The Ultimate Guide to Marketing Your Woman-Run Business

Women-owned businesses make up 39.1% of all businesses in the USA–and that number is only projected to grow. If you’re a woman entrepreneur, there’s no better time to start a new business or grow your existing one. However, the thing that can make or break your business is how you market it.

You’re uniquely positioned as a woman business owner: many consumers are likelier to buy from a woman-led business than an alternative. Your marketing strategy should highlight and emphasize the women on your team to gain a wider, more supportive audience. In this guide, we’ll walk you through everything you need to know to market your woman-owned business successfully. Whether you’re just starting to draft a business plan or want to scale your already successful company, we can help you find your ideal audience.

Why Marketing Matters for Women-Run Businesses

According to a study by American Express, 62% of consumers said they would prefer to buy from a woman-owned business if they knew one existed. That last part is crucial: if they knew one existed. That’s where your marketing comes in.

Marketing is about more than just encouraging people to buy your product. It’s about letting people know what your business stands for and hopes to accomplish. By clearly marketing your business as woman-owned, you're tapping into a motivated audience that values diversity and is willing to actionably support your success.

Marketing your business can lead to other partnerships and growth opportunities even beyond finding new customers. Many professional networking groups seek out women entrepreneurs to boost and support, giving you access to resources you may not have otherwise had. Communicating your business goals, success stories, and mission through marketing channels will help you find the connections you need to succeed.

How To Build Your Brand Identity as a Woman-Owned Business

By clearly defining your brand’s mission and values, you can craft a message that resonates with your target audience and sets the foundation for your marketing efforts.

Determine Your Brand’s Mission

A mission statement is more than just a slogan for your website; it should be the philosophy that guides every business decision.

As a woman-owned business, your mission should reflect what you do and why you do it. Consider what drives your business: Are you passionate about providing a specific service, creating a product that fills a market gap, or fostering community and empowerment through your work?

Whatever your motivation, it should be apparent in your mission statement. Your marketing strategy should demonstrate these core values across all channels—from your website to social media. Once you define your mission, you can easily build campaigns that authentically communicate your message to potential customers.

Search for a Target Audience

Without a clear understanding of your audience, crafting a message that resonates with them is difficult.

When first starting a brand and marketing campaign, take time to research your target demographic. Consider age, gender, location, income level, and interests. Tools like Google Analytics, social media insights, and surveys can provide valuable data to help you narrow down your audience. Try to understand the problems your potential customers face and how your product or service can solve them. Once you know your audience, you can tailor your messaging, content, and advertising to meet their needs and stand out.

Research Your Competition

Understanding your competition is equally important. By evaluating what your competitors have done effectively, you can build on their success while identifying opportunities they may have missed.

Analyze your competitors’ websites, social media presence, and customer reviews. What are they doing well, and what areas are they lacking in? Pay attention to the language they use, the platforms they focus on, and how they position their brand. From here, identify how your woman-owned business can stand out—whether through better customer service, a more personalized experience, or unique products that cater to underserved market segments. Learning from your competition provides valuable insights and allows you to innovate and position your brand as a leader in your industry.

Set Goals

Without defined objectives, it’s hard to measure progress or determine the effectiveness of your marketing strategies.

Start by setting both short-term and long-term goals. Short-term goals might include increasing social media engagement, launching a new product, or gaining a specific number of new customers. Long-term goals could focus on expanding into new markets, partnering with other women-owned businesses, or reaching a certain revenue milestone.

By breaking your goals down into manageable steps using the SMART goal system, you can stay focused and continuously move toward achieving your vision. SMART goals are Specific, Measurable, Achievable, Relevant, and Time-bound, which ensures each goal is clear and trackable. This structure helps you measure progress, stay realistic, and adjust your marketing strategies as needed.

Traditional Marketing Methods

Here are some traditional marketing methods that are still highly effective for women-owned businesses:

• Print Advertising: Invest in local newspapers, magazines, or direct mail campaigns to target specific geographical areas and attract nearby customers.
• Networking Events: Attend or host industry conferences, trade shows, or local business meetups to build relationships, increase visibility, and expand your professional network.
• Special Discounts and Promotions: Offer exclusive in-person deals, discounts, or promotions to encourage foot traffic and create a loyal customer base.
• Sponsorships: Sponsor community events, sports teams, or charity initiatives to build brand awareness and establish goodwill in your local area.
• Flyers and Brochures: Distribute printed materials in strategic locations such as local cafes, community centers, or partner businesses to reach potential customers directly.
• Business Cards: Always have professional business cards on hand to exchange with potential clients or partners during networking opportunities.

