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