Frictionless Growth Marketing

Words matter! They have the power to uplift and include, as well as tear down and exclude. In your quest to make your audience feel like they belong with you, it’s essential to use inclusive language. But how do you start creating written content that creates a culture of belonging? Nailah King, founder of The Content Witches, shares insights into how conscious business leaders can learn to craft messaging that helps foster transformative change and create a sense belonging within their communities. My conversation with Nailah also covers: What is inclusive language and what is its connection to belonging? Idioms, binaries, appropriation and other examples of language that can be harmful How can you determine if your content isn’t inclusive or needs an update? How can you maintain transparency throughout the process? How to use tools like etymonline.com Essential forms of content governance including inclusive language policies and brand style guides Get the episode transcript here Get the Inclusion & Marketing newsletter

Today we're going to talk about a common type of toxic relationship between brands and underrepresented communities: Extraction. True inclusive marketing is about sharing power and creating belonging. Belonging cannot exist when one party is constantly extracting value from the other. As we dive deeper into the concept of extraction, I will share examples from today’s business world with the hope that by bringing these harmful practices to light, we can all start to do better. This episode will also cover: The concept of co-creation and the different forms it can take Best practices for engaging with communities you want to learn from and the dangers of traditional market research Lessons learned from a popular Disney film How to start adding value instead of extracting it, so everyone wins Get the episode transcript here Get the Inclusion & Marketing newsletter

We know that inclusive marketing is the future of marketing. As we move towards this future, more and more cutting-edge tools are becoming available to help brands assess their progress. How inclusive is your brand’s visual communication? In this episode, I had the pleasure of speaking with Raquelle Zuzarte, Founder and CMO of Equity Project for All, and Frederico Salvitti, Tech & AI Specialist. Their AI platform, Gradient, shows brands where they stand on diversity and inclusion through comprehensive data-driven analysis of their visual imagery. Our conversation will cover: What is the current state of representation and marketing from a diversity and inclusion standpoint? What are examples of major brands or industries that have been making strides in these categories? How to build customer intimacy through listening and observation The importance of authentically and sincerely expressing your brand’s core purpose How brands can start building stories around people who have traditionally been underrepresented and underserved How the Implicit Association Test can help you recognize and address your blind spots Get the episode transcript here Get the Inclusion & Marketing newsletter

Equality is essential in certain aspects of society. But in some situations, unapologetically treating people differently will help you win the attention, adoration and loyalty of more consumers, especially people that brands often ignore. As a business leader, how can you decide when it's appropriate to treat everyone equally, and when you should treat certain groups of people differently? In this episode, I will go through my 3-step process for identifying these situations, so you can do a better job of consistently making life better for the people you serve while also making them feel like they belong with you and your brand. Get the episode transcript here Get the Inclusion & Marketing newsletter here

The Census Bureau projects that by 2043, the US will become a minority-majority. What does this major shift in the makeup of our population mean for your business? In this episode, I had the pleasure of speaking with my friend Julye Williams, founder of Project 2043, about how business leaders can start leaning into the power of diversity, equity, inclusion and belonging. Be prepared to do the inner work! The first step is to acknowledge and accept that our world is changing. After reflecting and setting your intentions, you can begin to think about how you can help your business thrive in a diverse society. My conversation with Julye will also cover: What does it really mean to be a good ally? The relationship between inclusion and power How to exercise your power to help level the playing field within your sphere of influence Advice for small business owners How to create more equity, balance and opportunity both personally and professionally Get the episode transcript here Get the Inclusion & Marketing newsletter

The last thing you want to do as a brand is exclude potentially loyal customers. One of the best ways to make sure you aren’t doing that is by creating a Buyer Persona. In this episode, I talk about how creating a Buyer Persona and treating those that fall under that profile as your friends will create a more inclusive brand that consumers keep coming back to. In this episode I go over: How creating a buyer persona create a roadmap for your company to follow to bring ideal customers closer to your brand 3 ways that having a Buyer Persona will help your brand create content How excluding people in your buyer persona if done intentionally can actually help your brand 3 ways to tell if your buyer personas are a repellent to potentially loyal customers 4 steps to include your intended customers into your buyer persona Get the episode transcript here Get the Inclusion & Marketing newsletter

Who decides what is mainstream? In today’s episode, I talk to Gelaine Santiago about how she rewrote her script and lead her companies by focusing on her story. Gillian began her businesses' branding by following the conventional idea of “mainstream,” but it wasn’t until she ditched that idea that she saw her customer base grow like never before. Gelaine is the CEO of Cambio & Co, a Filipino jewelry company, and Sinta & Co, a Filipino wedding company. Through running those companies she has learned about the power of storytelling, and now helps small businesses and entrepreneurs reach new audiences through the mastery of storytelling. We also talk about: How to defy the gatekeepers What mainstream actually is How brands can authentically represent differences even if their team are not a part of those communities Connect with Gelaine: Her website Her brands Cambio & Co. and Sinta & Co. Get the episode transcript here Get the Inclusion & Marketing newsletter

