Choosing a marketing agency is a big and often stressful decision. It's important to make sure your philosophies and goals align. In other words, finding the right "fit" matters most.
Another factor worth considering is whether your firm is certified by the Women's Business Enterprise National Council, or WBENC (pronounced WE-bank). These agencies are at least 51% owned, controlled, operated and managed by a woman or women.
As a 100% women-owned, WBENC-certified company in business for 35+ years, Zoe Marketing & Communications has perspective on the benefits of picking such a firm.
In this blog, we'll touch on a few of those perks, including broader diversity, inclusion and even tax benefits. Our goal is to give you a better idea of what a woman-owned marketing agency offers — and if it might make sense for you.
1. It helps speak to your customers
A woman-owned marketing agency can help connect with female customers. That's important because women reportedly make about 80% of consumer decisions. They influence the other 20%. That margin holds steady or even increases when it comes to family decisions.
Bringing female voices and insights to the marketing ideation process can help reach this audience in an authentic way. These agencies have some advantages when it comes to:
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Understanding what resonates with women
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"Getting" what messaging women respond to
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Knowing where to reach these women
Of course, balance is key. Market research and testing are still crucial. But the idea is to bring female voices to the table to augment male voices. And in this case, women have a unique connection with the audience because they are the audience.
2. It helps increase diversity
Working with a women-owned marketing agency is also an opportunity for fresh insight. Consider this: 67% of the workforce is female. At the same time, men hold 83% of the senior-most positions.
That means women have been a minority in many fields, especially in leadership. Due to that reality, women have a perspective that often isn't represented.
A women-led agency can shake up some of that traditional "groupthink." It can stir creativity in marketing plans and innovation in how you reach and resonate with people.
A WBENC agency further levels that playing field by ensuring at least half of the leadership team features female voices.
This diversity can help companies pragmatically, philosophically and even financially (more on that in point #4).
3. It helps broaden your network
Women-owned marketing agencies can also open new doors to networking and connections. This is particularly true if you don't have many or any women-owned businesses in your orbit.
It's natural to gravitate towards doing business with folks we've historically done business with. Breaking out of that "bubble" a bit can open up new approaches that may bring new success with it. It can even expand viewpoints.
Female inclusion specifically and minority representation generally helps broaden horizons. And getting that input from different sources can help businesses grow and thrive.
4. It can have tax benefits
Working with a woman-owned marketing agency can even provide a financial incentive for some businesses. If the agency you hire is certified by WBENC, you're poised for possible tax perks.
Companies that do business with minority- and women-owned businesses can apply for certain tax benefits from the federal government. Your tax liabilities could be reduced for federal- or state-funded projects. Certain government agencies may even be required to contract jobs to minority-owned and operated companies.
WBENC recommends contacting your tax preparer, accountant or CPA for guidance to find out what you might qualify for.
5. It can provide small-business advantages
Women own about 42% of U.S. businesses — and 39% of small businesses. So odds are good your woman-owned marketing agency will be a smaller business, which has perks, too.
Smaller companies tend to be agile, responsive and able to meet your needs fast. At a small business, you're more likely not to be a number. They're more likely to know who you are and your goals. And, as a result, they feel more like an extension of your company. It can be more personal. They feel like your success is their success.
These businesses are nimble, too. It's easier to pause, stop, reconsider and pivot. You're more likely to have a person-to-person approach where you can talk to the top decision-maker. Often, you're a step away from having a conversation with the owner herself.
6. It can have positive community impact
Business owners are also role models and inspirations to other companies and people in their personal circles. How you run a business reflects what you value. That can include the staff you hire and the firms and consultants you work with.
Stats on women-owned marketing agencies are tough to find. But according to the American Association of Advertising Agencies, less than 1% of ad agencies in all of North America are women-run. And marketing agencies are a similar breed.
If you're a small-to-mid-size business owner and hire a woman-owned marketing agency, it sends a message to your community. It can signal that you're choosing diverse partners and breaking the mold — in a constructive way.
Next steps to plan your marketing
Searching for a marketing company is a tall order. Above all, it's essential to feel aligned, heard and connected.
In this blog, you discovered six ways a woman-owned marketing agency could meet these needs. And a firm that's WBENC-certified can even offer tax benefits.
Would this type of agency work for you? Talk to us at Zoe Marketing & Communications. We have a 35+ year history of being women-led, and we're ready to explore your marketing options with you.
If you're still researching, be sure you're grounded in your goals and realistic about your budget. These two articles are a great starting point:
