Inclusion and Marketing
Sonia Thompson
Attract, convert, and retain a bigger, more diverse, and fiercely loyal customer base with inclusive marketing strategies that fuel business growth. Inclusion & Marketing is hosted by Sonia Thompson — inclusive marketing strategist, consultant, and columnist for Forbes, Inc., and HubSpot — and gives you practical strategies to infuse inclusion into every stage of your customer journey, from customer acquisition and conversion to customer loyalty and customer success. Through solo deep dives, expert interviews, and behind-the-scenes case studies with top brands, you’ll learn how to create customer experiences that resonate with underrepresented and underserved communities — and drive business growth. Part of the HubSpot Podcast Network.What you’ll hear:
How to build internal systems that support inclusive marketing — so your campaigns are authentic from the inside out.
How to deliver marketing campaigns, communications, and customer experiences that win more customers — including people from underrepresented and underserved communities.
What’s working (and what isn’t) for brands today as they try to effectively engage today’s consumer.
If you’re asking these questions, you’re in the right place:
How do I deliver authentic marketing that actually converts more customers?
How can I grow my customer base in today’s diverse marketplace?
How do I effectively engage underrepresented and underserved customer groups?
How do I connect inclusive marketing directly to business growth and results?
How to build internal systems that support inclusive marketing — so your campaigns are authentic from the inside out.
How to deliver marketing campaigns, communications, and customer experiences that win more customers — including people from underrepresented and underserved communities.
What’s working (and what isn’t) for brands today as they try to effectively engage today’s consumer.
If you’re asking these questions, you’re in the right place:
How do I deliver authentic marketing that actually converts more customers?
How can I grow my customer base in today’s diverse marketplace?
How do I effectively engage underrepresented and underserved customer groups?
How do I connect inclusive marketing directly to business growth and results?
Episodes
Mentioned books
Sep 5, 2024 • 37min
127. How to create a multilingual content strategy with Selim Dahmani
It is very likely that people who speak different languages also have the problem your brand solves. As such, a smart way to grow your brand and customer base is to intentionally engage with consumers who speak other languages with content that attracts, converts, and retains them.In this episode, I sat down with Selim Dahmani, a Senior Growth Manager at HubSpot, who is focused on growing the brand in the French market.Get the Inclusion & Marketing NewsletterLet's work together Selim on LinkedIn
Aug 29, 2024 • 16min
126. How to identify and eliminate friction in your brand's customer experience
A lot of brands have unnecessary friction in the customer experiences they deliver. That friction negatively impacts those brands’ conversions. That friction and impact on consumers is even more pronounced when it comes to people from underrepresented and underserved communities.This episode is all about how to identify and get rid of the friction in the customer experience your brand delivers specifically for consumers from marginalized communities. As a result, your conversions will increase.Get the Inclusion & Marketing NewsletterVisuals and examples mentioned in this episode
Aug 22, 2024 • 15min
125. How to increase conversions with an inclusive website and social media audit
Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities.Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions.In this episode, I walk you through how to get started with a website and social media audit for your brand. Get the Inclusion & Marketing NewsletterVisuals and examples mentioned in this episodeWork With Me
Aug 15, 2024 • 18min
124. 3 Ways to deliver customer experiences that boost conversions
The experiences you deliver play an important role in how well you do at converting people who are considering your brand. Far too often, brands deliver customer experiences that do not hit the mark for people from underrepresented and underserved communities.As a result, conversion rates for people in those communities suffer, as they go off in search of another brand that does a better job at meeting their needs.In this episode, I walk you through 3 ways you can increase conversions for your brand overall, by doing a better job of serving people from underrepresented and underserved communities.Get the Inclusion & Marketing NewsletterVisuals and examples mentioned in this episode👇🏾 Work With MeInclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/Consulting & Custom Traning: https://inclusionandmarketing.com/consulting/
Aug 8, 2024 • 22min
123. A framework for an inclusive SEO strategy
