It’s no secret that women dominate the global marketplace.
Behind each social media site, there are millions of potential female customers. These sites record a high number of online activities by women.
These women may be buying, selling, stalking, reading comments, or just connecting and engaging with other users in various social communities.
It has also been proven that women possess a higher consumer potential. Online stores can attest to this.
The old battle of the sexes is still on, only this time, the cyberspace is the battleground.
Social media platforms’ uses are no longer just about socializing. Today, any marketer will confirm that these platforms have evolved into a multi-billion industry with numerous active users daily in Kenya.
So far so good …
The subject of gender may not have been addressed in most business and marketing courses, but many brands seem to understand and tell apart women’s and men consumer behaviors quite well.
The name on that credit card does not fool us anymore. This is because the person making a purchase isn’t necessarily the decision maker when it comes to household expenditure. We all know that the woman is often the gatekeeper to most household’s expenditures.
In Kenya, several companies have active social media platforms that do a great job at encouraging engagement with customers from both genders.
More customers engage with these companies via Twitter and Facebook. Instagram use has also grown in importance in recent times.
The adoption of Telegram, Snapchat and Pinterest is slowly growing but is yet to share a stage with Twitter, Facebook, and Instagram.
In Kenya, top companies such as Safaricom, Airtel, Kenya Power Lighting (KPLC), Kenya Commercial Bank (KCB), and GOtv top the list of companies that have successfully used social media to engage customers.
The engagement may be in the form of likes, shares, questions, complaints, or compliments.
She makes majority of purchases
Did you know that women make up the largest market opportunity in the world? No? Now you do.
Globally, women consumers control trillions in consumer spending. They make the final decision for buying 91 percent of home purchases, 65 percent of the new cars, 80 percent of health care choices, and 66 percent of computers.
Ignore her at your own peril!
Despite this, women are often still ignored in the marketplace. Statistics show they are the largest group of consumers Brands need a huge shift in thinking and how business has historically been done.
As more companies continually take up social media in Kenya, the importance of engaging customer care support continues to grow.
Brands, thus, need to invest in and implement a strategic social media marketing and engagement appropriate for female customers, both existing and potential.
There are some qualities that reserve a space for companies in the ‘socially devoted’ list.
The first rule of the thumb is to pick the right platform. Where do your potential female customers live online? There is no point in spreading efforts thin; the secret is to focus efforts on where target customers spend more time.
If your company sells apparel, find out where fashionistas spend much of their time. Posting religiously cannot guarantee sales if you are on the wrong platform.
Next, do not be close-minded when thinking about marketing strategies. Regardless of your brand or industry always remember that women have a multiplier effect. This because they are more likely to make a purchase on behalf of others. Take for instance Dapper Monkey, an online clothes store selling men’s apparel.
In an interview, Dapper Monkey founder Ian Arunga admitted that most of their customers are women. Women are likely buying these products for their partners, brother, sons, fathers, or male friends.
In this case, brands need to learn women’s wants and needs as well regardless of their industry.
It is often said that women tend to have higher expectations for customer service. Companies can leverage social media in Kenya by increasing engagement and decreasing response time. Marketing has a lot to do with connecting with existing or potential customers and creating meaningful experiences.
Before you get your ‘aha!’ moment, automatic messages will not just cut it. Customers want to talk to someone, not some inflexible robot-like support. Brands need to show customers that they are listening and proceed to answer them promptly. If someone tweets a question, for instance, tweeting back in the earliest time possible helps.
The response time and the level of satisfaction with the interaction matters a lot. Many brands will respond within several hours while a few respond almost immediately.
Customers want their questions answered satisfactorily and within the shortest time possible.
There is, therefore, the need to have someone manning those DM’s.
Those that give a response immediately have a higher chance of making a sale.
That’s not all:
This will eventually build trust with customers and, in the end, result in customer loyalty.
Backyard Shoez and Vivo Activewear are doing a great job.
Yet, the bar has already been raised high by other local giant brands. There are a few local companies that have set the bar high in this segment. Their social media managers have mastered their craft and are doing a great job at engaging with users. Their effective and sometimes hilarious approach of engagement has earned them trust and a loyal following on social media.
One of the things that top socially devoted sites have in common is the light-hearted and off-topic tweets or posts. KCB Group and Safaricom Limited are winners at this. Perhaps brands that want to engage more women can learn something from the two.
A little humor never hurt anybody; the secret is to use it tastefully. Some brands have found themselves on the receiving end for ‘going too far’ with humor. For example, the Kenya Cancer Association found itself on the wrong side of the public court of opinion after posting a Saitama cartoon meme that was considered inappropriate. Items on social media have the potential to go viral very quickly and the social media manager needs to keep that in mind.
Finally, potential female customers may give likes and retweets but this does not necessarily translate into profits. Relationship building is an important step in increasing the possibilities of converting.
It is projected that women will continue to dominate the marketplace. Be ready.
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