Cameron HeroldFounder of the COO Alliance & Invest In Your Leaders Training

Why Women Are Your Secret Marketing Weapon (Data Proves It)

25 Dec 2024 · 1 min

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1:13

Cameron Herold argues that women disproportionately drive online reviews and referrals and that businesses should orient marketing and culture around this reality. He claims roughly 75% of online reviews come from women and shares an anecdote from his COO Alliance where women—though ~40% of members—generate 80% of referrals (he also describes them as about one-third of the organization). He uses these points to urge leadership teams to recognize and design culture and messaging to attract and leverage women customers and referrers.

Questions this video answers

About 75% (women) and 25% (men).

80% of referrals come from women members.

Approximately 40% (he also describes them as about one-third in another remark).

Chapters

If anyone listening today went and scraped all of their own Google reviews, or all their own Amazon reviews, or all their trustpilot reviews and counted up how many are women, how many are men, I can almost guarantee you 75% are women, 25% are men. So if three quarters of your reviews are coming from women, why aren't you focusing all of your messaging and marketing and kind of review expectations or referral expectations on women? Here's a crazy one. We run an organization called the COO alliance, which is this large network for second in command. 80% of my referrals come from the women members and only 40% of my members are women. So even though they only make up like 1/3 of the organization, they're referring four times the amount of people that the guys are. And I'm starting to give the guys for this. But it's pretty intriguing to realize that. So if it is is that way, why aren't we thinking of that at the leadership team table? I had somebody one time say, well, we don't really have a culture. And I'm like, well then that's your culture. It's kind of beige. It's kind of like government boring beige, right? But regardless of whether you think you have one or not, you have a company culture. Here's the biggest secret to developing a world class company culture. Kind of a magnetic force that's going to attract people into your business.