When it comes to marketing for your business, the more narrow you can get your target audience, the better chance you’ll have at really connecting with them. So if your business has a primary target of middle-aged women, your best bet will be to really focus your marketing efforts on reaching this demographic.
To help you in doing this, here are three things to consider when marketing to middle-aged women.
Know How They See Themselves
To successfully market to anyone, you’ve got to have a deep understanding of them. And to get this understanding, you have to have a knowledge of how the group sees themselves.
According to Lucy Tesseras, a contributor to MarketingWeek, women who are over 40 no longer see themselves as “housewives”. Even if they were to fall under this category previously, modern women view themselves as going so far beyond this moniker. In their eyes, being spoken of and thought of as titles like decision-maker, breadwinner, organizer, consultant, and overall manager of a home and family in addition to external responsibilities in the business world or community is how women now see themselves. So if you want whatever your business is to resonate with them, you’ve got to get on board with this way of thinking as well.
Include Transparent Testimonials And Reviews
For women of a certain age, they really don’t have a lot of extra time to spend wading through marketing campaigns that are all flash and no substance. So to really get your point across to these women, you’ve got to be as transparent as possible about your product or service.
One of the best ways to do this, according to Margarita Hakobyan, a contributor to Inc.com, is to include testimonials or reviews from actual people who have used your product or service in your marketing materials. Women really respond to these kinds of marketing pieces. So whether you’re trying to sell them housewares or promote a film like Heidi Houston’s ‘Hot Flash Havoc’, try showcasing reviews from women like them who’ve walked this path before them.
Get Women On Your Team
If you feel like you’re still having a hard time connecting your product or service to this demographic, Amber Anderson, a contributor to AmericanExpress.com, shares that the best thing to do is to get the kind of women you’re trying to draw into your business to help with your marketing strategies. By hiring women within this demographic but from all kinds of backgrounds, they’ll be able to tell you exactly how to position your business to make an impact.
If you have a product or service that you’re trying to market to middle-aged women, consider using the tips mentioned above to help you learn how to connect with this group.