBiz Consulting
At AuBiz Consulting your business plan and marketing campaigns are executed by a team of strategists, to
expertly establish, scale and optimise your business. Contact us at:
08 7071 7268 | [email protected] | www.aubizconsulting.com.au
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