Why Diversity in Digital Marketing Matters

WHY DOES DIVERSITY IN DIGITAL MARKETING MATTER?: American society is more diverse than ever. As marketers, our target audiences are becoming more diverse each and every day. So, are we truly representing a culture of inclusion in our marketing efforts? According to a survey, 80 percent of marketers agree that using diverse representation in ads helps a brand’s reputation. By involving a diversity and inclusion department in marketing efforts, making your digital strategy accessible to all, or even using “social listening” to see what a wide and diverse audience of people are saying about your brand, you can create more inclusive digital marketing strategies.

Why you should care: Diversity isn’t just in the photo you use on your website; it's about how inclusive the experience across your digital properties and assets feels to everyone. If your program has a diversity and inclusion department, consider receiving feedback from them before launching your next campaign. Involve your tech department to help make web pages accessible to everyone, including those with disabilities. 

3 TIPS TO BOOST FORM CONVERSIONS ON YOUR WEBSITE: According to a study, 74% of companies use web forms for lead generation and 49.7% say their online forms are their highest converting lead generation tool. Here’s how to get more conversions from your web forms: 

1. Arrange form fields from easiest to hardest: Start with the easiest field questions like name and email. If visitors feel it's easy to fill out the first few fields of your form, they’ll be less likely to leave the page since they’ve demonstrated commitment to the form.
2. Don’t ask for phone numbers: Unless required for your specific business, don’t do it. ClickTale found they lost 39% of user sign-ups when a required phone number field was added to their form.
3. Design mobile forms differently: It’s no secret people are browsing your site via their mobile devices. But can they easily fill out a form to complete a transaction or sign up for your event on their phone, too?

Why you should care: If you’re an enrollment marketer and using forms on your program’s website, keep in mind HubSpot’s 15 form best practices. Is there a clear value exchange offered to prospective students for filling out the form? Is it super simple to fill out the form on a mobile device? Low attendance to your last recruitment event could be due to a confusing or long-winded form that wasn’t user-friendly.

FACEBOOK TO CREATE A “TRUSTED” NEWS SECTION: About 43% of Americans get their news from Facebook and now, the platform wants a larger piece of the news pie. Facebook is looking to expand its Facebook Watch platform into a dedicated news outlet and plans to utilize video to relay the latest news and trends. In fact, million dollar offers are already on the table for the likes of ABC News, Dow Jones, and The Washington Post to license and use both their headlines and articles.

Why you should care: Timeliness and relevance in social media marketing are imperative to improving engagement and conversions. Facebook’s goal of becoming a more relevant go-to news source means that identifying trending stories and content will be even easier for enrollment marketers. You’ll be able to read about the latest news and trends directly in the platform, then utilize your knowledge of the trend or story to create your next Facebook post.

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