Broad Approach: Is Your Marketing Campaign Diverse Enough? / Sales / Last Modified: February 22, 2017

Content marketing campaigns have to be diverse if you want them to succeed. Don't just target one group—learn how inside.

Sales reps who use social selling are 50 percent more likely to reach their sales targets.

But while social media is an incredibly useful tool for meeting your goals, you need to keep in mind that it’s a general audience.

There’s a difference between targeting a general audience and drilling down into your demographics.

If you are looking to increase your outreach, you may have already decided to zone in on different ages and genders.

One area you may not have considered is diversity. What the black community likes isn’t necessarily what the white community likes.

People all have different backgrounds and they all react to different things.

That’s where diversity marketing comes in. And by using it you can increase the power of your campaigns.

Related Article: Manager, Coach or Mentor? Different Roles for Different Goals

So What is Diversity Marketing?

Since most marketing campaigns are aimed at general audiences, you may not have heard this term before.

More and more businesses are discovering the benefits of setting their sights on diverse audiences. Diversity marketing drills down into audience groups.

Instead of targeting men in the U.S., you may decide to target black men under the age of 21 living in the New York area.

Do you see how accurate that is compared to the first group? This is the type of marketing that allows you to hit your target audience with a minimal number of wasted dollars.

You may have already been exposed to a number of prominent diversity marketing campaigns. Here are just a few to demonstrate the power of diversity marketing:

  • Swiffer is a household cleaning company. They created a marketing campaign that involved a disabled father receiving a Swiffer Sweeper care package. Not only did it target a new audience, it featured an additional use for the product.
  • Chevrolet produced a new TV spot that involved same-sex parents discussing their vehicles. Entitled "Pave New Roads", it painted the brand in a positive and inclusive light.
  • Coca-Cola released their marketing campaign on one of the biggest stages. At the Super Bowl in 2015, they kept things simple and had people of multiple ethnicities sing "America the Beautiful" in different languages.

You can be as subtle or as blatant as you like when it comes to diversity marketing. It really depends on your audience and the message you want to send.

Are you looking to make your product the heart of the campaign or a certain group?

Why Should You Invest in Diversity Marketing?

There are so many benefits to diversity marketing. They extend far further than simply reaching a larger audience.

This section details the many additional benefits associated with diversity marketing.

Avoiding Exclusion

Exclusivity can be a good thing in marketing, but it can also come back to bite you. You don’t want to alienate people by not including them in your marketing campaign.

When a business includes people from multiple races and genders, this sends a message. It’s subtle, but it does change how people see you.

Embrace Progression

Your audience is changing all the time. The old tactics employed by mass marketing gurus are no longer relevant.

Diversity marketing keeps you current because you are appealing to audiences from all backgrounds. Not only are you embracing marketing progression you’re embracing societal progression.

Subgroups are Bigger than Expected

What many companies that embrace diversity marketing are shocked to find out is that the subgroups they are targeting are larger than initially thought.

Furthermore, they are continuing to grow. This is the primary benefit of diversity marketing.

Related Article: 13 Ways to Attract a More Diverse Candidate Base

Practicing What You Preach

You can’t have an all-white company and then start streaming marketing campaigns that claim to be inclusive.

People are more socially conscious than ever before. If you promote your product as something, you have to follow suit.

In other words, if you claim to be inclusive to all races you must have more than one race represented within your company.

It’s led to major changes in recent years as companies large and small do their best to diversify their teams.

This doesn’t mean you have to hire people for the sake of it. Quotas most certainly are not the answer.

But you have to take an honest look in the mirror and think about whether your hiring methods are inadvertently prejudice.

There’s nothing wrong with it. If you are a white, middle-class American living in suburbia, the chances are you’re going to hire someone from the same background.

Everyone gravitates to people they can relate to. It requires making a bold decision to look outside that bubble.

Make an effort to do so.

How Blatant Does it Need to Be?

There’s no reason why you have to suddenly start targeting every single race, gender and orientation.

For a start, not every company can do this. If you are selling certain products or services, they simply may not appeal to specific demographics.

Begin by looking at the audience you have. If you have an audience that mainly consists of women, drill down into that demographic and find out who they are and where they come from. With all the analytics tools available, this is easier than ever to do.

You may discover that your women are of different ages, come from different areas of the country, and may even speak multiple languages.

To target them all, you have to do it subtly. Think of multiple marketing campaigns that target each sub-niche. It’s not difficult to do, even if it does require some additional thought and effort on your part.

It won’t take long before you discover that your campaigns are more potent because you are utilizing segmentation.

Make Existing Customers Happy

Diversity in content marketing isn’t just about bringing in new customers. Your existing audience will already be well aware of how diverse you are.

And many of them will see this as a barrier to them fully committing to you. Millennials are notorious for this because they investigate a company’s entire makeup before they allow themselves to become loyal.

Diversity marketing will make you appeal more to your target audience. It may lead to a customer becoming a fan and then a fan becoming a brand ambassador.

The more brand ambassadors you have, the more ordinary members of the general public you have marketing your brand for you. 

Related Article: 10 Surprising Facts About Millennials and Content Marketing

Last Word

As you can see, diversity in marketing is always a good thing. It may require some time to properly implement, but when you manage it you will start to see the benefits instantly.

How will you begin looking into and implementing a new, diverse marketing campaign today?

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