If you are considering expanding your marketing to include the LGBTQ community, you’re like many other companies. As public attitudes have developed a greater acceptance of LGBTQ individuals, marketers are playing catchup to create campaigns that are inclusive of LGBTQ consumers and designed to overtly court this highly influential and growing consumer segment.
By researching what competitors and even other industries are doing in terms of LGBTQ marketing, you’ll be able to assess how to position your campaigns to succeed. According to Community Marketing, Inc.’s recent 10th Annual Community Survey, pro-LGBTQ brands that are recognized by the community include Target, Starbucks and Amazon.
Being successful at LGBTQ marketing means having a specific set of LGBTQ Creative Guidelines. While some companies have hit the mark with LGBTQ advertising, like Honeymaid's LGBTQ Campaign, others wound up actually offending this community due to lack of truly understanding this audience and the diversity within in it, like the infamous Heineken Light Beer commercial.
4 Things Marketers Should Know About the LGBTQ Communities
(1) How Large the LGBTQ U.S. Community Is
- 5.8% of Americans identify as gay, lesbian, bisexual or transgender. As younger adults are consistently more likely to identify as LGBTQ, these numbers are expected to increase as more individuals become comfortable revealing their orientation.
- 2.4 million LGBTQ adults over 50 in the U.S., which is expected to double by 2030.
- 5.6% of 18 to 44 year-olds identify as lesbian, gay, bisexual or transgendered.
If you haven’t already incorporated LGBTQ strategies into your marketing plans, you could be missing out on a huge opportunity. Here are 5 reasons why you must have LGBTQ marketing strategies.
360 video marketing is here and it's pretty exciting! During this year’s Fast Company's Creative Counter-Conference, I was lucky enough to get a seat at the Samsung Virtual Reality Workshop where we were treated to an exclusive experience of Samsung’s Gear 360.
In case you missed our last post on the fourth of four ingredients to a successful SEO campaign, you can read up on it here.
In the past few weeks we’ve gone into detail about each of the major facets that impact your natural search rankings and traffic. We’ve discussed the need for content to be robust and authoritative, how that content then attracts high quality inbound links to your site, and finally covered why the technical structure of your site needs to be transparent to search engines. (In case you missed last week's post on the third ingredient, you can read about it here).
In case you missed our last post on the third of four ingredients to a successful SEO campaign, you can read up on it here.
In last week’s post we talked about how inbound links layer on top of content to help search engines make their ranking decisions. While those are the two most important factors in a successful SEO campaign, the technical structure of a website can be a huge detriment to your efforts if not handled correctly. In case you missed it, you can read all about it here.