An inclusive brand means an inclusive culture. In this episode I cover how to approach building a company culture that is healthy, competitive, and most importantly: inclusive. Some of the points that I cover include: How building a core document (value statement, company statement, or mission statement) codifies company values and culture for your team Ways that brands weave their core company values into their social media content 3 high level steps to build and nurture a company culture that is healthy and competitive Lead by example The importance of starting the work at the top of the company ladder in order to set a tone for the entire company Get the episode transcript here Get the Inclusion & Marketing newsletter

Brands have power. Your consumer wants to see a reflection of themselves in your marketing. They want to be treated equally, not discriminated against for any pre-existing conditions. In this episode, I share my journey of finding health insurance after quitting my full-time job and going freelance and my struggles of getting affordable coverage due to my pre-existing condition. I also cover examples with Unilever, my husband Jonathan’s experiences, and the ADA. What is the impact on the people who have the problem that your business solves who can’t achieve the process of the transformation you deliver because they can’t access it? Get the episode transcript here Get the Inclusion & Marketing newsletter

In this week's episode, I interview Desiree about how a company’s brand and DEI (Diversity Equity, and Inclusion) must be considered and developed to create a positive employee experience. Company culture has shifted away from “you’re lucky to have this job,” and instead given a lot more control to the employee. Desiree and I go over what companies need to think about to attract ideal talent and then retain them. We go over: The importance of investing in the candidate and employee experience How creating a good company culture can directly impact your employee's ability to deliver their best work and be their best selves How to balance social proof without doing it in a performative way Is it important to think about all different levels of employees (full-time, part-time, contractors, etc.)? Get the episode transcript Get the Inclusion & Marketing newsletter

Tevia has been in the fitness business for 18+ years, and in today’s episode, I talk to her about her role in creating a more inclusive space in the fitness world. We cover: What inclusive means in the fitness world, price inclusivity, location inclusivity, and how all of those play a factor in Tevia’s business Tevia’s experience running her own Cycling Studio and how she broke down norms by bringing on a more unique set of instructors than what the industry standard used to be How CycleBar creates a community bound by inclusivity specifically by working outside of the studio walls CycleBars work in fundraising for different causes including MS, environmental damaged areas, and riders who are in need Get the episode transcript here Get the Inclusion & Marketing newsletter

As you can probably tell in the title of today's episode- I'm sharing a bit more about me and how I became an Inclusive Marketing Strategist. I share my journey through multiple different corporate jobs, at places like Inc and Johnson & Johnson, and how those jobs taught me the importance of inclusion. I open up about some of the tough moments that really shaped who I am today. Along with my career path, I also cover my travels across the globe: my journey to China and India, as well as my experiences in South America and a few of the details of my love story! Thank you so much for listening, and being a part of this ongoing journey. If you enjoyed today's episode please consider sharing this episode or rating it below! Get the episode transcript Join the Inclusion & Marketing newsletter

If you’re new here — welcome. This show is about one thing:how to drive growth by removing the friction that stops customers from moving forward. Because most brands don’t have a traffic problem. They don’t have a content problem. They don’t even have a targeting problem. They have a friction problem. The kind that shows up when customers land on your brand and ask one question: “Is this for someone like me?” And when the answer isn’t clear — they don’t complain. They don’t give feedback. They just leave. On this podcast, we break down the real reasons growth strategies underperform — and what to do about it. You’ll learn how to: Identify the hidden friction in your customer experience Build more effective buyer personas and growth strategies Improve conversion by making your marketing more relevant Design for the full mosaic of customers you want to reach If you’re a marketing leader, founder, or strategist looking to unlock more efficient, sustainable growth — you’re in the right place. Hit follow and start with one of the latest episodes. Get the Frictionless Growth Lab newsletter: www.frictionlessgrowthlab.com/newsletter

The future is more diverse than it has ever been, which means the makeup of the people your business serves is shifting. In this episode, I go over how to translate the changing demographics of the day-to-day world into your business marketing. Together lets reimagine who your Ideal Customer Avatar is to be more inclusive to all, not just to the “typical” customer that businesses spent decades focusing on. Get the episode transcript here Get the Inclusion & Marketing newsletter

In this episode, I interview Antoine Andrews, who has been in the diversity field for almost 20 years and is currently the Chief Diversity and Social Impact Officer at Momentive (formally known as Survey Monkey). We cover: The research done on diversity on Momentive The shift in consciousness he's noticed over the last 15-18 months What he believes is most important to gain from the research What he thinks is most important for businesses to focus on moving forward Get the episode transcript here Join the Inclusion & Marketing newsletter

Welcome to the first episode of the Inclusion and Marketing Podcast! In this episode, I cover what inclusivity really is. It’s 2022, and it’s time for every business owner to know how important it is to completely redefine their rules. Gone were the days where just adding a seat to the table is enough. One size does not fit all. Join me on this journey as I dig deeper into not only how to be more inclusive, but why it is the future of business marketing. Get the episode transcript here Join the Inclusion & Marketing newsletter