Content Marketing: The Best Strategy For Winning Over Woman-Owned Businesses

Woman-focused marketing is typically associated with B2C transactions – it’s likely familiar to you from “pinkified” yogurt commercials and gaffes like the recent BIC pens for women debacle. But figuring out how to effectively market to women is hugely important for B2B companies as well. Let’s take a look at why this should be a consideration for your marketing team, and how they can avoid some of the common pitfalls of marketing to women with a solid content strategy.

Why It Matters

According to the National Association of Women Business Owners, there are over ten million businesses in the United States that are either owned outright by women, or have at least 50% female ownership when multiple owners are involved. This accounts for over 40% of all firms that are privately owned. When it comes to companies that generate over $1 million in revenue? One in five of them is majority owned by a woman.

So B2B companies are no longer just marketing to the old boys’ club of male CEOs and buyers. Women own more businesses each year. In fact, 85% of woman business owners surveyed by NAWBO said that they believed that 2013 will see the largest growth in numbers of women entrepreneurs yet.

Throw Out That Color Scheme

If your first thought when I said “woman-focused marketing” was switching your white papers to pink papers, you may want to rethink your strategy. In general, 9 in 10 women feel like marketing teams don’t have a firm grasp on their needs, and do a poor job of marketing to women.

In large part, this is because marketers tend to forego informative content when marketing to women in exchange for a “pinkified” color scheme and appeals to fashion, social life, and appearance. But in reality, those things don’t often affect women’s decisions to use a product or service in the least!

The truly important factors in women’s purchasing decisions include things like information about multiple functionality, features, and pricing. Since risk is an even bigger factor in B2B purchases than B2C purchases, it’s doubly important to make sure that any steps you take to market to female clients and partners stays away from stereotype-fueled content.

Content is Key

If “informative content” sounds familiar, it’s probably because you’re well aware of the benefits of content marketing. It turns out that this is the absolute best strategy for generating woman-owned leads.

Jack Morton, a brand experience agency, recently compiled a guide regarding marketing towards women. They suggested that providing education and information, and building relationships are the two best ways to grab the attention of any female prospective buyer.

The Outdoor Foundation produced a similar guide about woman-focused marketing that added transparency to the list of ways to appeal to female clients and customers. Again, content marketing offers the perfect solution: could there possibly be a better way to supply more insight into the workings of your business than writing about it (or working with a content creation firm to write it for you)?

 The Bottom Line

There are tons of woman-owned businesses out there, you need to market to them, and you need to do so in a way that is actually useful. While “pink and frilly” is not the way to go, content marketing absolutely is. Guides, white papers, blogs, and eBooks are a  perfect option for supplying female business owners the information that they want when they’re choosing another business to contract with.

B2B Insights