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Why Creating LGBT-Specific Content Is Critical to your Business
It's no secret that LGBT customers have impressive buying power. Organizations that wish to target the community, however, must create enticing content that's equally specific as it is authentic. While marketing content that is visibly inclusive is often the initial entry point for many LGBT individuals — think Lexus' “Inside Out" video, Tiffany's marriage equality photograph and Apple's iPhone 7 ad — it's critical to provide content that goes beyond signaling to show LGBT visitors how your business fits into their lives.
Here are three ways to attract and retain LGBT customers through your web content.
Make a Big Statement with an LGBT Micro-Site
One effective way to relay LGBT content is through an independent website that links to a company's larger homepage. Marriott's #Love Travels campaign, for instance, employs a memorable URL that contains original videos and editorials spotlighting LGBT travel stories, along with a hashtag and, of course, brand initiatives.
The CMI 21st Annual LGBT Tourism & Hospitality Survey, lends more support to the idea of LGBT-specific content. According to the survey, over 91% of gay and bisexual men and lesbian and bisexual women thought that having an LGBT website made a travel bureau or destination feel more LGBT-friendly. Similarly, having an LGBT website made some 73% of those surveyed more likely to travel to a destination.
Micro-sites are not limited to tourism and hospitality brands. Businesses like Wells Fargo and Southwest Airlines are among many that benefit from connecting with the LGBT community through break-off websites. To take your organization's micro-site one step further, consider using the .LGBT domain, which will communicate your site's purpose within the URL itself, while also aiding search functionality.
Connect with the Community Personally
Whether you opt for a page or micro-site, your organization's LGBT content should show your awareness of the community, while also recognizing the value of the individuals within it. Use your online space to share stories of your brand interacting with your LGBT audience.
Accenture is one organization forging genuine LGBT interactions online. The business consulting company used its LGBT platform to host a “Pride Across Borders" webcast, in which colleagues around the world discussed the importance of Pride. On an even more personal level, Accenture tapped LGBT employees and clients to share their stories as well.
Content like this can provide visitors with a keen insight into an organization's perspective on LGBT initiatives, while also attaching faces and anecdotes to the business. Accenture and many other companies reveal that thoughtfully executed LGBT content can connect a brand to both its employees and the market.
Demonstrate Your Priorities
It might sound obvious, but don't forget to leverage your content to outline company services that are relevant to LGBT customers who are looking for tailored guidance.
Take a page from Gateway Financial Partners. Its site acknowledges that various state tax laws may affect LGBT couples specifically, and then clearly conveys to readers that it's equipped to handle these situations.
Prudential went the extra mile by creating an LGBT-specific financial research study that provides valuable information about the insurance industry, and not just its own sphere of influence, for LGBT people. While you probably already make this kind of literature available to all your clients, it's imperative that LGBT consumers know you're ready — and able — to help.
Regardless of the format you use, demonstrating your company's awareness, knowledge and commitment to treating all customers equally is not just a strategy you can take pride in, but one that will help you grow and retain your customer base.