Net Natives’ Diversity Lead, Charlotte Blake attended the YMS (Youth Marketing Strategy) conference last month. This is biggest festival of youth marketing in Europe – with brands such as Coca Cola, Asos, EY and Nike present and where the subject of diversity was recognised as a consistent challenge.
At the conference BuzzFeed’s writer, Gena-mour Barrett, highlighted that “there is a perverse lack of diversity being shown” – a key challenge that was continually discussed throughout the event.
So, what are brands doing to rectify this “perverse lack of diversity”? Does your brand understand how to reach and engage with a diverse audience? And are you attracting a diverse workforce that is reflective of this?
We’ve put together some tips and tricks to help you tweak your marketing strategy and reach the diverse audience your brand needs:
- Understand your audience – and be aware of what others are already doing in this market, especially your competitors. Market research will help you understand the behaviours of your audience, their language, as well as where you can find them. Net Natives’ research paper, in partnership with OFFA, investigates the best ways to reach widening participation students, which you can download here.
- Be targeted – nothing will eat up your budget more than digital ads that aren’t targeted. Creating audience segments that specify demographics, location and your target audience’s interests will ensure your ads reach the right people. And don’t forget to split test your campaigns too. This will allow you to optimise the campaigns that are getting you results.
- Be personal – make every individual feel like they are getting a personal experience. You can do this by using tools such as Akero to create impactful landing pages and conditional forms. This will help you identify and lead score your prospects, and create a highly personalised customer journey that nurtures your leads.
- Be empathetic – bend and shape your language and images to fit the audience. This is all about tone of voice – using vocabulary, grammar, pace, pitch and story to communicate messages with clarity and impact. Ensure your tone of voice matches your company’s and audience’s values. Also look at what tone of voice and images have worked and been the most popular in the past, and what haven’t.