You’ve probably heard the saying “the way to a man’s heart is through his stomach”. Well, when it comes to digital marketing, “the way to the heart” can be through various platforms; whether it’s blogs, articles, or websites.
The trouble is, not all men are created equal, and if you want to target your online marketing efforts towards the right audience – that is, men who are more interested in your product or service than they are in dating or relationships – you need to understand where they are coming from and what they want.
Fortunately, there are a few techniques you can use to target men who want what you have to offer. With the right online marketing strategies, you can increase your conversion rates and grow your business.
Understand Men’s Mentalities
The first step to effectively marketing to men is to understand their mentalities – what makes them tick – and the different types of men you’ll encounter. For example, there’s the alpha male, who is more of a leader; the ambitious worker, who is more likely to succeed; and the handyman, who may be more interested in your product because he needs it for his own home.
Also, you need to understand the difference between your target audiences. Are you trying to attract single men or married ones? Are you aiming to increase sales or attract new customers?
These questions are all important because you’ll need to determine how you’ll approach each type of man. For example, if you’re marketing to the single men, you might want to experiment with memes and GIFs to attract more women. But if you’re targeting the married men, you’ll likely want to choose an approach that inspires confidence – like an article on male success.
Create Compelling Headlines
While we all love a good pun, it’s vital that your headlines are compelling and grab a reader’s attention. In marketing, this is called “buzzword stuffing” – using buzzwords, phrases, or sentences in the headline to get “clickbait” and make the headline more interesting or enticing to read. A study from HubSpot found that headlines which contained at least four of these words (interesting, incredible, unique, and eye-catching) resulted in four times the engagement of an average headline.
A good rule of thumb is to keep your headlines short and sweet. You want to keep your readers on your side – and what could be more fun for a man than convincing a woman that he’s worth getting to know better? – so keep your headlines relatively short and sweet, usually no more than eight words. If you can fit it in two, even better.
Choose The Right Platforms
Since men are more likely to be online than they are offline, it’s important to consider which platforms will be the most effective for your product or service. While you might want to experiment with platforms like Slack or Zoom to attract millennial employees, for instance, you’ll want to choose a place that men frequent and enjoy – like LinkedIn or Reddit.
Also, take into consideration the language you’ll use, the images you’ll include, and the type of content you’ll post. If you want to appeal to the professional urban man, you might want to choose platforms like LinkedIn or Reddit – or even create your own platform – to get your message across.
Know When To Be Persistent
Getting a man’s attention isn’t easy. Even if you’ve got a great product or service, he might be approached by an exuberant salesperson who knocks out of the park. But then he might ignore your pitch altogether and walk away. The key is to keep knocking until you get a result.
If you’re using social media to attract potential customers, be sure to engage with them on their platforms. Post regularly and be helpful when possible. When you’re starting out, it can be tempting to use your social media accounts to promote your product or service. However, if you want to achieve something substantial, it’s vital to be genuinely helpful to other people – and that means helping them with whatever problem you can.
For example, if you’re running a virtual assistant business, instead of simply selling your products, you can assist potential customers with tasks like online shopping or booking appointments – and perhaps even help them find the right products for their needs. When someone enjoys the value you offer and decides to pay for it, you’ve effectively earned a free customer.
Use Measurement & Analysis To Improve
Now, this is important for any business, but it’s especially vital for a digital marketer. If you’re not tracking the results of your marketing efforts, how do you know if you’re improving?
You could start by measuring your current situation, like how many people are clicking on your articles, how many leads you’ve generated through various channels, or how much traffic you’re getting compared to the same time last year. You can also examine the quality of those leads by measuring their engagement with your content (e.g. how many calls to action you’ve got, how many purchases you’ve managed to generate, etc.).
By analyzing the data you get from all these metrics, you’ll have a good idea of whether or not your efforts are paying off.
The Bottom Line
To conclude, let’s review what we’ve learned:
- Understand men’s mentalities
- Create compelling headlines
- Choose the right platforms
- Know when to be persistent
- Use measurement & analysis to improve
What makes it interesting is that we’ve been able to narrow down the ideal buyer’s persona for this particular product or service. Now, you might want to take this list of requirements and expand upon it with even more refined details – like what he likes and doesn’t like – to create a buyer’s persona which is more specific to your own business. With this information, you can continue to craft a marketing strategy designed to attract men who want what you have to offer.