By Morgan International Staff Writers
It’s been an interesting year for women in business. Women in many industries have told their stories of harassment, glass ceilings and pay inconsistencies and it’s made front page news. But for women looking to take the path of entrepreneurship, will the inevitable changes in the workplace that come from this, equate to success in their ventures?
What do women entrepreneurs need in 2018? How can they take the changes of 2017 and use them in their marketing strategies to achieve real improvements in profit? 2018 is the year that women can push their strategies and for the first time the feminine approach might be taken a bit more seriously.
- More emotional engagement - this is already happening in the world of advertising and marketing and is seen as highly engaging, especially for women. Female entrepreneurs need to see more of this. In fact, they are both the target market and the producers - they understand it better than most.
- Focus on the customer - by harnessing creativity and using storytelling as a device to win customers, it is possible to place the focus more directly on the target market. This is a more collaborative approach where the customer is the pivot point around which marketing strategies are developed.
- Move from product to experience - in the world of B2B, companies are more often using the device of relaying experiences rather than product knowledge. It is the assumption that the product is already known to the customer, they want to know how that product can change their lives.
These changes in marketing strategies are ideal ones for the natural business approach used by women. The masculine approach of pushing sales has never been seen as more negative and 2018 might be the year that the female entrepreneur can shine. By using the above techniques there’s a good chance she will.