Beyond Pride: Making Digital Marketing & SEO Authentically LGBTQ+ Inclusive - Brighton SEO
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Beyond Pride: Making Digital Marketing & SEO Authentically LGBTQ+ Inclusive presented at Brighton SEO by Cameron Wildridge
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Beyond Pride: Making Digital Marketing & SEO Authentically LGBTQ+ Inclusive - Brighton SEO
- 1. Beyond Pride: Making Digital Marketing and SEO Authentically LGBTQ+ Inclusive Cameron Wildridge OUT Loud
- 2. About Me Cameron, he/him pronouns Digital Marketing, Content & PR Executive at OUT Loud Works on Social, Paid search, Influencer, Organic Search, and more! #brightonSEO
- 3. What I’m Talking About Today •Ways in which digital marketing can fail to be LGBT+ inclusive •Why this matters •Recommendations for a better approach •Case studies #brightonSEO
- 4. What Comes to Mind When I Say ‘LGBT+ Inclusive Advertising’? #brightonSEO
- 7. #brightonSEO
- 8. Clearly, a Better Approach is Needed… #brightonSEO
- 9. Why Does LGBT+ Inclusion Matter? #brightonSEO
- 10. Audiences Respond to Brand Values 61% of consumers want to see diversity in advertising Sources: Adobe #brightonSEO
- 11. Audiences Respond to Brand Values 70% of Millennials say they would choose a brand over a competitor if it demonstrates inclusivity #brightonSEO
- 12. Your Audience Are Already Diverse! The LGBT+ community feature in just 3% of adverts, despite making up at least 6% of the UK. Trans people appear in just 0.3% of advertisements, despite being 1% of the population Sources: Channel 4, Gallup #brightonSEO
- 13. Your Audience Are Already Diverse! 1 in 10 millenials identify as lesbian, bi, gay, trans, or queer. 20% of US Gen-Zs identify as LGBT+ Sources: Channel 4, Gallup #brightonSEO
- 16. Work Directly with LGBT+ Creators and Organisations #brightonSEO
- 17. Working With Charities: Converse Pride Collection #brightonSEO
- 18. Remember That the LGBT+ Community is not a Monolith#brightonSEO
- 19. Sometimes the more inclusive thing to do isn’t the same as abstracted ‘best practice’ #brightonSEO
- 20. Don’t Limit LGBT+ Content to Existing in LGBT+ Targeted Content #brightonSEO
- 21. CASE STUDY: Jägermeister and the Lesbian Bar Project #brightonSEO
- 22. Context Lesbian Bar Project created in 2020 to "celebrate, support, and preserve the remaining lesbian bars in the US” #brightonSEO
- 24. The Campaign Jägermeister launched #savethenight to raise money for nightlife workers that had been impacted by the pandemic #brightonSEO
- 25. The Campaign Creation of a short documentary in 2021, as well as a streaming documentary series in 2022 #brightonSEO
- 26. The Campaign Three-city bar tour in 2022 Metaverse experience #brightonSEO
- 27. Outcome $200k raised for bar workers #brightonSEO
- 28. Outcome 2021 film won two webby's, an ANA award, and was presented at The Library of Congress for the US Congress Equity Caucus. It was acquired by AMC + / Sundance TV for streaming #brightonSEO
- 29. Outcome Coverage in outlets specifically aimed at LGBT+ women, LGBT+ people in general, and non-LGBT focused publications #brightonSEO
- 30. What Can We Learn? Identify specific target group within the LGBT+ community #brightonSEO
- 31. What Can We Learn? Work with existing organizations already in the community #brightonSEO
- 32. What Can We Learn? Working ‘with the community’ means wider coverage, both in LGBT+ targeted media and general media #brightonSEO
- 33. What Can We Learn? Even though focused on physical spaces, digital marketing allowed for far wider audience #brightonSEO
- 34. CASE STUDY: Gay Outdoor Club #brightonSEO
- 35. Context UK-based non-profit facilitating sports and outdoor activities for LGBT+ people #brightonSEO
- 36. Context Wanted to increase membership through digital marketing campaign #brightonSEO
- 38. The Campaign Identified Facebook as platform most likely to use #brightonSEO
- 39. The Campaign Not able to target by orientation, so used ‘proxy interests’ #brightonSEO
- 40. The Campaign Also created campaign specifically aimed at LGBT+ women, as membership body skewed towards men #brightonSEO
- 41. The Campaign Outcome: 3,600+ member signups #brightonSEO
- 42. What Can We Learn? Identifying specific target audience beyond just ‘LGBT+ people’, identifying the platform they were most likely to use #brightonSEO
- 43. What Can We Learn? Using creative made by LGBT+ people improved reception #brightonSEO
- 44. What Can We Learn? Moderation is something to keep in mind when creating LGBT+ specific campaigns #brightonSEO
- 45. Tl;dr Pride Month Only ‘Rainbow washing’/’pinkwas hing’ comes across negatively to much of LGBT+ audience #brightonSEO
- 46. Tl;dr LGBTQ+ consumers are hungry for marketing that represents them fairly and authentically – they are already part of your audience! #brightonSEO
- 47. Tl;dr Work directly with LGBT+ creators and organisations #brightonSEO
- 48. Tl;dr Identify specific target market beyond ‘LGBT+’ #brightonSEO
- 49. Tl;dr Have flexibility with best practices if it makes content more inclusive #brightonSEO
- 50. Beyond Pride: Making Digital Marketing and SEO Authentically LGBTQ+ Inclusive Cameron Wildridge OUT Loud