An Inside Look at Marketing to Women Ages 35-55 (Part 1)

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Aside from being the largest demographic group of online buyers, women ages 35-55 constitute a very social, interactive group that spends time online discussing everything from relationships, to sharing their children’s stories and achievements, to exploring business opportunities. Though they are the largest group of online consumers out there – they are harder to market to than other, more compulsive spenders. There are several important factors to take into consideration when launching your marketing campaign targeting this content-craving niche.

At one point or another, you have probably asked yourself these very important questions.

1) Who is she?

2) How can I increase conversions?

Since the information regarding this particular topic is fairly extensive, I will be breaking it up into separate posts. For today, we’ll be looking at 1.) Who is She? We’ll go over a few particulars about women within this age group as far as where their values and interests lie.

Who is she? Women ages 35-55 constitute the largest demographic group, and many researchers have called this changing marketplace, “a fundamental and historic shift.” This represents an enormous opportunity for affiliate marketers. Though this demographic has been heavily marketed to by affiliates who already know this niche to the tee, it that does not mean that there are any less opportunities out there. So let’s get started!

When embarking on a marketing campaign, you should break this down into smaller, targeted units. For example, if you are looking to market Acai Power to single mothers, the landing page with an older healthy woman and her husband will not relate to her as well as a landing page that features a younger, single, healthy woman.

Obviously, each of the following could be broken up even further, targeting this age group based upon education, socio-economic status, ethnicity, and etc. Targeting that specifically is highly recommended, because knowing your market increases chances that she’ll buy a product on something geared specifically towards her preferences. As a starting point – here are the basics.

Women Ages 35-55 – Who are they?

  • Single Mothers – Approximately 10.4 million women are single mothers. Her first and foremost concern is providing for her children. She wants: to provide for her children, make more money, find a partner who has similar values (family), and to spend more time with her children. The idea of working from home is definitely something she thinks about –but she isn’t sure about what opportunities are worth the effort (legitimate business opportunities). She has proven that that she can do it alone (without a husband) and therefore has an innate sense of independence and power. On the cognitive level, she would like the time to find love, increase her status, move up in the workplace, etc. Appearance is important. Highest values: her kids, her time, making/saving money, and finding a partner.

  • 2) Stay-at-Home Mothers – Consist of approximately 25% of married women (5.1 million women according to the U.S. Census Bureau). The number of stay-at-home moms declined from 5.3 million in 2008 to 5.1 million last year. That was the lowest since 2001, which was also during a recession.  What does this mean? While some stay-at-home moms picked up part-time jobs to support their families during the recession, many of those who are at home right now most likely have a husband is bringing in some cash. They place an extremely high value upon their family. When you market to this group, you are marketing to both mom and family. She is interested in helping to support the family while working at home, keeping the entire family happy (both kids and hubby), associating with other stay-at-home moms (mommy networking – check out various Ning sites and iVillage Communities for examples), the nuclear family unit, and she places high value upon the needs of others. On a more cognitive level, she wants to take care of herself – she’s been through marriage, has kids, and has most likely not paid much attention to her own needs. Therefore, hearing stories about other stay-at-home moms who have managed to take care of themselves and their families is inspiring to her. Highest value: meeting the needs of her family. Secondary: making/saving money, helping others, her own needs (health, beauty, etc).

  • Working Mothers –Working mothers constitute a large percentage of this demographic. Many are powerhouses and you have to take into consideration that they are managing children, relationships, and work at the same time. Ambitious and determined, they are educated consumers but do not have frivolous time to waste researching products for hours. She has much less time for mommy networking and would give anything to spend more time with her kids. She values: her family, hard work, moving up in the corporate world, and time. She would kill to spend more time with her kids, so products/services that save her time and money are of great value. Also to take into consideration, the number of working mothers has increased alongside the recession out of necessity. Highest value: her time, her family. Secondary: marking money, her own needs (health, beauty, etc).

  • Married Women without Children – Approximately 4 million women. Though this isn’t necessarily a large number, the majority of these women have made up their mind that they will not be having children. They typically come from educated backgrounds and hold degrees from major universities. For that reason, they are more likely to be well-established. They typically do not have the “family” concerns that a typical mother has. She values freedom, independence, and power. Highest value: making/saving money, her husband. Secondary: having fun, her needs (health, beauty, etc).

Single Women, Not Married, and Without Children – This represents a smaller portion of this population. Women within this category are more likely to be interested in finding a partner/husband and for those in the younger range of this spectrum – they are most likely still interested in having children. (i.e. think Dating and/or products that improve her image) Highest value: finding a partner. Secondary: her needs (health, beauty, etc), making/saving money.

As a general statement, it is safe to assume that women greatly value time and wish they had more of it. Women care about having a sense of power and independence as well, but please, in written articles always use the word “empowered” when it relates to a product improving her life. To use the word “power” is far too strong, and not feminine in nature.

For example,

“The 6 step business program empowered Renee to take control of her financial future, and thus the needs of her family.” Feminine – relates to target market. Good.

Is far more effective than

“The 6 step business program gave her the power to take control of her financial future, and thus the needs of her family.” Masculine – relates to men. Bad.

The language in which you use to market to your feminine audience is extremely important.

Women are naturally empathetic. Speak in a language that relates to her, appeals to her caring nature, shows concern for her time, and complements (not complicates) her life. The last thing she needs is a process that takes more of her time – simplicity is key.

One of the most important keys to success in affiliate marketing is knowing your niche; their likes, dislikes, values, and needs. As a disclaimer – not all women fit this mold.

All of this information alludes to our next topic, “How do I increase conversions?” Next week, we will examine what keeps women of this age demographic on a page and increases the chances that a sale/action will take place.

I hope you found this post useful and interesting. I would love to hear your feedback and if there is anything else that you feel should be included in future posts surrounding niche marketing tactics. For Part Two of Marketing to Women Ages 35-55, click here.

Lee Aho

Author: Lee Aho

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