Why Inclusivity is Crucial in Digital PR and Link Building Strategies

As SEO PR and content strategists, we're always looking to connect with new audiences by creating stories that resonate. However, we're missing out on a massive opportunity because we lack inclusive strategies. By not engaging with untapped audiences, we're missing a trick from our brand and SEO strategies. 

In today's world, it's essential to have an inclusive approach in everything we do. Recognising the value of diverse  experiences means creating campaigns that are truly inclusive and customer-centric. So how will this fit into digital PR campaigns? Where to even start? That's precisely what I'll be delving into in this guide. I'll explore why representation matters, the business benefits of an inclusive strategy, and real-life examples of brands that have successfully implemented them. Ready? Let's begin.

Why Representation Matters

Representation matters not only for brand perception but because it makes business sense. By having an inclusive approach, campaigns can fully become:

• Customer-centric
• Personalised
• Relatable
• Problem-solving 

In the era of personalisation, the above perfectly aligns.  In a recent Google study, 71% of LGBTQ+ consumers are more likely to interact with a brand that authentically represents and speaks to their sexual orientation. Similarly, 69% of Black consumers are more likely to purchase from a brand that recognises and speaks to their ethnicity. In a 2020 Microsoft study, it was found that 59% of consumers are more trusting of brands that represent them in their ads.

As you can see, inclusivity in marketing is no longer just a nice-to-have; it's a must-have. Campaign Live reported that 76% of Gen Zers feel diversity and inclusion is an essential topic for brands to address. 

Why Inclusivity Matters in Digital PR/Search-led Campaigns

Inclusivity matters in digital PR because it aligns with Google's preference for a diverse backlink profile. A study conducted by SimilarWeb and Majestic found a positive correlation between a website's traffic and the number of referring domains pointing to that website. Having a diverse backlink profile is essentially the best way to give Google signals that your website is  not only popular, but trusted by multiple relevant communities. 

Case Study Example: Fenty By Rihanna 

Fenty Beauty is an excellent example of how inclusivity can drive massive revenue. In 2017, the brand launched a foundation line that included 40 shades, catering to all skin tones, from those with albinism and no skin pigmentation, to those with the darkest skin tones. The result was remarkable, with the brand generating $72 million in revenue within its first month of sales. This success demonstrated that by catering to diverse audiences, brands need to engage with untapped markets to drive significant revenue. It also highlights the importance of inclusivity in product development, marketing, and branding. So how does the brand perform when it comes to organic search and link building? 

"When we look at Fenty's backlink profile, it's evident that the brand has impressive authority thanks to the volume of quality backlinks. Of course you'd expect this from a global brand but, when you analyse the referring domains linking to it, it shows how impactful Fenty's inclusive values are. Prominent publications  such as Teen Vogue, Essence, Pink News, and The Vegan Review have all linked to Fenty, indicating that its inclusive approach is resonating with diverse audiences. It also means their SEO teams can take a back seat and watch the links come in, with no additional link building activity needed . This is really highlighting that inclusivity works!

Case Study : The White Collection 

Here's another example. The White Collection, a small bridal shop located in Portishead, unintentionally created a viral campaign by being inclusive. The shop had only been open for eight weeks when a tweet about its display featuring a bride mannequin in a wheelchair went viral. Artist Beth Wilson, who is disabled and uses a wheelchair, tweeted a photo of the window display, commending the store for its inclusive approach. The tweet quickly gained attention and amassed over 7,000 retweets and 32,000 likes, with people around the world praising the shop's efforts. The story then got picked up globally with news outlets like The BBC, CNN, The Guardian, and Huffington Post covering the viral tweet, further amplifying the shop's message of inclusivity. 

Again, analysing the backlink profile for The White Collection shows that the campaign secured numerous authoritative links effortlessly.  Google highly regards this type of organic link building because it demonstrates that other websites find the content valuable and worthy of sharing. This inclusive approach not only earned the bridal store a positive reputation, it unlocked an untapped audience for making them feel seen. 
 

So How Can we Incorporate Inclusivity in Digital PR Campaigns?

• Update your Audience and Persona Profiles: Have you reviewed your personas recently? Captured all your target customers? Who's missing? For example, if you're a sports brand selling home workout equipment, are you targeting older audiences? How are you engaging with the over 50 age group who are fitness enthusiasts? Don't limit yourself. Expand your audience and stay inclusive in your approach.

• ​Discuss Ideas with Different Archetypes: Challenge your creative thinking by discussing your concepts with people who look, act, and think differently to you. Foster an environment of open communication and active listening where all voices are heard and considered. Doing this leads you to creating campaigns that resonates with a wider diverse audience.

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• Don’t Tick Box The "Inclusive" Concept: Inclusivity shouldn't be a one-off campaign. It should be an integral part of your content and outreach strategy. When brainstorming campaigns or creating content, ask yourself: how can this idea be inclusive? What angles are we missing? What relevant audience (therefore media titles) have we not considered? 

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• Feature Diverse Experts: Expand the range of voices featured in your thought leadership content by inviting experts from diverse backgrounds to share their insights. Working with experts who bring in new perspectives also allows you to tap into their existing networks, potentially reaching new audiences you may not have thought about before.

• Think Outside The Box: When you think outside the box, you open up new possibilities for creating inclusive digital PR campaigns. By embracing unconventional ideas, you can challenge the status quo and find creative solutions to incorporate diversity and inclusion. Don't be afraid to take risks and try new approaches that may not have been done before. This can help you stand out from your competitors and resonate with audiences who are looking for fresh, innovative content that aligns with their point of view.

 

• Be Authentic: Inclusivity should always be genuine and authentic. Please don't incorporate it just to get links. Authenticity means being true to the underrepresented you are trying to engage with and understanding their perspective. Your campaigns should reflect this by showcasing stories and voices that genuinely represent them. By doing so, you not only avoid coming across as tokenistic, you establish a more meaningful connection with your audience. ​

​As the world becomes more diverse and inclusive, brands are recognising the importance of representation and inclusivity in their marketing campaigns. So I'll leave you with some inspiration by sharing these 15 inclusive campaigns from a range of industries that went viral. 

Brand	Campaign Title	Description	Results Highlights (Backlink data from campaign pages sourced from SemRush)
Dove	Campaign for Real Beauty	Ad featuring diverse women to promote body positivity and self-love	Over 10 million views and positive media coverage. YouTube page got 187 backlinks from 120 referring domains .
Google	#IAmRemarkable	​Campaign to empower women and underrepresented groups in the workplace	Positive media coverage and increased participation. Campaign page currently at 9000 backlinks from 1.4K referring domains
Gillette	#FirstShave	Ad featuring  a father teaching his transgender son how to shave for the first time.	Positive media coverage, 1.6 million views on YouTube. YouTube page also got 403 backlinks from 226 referring domains
American Eagle	Aerie Real	Campaign promoting body positivity and inclusivity by featuring unretouched photos of models of different sizes, races, and ages.	Positive media coverage and increased participation. Campaign landing page currently at 263 backlinks from 185 referring domains
​Spotify	Equal	Spotify's Equal campaign aimed to promote gender equality by featuring female artists and podcasters.	The campaign generated extensive media coverage and highlighted Spotify's commitment to gender equality. The Equal landing page page also earned 463 backlinks from 90 referring domains
Microsoft	AI for Accessibility	Microsoft's AI for Accessibility campaign aimed to promote accessibility for people with disabilities through the use of artificial intelligence technology.	The campaign generated extensive media coverage and highlighted Microsoft's commitment to accessibility. The AI for accessibility landing page also earned 2,700 backlinks from 641 referring domains.
Apple	The Greatest	Apple released a short film featuring disabled people using its accessibility technologies in their everyday lives.	Widespread media coverage. YouTube video earned 24.4K backlinks from 489 referring domains​
Essie	Custom Rainbow Manicure	Essie appointed Jonathan Van Ness, a non-binary celebrity, as its first non-female brand ambassador. This launched during Pride month.	The campaign received positive feedback from audiences, with many praising Essie for taking a step towards inclusivity in the beauty industry. Landing Page also earned 70 backlinks from 43 referring domains.
The Sport England ​	#ThisGirlCan	Campaign encouraging women of all shapes, sizes, and abilities to engage in physical activity without worrying about their appearance.  Campaign goal was to close the gender gap in sports participation and break down social barriers that prevent women from being active.	Widespread media coverage with over 36 million views across all channels. Increased the number of women participating in sports to 1.6 million. Website secured 39.2k backlinks from 2.9K referring domains.
Nike	"What Will They Say About You?" ​	Campaign aimed to empower young women in the Middle East to pursue their athletic dreams, despite societal barriers. The campaign featured five female athletes from the region, and showcased their talents in a video spot that highlighted the challenges they faced.	Widespread media coverage and millions of views and social media engagements. Also won Grand Prix awards. YouTube video earned 170 backlinks from 72 referring domains.
Accenture	Inclusion and the Power of Diversity	Campaign aimed to promote diversity and inclusion in the workplace to highlight the importance of diversity in driving innovation and success.	Increased employee engagement and retention, as well as improved client relationships. YouTube video earned 815 backlinks from 289 referring domains.
Small Business Prices	Gender and inequality inbalance in business	Campaign that aimed to highlight the issue of gender inequality in the workplace.	Link building campaign that secured 41 links
McKinsey	Women in Healthcare	An initiative focused on promoting gender diversity and inclusivity in the healthcare industry. It aims to encourage companies to recruit, retain and advance women by providing practical tools and resources to support gender parity.	Link building campaign that secured 897 backlinks
Bud Light by Budweiser	#EasyCarryContest	Bud Light's partnership with trans activist Dylan Mulvaney aimed to support the trans community through the creation of a new beer.	Widespread media coverage and although campaign was not all positive, share prices for the beer's parent company, Anheuser-Busch, has hit a record high. Dylans Instagram video also earned 640 backlinks from 349 referring domains.

​The success stories of the brands mentioned above demonstrate that inclusive and diverse marketing campaigns are highly effective and connect better with consumers. Inclusivity is quickly becoming a non-negotiable aspect of successful marketing campaigns so Digital PR experts need to do the same. 

Want to Know More About Inclusive Digital PR? Contact Me Today!