Frictionless Growth Marketing

By this time of year, normally we don't see too many LGBTQ+ celebrations from brands. Pride month has passed, and many brands are back to business as usual, which in a lot of cases means they aren't doing much of anything to make LGBTQ+ consumers feel seen, supported, or like they belong.

Brands that do a good job of serving the LGBTQ+ community do it all year long. In this episode, I walk you through ways you can build an LGBTQ+ inclusive brand that makes people from the community feel like they belong, no matter when they encounter your brand.

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Episode 58: How to build an LGBTQ+ inclusive brand with Hank Paul

Engaging customers that speak other languages is a smart strategy for brands to grow. But too often, marketers think that an effective multilingual content strategy is just about translating your existing content into various languages.

The reality, doing that may not bring you the results you desire.

In this episode of the inclusion and marketing podcast, I walk you through my framework for implementing an effective multilingual content strategy that enables you to convert more customers.

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Episode 127: How to create a multilingual content strategy with Selim Dahmani

Every time I see data about the changing demographics in the U.S., it seems like my jaw drops open.

Did you know all that, cause I sure didn’t.

And when I think about this from a marketing standpoint, it’s clear that brands need to factor these changing demographics into their strategies.

The data I mentioned came from the U.S. Latino Youth 2030 Report, conducted by Kantar in Collaboration with the Latino Donor Collaborative.

I wanted to dive more into this data and the implications, so I sat down with Ana Valdez, President and CEO of the Latino Donor Collaborative.

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U.S. Latino Youth Report 2030: from Kantar and The LDC

Latino Donor Collaborative

In the summer of 2023, the U.S. Supreme Court said that it was no longer lawful to use affirmative action as a way to diversify the number of students colleges and universities accepted each year. As a result, a decades-old policy meant to help universities do a better job of building a diverse and representative student body is no longer valid.

As a result, many companies have been reevaluating their own recruitment and hiring policies to address how they could go about building a diverse team – in a way that is, of course, legal.

From a marketing perspective, data shows that many marketing teams are quite homogenous. And that homogeneity – that isn’t representative of the actual consumers brands serve, often results in brands not doing the best job of being inclusive in their marketing.

So, what’s a brand to do?

Well, for this episode, I sat down with an expert, Leanne Elliott, a business psychologist who’s had years of experience with his. Leanne brings some guidance for you on how to build a diverse team in this environment. And I have a feeling if you follow Leanne’s advice, which is rooted in lots of hard-core data – you’ll do a better job of building a diverse and representative team that outperforms those that aren’t representative.

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Background on political climate impacting hiring --> Why brands have broken DEI promises

Leanne's Company - Oblong HQ

Leanne's podcast - Truth, Lies, and Work

Episode 48: How to create an inclusive workplace culture with Al and Leanne Elliott

There’s a lot going on in the world these days, which often means there’s lots going on in the world of inclusive marketing.

And sometimes – certain topics really just require a conversation – an opportunity to work through thoughts, feelings, and ideas – on the journey to forming opinions.

So that’s what we’re doing on today’s episode.

I sat down with a few folks from my inclusive marketing crew – some voices you’ve heard before on this show, and one new one, you’ll get introduced to.

So after this short break, you’ll here the latest “inclusive marketers reaction” show – me and my colleagues do a deep dive to discuss important topics bubbling up in the world of inclusive marketing.

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Companies rolling back DE&I policies

New York Times article re: Kamala Harris "combative" debate style

LinkedIn post with discussion about New York Times article

Microfeminism TikTok

Inclusive Marketer's React: McDonald's, Sainsburys, Barbie Movie, and more

Inclusive Marketer's React: Ralph Lauren and Zara debacle

Matthew Tsang Episode (#76): Nothing about us without us, and working with an inclusive marketing agency

Mariam Shahab Episode (#74): How to authentically engage Muslim consumers

When it comes to business events, particularly those where important and transformational relationships are formed, it's very common for them to not be inclusive -- particularly for people who, for whatever reason, don't engage in specific activities that are considered "norms" in these types of settings.

A big part of inclusive marketing is challenging what is often considered to be "normal" in your quest to make more of the people you want to serve feel like they belong with you.

In this episode, I sat down with Eman Ismail, an email marketing strategist and copywriter, and founder of Eman Copy Co, an email marketing microagency. We had a really insightful chat about her experiences feeling excluded by the norms at many events, and how it made her feel, as well as how it impacted her success.

We also walk through practical examples for brands for how to create more inclusive events that enable more people to achieve success and feel like they belong with you.

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Let's work together

Eman Copy Co

Mistakes That Made Me podcast

Eman Ismail on LinkedIn

Customer acquisition is one of three core components of any good and effective inclusive marketing strategy. In particular, brands must prioritize "inviting" consumers from underrepresented and underserved communities to be their customers.

In this episode, I walk you through seven customer acquisition strategies smart brands use to win new customers from often ignored communities.

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Work with me

Visuals, examples, and links mentioned in this episode

Being successful with inclusive marketing is about more than just the marketing. It requires building an inclusive brand that supports communities and thinks and behaves inclusively throughout the organization.

That's what consumers say they want.

In this episode, I walk you through why building an inclusive brand is essential to your success with inclusive marketing. I also show you how to build an inclusive brand with my 5C Inclusive Brand Framework.

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Let's work together

It is very likely that people who speak different languages also have the problem your brand solves. As such, a smart way to grow your brand and customer base is to intentionally engage with consumers who speak other languages with content that attracts, converts, and retains them.

In this episode, I sat down with Selim Dahmani, a Senior Growth Manager at HubSpot, who is focused on growing the brand in the French market.

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Let's work together

Selim on LinkedIn

A lot of brands have unnecessary friction in the customer experiences they deliver. That friction negatively impacts those brands’ conversions. That friction and impact on consumers is even more pronounced when it comes to people from underrepresented and underserved communities.

This episode is all about how to identify and get rid of the friction in the customer experience your brand delivers specifically for consumers from marginalized communities. As a result, your conversions will increase.

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Visuals and examples mentioned in this episode