How can you be a more inclusive marketer who is conscious about inequities, racism, and reducing harm?
I’ve got some tips for you!
If you are new here, I am a Certified Diversity Practitioner and I work with entrepreneurs, small business owners and corporations on adding more inclusive policies and practices and marketing efforts into businesses.
I focus a LOT of my work on unpacking privilege, reaching wider audiences and being intentional about marketing messages.
Because the truth is that the online/virtual business industry can be extremely harmful and exclusive. The great news is that YOU have an opportunity to do things differently.
First, let’s get back to the foundations.
What is inclusive marketing?
Inclusive marketing is being mindful and proactive about creating marketing messages that reach a wide range of people. Inclusive marketing is sensitive to different cultures, disabilities, sexual orientation, gender and background.
It is about being intentional about messaging, accessibility, sensitive topics and reducing harm whenever possible.
If you are noticing a theme here, inclusive marketing usually doesn’t happen on accident. Inclusivity happens on purpose and can be added into marketing campaigns and efforts.
Here are my top tips to become a more inclusive marketer.
1. Be mindful of your messaging:
If I had a penny for every time I saw a sales page with “yasss queen” on it, I would probably have a thousand dollars to invest into index funds!
But seriously, AAVE (African-American Vernacular English) has no place in marketing, if you are not Black. I understand that this can be hard to deal with because of #popculture and the commodification of all things Black culture, but I strongly suggest checking out this list of AAVE and removing all that this list entails.
Why do this? Because if you are NOT Black, you could be turning off and offending your Black clients and potential clients. Using this language when you are not Black is a microaggression, and should be removed. That is the opposite of inclusive.
Curious on how to remove this language and replace it with more appropriate marketing messaging? Keep an eye out for my Inclusive Language Guide coming soon!
2. Watch price accessibility and bonuses
The online coaching and business industries are full of “non-accessible” priced products. Meaning, that many of these “high-level” courses and programs are not affordable to the masses.
Be mindful when you are creating offers that have “pay in full” bonuses that offer money off if the client can pay the full amount upfront. You could be excluding those who do not have the class or socioeconomic privilege to pay in full.
Historically excluded folks more barriers to access credit lines and loans, so “taking out a loan or just putting it on a credit card” is harmful advice.
My advice? Give bonuses for early sign-ups and for joining programs during enrollment periods that do not include money off. Keep pricing accessible by offering payment plans and not favoring those who have more financial access than others.
3. Unpack your own privilege
- Oh no, the P word! Privilege is a hot-button word for many people, but it is important to pull back the layers and talk about how we bring our identities and privilege to the table as marketers.
To be more inclusive, you need to be aware of how your messaging lands with people who have different backgrounds than you.
That means exploring the barriers that you have and don’t have within your business. Maybe you have the privilege of accessing a business line of credit, due to your family paying for college and helping you avoid student debt.
You also could have the privilege of not having a disability, so you are able to work extended hours to get your business off the ground.
For both of these scenarios, it is important to understand your privilege before amplifying the message of “if I can do it, you can too”. Because this is not necessary true for everyone, based on the privileges that we are born with and have accumulated through life.
Lots to consider, but you can definitely make changes to be a more inclusive marketer!
Want to hear a more in-depth explanation of inclusive marketing practices as a leader? Check out my YouTube video below about inclusive leadership!
