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:
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?
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.
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.