When you’re trying to design a marketing campaign, you’ve got to know your customers inside out. What draws them in? What puts them off making a purchase? Which products are they most likely to buy? Doing in-depth research into your target market and learning how they think is the best way to get them to spend their money.
Different social groups have their own spending habits… you’ll want to know the habits of the groups that you’re targeting. But, if you’re marketing a product that is specifically aimed at women, here are a few things you should know.
Women Are Less Likely To Use Mobile Devices
I know you’re thinking… did I read that right? While women will browse online, research suggests that men tend to do more mobile purchasing. It may be because men are often more prone to impulse buying, while women like to do more research and price comparing before committing to the sale. So even though everyone is focused on mobile optimization, you’ll want to make sure that the desktop version of your website is up to par as well.
Cart Abandonment Is Higher In Women
Cart abandonment is a big problem for online businesses. Just because you’ve managed to convince a customer to add a product to their basket, doesn’t mean your guaranteed a sale. Convincing people to take that final step is important, and research suggests that women are more likely to abandon their carts than men.
The variance isn’t huge, but if you’re marketing to women exclusively, you need to make sure that you take steps to combat it. The easiest way to do that is to make the payment process as easy as possible. If you’re running a brick and mortar store, that means getting the very best machine for credit cards so payment processing is easy and fast! If you’re an online business, make sure that you’re using a good and secure payment platform on your site.
Women Respond To Personal Brands Better
When men are looking for products, they tend to just compare prices and maybe check a few reviews, but women are more interested in the company as a whole and what they represent. That’s why they respond a lot better to personal branding, especially on social media. As you’re finalizing the details of your next marketing campaign, dedicate resources and time to creating a good personal brand.
Personality is key when you’re attempting to establish a solid brand. Keep things interesting and consistent. If you’re posting bland marketing posts, your potential customers will lose interest and move on.
It’s always important to remember that there are no set marketing rules here and not all women will respond in the same way. But these are some useful trends to use as you’re planning your marketing campaign.