I have been to the mountain, and I have seen the future. And it's pretty frigging amazing.
If you were at the Mom 2.0 Summit, you, too, saw the future of marketing to women, or I should say marketing with women.
Everyone is buzzing about the power of social media. Advertisers are salivating at its potential. But I've found few marketers who truly understand how to tap into the full power of social media to sell their products.
How to use social media to market to women
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.
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.
Let me give you a real life example.
At the conference, author Katherine Center was promoting her book Everyone is Beautiful. On one hand, you had myself, a woman at the conference who Katherine wanted to buy her book. On the other hand, you had her book. But her book didn't have my attention.
Being the brilliant marketer Katherine is, she had cupcakes that contained a sign with a quote from the book. She displayed these on the tables at dinner. Now, I took the cupcake and sign home to my room.
Let me tell you, 11 o'clock that night…that cupcake – had my attention. And I read the quote from the book, and laughed out loud. So the next day, I went to the conference book store and picked up the book, leafed through it, and bought it.
People – it's not about the product or the customer, it's about the emotional connection that connects to the two.
It's about the cupcake.
So now you're craving a cupcake, and saying, Ok Holly, but what does this have to do with social media?
Every minute of every day, women are making emotional connections on the Internet. They are learning, loving, sharing, connecting and living their lives – online.
If you want to sell your products to them, you need to focus on what women care about, what they're talking about, what they're doing. Instead of trying to start a conversation, join in the online conversations they're already having. Join in activities they are already doing.
Find ways to help them achieve their dreams. Find the emotional connections.
Coming up in my next post – specific examples.