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How To Capture Company Diversity With An Online Marketing Agency

For a long time marketers all aimed at attracting WASPS: white anglo Saxon protestants. This strategy used to make sense because they made up most of the consumer market. In 2020 that approach is not only outdated but potentially harmful to your business. Perhaps it’s time to seek an online marketing agency to ensure that you are reaching a full spectrum of new business.

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For starters, it ignores the changing demographics of the United States.

In 2019, millennials made up the largest generation in the United States and around the world. They are also entering their prime spending years, and this represents a golden opportunity for marketers everywhere.

Millennials today are the most diverse generation ever to exist, so narrow targeted campaigns will no longer work.

Inclusion is also a key value of this generation, and a significant 70% said that they wouldn’t consider a brand whose promotions and offerings weren’t diverse enough if there was another alternative.

What this means is that marketers today must embrace a concept now known as diversity marketing.

We’re going to give you an overview of diversity marketing from the perspective of an online marketing agency, strategies that you can utilize in your marketing efforts, and some examples from companies and that have used it correctly.

Diversity Marketing Definition

Diversity marketing refers to any marketing campaign that recognizes the differences within subgroups of people. These subgroups include age, gender identity, ethnicity, religion, sexual identity, disability, and so on.

You can go into even more segmentation through sorting them by weight, marital status, job occupation, education level, income, and you get the idea…

In short, diversity marketing means hyper-targeting your marketing campaign in order to connect with the largest variety of people within your target market.

When Should You Do Diversity Marketing?

When you’re starting out your business or brand, it’s ok to have a very focused business persona. However, as your business grows, you’ll need to reach out to a wider range of customers in a genuine manner. If your message is shallow, then you’ll experience poor results in your marketing and possibly incur other negative side effects. Here are some examples of those negative side effects:

  • Offending your target customers. If you aren’t diverse enough or come across as ignorant, then you risk offending your potential customers and possibly current ones as well. For example, addressing a group of people in the wrong way is a common mistake that businesses make.
  • You can lose out on potential customers. With diversity marketing, you can make your target audience feel like you know them personally, which will help you gain their trust. They can also relate to your brand better that way too.
  • Change can be difficult. Going from a non-diverse approach to a diverse approach isn’t easy, but the longer you wait the harder it will be to pull off. And as time goes on it will become harder to explain when your competition is going full steam ahead into diversity marketing.

The time is now to put diversity marketing into practice in your digital marketing strategy. The question is how do you do it? With these tips of course! Here are some simple ways that you can capture company diversity with your online marketing.

Market Research is a Necessity

Market research is a key step in diversity marketing, especially with an online marketing agency. The US population is more diverse and outspoken now than it has even been before. Companies are also discovering the internal advantages that diversity brings, including increased productivity, more innovation, and a better company message.

Diversity looks at all of the following (and more): race, age, disability, religion, sexual orientation, and gender identity. So to be successful, you must understand your target audience and how your brand fits into their lives. There’s just as much to learn from failed campaigns (like the ones from Pepsi and Visa) as from the successful ones.

So how can market research help you incorporate diversity into your digital marketing campaigns? In the following ways:

  • Lets you know about potential problems before they infect your wider campaign. For example, are you going to use a Spanish ad translation? If so, then have a native speaker look it over and make sure that your translation isn’t offensive or inaccurate.
  • Allow for a review of images. Pepsi learned this lesson the hard way with their protest ad featuring Kendall Jenner. It’s always a good idea to get an outside perspective before allowing an image or ad to go viral (in a bad way).
  • Prevent disaster. Be careful not to get stuck in your company bubble. If you don’t get any outside opinions or ideas, then that will lead to stagnation and failure in the long run. Additionally, if you’re surrounded by people who already know your company, product offering, and brand, then you’ll be at greater risk of making errors in judgment.

Don’t Cut Yourself on Too Much Edginess

So you’d like to run an edgy campaign. Well, that’s not necessarily a bad thing. Doing something different from your competition can certainly send you to the top. However, you should always have a voice of reason in your campaign sessions who can bring up some key questions.

So with all that in mind here’s how you can embrace edginess AND diversity in your ad campaigns

  • Outside perspectives should be welcomed. Make it a point to hire outside consultants or remote workers to get some honest opinions and viewpoints.
  • When trying to birth new ideas, bring as many different backgrounds, and ethnicities into the discussions as possible.
  • Your ultimate goal should be empathy. Your customers should be able to relate with your ads despite (or perhaps because of) their edginess. However, you should use caution and make sure they aren’t condescending or offensive.

Some examples of good ads following these principles are the Coca-Cola “America is Beautiful” ads, and any ads by Apple, which is a company that is leading the way in utilizing diversity marketing.

Test Your Ads

The last step is to test your ads on small groups. Run A/B test ads before starting your full-blown digital marketing campaign.

Remember, the more testing you do, the more sure you’ll be that your message will align with your target audience’s values.

