Blog | Marketing and PR Insights from Girlpower Marketing

Cracking the Code: How Influencer Marketing Can Drive Female-Centric Brand Success in 2024

With autumn just around the corner, we’re preparing to say goodbye to 2023 and usher in a new year filled with fresh marketing ideas and strategies. To prepare for what’s to come, it’s wise to look back at this year—where we’ve been, where we are now, and where we expect to go.

One tactic that continues in importance is influencer marketing, especially as a strategy for marketing to women. More than 84% of influencers on Instagram are women, making them instrumental in generating a substantial portion of the revenue attributed to influencer marketing. The significance of influencer marketing becomes even more evident when you consider that women control more than 85% of all consumer purchases.

The revenue propelled by women through influencer marketing is enormous and only getting bigger. Over the last five years, influencer marketing has surged by over 500%, culminating in a staggering total worth $13.8 billion. In 2023 alone, firms are expected to spend up to $4.5 billion toward influencer marketing efforts.

As impressive as this all may sound, only 25% of marketers have incorporated influencer marketing into their strategies. That means there is still substantial room for growth, particularly for brands striving to effectively convey their marketing messages to women.

Below are some statistics and insights that delve into the power of influencer marketing and why some brands outperform others in this area. With this information, you can start crafting your marketing blueprints for 2024, specifically tailored to your female audience. More

Staying Ahead of the Game: The Importance of Content in Your 2023 Consumer Marketing Strategy

Content marketing has come a long way since the early days of cranking out dozens of poorly written blog posts stuffed with keywords, links to irrelevant websites, and reaching out to anyone and everyone for backlinks as part of a consumer marketing strategy. Today, content marketing is one of the best ways to help your brand gain consumer interest by telling your story rather than letting it be told by someone else.

And though the days of keyword stuffing are gone, creating high-quality, keyword-rich content will improve your visibility on search engine results pages and attract more organic traffic to your brand. More

How Social Media and Influencer Marketing Will Propel Your CPG Brand Through a Recession

When facing a downturn in the economy, we often look to the past for lessons on how to deal with the present. What did other CPG brands do to weather the last recession? Which brands increased profit and exposure when consumer spending was down? Which marketing tactics helped them gain traction, and which were a bad use of their budget?

While we can learn lessons from the past, we must remember that consumer behavior is ever-changing. Attention spans have gotten shorter. Audiences are fragmenting into smaller niches, and new niches are overlapping every day. In other words, throwing content at the whole world doesn’t work. Instead, targeting is crucial, especially during a recession, because you need to reach the audience most likely to engage with and buy your products.

So, what can you do to ensure you’re reaching the people who are most likely to engage with your brand, buy your product and then tell their network about it? Following are a few tips to reach buyers with influencer marketing during a recession. More

Making the Most of Food and Beverage Marketing During a Financial Downturn

When facing a financial downturn, many CPG companies start looking for ways to cut their budgets. Often, the first thing to go is food and beverage marketing. Too many companies believe they can survive the difficult times with their current customer base. But unfortunately, it’s indisputable that sales will most certainly decline without marketing to new customers.

When saving money becomes an absolute necessity, you can still make powerful marketing moves for your food and beverage brand if you’re ready to make some changes to your strategy. More

Is Content Marketing Your Key to Capturing New Customers?

There is one undeniable truth about content marketing: It’s crucial to capturing new customers while retaining loyal buyers. Let’s break it down a little.

What Is Content Marketing?

Content marketing is a long-term strategy to deliver quality content to your target audience that aims to build trust, boost engagement, and ultimately increase conversions through creative content delivery. By offering unique blog articles and videos on your website, you can boost your search engine ranking by including the usual keywords and phrases new customers use when researching products online. More

3 Reasons Brands Should Be Using TikTok

Even at first glance, TikTok is a no-brainer for marketing, and brands are starting to notice. While the app does have a reputation as a social platform for younger generations—think Generation Z and even some older members of Generation Alpha—the truth is that TikTok appeals to people from all ages. Yes, that even includes Baby Boomers.

In fact, only 60% of the nearly one billion monthly TikTokers are Gen Z. Of the remaining, 30% are Generation X and Boomers. These adults are on TikTok for an average of 38 minutes per day. This alone is a great reason to use TikTok for your brand marketing. But there are a few other big reasons you may want to start using this platform. More

Understand Pet Owners Across Generations for Effective Marketing

Marketing in any industry requires a deep understanding of a brand’s target audience before creating campaigns and choosing distribution for those campaigns. One or two generations or cohorts comprise the target audience for many industries. When it comes to pet ownership, however, marketers must fully understand the preferences of all ages, from Generation Alpha to the Silent Generation.

Why? Because everyone loves their pets. Most are passionate about them. How they shop for their pets, however, is a different story. Each generation consumes information and shops in their own unique ways. Marketers also mustn’t overlook how the pandemic altered shopping habits, particularly online purchases.

Following are some tips for helping to understand how to speak to consumers and convert them. More

Social Media Trends to Embrace in 2022

In 2021, more than 72% of Americans used social media — an increase of more than 10 million people. These 240 million users spend an average of two hours and seven minutes on social media every day. It’s safe to say that as new platforms and features continue to emerge, even more people will jump on board.

Most of the social media trends we expect to see in 2022 are already here, as existing trends continue to pick up speed in 2022, and marketers continue to adopt these elements in larger numbers.

Though Baby Boomers hold more than $2.6 trillion in spending power and control 70% of all disposable income in the U.S., they are often overlooked by marketers, specifically when digital campaigns are created. That’s a lot of money that brands may be leaving on the table, and a massive cohort of shoppers left feeling ignored.

When 67% of Baby Boomers own smartphones and account for 59% of digital purchases, it’s clear that this generation is more technologically savvy than younger generations give them credit for. With brands and marketers continuing to ignore them, Baby Boomers have effectively taken matters into their own hands. That’s right; we’re now in the age of the “Granfluencer.” More

The Changing Face of TikTok

By the time TikTok burst on the U.S. scene in 2017, it already had a following due to its first iteration as an app called Musical.ly. Since then, it has overcome a long list of problems—including increased pressure from legislators and copycat features from long-standing social media giants—to become one of America’s fastest-growing social media companies. More