Here’s a news flash: Men and women are different.
And although that seems incredibly obvious, many online marketers ignore that fact, missing a HUGE opportunity to ramp up their marketing results.
If you don’t think it’s important to target your messages differently to men and women, then think about some of the differences between men’s and women’s Internet use that have cropped up in recent surveys.
Men represent about 48% of Internet users, according to marketing estimates. And according to eMarketer, there is a “gender gap” not only in use but also in patterns of behavior.
Lisa E. Phillips, a senior analyst at eMarketer, says that “Men spend more time online, conduct more searches on a daily basis and do not mind seeing ads . . . They are as engaged in social media as women are, and are not put off by the companies and brands they find there.”
Gallup data support her claim that men use the Internet more frequently: They estimate that a majority (53%) of men spend more than an hour on the Internet each day, whereas only 42% of women do so.
But data from the Pew Internet and American Life Project suggest that the gender differences in search behavior may be bigger and more complex than Phillips recognizes: Men search more than women for SOME kinds of things, but not others.
The Pew data show that men who use the Internet are more likely than women to get many forms of information online, including weather, news, do-it-yourself, sports, political, and financial information. They search for jobs online at higher rates than women do; download software and music more frequently; use webcams more often; are more likely to rate products, services, and people; and take classes more often.
What do “wired women” do more frequently than their male counterparts? Send and get e-mail, seek out medical and health information (not surprising, given that women are likely to be the health care “point people” in their families), get religious information, and get support to deal with health or personal issues.
And, consistent with the old stereotype that men “won’t ask for directions,” women are more likely than men to get maps and directions online.
But we may see changes in these patterns soon, because the growth rate for women’s use of government websites, watching video or listening to audio clips, and researching products are higher than the growth rates for men.
Think for a minute about how many differences we just identified in what men and women do online.
And these data are in the aggregate; we know that the patterns differ by race and ethnicity, for example, and also by age.
What does this mean for you and your business?
You’ve got to know what % of your target market, your prospects, and your customer base are men vs. women.
You need to segment your list by gender, in almost any niche, so that you can target your messages differently to men and women.
Just another example of why you need to have a segmentation strategy in place and why any type of niche marketing needs to target men and women differently.
Success Stories“A wonderful offering for busy entrepreneurs and business owners” "Jeanne Hurlbert's survey system is a wonderful offering for busy entrepreneurs and business owners who want to be in continual, 'customer-centric' dialogue with their prospects and clients, a systematic approach you can build on for years to come. Even better, Jeanne practices what she preaches — she goes the extra mile again and again to serve us, and I'm confident she'll do the same for you."
~ Saniel Bonder, spiritual author and teacher, Pres. of Extraordinary Empowerments (www.heartgazing.com).
“Jeanne’s Really Been a Genius at Showing Me How Important Surveys Are.” "Jeanne's an amazing gal who truly is an exceptional, unique person who really understands the power of surveys. Surveys are just a different way to talk to people and ask them a little about what they're doing and why they want to do it with you. The more you know, the better you can serve people. Jeanne's really been a genius at helping me realize how important that is. She's helped me put a structure into place so when I'm on the Internet working with people I can find out what they really want so I can do a better job of giving them what they want. That's the key—but sometimes we think people want to do "this," and in actuality, they'd rather do it "this way." Whatever it is you're doing, whether it's finances or dating or relationships or just business on the Internet, and you want to find out how to do it better, Jeanne's programs are fantastic. Anything she does, I'm always dialed into. She's just a genius at taking what you're doing and making it better, so you can do it more effectively and you can reach the people you want to more effectively. If you get Jeanne's stuff, read it, be disciplined at it, it will transform your business, as it has mine."
~ New York Times #1 Bestselling Author, Jorge Cruise
"Had I Done a Survey on My Own, I Would Have Wasted a Ton of Time and Potential Opportunity."
- Steve Fultz, Stuph Clothing
"Jeanne’s Really Been a Genius at Showing Me How Important Surveys Are.”
- New York Times #1 Bestselling Author, Jorge Cruise
"…surveys are the newest old way of cutting through the clutter on the Internet and getting the information you need to double or triple your sales"
- Susan Harrow, CEO of www.PRSecrets.com & author of Sell Yourself Without Selling Your Soul