As marketers, we’re trained to divide people into groups based on demographics and market to those groups using specific tactics. But I’d argue that we need to go deeper.
It’s not just about targeting a specific group but crafting a marketing message that speaks to their individual needs and pain points. And that means being more diverse and inclusive in our marketing.
Think about it. We live in a multicultural world with a mix of races, religions, thoughts, and
More. As marketers, the only way we can truly connect with our audience is to understand their individual worlds. And that goes beyond “demographics.”
Here’s some tips for including diversity and inclusion in your marketing:
1. LISTEN
Ever heard the saying, “You have two ears and one mouth, so you should listen twice as much as you speak?” Well, in this case, that’s never been more true! Ask questions, and take the time to listen to the audience you’re trying to reach. Remember, you want a good understanding of who they are and what unique pain points they have to create value when it comes to your product or service.
2. LEAVE YOUR “DEMOGRAPHICS” AT THE DOOR
Let’s put demographics aside for a bit and consider all the factors that may guide their actions. Because, and repeat after me, just because someone fits into a certain demographic doesn’t mean they all feel, think, or want the same thing. Try nurturing your cultural intelligence by learning about celebrations and customs relative to different cultures. Familiarize yourself with different influencing factors such as education, experiences, abilities, etc. The goal here is to under the person and what makes their experience unique.
3. DIVERSIFY YOUR TEAM
A diverse marketing team typically means more diverse marketing. This one’s a given, but you’d be surprised at how many people don’t realize it. Having a diverse team when it comes to race, culture, and abilities means having a more creative and inclusive approach to your marketing. If you don’t have the means to create a diverse team, try talking to people outside of your immediate circle but make sure they’re representative of the unique perspective you’re trying to reach.
4. TRY LOOKING FROM THE “OUTSIDE-IN”
Instead of taking an inside-out approach to your marketing, I’d challenge you to look from the outside in. Remember, the objective is to see your marketing through their eyes, so you need to put yourself in their shoes. Will they hear and follow through on your CTAs? Does your copy resonate? Is your creative relevant? The point here is to put yourself in their shoes and really think like a marketer.
