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PODCAST

Frictionless Growth Marketing

Sonia Thompson | Inclusive Growth & Customer Experience Strategist

Brand growth today depends on removing friction from your marketing and customer experience to attract and retain more of the people you want to serve. Frictionless Growth Marketing is the podcast for marketers, business leaders, and founders who want to grow by eliminating the messaging, experience, and strategy gaps that quietly push customers away every single day. Hosted by Sonia Thompson, Inclusive Growth and Customer Experience Strategist, the show breaks down how modern brands drive

business marketing

All Episodes

40:35

58. How to build an LGBTQ+ inclusive brand with Hank...

Frictionless Growth Marketing ·

2023/05/11

An LGBTQ+ inclusive brand is intentional about showing people from this community that they belong. That goes beyond just showing up during PRIDE month. In this episode I talk with Hank Paul, a Queer Inclusion Strategist, about practical ways you can build a brand that makes the LGBTQ+ community feel seen, safe, and supported. Access the transcript here The Business Allyship Roadmap Hank on Instagram Join the Inclusion & Marketing Newsletter

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40:41

57. Neurodiversity at work: How to create a culture...

Frictionless Growth Marketing ·

2023/05/04

Twenty percent of the world’s population is neurodivergent. That’s 1 in 5 people – who are diagnosed with dyslexia, dyspraxia, ADHD, and autism. It is very likely that we work with, have colleagues, and people in our networks who are neurodivergent – so it is important to understand more about it, so we know how to make them feel like they belong with us and our businesses. In this episode I chat with three experts on neurodiversity at work, so you can be equipped with how to better serve your team

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12:14

56. Inclusive marketing lessons from Bud Light's...

Frictionless Growth Marketing ·

2023/04/27

Inclusive marketing can grow your bottom line. But inclusive marketing done right can’t just be about getting people from underrepresented and underserved communities to buy your stuff. That’s extraction marketing, and it can actually do more harm to communities. No good. Here are a few lessons every brand should take from Bud Light’s mistakes from an inclusive marketing standpoint. Access the transcript of this episode here Join the Inclusion & Marketing newsletter

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35:36

55. Incorporating inclusion into conversion rate...

Frictionless Growth Marketing ·

2023/04/20

Engaging in conversion rate optimization is a smart way to ensure you're marketing works harder for you. But is there a way to do this with inclusion in mind? To answer this question, I immediately knew I needed to chat with Talia Wolf, founder of GetUplift, a conversion rate optimization agency trusted by high growth brands like Teamwork, Bitly, Sprout Social, Thinkific, Mercedes, and Dario. Talia's thoughts and recommendations on this topic may surprise you. Get the transcript of the episode

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31:49

54. Creating inclusive influencer marketing campaigns...

Frictionless Growth Marketing ·

2023/04/13

These days more brands are leaning into influencer marketing campaigns. The good news is that inclusion is starting to become a bigger part of the conversation in this area. However there are still a few challenges that exist that need to be tackled to do inclusive influencer marketing the right way. To help you navigate how to build inclusive influencer marketing campaigns the right way, I sat down with Tinashe Chaponda, an influencer marketing expert and Sosani Studios agency owner. Get the

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29:54

53. The inclusive marketing framework big brands are...

Frictionless Growth Marketing ·

2023/04/06

There's a lot of moving parts to inclusive marketing. Thankfully, increasingly there are more marketers in many industries and working with brands of all sizes that are coming together to give guidance on how others can engage in inclusive marketing. In this episode, I chatted with Jerry Daykin, a global marketing leader with senior roles at brands including Beam Suntory, GSK Consumer Healthcare, Diageo, and Mondelez, and author of the new book Inclusive Marketing. Based in London, UK, he is a WFA

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34:14

52. Diversity and inclusion data: How to capture and...

Frictionless Growth Marketing ·

2023/03/30

Are you capturing and using your own diversity and inclusion data to help you reach your business goals? Many companies do not, and its one of the reasons why so many brands struggle to make real progress with diversity, equity, inclusion, and belonging. Data can help you build an inclusive culture where everyone on your team feels like they belong. And that inclusive culture with a diverse and representative team will enable you to attract and retain the a more diverse customer base that feels like

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29:39

51. How to create inclusive content that makes more...

Frictionless Growth Marketing ·

2023/03/23

Publishing inclusive content is a smart way to make more of the people you serve feel like they belong with you. But far too many brands produce content that makes people feel "othered" or where they can't even see themselves or who they aspire to be. No bueno. In this episode, Natasha Pierre, video coach, strategist, and host of The Shine Online podcast covers how to make your content more inclusive so you can make more people feel seen and build a more diverse customer base. Get the transcript

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45:10

50. How to get better consumer insights for...

Frictionless Growth Marketing ·

2023/03/16

Capturing consumer insights are an important part of any brand that wants to serve customers well. It's an important lever in developing a deep degree of customer intimacy that enables you to deliver products, services, and experiences that make the people you serve feel like they belong with you. But all consumer insights aren't created equal. And as you work engage consumers from underrepresented and underserved communities, having a deep degree of understanding of their experiences, their dreams,

en

17:30

49. How smart brands are closing the gender pay gap

Frictionless Growth Marketing ·

2023/03/09

Unfortunately, in 2023 gender pay gaps exist. And worst yet, gender pay gaps exist even more so when you look at the data for women from underrepresented and underserved communities. These disparities in women's pay vs. their male counterparts negatively impact belonging for the people on your team, which of course in turn negatively impacts how well they make the customers you serve feel like they belong. In this episode, I walk you through practical ways you can work on closing the gender pay gap

