{"id":3238,"date":"2016-10-03T15:15:37","date_gmt":"2016-10-03T20:15:37","guid":{"rendered":"https:\/\/www.figmarketing.com\/blog\/?p=3238"},"modified":"2024-04-10T13:23:06","modified_gmt":"2024-04-10T18:23:06","slug":"marketing-to-women-clients-5-better-ways","status":"publish","type":"post","link":"https:\/\/www.figmarketing.com\/blog\/marketing-to-women-clients-5-better-ways\/","title":{"rendered":"Marketing to Women Clients [5 Ways to Get More Female Clients]"},"content":{"rendered":"

Updated on February April 10, 2024, at 2:12 PM<\/em><\/p>\n

The statistics on marketing to women clients and wealth in our country provide a compelling reason for incorporating women-specific marketing and services into your financial services practice. In addition to the story the numbers tell, advisors should consider the fact that many women outlive their husbands. They can also spend a significant portion of their lives as the head of their household.<\/p>\n

Also, in the event of their husband\u2019s death, an estimated 70% leave their male advisors and 90% of those hire a woman advisor instead. Something very noteworthy as well, women refer advisors at a rate of 4-to-1 as compared to men. Add this all up, and it’s why marketing to women clients is vitally important.<\/p>\n

So what is the best way to bring in more women as clients? Overall, when tailoring an approach to women, don\u2019t try to target all women with the same messaging or services.<\/p>\n

Marketing to women clients is about understanding and addressing their specific needs – not just focusing on the ways in which they differ from men.<\/strong><\/p><\/blockquote>\n

With that in mind, there are some general principles and strategies that can help in marketing to women clients.<\/p>\n

Focus on Building Relationships and Trust<\/strong><\/h2>\n

As shown by the referral statistic above, women typically rely heavily on their networks and relationships. So, traditional advertising and\/or a sales or product based approach is less effective. Most advisors find that more subtle communications and promotions work well since women will share information and recommendations via word-of-mouth. Build the relationship first, then offer value with your expertise and ability to help them address their financial concerns.<\/p>\n

Offer Valuable Information<\/strong><\/h2>\n

Women are often looking for education and advice. They are typically very open to learning about financial planning and see opportunities to learn more as a benefit. Educational seminars are more successful when they are positioned towards preparing for the unexpected, rather than addressing generic \u201cwomen\u2019s issues.\u201d Women are more moved by big picture, holistic financial solutions that produce long-term benefits in quality of life and security. They don\u2019t respond nearly as well to product-specific benefits.<\/p>\n

Women are good at doing research and shopping around before making a big commitment, so promoting the continued service they’ll receive when working with you can go a long way. It makes more of a guarantee that they\u2019ll be getting the right thing.<\/p>\n

Related: Marketing Tips for Advisors: Find Success with These Strategies<\/a><\/span><\/h4>\n

Connect at Events<\/strong><\/h2>\n

Since there is emphasis on relationship building, unique and memorable events are a very effective\u00a0way to connect with female prospects. This can help cultivate a feeling of partnership with current clients and\u00a0generate goodwill with their invited friends and referrals. Check with your marketing consultant to\u00a0identify and develop opportunities in your area and geared to the preferences of your target group.<\/p>\n

There are a number of ideas and options for events well suited to the objective of bringing together\u00a0and getting in front of the women you hope to work with.<\/p>\n

More Personal, Less General<\/strong><\/h2>\n

It\u2019s a mistake to assume the same messages will resonate with all women. Individual women have varied needs, living situations and goals. Women want their advisors to listen to them and tailor services to their specific situation. What stage of life is she at? How can your expertise make her life easier?<\/p>\n

There\u2019s a huge opportunity to differentiate yourself by taking note of preferences and ways to personalize that are specific to your individual female clients. Use distinct messages letting them know that they can be confident that you have listened to even the smallest concern or piece of information.<\/p>\n

Related: Baby Boomers Love Facebook – So You Should, Too<\/a><\/span><\/h4>\n

Let Them Know the Benefits<\/strong><\/h2>\n

Make it easy for them to understand what you are going to do for them. How will you help them or\u00a0make their life easier? The average woman is mentally juggling career, family and self-care decisions at\u00a0any given moment. How will working with you ease that burden? There are four service areas where women find value:<\/p>\n