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Your comments matter: Everything you do publicly is a representation of your brand, so be intentional!
How you show up online is a direct extension of your brand. This goes beyond what you’re posting on your business social media accounts, or on your company website and blog, and also encompasses any comments you decide to share online.
When you show up authentically and positively, engaging with other brands and content in appropriate ways, it can do wonders for your company's growth.
On the other hand, if you find yourself regularly commenting on posts without taking pause first to consider how those comments might be perceived by your audience, you might end up regretting those moments of keyboard courage.
Here’s why you need to prioritize accessibility in your business marketing
Making changes to support accessibility in your business isn’t something that only applies when you have a physical location for your business. Accessibility is just as important in online environments.
Getting started with accessibility takes time and commitment. It's not the easiest or most convenient pursuit.
But if it means that someone who needs your services is able to access the information you have, it can be a great way to show that you are inclusive in how you communicate and work with customers.
How to test the credibility of the experts you highlight
Though most of the time random quotes and mentions of an author or creator won't have an impact on your brand or reputation, doing a little extra work to vet the people you highlight in your content is a good way to reinforce what you stand for.
It’s almost inevitable that consumers will draw parallels between you, your business, and the content you’re sharing. Whether those associations are positive or negative is largely up to you.
Don’t risk losing the trust of your audience because of something that could be avoided with some upfront time and energy on your end.
Prioritizing diversity of sourcing in your content
With recent news and emphasis in the media on diversity (and the sad lack thereof), systematic and systemic discrimination, and the need for companies to prioritize inclusivity in their business, you’ve likely been rethinking how your company is currently running, and what changes you need to make.
An area that’s often unfortunately overlooked, as business owners make their way through revisions to their hiring practices and procedures, putting guidelines in place to ensure the marketing media and copywriting they use are more inclusive and representative, and surveying current and past employees for feedback, is prioritizing the diversity of sourcing in your content.
Your marketing needs more than one perspective: the importance of diversification in marketing
It’s no surprise that consumers expect more from the brands they’re supporting.
Recent years have shone a light on the broken and unethical systems that are in place in our society and the general public, particularly younger generations, want to support brands who are instead demonstrating values like diversity, accessibility and inclusion.
As business owners, it’s our job to respond to this public demand, and ensure we’re making authentic diversity and accessibility a priority in our marketing. (Not just because it’s being demanded, but because it’s the right thing to do).
Here are a few common issues that I see far too often in marketing.
Authentic inclusion and activism aren’t tied to a calendar
One of my favourite things about raising a “Gen Z” kid is how outspoken he is about marketing nonsense. Leading up to Pride Month, he mentioned the inevitable rainbow washing that was coming several times. While he may only be 14, he already knows when he sees something disingenuous.
And this applies to far more than our 2SLGBTQIA+ friends. It stands equally for BIPOC, disabled folks and every other historically marginalized group. Inclusion and activism aren’t marketing strategies. You either do it for real from the core of your business, and your business values, or you're not being authentic.
Here are some brands that get it.
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