Inclusive marketing is the key to any successful campaign. This kind of marketing creates trust, which, in turn, creates confidence amongst consumers. You may be thinking something along the lines of, "why is an Inbound marketing company writing about inclusive marketing? Isn't Inbound about targeting specific audiences, and therefore—in a way—excluding others?" If you're wondering those things, you’re not too far off. But you’re also not exactly right. Inclusive marketing, while it doesn’t target any single demographic, can open doors that would otherwise be closed off to you, and therefore also to your consumer. If done correctly, inclusive marketing can have a hugely positive impact on your brand—and, of course, on your clients. It’s a win-win.
So, without further ado, here are 3 quick tips to create a more inclusive, and therefore successful, marketing strategy for your brand.
1. Use humor at will.
Humor can be a hugely effective business tool. People focus so hard on creating a "professional" image in the eyes of their customers these days that they often forget how fun writing for the people they want to work with and for can be.
Humor establishes rapport and creates alignment. A joke that stems from a story is one of the best ways to create a sense of memorability, too, and in this day and age of electronic this, electronic that, there's hardly a single thing more important in the business world than establishing a sense of purpose—a way to make people turn their heads, and remember why they did so weeks, and even months later. As the saying goes: get a laugh, gain a friend.
2. Be more social.
And no, we don’t mean tweet more. Although, if you’re tweeting about a party your brand is throwing—then, well, by all means! When it comes to marketing, it's not just about inventing a social presence online. It's about the authentic, humanizing connections you're able to make with your potential customers and clientele. Bringing people together is a foolproof way to make your marketing endeavors more inclusive. If you strike up conversation with three people at a single party, and talk about your brand to any one of them, they'll likely pass on the knowledge you bestowed upon them. And while the person they talk to next may not be interested in what you're offering, or perhaps they may not fit any of your personas... it's okay. You've still managed to open up to the community, stretch your boundaries, and bring people together.
There is not a single uber-successful campaign we can think of that hasn't reached the masses in a way that's been undeniably public, and/or collectively oriented. We wrote a blog a while back, in fact, that dissects the three most viral marketing campaigns of last year. Check them out, and be sure to consider whether or not the information exposed in these tips is present. (Hint: they are).
3. Don’t be afraid to pull on people’s heartstrings.
Some of us are more apt to deny it than others, but when push comes to shove, we all have feelings. Yes, we said it: you have feelings. And guess what? So do we. Some of the most effective marketing brands not only use, but also rely heavily on emotion to get people to buy. Entrepreneur wrote a post a while back on how "Effective Marketing Appeals to Emotions Instead of Reason." Sounds kind of odd, no? Well, on average, the website tells us, consumers are exposed to over “5,000 advertisements every day”. However, in that huge number, only 12 will actually make an impression.
By establishing deeper value within your brand, potential consumers are more likely to really, truly pay attention to what it is you're trying to say or impart. Explaining what you'll do for your consumer, regardless of their persona, has been found to be the most important aspect of appealing to human emotion in marketing. And doing so by telling a story, or using some sort of relatable anecdote to pull on the heartstrings of your reader is very, very effective. By doing this, you’re not trying to take advantage of people’s emotions. No, nothing like that. But it’s important to remember that it’s okay—even more than okay, in fact—to play into the emotional cortex of others’ brains. To show that you’re human, just like them.
Keep in mind these concepts when you write your next blog post, or you’re deciding what type of event your brand is planning on throwing next. Establishing value for your audience is one thing, and doing so in such a way that makes them believe that there are humans on the other end of all of this is imperative. Inclusive marketing is, in a way, the only real route to take these days in order to build an emotional connection with your audience; it breeds a sense of inclusion that’s simply undeniable. Not only will this type of marketing strategy benefit you, it’ll benefit your customers, too. And who doesn’t want that?