How To Target The Successful Businesswoman

More women sign on to launch their own businesses each year, and though their businesses are just like male-owned businesses, attracting successful businesswomen is not the same as targeting successful businessmen. A recent report from the Center for Women's Business Research indicates that women and technology goes hand in hand, a plus for online marketers.

by Kristina Knight

The study indicates that technology holds a special place for female-owned businesses. Researchers found that 83% of female business owners select and purchase technology - software, hardware, etc. - personally. Women are also very interested in how technology products can help them run a better business. Women-owned businesses are growing at a fast clip. According to the study, female-owned businesses are growing at twice the rate of all other firms. This means that attracting female CEOs and presidents is more important than ever.

How can marketers do this? First, by acknowledging that women react differently to their businesses. In many cases men see a business as just that: a business. Women are much more invested in their businesses. If they decide to sell a company, women are more likely to remain concerned about how the brand will continue to fare after the sale. Women are also more concerned about the identity, background and plans of the buyer who is considering buying the company out.