Marketing to Women Online

Marketing to Women Online - Middle Sister Wines Case Study

 
Women, websites and wine are three of my favorite subjects.  So when I met Susan Lombardi at a recent conference and found out she was working on a website for a new wine company targeting women, I sat my butt down and settled in for a lively conversation.

Middle Sister Wines has done a masterful job of creating a brand and an online presence to connect with women consumers.

BlogHer - Blogs Most Trusted Social Media

 

There's no question that people are using social media to share information and opinions about products.  Facebook, Twitter, blogs - they're all full of product stories, complaints and recommendations.

But do people trust what's being said in those social media spaces?  

Apparently, it depends on which medium you're talking about.  Blogs may be more trusted than other social media.

Women turn to blogs for product information and reviews

In BlogHer's 2009 Women and Social Media Study research shows that women turn to blogs for product information and reviews:

 

Can Mom Bloggers Be Bought?

 

I was standing in one of the most packed rooms I'd seen at the BlogHer conference.  No, It wasn't one of the famous parties, it was the session titled "Sponsored or Unsponsored - Blogging for $$ - Where Do You Stand?"

The standing room only crowd that spilled out into the hallway was there to address one of the biggest issues at the conference - how can advertisers/brands and bloggers work together to spread the word about products.

There are really two big issues around bloggers and brands working together:

Partybeans.com - A Website Designed For Women

I'm always on the lookout for websites that work especially well for women.  I use a set of criteria to rate websites based on research on how women use the Internet and shop online.

Partybeans.com does a great job. 

Here are the reasons why this website does well with women.

Design - This is a clean simple design - not cluttered.  The site uses softer rounded corners which is a design aesthetic women like.  And the color scheme uses female friendly colors. 

Images - The site features positive images of people.  Women want to see not only products, but how people use/react to the product.  The banners flash different occasions giving her ideas of what types of occasions/parties the product can be used for. 

When Should You Offer Free Shipping?

It's a question I'm often asked - Should I offer free shipping?    Is that a smart business decision?

Bottom line, it's a good business decision if it helps you earn more money. 

Yes, there's also the appreciation from customers, especially women, who love free shipping.   But I'm in the business of helping businesses who market to women earn more money.

One reason why you add free shipping is to increase your average order size.  Is your average order size $50?  Than why not offer free shipping for orders over $55.

Mommy Bloggers - Why Advertisers Want Them

You want to reach moms?   You want word-of-mouth advertising?   You want moms to get on board with your brand or product and to tap into the influence they have with their friends and family?  

Meet the mommy blogger.

Companies small and large are trying to climb on to the mommy blogger bandwagon. Advertising Age recently did a story about the phenomenon - Inside the Mommy Blogger Business. 

Despite their lightweight moniker, mommy bloggers have become marketing business heavyweights. Now said to number in the millions, these online women have cobbled together content networks that rival some mainstream media companies. And they're clearly a force that retailers underestimate at their own peril. In this "About Digital" report, we talk to a retail giant, an analyst, major publisher and a PR agency to better understand how various segments of the industry are adjusting to this phenomenon.

There's a reason why mommy bloggers are gaining the attention and respect of advertisers.  

If She Can't Come To You, Go To Her - Online Wine Tastings

This article about online wine tastings caught my attention.   I'm always interested in how the online environment can find new ways to replicate offline shopping experiences. 

Yeah, yeah, yeah.....I'm also always interested in wine.   I love trying new wines and finding new favorites.

In the article, wineries are reaching out and doing online tastings with critics.  But there's an idea here for doing virtual wine tastings with customers as well.

Using The Power of Video to Connect with Women

I'm a long time fan of using video online to communicate and connect with women. 

Marti Barletta recently tweeted about a video by Queen Rania of Jordan.  She is using video to reach out to people around the world.

Video is especially powerful because it allows a personal connection that sometimes plain text cannot provide. 

How community sites are using video

Myworkbutterfly.com is a community site for mothers returning to the work force.  They have found that their community members enjoy engaging with video interviews of other celebrity and high profile moms struggling with the same issues they are.

Terry Starr and Bradi Nathan, Co-Founders of MyWorkButterfly.com set out to bring to life the journeys of a diversified group of Celebrity Moms and Corporate executive moms who share their “work/life” stories.  Butterfly utilizes reality-based, 3 minute; 5-part series webisodes to ensure its members are fully engaged, inspired and mentored.

In turn, these videos aid in building awareness and driving traffic to MyWorkButterfly.com. Along with the Butterfly site, all videos are housed on YouTube!, with links on Twitter and Facebook to name a few.

It's a smart, powerful strategy.  The analytics show women are engaging with videos from moms like Kathie Lee Gifford and Z100's Danielle Monaro.

If you have an online presence and you are targeting women, make sure video is a part of your strategy. 

Here are some more examples of how companies are using video to reach women online.

Startup Princess Marketing to Women Online Event

If you are in the California area, and you're interested in learning how to market to women online, you need to be at the Startup Princess event - The Magic of Marketing to women Online at Disneyland April 17 and 18. 

You can still get early bird pricing through April 1st.

I had the privilege of speaking at the Startup Princess marketing to women online event in the fall, and all I can say is, Kelly Anderson knows how to put together awesome events.  

I'm so jealous I can't be there so I'm hoping you'll attend and share all the great learnings with me.

Find out more now.

Why Online Shipping Costs Are Driving Women Away

It's a common scenario - she comes to your site, finds what she wants, adds it to her cart, and sometime during checkout she sees what she considers to be an unrealistic and unfair shipping cost. 

She bails.

From the anecdotal evidence I've received, shipping costs are an even bigger problem with women than men. 

I suspect that the reason shipping costs are a deal killer for women is because women may be more likely to think the price is "unfair."