Frictionless Growth Marketing

Email marketing still remains a highly profitable component of the marketing mix for many brands. Data shows that even after many years of people declaring email marketing is dead, it still returns on average $36 for every $1 invested.

Because email marketing is so effective, I thought it would be great to walk you through how five brands have made it work even harder for them as they work to engage and convert even more customers.

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Episode 152: Build a large and diverse audience with an email newsletter, with Maria Gharib

Episode 112: How to make your email marketing inclusive with Samar Owais

Visuals of examples mentioned in episode

In this episode, I had the pleasure of chatting with Camila Victoriano, Chief Content Officer and co-founder of Sonoro, a fast-growing media company that is the 4th largest podcasting publishing company in the world.

She and I covered A LOT of ground, including Sonoro's partnership with Toyota to reach Latino consumers, what she’s hearing from brands about their response to the social and political environment surrounding inclusion and inclusive marketing, authentically engaging multicultural consumers, and so much more.

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Sonoro

Chasing Suenos - Toyota Corolla's video podcast

Camila Victoriano on LinkedIn

There are many ways to include more people with your marketing. Of course, there are best practices associated with inclusive marketing that enable brands to be even more effective with their efforts.

In this episode, I walk you through seven different ways brands tackled inclusive marketing, that enabled them to make a big impact with the people they wanted to serve.

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UNO Color Blind Accessible video

Episode 63: How Google makes its brand accessible

Proctor & Gamble: 'Widen the Screen'

Amazon Alexa Ad

Email newsletters are all the rage these days, with some popular publications having hundreds of thousands of engaged subscribers.

I’ve been learning a lot more about newsletters lately, and was especially curious about how successful newsletters think about and go about attracting and retaining a diverse audience.

So in this episode, I sat down with Maria Gharib, one of the primary writers of the Mindstream AI newsletter, which is fast, fast, fast growing, and already has an impressive subscriber base.

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Mindstream AI Newsletter

Maria Gharib on LinkedIn

Huda Beauty

Consumers want to reduce their risk as much as possible when making a purchase. And that desire increases exponentially when it comes to a product that not only has a higher ticket price, but has a greater possibility of being a hassle to make things right if the product doesn’t work out the way they’d hoped.

That's why case studies work so well -- they help eliminate risk in the minds of consumers.

The stakes are higher for people from underrepresented and underserved communities. Data shows that for a variety of reasons, they don't achieve success at the same rates. As such, have greater assurances that the product they seek has been shown to work for "people like them," increases their likelihood of conversion.

This episode walks you through how to increase the effectiveness of your case studies, by making them more inclusive.

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Episode 45: Factors influencing your customers' success you should be aware of

Episode 71: Rule #1 of Inclusive Marketing

Bol ad

L'Oreal campaign

What is tokenism?

Episode 81: Do this to increase customer acquisition for people from underrepresented and underserved communities

HubSpot case studies

Leadpages case studies

Plantmade

Video podcast testimonial I listened to

LGBTQ+ at Alloy

The Super Bowl recently happened in the U.S., and there was a lot of chatter leading up to it, during it, and well after it on a number of fronts related to inclusion and inclusive marketing. In this episode, I cover a lot of it, including the NFL changing the phrase in the end zone, the singing of 'Lift Every Voice and Sing' during the pregame, the ads, and much more.

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Roger Goodell says NFL got it wrong

Ledisi sings 'Lift Every Voice and Sing' at the Super Bowl

Roger Goodell reaffirms the NFL's commitment to diversity, equity, and inclusion ahead of Super Bowl VIX (first minute)

All Ads for Super Bowl VIX

Statistics on diversity in Super Bowl VIX ads

Super Bowl ads focused on women's empowerment

In episode 141 of the podcast, I talked about what is important for you to have to be effective with your inclusive marketing efforts over the long-term. In that episode, I talked about 10 different elements, and in this episode, we’re going to talk more in depth about what is arguably the most important element – leadership declaration.

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Episode 141: How to be more effective with inclusive marketing over the long term

Episode 113: How Lysol drives brand growth with inclusive marketing with CMO Gary Osifchin

When it comes to attracting new customers – and especially customers from underrepresented and underserved communities, it is important to remember that a looming question in their mind is: “Is this product for people like me?”

People like me could be anything — tall people, people who are introverts, people who speak my language, people from my socioeconomic background, people who aren’t tech savvy, people who are left-handed, people who are immigrants, people of a certain religious faith, people with a larger body size, people who are neurodivergent, people who are ex-convicts, people who are single, and the list goes on and on and on.

But as a brand – if you want to convert more of these consumers, it is critical that you answer this question for the people who are considering your product as clearly and as quickly as possible.

With this critical question in mind – in this episode, I’m going to walk you through 5 ways to focus on answering this question in a way that clearly and quickly communicates to the people you want to serve that they do indeed belong with you.

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Tabitha Brown TTLA testimonial

KitKat Iftar bar commercial

Google Pixel 8 'Javier in Frame' commercial

Boots controversial Christmas ad

Over the last week I've been riveted by ongoing developments in the legal feud between actress Blake Lively and actor and director Justin Baldoni, who worked together on the film It Ends With Us.

There so much to unpack with the filings, however, there is one point, that is the focus on this episode, that is very relevant to you from an inclusive marketing standpoint as you work to establish it as just the way marketing is done for your brand.

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Blake Lively lawsuit

Justin Baldoni lawsuit

Episode 117: Power dynamics in brand imagery

A core element of being effective with inclusive marketing and therefore any inclusive marketing strategy — is data.

We’ve got to know not just the rates at which your customers overall achieve success, but we’ve also need to know what that data looks like by subgroup.

In other words - we need to find out if everyone is achieving success at the same rates.

Now I’ve noticed the as I talk to different people and marketers about this, at times the thought of capturing and analyzing data in this manner feels uncomfortable.

So I thought it would be helpful to have a dialogue about this with someone who is steeped in data - particularly by subgroup all day every day.

After this short break - you’ll hear my conversation with Deborah Pickett — who will be bringing her expertise with data in the education system — and we’ll apply it to what you do in marketing’s

This is not Deborah’s first time on the show —- she stopped by way back in episode #19 - The Critical link between equity and customer success. It was a really great episode if I do say so myself, so if you haven’t listened, I’ll drop a link to it in the show notes so you can check it out.

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Episode 19: The critical link between equity and customer success with Deborah Pickett