Courting the Ladies: A Few Simple Truths About Marketing to Women Online
Which brings me to lead generation, I’m all for it, but you need to figure out the least amount of information needed from someone to make it a valid lead. The worst thing to do is ask someone for so much information and no one ever gets back to them. That is a surefire way of losing that potential lead and several others, because word-of-mouth is strong among women. Women are more likely to purchase something from an ad if they hear that other women have had a good user experience. Offer something great and simple, they tell their friends; offer something with no response and they will tell everyone.
Also, for those of you that work in agencies with big name products such as Cheer detergent (just an example), why don’t I ever see a banner that simply says ‘$1.00 off of Cheer detergent, click here’? That is so simple, $1.00 off coupon on a popular brand name item and no catches. Sometimes the simplest campaigns can get the best results. Make the banner bright and cheerful, so it stands out on the website. Make sure it is eye-catching and place the campaign on sites where it won’t get lost, because a coupon for Cheer on a gaming site in the crossword section certainly will stand out better than on a site that offers 30 other types of laundry detergent.
Another place that needs a bit of tweaking on the online campaigns is schools and campus-based ads. Moms want to go back to school to get a better degree to earn money to support their kids and families. Working women want to go back to school to earn a higher degree so they may get a promotion and better money. Create the ads that speak to them: show a woman a little frazzled and a rugrat or two hanging off of them and say we can give you some peace and quiet…the woman clicks because she wants to know how, then say you can go to school after everyone is asleep…I bet that would generate some great leads for your school campaign.
Take a similar ad and make the woman sitting at a desk with people around her, holding her head and say ‘we know you are too busy to eat, but you can go to school when it’s actually convenient for you.’ The ads that show a polished woman with perfect make-up and hair speak loudly; it shows that this school does not have flexibility and does not understand how busy I am. Now in most cases, this is not true, but again there’s not a whole lot there they can relate to.
Do your homework people. There are tons of websites out there that speak to women and are for women, so check out where the ladies are hanging out online and give that publisher some real ads to work with. Catch them on kids’ sites, sites that have follow-ups to popular TV shows, gaming sites, anywhere that, again, speak to the user and give them something to relate to. If you are not sure how a woman will react to the campaign, then ask her, she’ll tell you how she feels about the campaign and probably a few other things, too.
Run the campaign past some women in the office or your mothers or any other women in your life, then look around, I’m sure you can find a few that are willing to give you their two cents. You can do your research, but the best research is to ask an actual woman, that is if you can catch her as she’s running after her children trying to find out what that crashing sound was.
Feel free to email me at robin@webservices4all.com with comments, questions or for a few thoughts on your next campaign targeting women.
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