Between the years of 2016 and 2022, the United States population growth came almost exclusively from people of color. If the considerable increase in conversations about diversity hasn’t convinced you yet, just listen to the numbers. As a business owner, it’s imperative that you connect with your target audiences. And inclusive marketing is what will help you do that. Inclusive marketing, also called diversity marketing, is marketing content that intentionally mirrors the diversity of your audience and of our population at large.
When you market inclusively, you ensure that your messaging connects to everyone regardless of:
… and more. Inclusive marketing focuses on generating a sense of belonging for anyone who comes from underrepresented, underserved, marginalized, or minority groups. An inclusive marketing approach will lead to benefits such as reduced employee biases in your organization and less discrimination or prejudice. You’ll further enjoy benefits from sharing wider perspectives in your inclusive marketing campaigns. So, how can you create more inclusive marketing? Here are 4 ways to do it:
Research Your Audience and Revise Your Marketing
The first step to inclusive marketing is to research your audience and act on your findings. If you live in a place with Spanish-speaking people, perhaps you can infuse materials in Spanish throughout your marketing campaigns. But don’t just look to represent your current customers. You can cater to disabled persons by increasing accessibility of, say, your social media posts with the use of in-video captioning and image descriptions in your captions.
Promote Representation in Your Inclusive Marketing Strategy
The next step is to represent your audience by tapping into the full human spectrum and including them in video and photo-based marketing campaigns. In one research study, we learned that people are way more likely to buy a product or service after viewing an ad they considered genuinely diverse and inclusive. The Latinx+ population is 85% more likely to act, as is the LGBTQ population. Black people and Asian or Pacific Islanders both have a 79% higher likelihood of purchasing after seeing an inclusive ad.
Create Campaigns Directed Specifically Toward Your Diverse Segments
With inclusive marketing, you have to be authentic, mindful of your tone and language, and respectful. Once you’ve done your due research, you can build out campaigns around your diverse target segments. For instance, you can curate a marketing campaign to speak directly to older women for, say, a beauty product. Always remember to avoid stereotypes, and avoid language that has historically been used in demeaning or offensive ways. Finally, don’t fall into the trap of appropriation. Context is key.
Secure Long-Term Growth With Inclusive Marketing
Are you continuously learning about your audience in order to create impactful ads that reflect diversity? Don’t miss out on the chance to build better relationships with your customers, increase your profit potential, and secure long-term growth for your business. Get a head start against your competitors by using these inclusive marketing examples. Or just hire PSM Marketing to help you easily adopt inclusive marketing into your business. Give us a call today!