The document provides tips and examples for acquiring and engaging women online through various digital marketing channels such as sign-up ads, search, rich media, email, blogs, Facebook, and Twitter. It discusses best practices for each channel such as using timely follow-up for sign-up ads, testing different ad copy for search, focusing on engagement for rich media, segmenting lists for email, showing personality on blogs, providing value on Facebook, and using exclusive deals on Twitter. The overall goal is to acknowledge the value of women's contact information, connect brands to women searching online, and build trusted relationships through relevant and engaging content.

1. Acquiring and Engaging Women OnlineExamples and Tips

2. Sign-Up AdsAcquiring Information From the Right Women, Wherever They Are OnlineA database of contact information targeting just the right women is valuable, but permission to use that information is priceless. Here are some ways to acknowledge that.Timeliness: Follow-up in real-time and do your best to keep the consumer engaged.Exclusive offers: Acknowledge the value of their contact information with discounts or other offers not available elsewhere.Start off strong: Use auto-responders to provide a high-value offer right away.Track: Segment lists based on where the information was collected – this allows you to compare the success and ROI of one medium against the other. 2

3. SearchConnecting Brands to the Women Who Are Searching for ThemSearch can be an extremely effective method of connecting to women with an intent to purchase your product, but there are a few things to keep in mind:Search patterns may vary: Women may use different search terms when seeking information online.Copy matters: Your ad copy should appeal to your target audience. To accomplish this you need to know what drives her intent to purchase.Location, location, location: Don’t discount the content networks (currently called “Display Network” on Google), Content networks can help you reach women who are researching your product online.Specific offers: Use landing pages and special offers (promotions, discounts) to bring your value proposition to the forefront. 3

4. Rich MediaDynamic InteractionRich media helps take your brands display advertising beyond banners and clicks to engage with women in a unique way.Engagement: Focus less on just clicks and consider interaction rates including video completion, engagement with rich media features and expansion.Keep it simple: If you want women to engage, create a well-organized flow of information and a thoughtful, purposeful call to action with a specific objective.Don’t be afraid to test: You may find that women on particular websites value one feature (a game, a store locator, a coupon code), while women elsewhere prefer another feature.Be adaptable: Make suggestions to your team about improvements and alterations that could lead to a more successful campaign.Keep it fresh: Rotate creative every 2-3 weeks if you’re running ads continuously on a website. 4

5. E-mailImmediate, Relevant DialoguePermission based e-mail is one of the most cost-effective methods of maintaining communication with your consumers. Here are some ways you can achieve the highest impact with e-mail:Segment: Make your message as relevant as possible by targeting subsets of your database.Immediacy: Response messages should be received immediately following the action that triggered them.Timing: Test varied days, times, and frequency for your sends. (Example: women typically respond better for Sunday evenings than men.)Re-engage: Segment out users who have not engaged with your list and provide a special offer to re-engage.5

6. BlogsBuilding TrustYour brand won’t establish trust with women by filling a blog with generic marketing copy. Here are a couple of ways you can build trust:Be personal: Share real-life stories, ideas, and experiences of women on your team.Show personality: Every brand has a personality; let yours show through on your blog.Relevance: You have identified your target market for a reason; don’t hide that reason.Be real: To build trust, you have to earn it; make sure your sincerity shines through in every blog post.6

7. FacebookConnecting Women to the Brand (And Each Other)It takes more than a page. Facebook makes it easy to put your brand out on the social space, but if you really want to make a connection you’ll need to put in the time and extra effort.Provide value: When women connect with your brand on Facebook, they are using time that they could devote to friends and family. Make sure that time is rewarded.Be engaged: Remember that social media is about relationships, and relationships require two-way communication.Be creative: If you want to expand your connections and the reach of your brand you will need to be entertaining, informative, or relevant in a way that is unique enough to share with others.7

8. TwitterReal-Time Community BuildingAt 140 characters or less, Twitter provides a unique challenge to marketers seeking to build a community of women – here are some ideas for catching their attention quickly:Twitter-only specials: Provide deals that are only available through Twitter.Advanced notice: Have something good (a deal or contest) coming up? Let your followers know ahead of time so they can spread the word!RTs (re-tweets): Sometimes your followers say it best, and re-tweeting can show that you’re a part of the community.8

9. 9For questions or more information about LeapFrog Interactive contact:Maury HillVice President, Business Developmentmhill@leapfroginteractive.com502-212-1360