Frictionless Growth Marketing

Publishing inclusive content is a smart way to make more of the people you serve feel like they belong with you. But far too many brands produce content that makes people feel "othered" or where they can't even see themselves or who they aspire to be. No bueno.In this episode, Natasha Pierre, video coach, strategist, and host of The Shine Online podcast covers how to make your content more inclusive so you can make more people feel seen and build a more diverse customer base.Get the transcript hereKey points: How video content has changed the way people buy How brands often make consumers feel "othered" which pushes them away How to build a diverse customer base How to create a customer experience that makes the people you serve feel seen How to be inclusive with your video content when you're the face of your brand Why how you talk about things in your content matters in whether or not people feel like they belong with you How to use video content to increase your authority and visibility Why we need more creators from underrepresented communities to show their faces in content Why it's the responsibility of marketers and creators to change the narrative Links:Shine With NatashaJoin the Inclusion & Marketing newsletter

Capturing consumer insights are an important part of any brand that wants to serve customers well. It's an important lever in developing a deep degree of customer intimacy that enables you to deliver products, services, and experiences that make the people you serve feel like they belong with you.But all consumer insights aren't created equal.And as you work engage consumers from underrepresented and underserved communities, having a deep degree of understanding of their experiences, their dreams, desires, fears, and frustrations, and how those all may be different from those in the masses is essential.But too often, brands don't adapt their approach to capturing insights to enable them to get both the depth of insights and understanding of them to make effective decisions.In this episode, I chat with Renita Bryant, CEO if Sights Set Consulting, a consumer-centric market research consultancy, about how to incorporate inclusion into your market research processes to ensure you get the insights you need.Get the episode transcript hereKey points discussed: The role insights play in building an inclusive brand Why representation matters throughout the entirety of the market research process Why brands need to move away from the general market approach when it comes to research How to ensure you're able to effectively act on the insights you gain in your campaigns with diverse communities Best practices for getting insights from underrepresented and underserved communities How biases negatively impact the insights you capture How to ensure you get a diverse cross-section of people in your research studies Sights Set ConsultingJoin the Inclusion & Marketing newsletter

Unfortunately, in 2023 gender pay gaps exist. And worst yet, gender pay gaps exist even more so when you look at the data for women from underrepresented and underserved communities.These disparities in women's pay vs. their male counterparts negatively impact belonging for the people on your team, which of course in turn negatively impacts how well they make the customers you serve feel like they belong.In this episode, I walk you through practical ways you can work on closing the gender pay gap both within your company and within your industry.Get the transcript hereJoin the Inclusion & Marketing newsletter

To build an inclusive brand you have to have an inclusive culture. It’s really hard to authentically attract and retain customers from underrepresented communities, if you do a poor job of attracting and retaining talent from underrepresented communities.Because workplace culture is such an imperative, I am thrilled to bring you this chat with today’s guests, Leanne and Al Elliott, hosts of the Truth, Lies, and Workplace Culture podcast, and co-founders of a workplace culture consultancy, OblongHQ .Leanne is a certified business psychologist and leadership coach, and Al is a serial entrepreneur - a great marriage of theory and practice.Get the episode transcript hereOblongHQRx7 Foundations of an Inclusive CultureIntroducing the Rx7Truth, Lies, and Workplace Culture podcastDive deeper into with the Inclusion and Marketing newsletter.

Customer success doesn't happen at the same rate for everyone. The customers you serve with differences, including those who are BIPOC, often have external factors that negatively impact their journey to success. The good news is, you have the power to implement products, services, and experiences that pave the way for a greater degree of success for your BIPOC customers and others with differences.In this episode, Natalia Sanyal, an anti-oppressive copywriter and brand strategist talk about an approach she's taken to make her BIPOC customers feel seen, cared for, and have a greater likelihood of both enjoyment and success with her programs.Her approach is one that can be replicated and adapted to fit your business needs and the consumers you serve.Links mentioned in this episode:Get the episode transcript hereEpisode 45: Factors That Influence Your Customers' Success You Need to Be Aware OfEpisode 38: [Listen to Them] Black Women Are Used to Being the Only Ones Like Them in a Room in Professional Settings. Here's What it's LikeNatalia's websiteJoin the Inclusion & Marketing newsletter

Over the past few years more brands have started to lean harder into more inclusive campaigns. As we look at SuperBowl campaigns for 2021 and 2022, inclusion took a more prominent role. That wasn’t the case in SuperBowl LVII. The celebrity filled ads seemed to have different goals.While inclusion didn’t feel like it was actively considered in the majority of ad campaigns, there were still major wins throughout the event that are worth calling out, as well as one noteworthy ad from the NFL that did hit the mark from an inclusion standpoint.Get the episode transcript hereJoin the Inclusion & Marketing newsletter

We all want the people we serve to be successful. However, there are other customer success factors that influence the outcomes of both your team and your customers -- that have nothing to do with the products, services, and experiences you deliver. And those factors have to do with their differences. Unfortunately, the differences of people on your team and the customers you serve, can cause them to get different results from those in "dominant" groups.I cover what the most common differences are that can have a negative impact on your customers' success, why, and how you can go about closing the gap to support everyone you serve, so they can thrive.I'm hosting a live workshop to help you identify and address these factors on Friday, February 24 at 12pm EST. It's called:How to Build Experiences That Make Underrepresented and Underserved Talent Consumers and Talent Feel Like They Belong.Get registered here at www.listentothem.co.I'll send you the replay even if you can't attend live.-----Get the episode transcript hereJoin the Inclusion & Marketing newsletterLinks mentioned in this episode:Racial Bias in Healthcare studySephora Racial Bias in Retail studyVC's investment in women and minority owned startups - Diversity VC Data Jereshia Hawk IG reelNegative stereotypes re: Black people - scientific data

Just because a brand decides to engage in inclusive marketing, doesn't mean the consumers they want to attract will automatically respond favorably.Trust needs to be earned before consumers from underrepresented and underserving communities will feel like give their attention, dollars, and loyalty.In this episode Black consumers share what brands have done and should do to earn their trust.Go to www.listentothem.co to listen to all the episodes in this series. There you'll also find details about the live workshops February 22-24, 2023 [Replay is available, you can access once you sign up] to help you develop action plans based upon the insights from this seriesGet the transcript of this episode hereGet the Inclusion & Marketing newsletter

Representation matters. But not all representation is created equal. As more brands are starting to produce more representative imagery, consumers from underrepresented and underserved communities aren't necessarily jumping for joy. Some are actually turned off by it.In this episode, Black consumers share their responses to more diverse visual imagery, and what brands can do to engage in inclusive and representative imagery in a manner that draws them closer to to them.Go to www.listentothem.co to hear all the episodes in this series. There, you'll also find details about the live workshops February 22-24, 2023 [Replay is available if you're coming to it after the live event. Sign up to get instant access] to build action plans based upon the insights from this series.Get the transcript of this episodeGet the Inclusion & Marketing newsletter

Brands have a lot of power. Whether you are intentional about how you use it or not, your products, visuals, communications, and the experiences you deliver have an impact on the way consumers feel.Make sure that impact is one you desire to have.In this episode, consumers talk about the power brands have on influencing consumers, and what they can and should do to use that power for good.Go to www.listentothem.co to find all the episodes in this series, and to get details about the live workshops February 22-24 [Get instant access to the replays when you sign-up] to develop action plans based upon the learnings from these episodes.Get the transcript hereGet the Inclusion & Marketing newsletter