Understanding how to engage women on social media may not be something keeping you up at night, but if you are a marketer, it should be. Even if your ideal buyer persona is male, don't forget that women have powerful influence over household spending decisions, healthcare choices, and brand purchases.
As a woman, business owner, and mom with over six years managing social media accounts for my companies and clients, I feel very close to this topic and hope you find this post valuable in your marketing. Let's start out with some stats...
Impressive Statistics About Women
(see sources at bottom of this post)
- 85% of all consumer purchases are made by women
- 91% of all home purchases are influenced by women
- 70% of all travel decisions are made by women
- 74.9% of women identify themselves as the primary shopper for their household
- 80% of healthcare decisions are made by women
- 80% of new car purchase decisions are influenced by women
- 65% of the service work done at dealerships is requested by women
Women are spending increasingly more time on the web and social sites researching products and services before making a purchase decision. In fact, of the 87 million women active on the Internet in the US, roughly 67.5 million are engaged with social media.
Since women are more likely to be found on social sites and more active on social media, inbound marketers should stay keenly aware of women's influence and understand the importance of effectively engaging them.
More Impressive Statistics
- 78% of US women use the Internet for product information before making a purchase
- 71% of social media users are women
- 58% of all online spending is made by women
- 55% of daily active social media moms reported making a purchase due to recommendation from a personal review blog
- 33% research products and services on-line before buying in an offline store
So, now that you are convinced (if you weren't before) that women are pretty darned important to your marketing, what can you do about it when it comes to social media?
4 Ways To Engage Me
Make An Emotional Connection
Making an emotional connection with the consumer or business you are trying to engage doesn't stop at women, but making an emotional connection is one of the top ways to motivate women to use your product or service. Don't act like a faceless company. Do show your personality, be human, but be likable so we want to spread the word about your brand. Controversy can be an attention grabber for the short term, but constant drama is a sure way to turn me off.
Adjust Your Communication Style
Research shows 91% of women feel misunderstood by advertisers, and this is not a surprise considering only 3% of advertising agency creative directors are women. Women and men communicate differently so keep this in mind when crafting your posts and tweets.
Men are more action-oriented with the goal of communication to achieve something. Women communicate through conversational exchange, discussing choices, problems, and emotions. Give me a chance to discuss things, make it clear that you are listening to what I say, and please don't be "1, 2, 3 all about me", I hate it when you do that.
Make My Life Easier
Of course, not all women are moms, but moms have major influence on the web. Moms are constantly trying to balance the demands of career, kids, housework (yes men clean, but not enough!), social obligations, and even caring for parents. I haven't met a mom yet who doesn't want her life to be easier. If you are running a social media contest or giveaway, don't make it overly complicated to enter or understand. If your prize makes my life easier, that is an even bigger bonus and more likely to grab my attention.
Don't Forget Your Manners
Manners are not only appreciated by women, but in my experience women are more likely to notice when you aren't using your manners. Common courtesy goes a long way. Don't try to embarrass me publicly by calling me out on Twitter or Facebook. Thank me for liking your page, thank me for retweeting your tweets or commenting on your Facebook or blog posts. I will notice and remember and return the favor. Sure, I have busy days when I can't respond as quickly as I would like on social media or blog comments, but making a true effort to treat others as you want to be treated is never a bad idea.
Not sure who your buyer persona is? Our guide will help.