Women-owned businesses have skyrocketed by 114 percent in the last 20 years. In 2021 alone, nearly 49 percent of new companies were started by women. The desire for flexible working conditions and personal autonomy is a cache likely to dominate the future of work.

But let’s be honest…

It’s often touted that women carry an invisible cape. We do, actually, yet we don’t talk about—or strategize—our superpowers implicitly. In most cases, we want to turn a profit (business-driven) and help the world along the way (empathy-driven).

So, when it comes to our careers, is women’s intuition underrated? According to psychologists and experts on emotional intelligence, intuition is the foundation of success. If it’s not what we know but how we know something (i.e., a gut feeling), we can leverage the unseen to get seen. 

Now that’s marketing ourselves advantageously!

Women-Owned Businesses: Embrace Your Brand and Make History     

We couldn’t let Women’s History Month slip by without sharing these three things that’ll put you WAY ahead of the curve when showcasing your brand.

Do an internal audit. 

Finding an authentic voice is a challenge—especially when you’re doing it for your woman-owned business and within primarily male-dominated spaces. But considering that 88 percent of customers say brand authenticity matters, it’s a worthy challenge to tackle.

Put Google and ChatGPT aside. The following answers must come from you—and only you.

  • What’s your company’s mission?
  • What do you care deeply about and why?
  • What pain points typify your industry?
  • How have you struggled? What’s your story?
  • How do you solve a problem? Or provide a service?
  • How are you different? Simple? Complex? Innovative?
  • What feeling do you want folks to have?
  • If you weren’t in business, how might your industry suffer?
  • What do you value the most in life?
  • Are any insecurities holding you back?
  • What are the best ways for you to cope with stress?
  • What does authenticity look like to you?
  • How would you feel most comfortable advertising your brand?

Need more inspiration? Marie Forleo, coach and New York Times bestselling author, is the queen of self-reflection and self-care. Peel back the layers of “Brand You” with these additional tips and prompts.   

Embrace gender differences and cognitive appeals.    

Did you know? Women are the primary consumers and buyers in this economy. As far back as 2019, the management consulting firm, Oliver Wyman, put it best: women make 80 percent of buying decisions but occupy only 13 percent of the C-Suite.

Hey, don’t allow these statistics to get you down.

The fact is, you ARE your audience, and you understand their thoughts, fears, and joys. In addition, knowing the science—how women’s brains differ from men’s—can help tailor your marketing techniques. For example, women engage better with a combination of facts and emotional appeals, because they often crave experiences over quick sales.

Research also reveals that women are by-and-large “change agents,” eager to support brands championing worthy causes. So, create meaningful content that celebrates women, values their unique stories, and recognizes their diverse stages of life.

Of course, you might not be solely catering to females, either! Check out demographics for who’s buying, and be authentically inclusive in your messaging. 

Channel the right social media platforms.    

Not sure where to focus your marketing efforts? We suggest social media. Nearly 80 percent of women are active on at least one platform (along with 73 percent of men). Plus, social media aligns with the unique demands that small business owners face.

  • Affordability: It’s free to create a business account on most platforms, and there are plenty of ways to engage your audience without breaking the bank.
  • Connectivity: Maintaining an active company page is a great way to engage with customers and grow your network, especially if you’re just starting and/or working from home.
  • Analytics: From Facebook Page Insights to Instagram Analytics, most platforms have tools to track audience engagement. You can even keep up-to-date with which hashtags are being used most in your industry.

Choose the platforms you use wisely. Facebook, Instagram, and Pinterest are typically “women-dominated” spaces, but they may or may not resonate with your clientele. Research where your audience hangs out and join them in conversation. 

Resources for Woman-Owned Businesses 

Running a business is easier with a support system. Check these out:

Certification as a woman-owned small business also unlocks many resources and funding opportunities.

Speaking of support…We can think of no better tribute to Women’s History Month than to help women-owned businesses reach their full potential—reach out to One Part Social today for a consultation!