SEO is a common strategy marketers use to attract a broader customer base. However, most SEO strategies do not effectively serve the needs of consumers from underrepresented and underserved communities. And as a result, SEO doesn't often work so well as a customer acquisition strategy for diverse consumers.But with an inclusive SEO strategy, SEO can effectively serve as a smart customer acquistion strategy for people from underrepresented and underserved communities.In this episode, I walk you through my framework for an inclusive SEO strategy that will help you attract and retain a bigger, more diverse, and loyal customer base.Get the Inclusion & Marketing NewsletterLinks and visuals mentioned in this episode👇🏾 Work With MeInclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/Consulting & Custom Traning: https://inclusionandmarketing.com/consulting/
Aug 1, 2024 • 35min
122. How Michael Graves Design & Pottery Barn Are Working to Bring Accessible Home Design to More Consumers
It is increasingly becoming more important for brands to consider the physical needs of consumers. Sixteen percent of the world’s population has some form of disability. This often doesn’t include people who have temporary or situational disabilities. Another growing sector of the population where accessibility considerations are growing in prominence is the aging population. Baby Boomers make up 21% of the population in the U.S., with the youngest of this generation beginning to enter their sixties. Recognizing the unmet need, Michael Graves Design, known as the most accessible design brand, has teamed up with furniture retailer to release the Michael Graves Design for Pottery Barn collection. In this episode, I sat down with Ben Wintner, CEO of Michael Graves Design to learn more about their approach to creating products that work for a broader group of consumers, as well as about the partnership with Pottery Barn.Get the Inclusion & Marketing Newsletter👇🏾 Work With MeInclusive Marketing AssessmentsInclusive Marketing ConsultingMichael Graves Design for Pottery Barn
Jul 25, 2024 • 28min
121. How to write inclusive prompts for biased AI tools with Chi Odogwu
AI has a lot of biases in it. We know this, simply by considering the sources of the training data used. But knowing that AI have bias doesn't mean you can't or shouldn't use them in your marketing. Rather, it just means it is important to know the types of prompts to give your AI tools, to help root out the bias to create something that would be beneficial for the diverse group of consumers you want to reach.In this episode, I sat down with Chi Odogwu, an AI Operations Strategist.Get the Inclusion & Marketing NewsletterEpisode 95: Navigating the effective use of AI for inclusive marketing with Joyann BoyceChi Odogwu on LinkedInChi's website
Jul 18, 2024 • 32min
120. How to use data to deliver customer experiences that convert with Jess Cervellon
Customer experience is an integral part of ensuring that the people you serve feel like they belong with you.But knowing what actually creates a better customer experience can often feel like a guessing game. That's why using data as a marker to help you identify what works and what doesn't is a smart approach.In this episode, I sat down with Jess Cervellon, founder of Open Late Collective, a consultancy focused on brand strategy, retention and lifecycle marketing, and customer experience. Get the Inclusion & Marketing Newsletter👇🏾 Work With MeInclusive Marketing Assessments: https://inclusionandmarketing.com/assessments/Consulting & Custom Training: https://inclusionandmarketing.com/consulting/Open Late CollectiveJess on LinkedIn
Jul 11, 2024 • 31min
119. How to build an SEO strategy that reaches a broader diversity of consumers with Dale Bertrand
Search engine optimization (SEO) is a common strategy brands use to attract their ideal customers. But a lot of times when engaging in SEO, marketers don't take the time to think through the different identities of the people they want to reach.And as a result, the brand loses out on a lot of their would be customers, because they didn't take a more inclusive approach to their SEO strategy.In this episode, I sat down with Dale Bertrand, Founder and CEO of Fire & Spark, an SEO agency to chat more about smart ways brands can be more inclusive with their SEO strategies.Get the Inclusion & Marketing NewsletterFire & Spark SEO agency Dale Bertrand on LinkedIn 👇🏾 Work With MeInclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/
Jul 4, 2024 • 14min
118. The right (and wrong) way to use pop culture references for your brand
Many brands use pop culture brands in their messaging and content. It is a way for brands to relate to consumers and connect to them at a more emotional level that goes beyond a product offering.But there are definitely times where brands should not be using pop culture references, because it has the opposite of the intended impact by pushing some of your ideal customers away from you.This episode walks through 3 reasons why you should reconsider using pop culture references for your brand, and how to ensure any references you do use draw more of the people you want to serve to you.Get the Inclusion & Marketing NewsletterVisuals mentioned in this episode👇🏾 Work With MeInclusive Marketing Brand Audits: https://inclusionandmarketing.com/assessments/ Consulting & Custom Training: https://inclusionandmarketing.com/consulting/