Contact Salt Rank today for more information on how an online marketing agency can help implement diversity marketing for your small business.

Best SEO Services and Advice For Online Stores

Ecommerce is a big deal all around the world. The desire to sell things online is a strong one, with the payoff being just as sweet. Of course, since the appeal of eCommerce is so big, so too will be your competition. Amazon will likely be a competitor, as well as smaller stores. Some of the best SEO services are the simplest.

Being good at business helps, and so does having a business consultant, but that won’t be enough on its own. You need to be able to get discovered on the first page of Google, and that’s where SEO comes into play. You need the best SEO advice at your fingertips if you’re going to succeed. Let’s get started!

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“Selling” Keywords

To come up with keyword ideas, think about the product you are selling and the categories it belongs to. There are two requirements that a keyword must fulfill:

  1. Act as a magnet to pull in potential customers
  2. Improve your chances to outrank your competitors

Not every keyword will be suitable, of course. Some of them will be too short and too vague to attract the right buyers to your website. Smart SEO means using keywords that are not too short, are specific enough, and are searched plenty of times in Google, to attract the largest number of possible visitors. A keyword that fulfills all of these criteria is called a long-tail keyword.

Once you have your list of keywords, its time to optimize your website. To make your pages rank high on Google, you should add the keywords to the following places:

  • Product descriptions
  • H1-H4 header tags
  • Title tags
  • URLs
  • Image titles and ALT tags
  • Meta description tags

Your product descriptions should all be unique; otherwise, Google will filter them out. They should include words and terms that someone would use to describe the products that you sell. And finally, write descriptions in a compelling way that will make someone want to purchase it after reading.

Linking And Navigation

Saying that eCommerce sites have a lot of pages is an understatement. Amazon’s product selection is counted in the hundreds of millions! This is why your site needs to be easy to navigate. Does your website at least compare to Amazon in terms of usability? In order to make your visitors’ browsing experience as easy as possible, you need an effective and efficient linking strategy between all of your site pages.

The structure for most eCommerce sites goes like this: homepage – product category – subcategory – product page. Removing subcategories will make your website even more comfortable to navigate. You can also follow the tips below:

  • Link to your main page on every other page. The most accessible place to include this link is in your company logo at the top of the page.
  • Add a navigation bar. The best type of navigation bar for an eCommerce site is one where the user searches for something. The bar will collapse into different menus providing users easy access to your product categories.
  • Add breadcrumbs to your site. They don’t take much space, and they help users avoid getting lost on your website.
  • Don’t use pagination. This often comes with many different online platforms used to create your store. However, they aren’t the most user-friendly option because they increase loading times for users. The solution is to create a “load more items” button instead that, when pressed, will allow users to view more products. That way, they don’t have to deal with paginations or infinite amounts of scrolling.
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Security And Safety

You might question how much you should invest in the security of your website. Well, remember what happened with the Facebook data leaks? Both Facebook and its users were hurt by these leaks. Facebook’s reputation was damaged, and its users’ personal information was at risk. If Facebook weren’t such a big company, its stock and reputation would have been damaged beyond recovery. That is why you should take online security seriously.

Customers should feel safe when browsing your website. You’ll want to make it as safe for them as possible.

Indexing Your Pages

You don’t want to make the embarrassing mistake of forgetting to make sure that your pages are indexed by Google! If your pages aren’t indexed, then they won’t get found by Google. Your customers won’t be able to find you online, and all that work you did on your website will be wasted. To ensure that this doesn’t happen just generate a sitemap of your online store and submit it to Google.

Google’s Mobile-First Index

As you probably know, mobile search gets more search queries than desktop now, and this has had a direct impact on why Google created its mobile-first index. This can affect your online store. If you don’t design your website with mobile users in mind, then you’ll lose out on all of those customers who search Google using mobile phones.

Blog Posts

The role of a good eCommerce site is to close sales quickly. If your page doesn’t convince visitors right away to make a purchase, then you won’t make much money. That is why you should save your long-winded product descriptions for blog posts, which is why you should have a blog for your website. A blog can help gain extra traffic for your site as well as help your site rank higher overall. Remember to enable sharing on your posts to increase these effects even further.

Check Your Site For Errors

Ecommerce is one niche where you can’t afford to have any errors on your website. You can’t let your users down because it might freeze your own business or hurt your customers’ wallets. That’s a lot of responsibility on your shoulders. You must fix technical errors on your website as soon as you notice them.

Finally, don’t forget to monitor your rankings and traffic! You’ll want to see how well you did to keep yourself motivated. However, even if your rankings do drop, this isn’t necessarily a sign of doom. Ups and downs are normal and should signal to you that you have to work extra hard on your SEO. A big drop in traffic could mean that you got a penalty from Google though. So you should scan your website at least once a week.

Let’s talk about your business

Please let us know how we can help your business. You can shoot us an email, call us, or connect with us via Social Media.