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Kaia Pankhurst

How to Market to and Attract Diverse Cultures

As an eyecare provider, you’re passionate about helping people. The more inclusive your marketing efforts , the more people you’ll be able to help.

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FORMER PRESIDENT JIMMY Carter once said “We become not a melting pot but a beautiful mosaic. Different people, different beliefs, different yearnings, different hopes, different dreams.”

America is a rich tapestry of ethnic and cultural groups. Despite that, many business owners tend to apply “one size fits all” marketing strategies. It makes sense to want to reach the largest possible audience. However, failing to approach marketing with diversity in mind could alienate a sizeable potential client base.

Marketing to diverse groups does not have to be labor-intensive. Here are a few steps you can take to ensure your eye care business appeals to as many different types of people as possible.

Representation Matters

We all want to see ourselves represented. The images on your website, social media pages, ads, and printed collateral are an excellent opportunity to represent a wide range of people. Using custom or stock photos that feature different races, sexes, gender identities, ages, body types, and more sends out a very clear message: “You are welcome here.”

To many, this may seem like political correctness. The reality is simpler: your marketing should reflect your client base. Chances are your client base isn’t entirely white 22-year-olds who wear a size 2. And if your current client base is mostly homogenous, more diverse imagery may help attract a wider variety of people.

Keep Content Accessible

When we learn how to write in school, we’re trained to use the most impressive words and phrases possible. This is a great habit when you’re trying to demonstrate academic skills. But when you’re trying to appeal to a wide range of people with different levels of English proficiency, flowery, wordy, or even just overly casual content can be a huge barrier. Despite being an English-dominated country, over 350 languages are spoken in the US. While many multilingual people speak English fluently, others may struggle with larger words or more scholarly phrases.

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Avoid acronyms as much as possible; they may be familiar to the average American, but an English language learner might find them frustrating or alienating. Idioms (common sayings) and clichés are other elements to avoid. People from different cultural backgrounds may not have the context to understand them.

For example, native English speakers understand when someone is “under the weather,” that means they’re sick. But to someone who hasn’t grown up with English, that phrase is absolutely baffling.
It’s best to use clear and simple language on your marketing materials. That way, you’re more likely to attract consumers from a variety of backgrounds.

Show Support Through Celebrations

One of the easiest ways to embrace a multicultural client base is by acknowledging important dates, holidays, and festivals on your social media channels. You don’t need to march in your local LGBTQ+ Pride parade or host a Lunar New Year trunk sale (honestly, it’s best not to unless your business is an active part of either of those communities). Simply posting a very simple note is enough to show your support. For example: “Eid Mubarak to all our Muslim friends!”
This is a simple message that demonstrates appreciation for Muslim traditions without appropriating them or tokenizing Islam. It may be a small gesture, but that gesture can help make people who belong to minorities feel seen and welcome.

Make a Larger Impact

As an eyecare provider, you’re passionate about helping people. The more inclusive your marketing efforts are, the more people you’ll be able to help. By bringing in diverse patients and customers, you can help your community as a whole become a more accepting and connected place.

Kaia Pankhurst is a Senior Content Strategist at Marketing4ECPs (marketing4ecps.com) where she creates and implements content strategies for eyecare practices all over North America. Outside of the office, Kaia is a musician, activist, and professional wrestler. Email her at [email protected]

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