Frictionless Growth Marketing

Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities.

Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions.

In this episode, I walk you through how to get started with a website and social media audit for your brand.

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The experiences you deliver play an important role in how well you do at converting people who are considering your brand. Far too often, brands deliver customer experiences that do not hit the mark for people from underrepresented and underserved communities.

As a result, conversion rates for people in those communities suffer, as they go off in search of another brand that does a better job at meeting their needs.

In this episode, I walk you through 3 ways you can increase conversions for your brand overall, by doing a better job of serving people from underrepresented and underserved communities.

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SEO is a common strategy marketers use to attract a broader customer base. However, most SEO strategies do not effectively serve the needs of consumers from underrepresented and underserved communities. And as a result, SEO doesn't often work so well as a customer acquisition strategy for diverse consumers.

But with an inclusive SEO strategy, SEO can effectively serve as a smart customer acquistion strategy for people from underrepresented and underserved communities.

In this episode, I walk you through my framework for an inclusive SEO strategy that will help you attract and retain a bigger, more diverse, and loyal customer base.

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Inclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/

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It is increasingly becoming more important for brands to consider the physical needs of consumers. Sixteen percent of the world’s population has some form of disability. This often doesn’t include people who have temporary or situational disabilities. Another growing sector of the population where accessibility considerations are growing in prominence is the aging population. Baby Boomers make up 21% of the population in the U.S., with the youngest of this generation beginning to enter their sixties. 

Recognizing the unmet need, Michael Graves Design, known as the most accessible design brand, has teamed up with furniture retailer to release the Michael Graves Design for Pottery Barn collection.

In this episode, I sat down with Ben Wintner, CEO of Michael Graves Design to learn more about their approach to creating products that work for a broader group of consumers, as well as about the partnership with Pottery Barn.

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Michael Graves Design for Pottery Barn

AI has a lot of biases in it. We know this, simply by considering the sources of the training data used. But knowing that AI have bias doesn't mean you can't or shouldn't use them in your marketing. Rather, it just means it is important to know the types of prompts to give your AI tools, to help root out the bias to create something that would be beneficial for the diverse group of consumers you want to reach.

In this episode, I sat down with Chi Odogwu, an AI Operations Strategist.

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Episode 95: Navigating the effective use of AI for inclusive marketing with Joyann Boyce

Chi Odogwu on LinkedIn

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Customer experience is an integral part of ensuring that the people you serve feel like they belong with you.

But knowing what actually creates a better customer experience can often feel like a guessing game. That's why using data as a marker to help you identify what works and what doesn't is a smart approach.

In this episode, I sat down with Jess Cervellon, founder of Open Late Collective, a consultancy focused on brand strategy, retention and lifecycle marketing, and customer experience.

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Open Late Collective

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Search engine optimization (SEO) is a common strategy brands use to attract their ideal customers. But a lot of times when engaging in SEO, marketers don't take the time to think through the different identities of the people they want to reach.

And as a result, the brand loses out on a lot of their would be customers, because they didn't take a more inclusive approach to their SEO strategy.

In this episode, I sat down with Dale Bertrand, Founder and CEO of Fire & Spark, an SEO agency to chat more about smart ways brands can be more inclusive with their SEO strategies.

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Fire & Spark SEO agency

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Many brands use pop culture brands in their messaging and content. It is a way for brands to relate to consumers and connect to them at a more emotional level that goes beyond a product offering.

But there are definitely times where brands should not be using pop culture references, because it has the opposite of the intended impact by pushing some of your ideal customers away from you.

This episode walks through 3 reasons why you should reconsider using pop culture references for your brand, and how to ensure any references you do use draw more of the people you want to serve to you.

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Inclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/

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Brands hold a lot of power. The imagery brands choose to use communicates in ways that influence consumers more than they realize. Brand imagery not only plays a role in how people view others but also in how they view themselves. Multiple factors play into the subconscious messages brand imagery communicates to consumers, including power dynamics.

This episode highlights for marketers the vital role they have in choosing visual imagery for their brand, and gives critical guidelines for how to represent people in a manner that produces positive outcomes.

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Understanding Photojournalism

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When you look at the ethnic group that is the largest in the U.S., by far, it is the Hispanic population. As of the 2020 Census, 18% of the population was of Hispanic/Latino descent. And this number is growing.

Another analysis from the U.S. Census showed that 1 in 4 children in the U.S. are Latino.

As a brand, particularly if you are marketing to consumers in the U.S., know that having a sound understanding of how to market to the Latino population is increasingly becoming more important.

To help you navigate how to market to this growing customer base, I sat down with Federico Gagliardone, COO at MECENAS, a minority-owned publishing and full-stack media company that connects brands with U.S. Hispanic and multicultural communities.

And if you’re not in the U.S. or not marketing to consumers in the U.S., this episode is still totally worth the listen, because many of the principles are applicable to underrepresented and underserved communities.

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MECENAS

WeAreCocina.com

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