So what are the key points and how do you put them into practice and start having a more inclusive type of link building strategy?
Upgrade your characters
I’d say upgrade your characters. So we marketers all have our personas, our key audiences. We kind of solve them and do it regularly.
Always think about this audience; who is missing? Who aren’t we thinking about? Who are we not addressing? Who could we target that we aren’t currently, that makes sense and aligns with our brand and business?
Speak to different archetypes
So I would say really try to discuss your campaign ideas and your strategy with different archetypes, i.e. people who are different from you.
So if you’re a Millennial, you might want to talk to Gen Z about a campaign idea to see if this type of fit for them. Maybe talk about an idea with your parents, grandparents or children.
It’s really helpful to think about how different audiences might receive a certain product, campaign, or offer that you might miss out on because you’re not that audience. So talking to different archetypes really helps you update and modify ideas to make them more accessible and inclusive.
See trending topics
Then another jumps on trending topics and news to find new audiences. There are always new topics, new trending topics where you might find out what the new problem is. And if there’s a new problem that you can address or respond to, that’s another way to reach a new audience that you might not have thought of, but that’s actually there waiting for you to solve.
Don’t just check a box
And then I would say, so the last kind of two reasons would be to not just check this box. Don’t just make a list like, “Okay, we need to do an inclusive campaign,” check the box. Make it part of your key strategy.
Ultimately, this audience is not just some kind of autonomous audience. They are part of your strategy and must actually align with you, your brand and your offering.
You just need to think about who they are and how you should reach them authentically and organically.
Be authentic
Which brings me to my final point, which is to be somewhat authentic. Do it where it’s the core of your business, the core of your service, the core of your product and your offering and, again, going back to what I was saying at the beginning, it makes business sense.
Thanks for joining me on this Blackboard Friday. My name is Isa. I’m a search strategist. If you want to talk to me about anything to do with PR, link building, outreach, or anything related to research, you can connect with me on LinkedIn, Twitter, or on my website.
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