How Women Entrepreneurs Leverage Digital Tools to Scale Their Businesses

By: Sharmila Sandeep, Head Marketing, Saint-Gobain

Sharmila Sandeep is a marketing professional with over 18 years of experience across FMCG, Retail, Media, Construction materials, and Banking industries. She has played a vital role in strategizing and upgrading the brand positioning of top consumer brands like Bisleri, Arun Icecreams, Arokya Milk, Fevicol, Radio Mirchi, etc.

In conversation with Women Entrepreneur India, Sharmila shares her views on the upcoming trends in the realm of digital technology and its influence on women-led businesses in the future.

How has the rapid advancement of digital technology impacted the business landscape for women entrepreneurs?

Digital technology has made a big impact on how women entrepreneurs run their businesses. In the past, women faced many challenges, like not having enough money or social connections to grow their businesses. But now, digital technology has made things fairer for them.

With the help of digital tools, women can easily find information and resources online. They can take online courses, join webinars, and get advice from mentors for every kind of guidance they may require for their business. This is especially useful for women in remote areas who can't travel to attend workshops.

Social media, like Facebook, Twitter, and Instagram, has also been a game-changer. Women can use these platforms to reach out to potential customers and partners, promote their products, and make their brands known. As a result, more women are starting successful businesses.

As technology keeps advancing, there will be even more opportunities for women entrepreneurs. By using these digital tools well, women can overcome obstacles and build thriving businesses.

What challenges might women entrepreneurs face when adopting digital technology, and how can they overcome them?

Women entrepreneurs face some challenges when they try to use digital technology in their businesses.

These challenges include Limited access to technology and the internet in certain regions and few communities hinder women entrepreneurs from fully embracing digital tools.

Many women entrepreneurs lack the technical skills required to effectively use digital tools and platforms for their businesses.Concerns about online security and privacy can deter women entrepreneurs from embracing digital technology.

Many digital resources and platforms are primarily available in English, creating a barrier for women entrepreneurs who are more comfortable in regional languages.

Addressing these challenges requires a collaborative effort from the society and women entrepreneurs themselves. Fortunately required training modules, guidance videos and mentors are available on the digital platformsVia YouTube, blogs, Facebook, online training modules. By providing mentorship and a supportive environment, women can overcome these obstacles and fully embrace the benefits of digital technology for their businesses.

How can digital marketing strategies empower women entrepreneurs to build strong brand identities and connect with their target customers?

Digital marketing strategies offer women entrepreneurs a powerful toolbox to build strong brand identities and connect with their target customers in innovative and effective ways. With advancement in digital tools and apps making videos and content to showcase one’s business offering, and service is becoming easier. Content marketing has been the key in effectively influencing the targeted customers. Today most women entrepreneurs have effectively embraced the digital tools and showcase their business via reels, GIFs, Insta stories, product testimonials, and vlogs to the targeted audience without any barrier of geographic limitation.

Digital marketing allows for precise targeting of ads based on demographics, interests, and online behaviors. This means women entrepreneurs can reach the exact audience that is most likely to be interested in their offerings.

It important women also gain basic knowledge on Digital marketing tools which can provide detailed analytics that show which paid digital advertisingis working for them and which need adjustment for better ROI. Women entrepreneurs can use these insights to refine their marketing approaches and make data-driven decisions while investing on paid digital advertising.

What trends can we foresee in the realm of digital technology and its influence on women-led businesses in the future?

The future of digital technology is very promising for women-led businesses. As technology continues to improve, women entrepreneurs will have more tools and resources to help their businesses grow. In India, the realm of digital technology is continuously evolving and is expected to have a significant influence on women-led businesses in the future.

E-commerce and Online Marketplaces: The growth of e-commerce and online marketplaces will continue. Women-led businesses can leverage these platforms to reach a broader customer base, both within India and internationally, without the need for a physical store.

Social Commerce: The integration of shopping features into social media platforms is becoming more prevalent. Women entrepreneurs can use this trend to directly sell products through social media posts and stories, enhancing the shopping experience for their customers.

Digital Payments and Cashless Transactions: With the government's push for digital payments and the rise of digital wallets, women-led businesses can benefit from offering seamless and secure online payment options, making transactions easier for customers.

Local Language Content: As internet penetration increases in rural India, creating content in local languages will help women-led businesses tap into new markets and better engage with a targeted audience.

Personal Branding and Storytelling: Indian consumers often connect with businesses on a personal level. Women entrepreneurs can utilize social media and digital platforms to tell their stories, share their journey, and build authentic personal brands.

Rise of Online Education and Skill Development: Online learning platforms are likely to gain more traction. Women entrepreneurs can enhance their skills and knowledge through these platforms, enabling them to run their businesses more effectively.

It's important for women entrepreneurs to stay updated with these trends and adapt their strategies accordingly. By embracing the evolving landscape of digital technology in India, women-led businesses can leverage new opportunities to expand their reach, enhance their brand visibility, and drive growth.