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What Reaches and Motivates Women to Buy
According to the Marketing to Women Conference, 85% of buying decisions are made by women. That means that appealing to women to purchase your product or service is a very important aspect of marketing online. With more than 94% of these women having access to the internet, it becomes clear that you need to appeal to women if you want them to buy what you have to offer. In fact, some people believe that even if you want the man to buy what you have to offer, you should appeal to their wives and mothers first as they influence their men.
Women make up the majority of the online market with over 20% of them shopping online at least once per day. Most women are using mobile devices to access information that helps them make purchasing decisions. With over 70% of new businesses being started by women, and many of those being online businesses, it’s important for your business to understand the market.
- Make them feel special – Women are special, so it’s important for you to make them feel that way. Most women report to feeling completely misunderstood by companies. Make it your business to know what makes them feel special. This will go beyond the fact that they are women down to the exact particulars of your audience.
- Appeal to the mother – Most women are mothers or will be mothers or have a mother. If you can appeal to the mother in women, depending upon your audience, you can create a powerful urge to purchase your product.
- Show that you care about the environment – Women are more environmentally aware today than ever before. If there are two similar products, and one is more environmentally friendly than the other, they’ll be more likely to purchase the environmentally friendly model.
- Support women’s causes – Study your particular audience to find out what causes they care about, then support those causes. Giving 10% of your profits to a cause that the women in your audience care about will encourage them to buy.
- Acknowledge that women love sports – There is a rumour that women do not like sports, but that’s just not true. They love sports almost equally to men. Women also like staying fit by walking, running, and playing sports.
- Be a socially responsible company – Take pride in supporting social causes, because like the environment these are things that a lot of women care about. They want to buy things from companies that share their values.
- Create responsive web design – Women use many devices to access the internet so it’s important that you design your websites to be responsible, no matter which type of device they use to access your information.
Women are technologically advanced, spending more time online than men, and using more types of devices to access the internet than men. They tend to buy using whatever device they are using at the time. They buy at their PC, from their mobile devices, as well as in person using their devices to research beforehand, and ask their friends and family for recommendations.
To appeal to women, don’t misunderstand their intelligence, their autonomy, or their knowledge of social responsibility and the world outside of men. Research your audience. If your main criteria for your audience is women, you still have a subset of women that you need to learn about and know.
About the Author Jackie Groundsell
Jackie Groundsell is known as the queen of women's business networking lunches - the connector. She supports thousands of small business owners through her events and lunches.