Your purpose is to build the power and influence you need to serve to more women and achieve gender equality. This means you need to be heard, seen, and sought-after so you can make the impact you’re here to make.
The latest update on the gender front is… bleak. The World Economic Forum (1) reports that it will take 151 years for North America to achieve gender parity (yikes). It’s not up to any single one of us but for the collective—all of us—to put more power in the hands of women. So let’s get into renegade action you can take in 2020 to have greater impact on the women helping women economy.
1. Get OFF Social Media
The less you’re on social media, the more you’ll stand out.
Wait, what?
That’s right. In 2020, the most sought-after women thought leaders will stand out by their social media absence.
More is not better. If you give me six different ways to get to know you, I’m overwhelmed. If you give me one—two at the most—I’m listening.
There’s power in being a rare commodity. You can’t buy highest-quality, most artisanal, customized products at Walmart. Nor do you need to be available to everyone, everywhere. Social media is saturated with mediocre feeds and advertisements. There’s no need to compete with all of them. Choose one social media network where you will be exceptional.
And when you have fewer distractions and demands, you can be exceptional. Participating on every social media channel for “fear-of-missing-out” is one big, hulking distraction.
If you stop filling five or six channels with content, imagine how you could spend that time, energy, and money instead. Perhaps you could develop your thought leadership or conduct research. Or, double-down on your podcast to reach more women. Maybe you could produce short videos that you share on one social network, build your own membership site, or write a book. By redirecting your resources away from social, you will expand your impact on the women you serve.
I do not recommend deleting the accounts you already have, though. There’s value in “parking” accounts so you own the username and can set expectations when people look for you there. There’s value in being findable across social, as long as you let people know where you are available. When you go to my Facebook and Twitter profiles, you’ll see how I set expectations right away. (And don’t look for me on Instagram unless you want to talk about fantasy novels!)
If you don’t know which network to commit to, check out my next article. It explains exactly how to choose the best social network for your brand, and contain examples of women entrepreneurs using social media effectively.
https://www.simplyputstrategies.com/blog/social-media/how-to-save-time-cut-distractions-and-stand-out-on-social-media-its-called-monogamy/
2. Focus on High-Touch Connection
People are people, not conversions.
And if your business is to serve and impact women, you know relationships are critical.
In 2020, high-touch marketing, events, services, and products will become more coveted, meaningful, and important—especially in the women helping women economy, where relational connections hold great currency. Remember consciousness raising in the 1960s? Purposeful connection in small groups is still integral to build power among women and end sexism.
One day, after avoiding it for as long as possible, I picked up the phone and dialed 1800Contacts.
“Thank you for calling 1800Contacts. How can I make your day better?” said a person.
Uh, you just made my day better by picking up the phone. I didn’t have to “tap your keypad or say the word ‘one'” while a robotic female voice made it as difficult as possible to reach customer service.
It was high-touch, fast, and pleasant, and I’m talking about ordering contact lenses. Imagine what you could do in your work that impacts and serves women!
We’ve become lazy. So many people want to throw money at Facebook to get people to download a free PDF so they can retarget them with a free webinar so they can sell a course… you know the formula.
While paid ads can be effective at the top of your marketing funnel, high-touch is how people will remember you and want to work with you. High-touch, meaning to connect with people person-to-person, voice-to-voice. It makes people feel heard, seen, and valued. How can you be more high-touch in your marketing and thought leadership?
Ask yourself:
- What if I only attend small, intimate events?
- At large events, how can I connect with my people intimately? (By hosting a cocktail hour? Or tea!?)
- Is commenting on social a priority (on prospects’ and partners’ content, as well as responding to comments on your own)?
- What if I sent short, personalized videos to my people?
- What if I responded to DMs with voice memos?
- How can I incorporate snail mail?
- How can I regularly thank influencers, collaborators, and leaders in my industry in a meaningful way?
Here’s what my colleague Dr. Alex Ridley says about her high-touch strategy: hosting private dinners.
“I’ve been doing them 2-4x per month for about a year and a half now. I actually host them in my office and have simplified them from having someone cater it to getting soup from our local co-op, making a big salad, having some cheese and crackers and getting desert from one of our eateries that are committed to being gluten free and healthier. They’ve become very intimate (I can’t fit more than 10 in my office comfortably) and are a lot of fun.”
From those dinners, eight out of ten usually schedule a paid consultation with Dr. Ridley. From there, 75% end up working with Dr. Ridley in her full, paid program. That is a damn good conversion rate.
Invest in Micro-Communities
We’re obsessed with bigger in North America. Even though you *know* that quality > quantity, you still feel a twinge of envy at those women entrepreneurs with 1.5M Instagram followers.
This is a more effective approach: curate small communities on purpose. Replace “grow my followers by 50%” with “meet 10 prospects who will adore working with me.” The wrong metrics will make you sick. The right ones will accelerate your impact, and I see women entrepreneurs making a huge impact through their micro-communities.
From long-term groups where people can learn together (my mentor calls hers a “community of practice”), and pop-up groups on Facebook, to large communities with multiple topic threads on platforms like Mighty Networks, there are many ways to create micro-communities online. I see entrepreneurs in the women helping women economy offer mini-courses, challenges, and programs (free and paid) through groups like these.
