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Marketing to Women Online

I found some amazing information when I recently prepared a class for the Women’s Council of REALTORS on marketing online for women. I wanted to share some of the information I found.

Women make 83% of all household purchases in the U.S.

Women account for 58% of total online spending and complete more online transactions than men do.

More than 62% of women say they’re the primary decision makers for their families’ healthcare (only 27% make these decisions jointly with their spouses/partners, parents, or adult children).

The gender gap on social media is growing

It’s no shock either that men and women act very different online. The web is an extremely social medium, with Web 2.0 being all about social. Men traditionally are early adopters, especially when it comes to tech, but when it comes to social media, women are at the forefront.

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Women are much more relationship driven and less transactional than men. They spend more time on social networks building relationships, communicating with friends, making new friends, and more.

When it all began . . .

Thousands of years ago, we were divided into two groups. The hunters and the nurturers. When a man went out hunting, they would keep their prized fishing hole or hunting spot to themselves. Men are programmed to not network unless there is an extreme benefit for them to do so.

Women on the other hand lived the opposite. By nature they nurture. They work together back at the camp, collectively getting the work done and caring for their families. They didn’t compete but cooperated. (Now friends, I am just making a point and poking a little fun here, no reactions on the cave man analogy, please).

I watch my daughter sharing child care tips of Kellymom, I ask for and find recipes that people share with me on Facebook, and ask where to shop when I am traveling. Women want to make an emotional connection with anything they buy.

So with that said, gear your social marketing campaign to women as a way to make their lives easier through recommendation, deep content. A women goes online after she has put the kids to bed and needs to find all the answers she needs on your website. Make is easy, simple and she will be a loyal client.

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It is the same with houses as with any other commodity. When I was shopping for a new car, I wanted to make sure that I was not going to be intimidated by the car dealers. I did alot of research and ended up being their worst nightmare because they did not expect a woman to know as much as I did about the car I wanted.

When women call or email you, answer their questions and give them all the details they need to make a decision.

How to use social media to market to women

In a recent email interview with Holly Buchanan whose blog is called Marketing to Women Online, she told me:

“In one corner, you have brands, products, services, companies who want women to buy their stuff.
In the other corner you have women having conversations on the Internet – Women writing blogs, on Twitter, on Facebook, in discussion forums, doing research and shopping on the Internet. What’s missing is the emotional connection between the two.

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“The biggest mistake brands make is thinking they can talk to women directly about their products.  Now, I know that sounds crazy, but I’m giving you some tough love here. Women don’t care about your products.
Women care about what’s going on their lives.  Women care about things they have emotional connections with.” Check out her blog.

Written By

Amy is a national technology speaker who can inspire, train and help people implement technology strategies into their business. To find out about her training, coaching or webinars visit her website at



  1. Missy Caulk

    April 5, 2009 at 8:21 pm

    My husband laughed at me last night when I ordered Domino’s on line.

    Amy,I think this is one reason why woman entered social media or networking so easy as we have been doing it all our lives.

  2. Amy Chorew

    April 6, 2009 at 9:40 pm

    I just love it. Hmmm, now the phone is not the most used appliance in my kitchen, my laptop is 🙂

  3. Brandie Young

    April 7, 2009 at 12:36 am

    Yay, Amy! So true! I posted a piece here that dovetails nicely into yours, about women as a niche for real estate marketing.

  4. Nevin

    August 1, 2009 at 3:49 am

    In the modern society, few companies could afford to neglect the great purchasing power of the women group. All kinds of marketing approches have been specially tailored to meet the needs of this group. Email marketing is among the most cost-effective ways.

  5. Sky

    August 1, 2009 at 3:51 am

    I think that direct marketing works perfectly for women as women could be easily influenced by others like their girlfriends or families.

  6. Tian

    August 1, 2009 at 3:51 am

    You obviously put a lot of work into that post and its very interesting to see the thought process that you went through to come up with those conclusion. Thanks for sharing your deep thoughts. I must admit that I think you nailed it on this one.

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