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How To Market To Women
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Article 11: Success Story: Using The Web To Market To Women
Exercise physiologist and entrepreneur Greg Landry does a great job of connecting with women—83 percent of his customers are female—and it all takes place through the Web.
His site, www.landry.com, offers members-only weight-loss and exercise information, with specific programs for women over 35, postpartum women, type 2 diabetics and people who suffer from hypothyroidism.
Here are some of Landry’s strategies for attracting female customers:
Providing hundreds of health-related articles to other Web sites. When women do Internet research on diabetes, weight loss or hypothyroidism, they’re likely to come across Landry’s stories, and each one ends with a link to his site. Offering not only the tools to achieve healthy weight loss, but also “access to me by phone and e-mail,” says Landry. “Women want to be sure there’s a real person here and that I do have a program that meets their needs.” The phone number, e-mail address and a bio are prominently displayed on the Web site. Sending potential customers a daily e-mail newsletter with inspiring success stories and the option to request additional articles. The newsletters also advertise special offers and sales. Posting success stories and testimonials, complete with photos, from satisfied customers. Inviting female customers to help tweak the Web site. “My site used to have a dark blue color, and it was very striking but not very pleasing to feminine eyes,” says Landry. “I surveyed the women on my list and asked them which colors and arrangements they liked. Now it’s more geared toward women than it used to be.”
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