But if you’re in one kabillion Facebook Groups (like I am), maybe you’re over online groups. You want to do something different.
Ask yourself:
- How can I give my people a private glimpse into my life and business? (Maybe Instagram Stories Close Friends? Sending a special email from my actual email address instead of InfusionSoft?)
- What unique opportunities can I offer my people?
- How can I spark more conversation? (Perhaps a Slack channel or WhatsApp group?)
- Do I have a Share Squad — a group of colleagues and professional friends that refer and share each other’s content?
- What could I host that my people would LOVE to attend?
Remember: not all groups are for you. You don’t participate in all one kabillion of those Facebook groups, and many people won’t want to participate in yours. So SET IT UP that way! Ask yourself: who is my community NOT for?
3. A Surge of Women-Funded Ventures
In 2020, we will see more organizations like Operator Collective, The Pinkubator and SheEO as we rewrite the “rules” about how and how much to invest in startups, programs, and companies that impact and serve women.
Watch them. They will gain traction in 2020 and beyond. And by keeping an eye on their investees and investment opportunities, you will position your business right where it needs to be.
This article caught my eye: Why 90% of the Investors in This New Silicon Valley Venture Fund Are Women. The full article is worth reading, but first I’ll spoil it: because no one had asked these women to invest before—and because the fund has a sliding scale.
Because of the wealth gap (1) and wage gap (2), it’s no surprise that women have fewer millions of dollars to invest in their peers, mentees, and others. But many women do have thousands and tens of thousands to invest. This is why it’s asinine to do business investing as usual: it leaves women—and our money—out.
The women helping women economy changes that, by lowering the barriers to enter a venture fund, for example, or by crowdsourcing small donations, for another. That’s why I’m committed to providing marketing consulting to North America’s most recognized women entrepreneurs in this economy. Sexism is bad for everyone, and part of how we change it is by giving more power—via resources like greater networks, influence, and money—to women.
4. A Trend Entreaty: Rally Around Women
I have a plea for a 2020 trend I would love to see: more people rallying around women in power when they are targeted to strip them of power. An example:
2019 was a rough year for former U.S. Representative Katie Hill. She swung a Republican district while divorcing an abusive man, and while having an affair with a campaign staffer. Then, private intimate photos of her were published by Daily Mail (allegedly provided by the ex-husband).
2019 was a rough year for Jeff Bezos, too. He and his wife of 25 years split up. His affair with another woman was publicized, and the National Enquirer threatened to publish dirt on him—dick pics—unless he dropped an investigation into the Enquirer’s parent company.
Katie Hill resigned from Congress. Jeff Bezos is still the chairman of Amazon’s board, and was called a “genius” for how he handled his situation.
A question: What if Katie were called a genius for handling an abusive ex, right-wing media trolls, her own lapse in judgment, and serving her district with power? Did she really HAVE to resign?
To be clear: I am not victim-blaming, or saying Katie Hill should have done anything differently. We all do what we need to to take care of ourselves. I AM saying: what would have been different if we had rallied—TRULY rallied—around Katie Hill? If we had pledged our support to keep political power in the hands of this woman?
What if a slew of women had published nude photos on social and tagged Daily Mail, with “I Support Katie Hill” written across our breasts? What if male and gender-non-binary allies had, too?
It would be extreme, sure. But it would get the point across. So what if a woman takes photos of her naked self? Apparently, we accept this kind of behavior from men (I mean, I can think of at least one president who had an affair while in office…). Why should Katie being held to a different standard?!
I hope to see this trend in 2020 and beyond: when women with power are taken down for engaging in natural human behavior (or indiscretions), we—the community of women helping women and beyond—don’t stand for it.
Progress feels like one step forward and two steps back. The odyssey for gender equality is no exception. But progress is progress, and as more women start and grow businesses, soar beyond the seven-figure mark, invest in the women around us, and run for (and stay in) office, progress toward gender parity accelerates.
Are you a woman entrepreneur providing services that serve and impact women? I’d love to talk with you. Let’s connect: https://calendly.com/evajannotta/
Sources:
- Mind the 100 Year Gap, World Economic Forum
- Economic Inequality Across Gender Diversity, Inequality.org
- The 2018 State of Women-Owned Business Report, American Express
- A look at the pay gap between male and female executives, Pitchbook
Special thanks to Amy Wright for edits. Featured image via CreateHER Stock.
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Check out these 2020 business trends for women entrepreneurs from @Eva Jannotta —they’re not what you’re expecting (especially re #SocialMedia)! Discover what is au courant in the women helping women economy: https://www.simplyputstrategies.com/blog/women-helping-women-economy/4-renegade-trends-to-fuel-the-women-helping-women-economy/ #WomenEntrepreneurs #WomenHelpingWomen #WomenInBusiness #GenderEquality #GenderParity #GenderEquity #WomenHelpingWomenEconomy
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Are you dedicated to achieving #GenderEquality? These are the business trends to pay attention to—and they’re NOT what you expect (especially re #SocialMedia). Discover what is au courant in the #WomenHelpingWomen economy: https://www.simplyputstrategies.com/blog/women-helping-women-economy/4-renegade-trends-to-fuel-the-women-helping-women-economy/ by @evajannotta
