Women already buy the majority of products in almost every category. They are responsible for 80% of consumer spending.
So what’s the point of marketing to women? It may seem redundant. Surely marketers couldn’t be doing such a terrible job, or women wouldn’t be buying anything at all.
2 Reasons Marketing to Women Will Boost Your Brand
Marketing to women is about two main factors:
- To gain share with women. Motivate women to choose your brand instead of your competitors’ brand. Marketing to women will help you build share.
- To enhance your profits. Women are more loyal customers, which means they make repeat purchases and actively spread word of mouth. Because women have a long decision-making process, once she makes a decision, she wants to stick with it and build a relationship with your brand. Also, because she believes so strongly in her decisions, women’s word of mouth is phenomenal. In fact, I say that Women are Referral Megaphones!
Currently, women purchase many brands through necessity or chance, because these brands don’t support her decision-making process or appeal to what she cares about during the sales cycle. Even if you have a high market share among women now, marketing to women is important for your brand. You never know when a clever competitor could come along and offer your women customers the Perfect Answer they’ve been seeking.