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39:35

48. How to create an inclusive workplace culture with...

Frictionless Growth Marketing ·

2023/03/02

To build an inclusive brand you have to have an inclusive culture. It’s really hard to authentically attract and retain customers from underrepresented communities, if you do a poor job of attracting and retaining talent from underrepresented communities. Because workplace culture is such an imperative, I am thrilled to bring you this chat with today’s guests, Leanne and Al Elliott, hosts of the Truth, Lies, and Workplace Culture podcast, and co-founders of a workplace culture consultancy, OblongHQ

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35:20

47. How to increase customer success for people who...

Frictionless Growth Marketing ·

2023/02/23

Customer success doesn't happen at the same rate for everyone. The customers you serve with differences, including those who are BIPOC, often have external factors that negatively impact their journey to success. The good news is, you have the power to implement products, services, and experiences that pave the way for a greater degree of success for your BIPOC customers and others with differences. In this episode, Natalia Sanyal, an anti-oppressive copywriter and brand strategist talk about an

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15:51

46. Inclusion wins at SuperBowl LVII

Frictionless Growth Marketing ·

2023/02/16

Over the past few years more brands have started to lean harder into more inclusive campaigns. As we look at SuperBowl campaigns for 2021 and 2022, inclusion took a more prominent role. That wasn’t the case in SuperBowl LVII. The celebrity filled ads seemed to have different goals. While inclusion didn’t feel like it was actively considered in the majority of ad campaigns, there were still major wins throughout the event that are worth calling out, as well as one noteworthy ad from the NFL that did

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21:06

45. Factors that influence your customers' success...

Frictionless Growth Marketing ·

2023/02/09

We all want the people we serve to be successful. However, there are other customer success factors that influence the outcomes of both your team and your customers -- that have nothing to do with the products, services, and experiences you deliver. And those factors have to do with their differences. Unfortunately, the differences of people on your team and the customers you serve, can cause them to get different results from those in "dominant" groups. I cover what the most common differences are

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13:25

44. [Listen to Them] Black consumers share what they...

Frictionless Growth Marketing ·

2023/02/02

Just because a brand decides to engage in inclusive marketing, doesn't mean the consumers they want to attract will automatically respond favorably. Trust needs to be earned before consumers from underrepresented and underserving communities will feel like give their attention, dollars, and loyalty. In this episode Black consumers share what brands have done and should do to earn their trust. Go to www.listentothem.co to listen to all the episodes in this series. There you'll also find details about

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12:39

43. [Listen to Them] All representation isn’t created...

Frictionless Growth Marketing ·

2023/02/02

Representation matters. But not all representation is created equal. As more brands are starting to produce more representative imagery, consumers from underrepresented and underserved communities aren't necessarily jumping for joy. Some are actually turned off by it. In this episode, Black consumers share their responses to more diverse visual imagery, and what brands can do to engage in inclusive and representative imagery in a manner that draws them closer to to them. Go to www.listentothem.co to

en

13:42

42. [Listen to Them] Are you using your brand’s power...

Frictionless Growth Marketing ·

2023/02/02

Brands have a lot of power. Whether you are intentional about how you use it or not, your products, visuals, communications, and the experiences you deliver have an impact on the way consumers feel. Make sure that impact is one you desire to have. In this episode, consumers talk about the power brands have on influencing consumers, and what they can and should do to use that power for good. Go to www.listentothem.co to find all the episodes in this series, and to get details about the live workshops

en

13:13

41. [Listen to Them] Working with people different...

Frictionless Growth Marketing ·

2023/02/02

Soon enough, we'll all work with people who are different from us in some way. And while engaging with people who are different comes naturally for some, for others it isn't quite as smooth. In this episode, Black talent share their experiences and perspectives on working with people different from them, while offering advice on how to engage and interact in a way that is both respectful and effective. The more we know how to interact with others, especially those who are different from us, the

en

18:11

40. [Listen to Them] This is what a high-performing...

Frictionless Growth Marketing ·

2023/02/02

There's plenty of research that shows diverse teams out-perform their non-diverse peers. Not only do they outperform them financially, but they also are more innovative. But just because you have a diverse team doesn't mean you'll automatically receive the benefits of having one. You have to be intentional about creating a team culture that enables everyone on the team to thrive, and be better together. In this episode, Black talent share their experiences working in high-performing diverse teams,

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26:11

39. [Listen to Them] Common micro-aggressions your...

Frictionless Growth Marketing ·

2023/02/02

Micro-aggressions are like little pinches, slaps, and punches people from marginalized communities all too often at work. Sometimes the people delivering the micro-aggresions are aware that they are committing them, and other times they are both completely oblivious they are delivering them, and of the impact it has on the recipient. Micro-aggressions prevent and ruin inclusive cultures. If you want everyone on your team to feel like they belong -- including your talent from underrepresented and

en

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