How Changing Demographics Affect Your Business and Marketing Strategy
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.
Krista Magidson is the Chief Content Creator at BoutiqueMarketingGroup.com
Krista helps entrepreneurs and small and medium sized business owners:
Get clarity on their marketing message, attract their ideal clients, customers, or patients to their business or practice, and create elegant and effective content for their websites, email campaigns, newsletter, brochures, videos, and more…
Krista has been writing copy for websites and print for nearly thirteen years. She has hand coded websites and written copy for non-profits, her own meditation/wellness business, plumbers, artists, wellness coaches, sheet metal workers, business professionals, and web-based educational businesses.
Her diverse background places her in a unique position to understand the complexities of marketing a very small to medium sized business.
Contact her today for a free no-obligation 30 minute consultation at moreinfo@nullboutiquemarketinggroup.com
Great article! As an accountant, your view on differentiating myself and canned content really hit a cord. I know that I leave sites that seem too generic or sound like everyone else.
Thanks Stacy!
I know how difficult it can be in a regulated industry to find creative ways to brand yourself and still be within regulatory guidelines…difficult…but not impossible
Good article, Krista, and completely in line with my own views about the ascension of women in our society. Although there are still glaring inequities, I believe that women will become the dominant sex in business over the next generation, at which point your comments will become a matter of survival rather than just increased profit for SMB’s
Would love to see more along these lines.
All the best.
Hi Richard,
It certainly is the trend.
My personal feeling is that women moving into areas that are predominately male and hierarchical in structure, will bring more overall balance. I see this happening in the financial markets as well as our spiritual and religious institutions.
Seeing that you’re a futurist, I appreciate your comment.
Cheers!