July 6, 2021 - Brittany Garlin
A marketer’s guide to the LGBTQ community is necessary for producing diverse and inclusive marketing strategies that matter in 2021. At some point in your content creation process, you’ve searched through stock photos and may have struggled to find an image that is both diverse and inclusive to all types of people in your target audience. Maybe you were lucky and found some great graphics, but truly diverse and inclusive content – the kind that resonates consciously and subconsciously with your audience – requires far more than an image. It requires thinking more deeply, from your audience research to your team structure, from your style guide to your user experience.
Marketers may want to be more diverse and inclusive in their marketing efforts but not know how to get started. Some businesses struggle to start being more inclusive for fear of saying the wrong thing and facing backlash. So, we’ve put together a guide for marketers on the LGBTQ community so that we, as an industry, can continue moving forward and connecting people with great brands.
The LGBTQ community is one of the most affluent communities in the US. Let’s look at the statistics.
Marketing diversity and inclusivity is the only way to build a successful business. The explanation is simple – all customers are diverse, all employees are diverse, and the global market is diverse. Consumers expect inclusivity from brands and want their real-life to be reflected in advertising.
Moreover, inclusivity and diversity within the workplace are a necessity. You should create a safe space for all employees. Having diverse employees on board, you have more opinions and views that lead to a better decision-making process. This has to be part of a company’s culture at every level.
Be authentic and genuine. It’s very simple, don’t hop on the bandwagon just for the sake of it; care about your customers and their rights as human beings. Build real relationships with people and support organizations and events that are important to the LGBTQ community.
Have a vested interest in their success and make sure they’re represented and visible in what you do as a company. One way businesses can actively build brand loyalty is to include diverse points of view and perspectives in their marketing material.
As a brand, you have diverse customers across the globe – various regions, economic classes, races, sex, creed, gender identity, and sexual orientation. One of the main components to understanding and marketing successfully to LGBTQ customers is having LGBTQ people on board.
Valerie Vargas, SVP, AT&T advertising and creative, says, “Many of our colleagues, customers, and clients are part of the community. We listen and make sure we are treating them equally and that they are represented and visible in what we do as a company.”
If you want to appeal to an audience that is not yet covered, try to put yourself in consumers’ place. That is why it is necessary to involve representatives of different cultures, communities, and identities to help you make decisions. Listen to those who are usually ignored and discover new creative approaches. This way, you will create a team that can resist stereotypes.
There are no perfect marketing channels to attract the LGBTQ community. Meet your customers where they engage the most – community events, social media, blog posts, or any other types of advertisements.
Also, your business can show up in communities, participating in Pride events, and supporting your employees through your Allies Network.
Below we have listed consistent steps that will lead the LGBTQ market player to success. They are almost universal for the whole world.
We hope our marketer’s guide to the LGBTQ community helped point you in the right direction to get started. If your business is looking for additional support, Agency Vista has researched, compiled, and verified the top LGBTQ marketing agencies to help your business stand out!
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