These traditional marketing methods can help you build trust within your community and establish a solid local presence. Combining these strategies with modern digital techniques allows you to create a well-rounded marketing plan that drives in-person and online engagement.

Direct Mail Marketing

Direct mail marketing is a tried-and-true method where you send physical marketing materials—like postcards, brochures, or flyers—directly to your potential customers. It offers a lasting, tangible piece of your brand that your audience can hold on to, serving as a physical reminder when they’re ready to take action. Unlike digital ads, which users can easily scroll past and forget, direct mail keeps your business top-of-mind long after it’s received.

Beyond the lasting impact, direct mail allows you to get personal. You can target specific demographics with tailored messaging, making it especially effective for local outreach or niche markets. Plus, people tend to engage more with physical mail, meaning your message is more likely to be noticed. It also creatively showcases your brand through eye-catching designs, memorable offers, and unique promotions.

How To Create an Effective Direct Mail Campaign

Creating an effective direct mail campaign takes careful planning and attention to detail. Here are some tips to ensure your campaign stands out and drives results:

• Use a Clear and Visual-Oriented Design: Your postcard or brochure should grab attention immediately. Opt for a clean, visually appealing design that highlights your woman-led team and calls to action. Bold headlines, high-quality images, and simple fonts will make your postcard more memorable.
• Find a Reliable Mailing List: Targeting the right audience is essential for a successful direct mail campaign. Whether you're looking to reach women in your area or a more specific demographic, make sure you’re using a reliable, up-to-date mailing list to maximize your reach.
• Include Promotions and Discounts: Offering exclusive promotions, discounts, or limited-time deals directly on your postcard can motivate recipients to take action. Whether it's a special in-store offer or an online discount code, make sure your promotion is clearly visible and easy to redeem. This not only encourages immediate response but also creates a sense of urgency.

Focusing on design, targeting, and enticing offers can help you create a direct mail campaign that grabs attention and drives engagement. With direct mail marketing, you can let your customers know that a woman-owned business is right in their neighborhood.

Digital Marketing Methods

Digital marketing methods are essential for reaching a broader audience and building brand awareness online. From social media to email campaigns, these strategies help you connect with customers in a more targeted and measurable way. Let’s explore the key digital marketing tactics you can use to grow your woman-owned business and strengthen your brand presence.

Social Media Marketing

Social media marketing involves promoting your business through platforms like Facebook, Instagram, LinkedIn, and Twitter to engage with your target audience and build brand awareness. A successful social media strategy starts with understanding where your audience spends their time and creating content that resonates with them. Stay consistent with your posts, maintain a cohesive brand voice, and engage with your followers regularly. Utilize features like stories, polls, and live videos to make your content more interactive and personal.

Email Marketing

Email marketing is a powerful way to communicate directly with your customers and leads, offering a personalized approach to promoting your products or services. An effective email marketing strategy involves creating segmented email lists, crafting compelling subject lines, and providing value through informative content or special promotions. Be sure to track your email performance to optimize future campaigns, focusing on open rates, click-through rates, and conversions.

Content Creation and SEO

Your website is often the first point of contact for potential customers, so creating content that’s easy to access, engaging, and informative is crucial. SEO (Search Engine Optimization) is key to ensuring that your content ranks well in search engines, which helps new customers find your business. When creating content, focus on answering common questions your audience might have, using relevant keywords naturally throughout your site. This boosts your visibility in search results and builds trust with your audience.

Online Advertising

Online advertising involves using platforms like Google Ads or social media ads to promote your business and reach a larger audience. To create an effective online ad strategy, start by defining your goals—whether it’s driving traffic, generating leads, or increasing sales. Be sure to target the right audience, create eye-catching visuals, and use clear calls to action. Tracking your ad performance through metrics like click-through rates and conversions will allow you to fine-tune your approach.

How To Measure Marketing Milestones for Your Woman-Run Business

To truly grow your brand and expand your marketing reach, it’s essential to continually evaluate your progress and adjust your strategy as needed. Tracking the right key performance indicators (KPIs) allows you to measure your success and understand where you might need to pivot if your progress stalls or declines.

