Marketing a woman-owned business involves highlighting the unique perspective, values and expertise that women bring to the table. Emphasizing female leadership, diversity and quality products/services can resonate with customers who prioritize supporting women entrepreneurs. In honor of July being Az Business’ Most Influential Women in Arizona Business issue, we asked the most influential women leaders in marketing to offer advice to other female leaders for marketing a woman-owned business.
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Andrea Aker, CEO and president, Aker Ink: “Social conditioning can lead to imposter syndrome or degrade self-promotion, and many women find it challenging to let their stars shine. Breaking out of this mindset is key. Women have exceptional communication and relationship-building skills, and leveraging these strengths to attract employees, customers and organizational affiliations can transform a company, in addition to traditional and digital marketing strategies.”
Jennifer Adler, founder and CEO, Adler Public Relations: “I’m biased since I own a PR firm, but earned media coverage is one of the most effective ways to generate valuable brand awareness for your business. Sharing your story authentically and lending your unique perspective through editorial coverage helps position you as an expert source in your industry, connect with potential customers on a human level and build credibility and trust through third party validation.”
Gaby Cardenas, CEO and founder, The Colibri Collective: “Stay authentic. In male-dominated industries, it’s easy to lose yourself as you try to prove yourself to your peers. But remain true to who you are and be confident in your work, and you will succeed. Support other women. There is no better way to thrive as a woman if we’re not supporting each other.”
Jennifer Kaplan, CEO and president, Evolve Public Relations and Marketing: “Utilize your platforms to position your brand, image and style to create an identity for yourself and your business that is unique and stands out among your peers and in the community. I also feel it’s important to get connected and develop strategic relationships that will enhance and support you in building your reputation.”
Holly Morgan, owner, Holly Morgan Media: “Embrace authenticity by sharing your journey, values and mission with genuine stories because people connect with realness. Be transparent about both your victories and your missteps; this openness humanizes your brand and fosters deeper connections. Authenticity and transparency make your brand relatable and trustworthy. So, just be YOU.”
Robyn Patterson, founder and president, Mack Media Relations: “The best way for a woman business owner to market themselves is by embracing authenticity and personal branding. Start by sharing your story — highlight your journey, challenges and successes. Authentic stories resonate and build a strong connection. Position yourself as the expert in your industry — write articles and participate in speaking engagements. LinkedIn is a great way to engage in industry discussions and trends. Lastly, I recommend leveraging your networking skills and forming strategic partnerships with other businesses to expand your reach.”
Megan Simoes, president, The James Agency: “Highlight your business’s unique story and strengths by sharing how being woman-led enhances its values and mission. Implement automation to ensure consistent communication and demonstrate how your offerings outperform competitors. Finally, track and optimize! Use Analytics tools to track your marketing performance and make data-driven decisions.”
