The diversity of our population presents a unique set of opportunities for businesses when it comes to marketing. Chances are the need for your product or service cuts across many demographics and cultural lines. Still, the idea of crafting multiple messages to reach a multicultural audience can be highly intimidating—especially if you are relatively unfamiliar with some of them. How can you possibly become an expert on multiple cultures to the point of marketing effectively to all of them?
The good news is that you don’t have to. Although it’s important to segment your messaging for multicultural marketing you can still make meaningful connections cross-culturally without earning a degree in anthropology or diversity studies. Let’s talk about how to do that.
MAKE IT PERSONAL
One of our mentors used to tell us, “What’s most personal is also most general.” That statement seems like a paradox, but it simply means that personal feelings are universally felt. Pain, joy, success, failure, hope, fear—these are all part of our shared human experience, regardless of cultural background or even language barriers. So don’t be afraid to get personal. Speak from the heart. Draw from your pain points, problems, and successes to interweave your story into your marketing. You’ll find in doing so that your message will resonate with people from all walks of life.
SPEAK WITH YOUR AUDIENCE’S BEST INTERESTS IN MIND
If what’s personal is also most general, others also feel the joy and pain you feel. Use this truth to take an empathetic approach in your marketing. Instead of focusing on why your product or service is the best, focus on what your audience needs most, and craft your messaging with their best interests in mind. Imagine that you specifically created your product or service to solve the pain point of someone you love. How would you educate that loved one about the solution you’ve created? Speaking directly to your audience’s pain points is a great way to cross-cultural barriers without having to become an expert.
While taking this intuitive approach to your marketing will help you connect with a more diverse audience, fine-tuning that message toward specific audiences will make your marketing efforts more effective.