Here are some KPIs to track and how often to review them:

• Website Traffic: Monitor your website traffic weekly to see how well your digital marketing efforts are driving visitors. Consider revisiting your SEO strategy or increasing content creation if your traffic declines.
• Conversion Rate: Check your conversion rate monthly to evaluate how well you're turning leads into customers. If conversions are low, refine your call-to-actions, optimize your landing pages, or consider A/B testing new ideas.
• Social Media Engagement: Review your social media likes, comments, shares, and followers weekly. If engagement drops, reassess your content to ensure it aligns with your audience’s preferences and use more interactive features like polls or Q&A sessions.
• Email Open and Click-Through Rates: Track your email performance after each campaign. If open or click-through rates decline, experiment with different subject lines, segment your email list, or offer more personalized content.
• Return on Investment (ROI): Assess your marketing ROI quarterly to ensure that the money you’re spending on campaigns is yielding profitable results. If ROI dips, review your budget allocation and focus on the channels delivering the most value.

If your progress is stalling, don't hesitate to re-strategize. Focus on what's working, cut back on ineffective methods, and always be ready to test new ideas.

Marketing your woman-run business is all about leveraging your unique story, building genuine connections, and staying adaptable. By combining traditional and digital marketing methods, setting clear goals, and constantly measuring your progress, you can grow your brand and stand out in a crowded market. Now’s the time to embrace your strengths and put your business in the spotlight—your audience is waiting!

Ready to take your marketing to the next level? Contact Cactus Mailing today to start a powerful direct mail campaign to boost your brand visibility and drive results.

Marketing Resources for Women Business Owners

Traditional Marketing Resources

• Canva: A user-friendly design tool that allows you to create professional-quality marketing materials, like postcards, flyers, and business cards, without any graphic design experience.
• Adobe Creative Cloud: For those looking for more advanced design tools, Adobe offers software like Photoshop, InDesign, and Illustrator to craft high-quality marketing assets.
• Cactus Mailing: Specializing in direct mail marketing, Cactus Mailing provides everything from postcard design to mailing list services, helping you launch successful direct mail campaigns.
• Vistaprint: A popular platform for printing a wide range of marketing materials, including business cards, brochures, and posters, with customizable options and quick delivery.
• S. Postal Service Every Door Direct Mail (EDDM): A service that helps you target local customers with direct mail, offering tools to design, print, and send mailers without needing a mailing list.

Digital Marketing Resources

• Mailchimp: One of the leading email marketing platforms, offering tools to design emails, automate campaigns, and track performance to engage your audience effectively.
• Hootsuite: A social media management platform that allows you to schedule posts, monitor engagement, and manage multiple social media accounts in one place.
• SEMrush: A comprehensive SEO tool that helps you track keyword performance, monitor competitors, and improve your search engine rankings.
• WordPress: A widely-used content management system that enables you to easily create and manage a professional website with SEO-friendly features and plugins.

Measurement and Analytics Resources

• Google Analytics: The most important tool for tracking website traffic, user behavior, and conversion data, helping you understand the effectiveness of your digital marketing efforts.
• Moz: An SEO analytics platform that offers insights into keyword rankings, backlinks, and website optimization to help improve your search engine visibility.
• Sprout Social: A social media management and analytics tool that helps you track engagement, monitor brand mentions, and measure the success of your social media campaigns.
• HubSpot: A comprehensive inbound marketing platform that provides analytics on everything from website performance to email campaigns, helping you monitor and optimize your entire marketing strategy.
• Hotjar: A user behavior analytics tool that provides heatmaps, session recordings, and conversion funnels to help you understand how visitors interact with your website and identify areas for improvement.

Business Resources

• Small Business Administration (SBA): The SBA provides resources such as funding, business planning assistance, and mentorship programs specifically tailored to help small businesses succeed.
• National Association of Women Business Owners (NAWBO): NAWBO is an organization dedicated to supporting women entrepreneurs through networking opportunities, business resources, and advocacy efforts.
• Women’s Business Enterprise National Council (WBENC): WBENC offers certification for women-owned businesses and access to corporate procurement opportunities, networking, and educational resources.
• SCORE: A nonprofit organization that offers free business mentoring, workshops, and templates to help small business owners at every stage of their entrepreneurial journey.
• Women-Owned Small Business Federal Contracting Program: A program that provides women-owned businesses with opportunities to compete for federal contracts, helping to level the playing field in government contracting.