A couple of years ago I met Lorrie Morgan-Ferrero at an event, and we talked about marketing technology to women. Lorrie is known for creating the She Factor Copywriting system, which helps companies market to women. Working in the technology industry for the last 12 years, I’m often the only woman at the table. Especially if it’s a “technical” discussion with the developers and QA teams. So I was curious about her take on the subject.
But I know there are women buying technology out there, since I’m one of them. A lot of Lorrie’s clients are in the B2C marketplace, so I was wondering if she noticed a difference when marketing to women. Unfortunately she hadn’t worked with many technology companies, but she said that considering how a lot of regular companies hadn’t thought of marketing to women, and these were for products that are “known” for being used and purchased by women, she said she wouldn’t be surprised if the same were true with technology companies.
I did a bit more research this week for another article I wrote on a related topic, and discovered a few interesting things about women in the market place.
PANKs Are Gaining Strength
If you haven’t read this report from Weber Shandwick and KRC Research on the subject, you’re probably thinking I made this up, right? Well no, I didn’t. Savvy Auntie coined the term PANK a while ago, and it refers to Professional Aunts No Kids. That’s a woman who has a special bond with a child that’s not their own. That could be actual aunts, godmothers, cousins, neighbors, or moms’ friends. I would consider myself a semi-PANK, as I don’t have kids myself, but have wonderful relationships with my friends’ & cousin’s kids. Did you know that one in five North American women is considered a PANK? Impressive numbers.
Let’s take a closer look at some of the numbers from this study.
- PANKs spend $9 billion US annually, an average of $387 per child (if you think that’s a lot, 75% spend more than $500 per child.)
- 34% of them are working full-time, and 52% are single.
- They have an average of 2.8 social media accounts each.
Impressive numbers. But what about women in general? Do the same numbers hold true?
Yep, they do. Weber Shandwick also did some research on women in general, and found:
- 86% of women have a social media account or profile
- They spend an average of 2 hours per day on social media
- One-quarter of women would prefer to socialize online than in-person
What Does This Mean for You?
Clearly, you need to have an online presence if you want to target women with your marketing campaigns. You should be on all the social media networks out there, and be publishing content frequently.
What Kind of Content Should You Be Creating?
That depends on the type of woman you’re targeting.
To engage younger women (Under 24)
- Instagram, Google+, YouTube, Twitter, Pinterest, and blogs
To target high-earners
- Twitter, LinkedIn, Pinterest, blogs, and Instagram
To engage homemakers with kids in the Midwest
To engage women in the Northeast
Figure Out Who YOU Should Write For
Only you can really know your target market, so you should be analyzing your current content set and see what’s getting you the most shares. See what topics they’re commenting on and sharing, and then create content for that.
If you’re reading to tap into a market of over 23 million women (and growing), or speak to 86% of women that are online, then you need to embrace your feminine side and start producing content for them.
Check out the full PANK infographic here:
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