Marketing To and For Everyone
Are you a small business owner looking to engage in marketing practices that are friendly to everyone? If so, welcome to the DEI marketing revolution. But what is it?
DEI Marketing Explained
Diversity, equality, and inclusion marketing is simply a quick and easy way to describe marketing that more accurately reflects what communities really look like. According to the Influencer Marketing Hub, the goal of this style of marketing is to ensure that everyone feels safe and included. DEI marketing allows for a more open culture and better brand expression.
When you market to a diverse range of people, you have a broader audience. You don’t exclude anyone, and you leave open the possibility of having an even better workforce. Diversity marketing inspires creativity, and when you bring individuals into your organization with different backgrounds, you are in a unique position to draw talent from a wider pool.
Before we get into specific marketing methods, it’s important first to know that you are ready to genuinely support the LGBTQ+ community. Genuine support is paramount to helping everyone feel included, safe, and comfortable with your brand.
Website marketing. One of the greatest things about the digital age is that we can market to a broad group of people all from one central location: the internet. If you don’t yet have a website, now’s the time to procure your domain and branding materials. Working with a web designer is an easy way to get a beautiful website up and running quickly, and you can collaborate with the designer to help bring your vision to life. Just keep in mind that if you’re sending images back and forth, you may need to change formats based on the web specialist’s preferences. This tool, for example, makes it easy for you to switch from PDF to JPG, or you can use a PDF converter to switch image files over to PDF.
LGBTQ+ event marketing. Marketing doesn’t have to stay online, and there are plenty of ways that you can host marketing events that welcome everyone. During Pride Month in June, for example, Shutterfly recommends hosting a mini parade and sharing rainbow-inspired foods. Keep in mind here that the point of DEI marketing is not to exclude anyone, so make sure that the straight and asexual members of your community feel welcomed as well.
Don’t forget about mental health. Being inclusive means being inclusive to everyone, not just people based on their gender or sexual orientation. In any of your marketing endeavors, make sure that you’re being friendly to those with mental health issues, such as PTSD, ADD, bipolar, and depression. Avoid using words with negative connotations, such as crazy or insane, which can marginalize people with mental health conditions.
Am I Making Progress?
Progress is not always easy to spot, and it doesn’t always immediately come in the form of increased revenue. If you’re not sure if your inclusive marketing strategies are taking hold, start by looking at your customer base. If you have a brick-and-mortar store, this may be as simple as stepping out from behind your desk and seeing who’s walking through the doors. You can also look at your followers on social media and check for mentions across the different websites and social pages.
Marketing to and for everyone does not mean that you have to change your entire marketing strategy completely. Instead, there’s nothing wrong with using tried-and-true marketing practices, such as having a website and hosting events. The primary difference here is that you become more conscientious of who you’re speaking to and ensure that your actions and tone are warm and welcoming to all.
Join the Borrego Springs Chamber of Commerce and take advantage of the many business-building resources we offer our community’s small business owners!
This Desert Deals is promoted by Borrego Springs Chamber of Commerce.