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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

21:55

137. 8 Inclusive eCommerce website examples that...

Frictionless Growth Marketing ·

2024/11/14

eCommerce is a core part of the journey for many consumers across a number of different industries. And because eCommerce websites or sections of websites often attract a broad diversity of consumers with different identities, brands who take the time to design experiences with as little friction as possible for people with these identities, will see more conversions.This episode walks through how to build a more inclusive eCommerce website, with specific examples of how different brands do that

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14:30

136. The YouTube growth strategy top channels use

Frictionless Growth Marketing ·

2024/11/07

Lots of brands are making YouTube marketing a priority. It's easy to understand why -- it puts you in a position to get in front of more of your ideal customers worldwide.But of course, with any marketing tactic, you need an effective strategy behind it to make it work for you. In this episode, I'm walking you through this smart inclusive strategy many top YouTube channels use with great success to reach. Get the Inclusion & Marketing Newsletter Video mentioned in the episode 134: 3 Steps to

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15:41

135. How to create an LGBTQ+ inclusive brand all...

Frictionless Growth Marketing ·

2024/10/31

By this time of year, normally we don't see too many LGBTQ+ celebrations from brands. Pride month has passed, and many brands are back to business as usual, which in a lot of cases means they aren't doing much of anything to make LGBTQ+ consumers feel seen, supported, or like they belong.Brands that do a good job of serving the LGBTQ+ community do it all year long. In this episode, I walk you through ways you can build an LGBTQ+ inclusive brand that makes people from the community feel like they

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15:02

134. 3 Steps to create an effective multilingual...

Frictionless Growth Marketing ·

2024/10/24

Engaging customers that speak other languages is a smart strategy for brands to grow. But too often, marketers think that an effective multilingual content strategy is just about translating your existing content into various languages.The reality, doing that may not bring you the results you desire. In this episode of the inclusion and marketing podcast, I walk you through my framework for implementing an effective multilingual content strategy that enables you to convert more customers. Get

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38:38

133. Jaw dropping stats about Latino youth prove why...

Frictionless Growth Marketing ·

2024/10/17

Every time I see data about the changing demographics in the U.S., it seems like my jaw drops open.Population Growth: 70% of the U.S. population growth between 2022 and 2023 is attributed to Latinos, a trend that shows no signs of slowing. Economic Force: Latino youth are projected to contribute 78% of all net new U.S. workers by 2030, and Hispanic consumer spending is outpacing non-Hispanic spending in key areas like personal care, home electronics, and new cars. 25% of Gen Z and Gen Alpha

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46:50

132. How to build a high-performing diverse team in...

Frictionless Growth Marketing ·

2024/10/11

In the summer of 2023, the U.S. Supreme Court said that it was no longer lawful to use affirmative action as a way to diversify the number of students colleges and universities accepted each year. As a result, a decades-old policy meant to help universities do a better job of building a diverse and representative student body is no longer valid.As a result, many companies have been reevaluating their own recruitment and hiring policies to address how they could go about building a diverse team –

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47:48

131. Brands rollback of DEI, microfeminism, and...

Frictionless Growth Marketing ·

2024/10/03

There’s a lot going on in the world these days, which often means there’s lots going on in the world of inclusive marketing.And sometimes – certain topics really just require a conversation – an opportunity to work through thoughts, feelings, and ideas – on the journey to forming opinions. So that’s what we’re doing on today’s episode. I sat down with a few folks from my inclusive marketing crew – some voices you’ve heard before on this show, and one new one, you’ll get introduced to. So after

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43:42

130. How to plan more inclusive business events with...

Frictionless Growth Marketing ·

2024/09/26

When it comes to business events, particularly those where important and transformational relationships are formed, it's very common for them to not be inclusive -- particularly for people who, for whatever reason, don't engage in specific activities that are considered "norms" in these types of settings.A big part of inclusive marketing is challenging what is often considered to be "normal" in your quest to make more of the people you want to serve feel like they belong with you. In this

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15:40

129. 7 Customer acquisition strategies smart brands...

Frictionless Growth Marketing ·

2024/09/19

Customer acquisition is one of three core components of any good and effective inclusive marketing strategy. In particular, brands must prioritize "inviting" consumers from underrepresented and underserved communities to be their customers.In this episode, I walk you through seven customer acquisition strategies smart brands use to win new customers from often ignored communities. Get the Inclusion & Marketing Newsletter Work with me Visuals, examples, and links mentioned in this episode

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21:29

128. Inclusive marketing isn't enough. Why (and how)...

Frictionless Growth Marketing ·

2024/09/12

Being successful with inclusive marketing is about more than just the marketing. It requires building an inclusive brand that supports communities and thinks and behaves inclusively throughout the organization.That's what consumers say they want. In this episode, I walk you through why building an inclusive brand is essential to your success with inclusive marketing. I also show you how to build an inclusive brand with my 5C Inclusive Brand Framework. Get the Inclusion & Marketing

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36:54

127. How to create a multilingual content strategy...

Frictionless Growth Marketing ·

2024/09/05

It is very likely that people who speak different languages also have the problem your brand solves. As such, a smart way to grow your brand and customer base is to intentionally engage with consumers who speak other languages with content that attracts, converts, and retains them.In this episode, I sat down with Selim Dahmani, a Senior Growth Manager at HubSpot, who is focused on growing the brand in the French market. Get the Inclusion & Marketing Newsletter Let's work together Selim on

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15:40

126. How to identify and eliminate friction in your...

Frictionless Growth Marketing ·

2024/08/29

A lot of brands have unnecessary friction in the customer experiences they deliver. That friction negatively impacts those brands’ conversions. That friction and impact on consumers is even more pronounced when it comes to people from underrepresented and underserved communities.This episode is all about how to identify and get rid of the friction in the customer experience your brand delivers specifically for consumers from marginalized communities. As a result, your conversions will

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15:16

125. How to increase conversions with an inclusive...

Frictionless Growth Marketing ·

2024/08/22

Most brands don’t know how much they could improve their conversions by optimizing their website and social media to also work for consumers from underrepresented and underserved communities.Conducting a website and social media audit can highlight opportunities to deliver better experiences for all the customers you want to serve while improving your conversions. In this episode, I walk you through how to get started with a website and social media audit for your brand. Get the Inclusion &

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18:22

124. 3 Ways to deliver customer experiences that...

Frictionless Growth Marketing ·

2024/08/15

The experiences you deliver play an important role in how well you do at converting people who are considering your brand. Far too often, brands deliver customer experiences that do not hit the mark for people from underrepresented and underserved communities.As a result, conversion rates for people in those communities suffer, as they go off in search of another brand that does a better job at meeting their needs. In this episode, I walk you through 3 ways you can increase conversions for your

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22:25

123. A framework for an inclusive SEO strategy

Frictionless Growth Marketing ·

2024/08/08

SEO is a common strategy marketers use to attract a broader customer base. However, most SEO strategies do not effectively serve the needs of consumers from underrepresented and underserved communities. And as a result, SEO doesn't often work so well as a customer acquisition strategy for diverse consumers.But with an inclusive SEO strategy, SEO can effectively serve as a smart customer acquistion strategy for people from underrepresented and underserved communities. In this episode, I walk you

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35:16

122. How Michael Graves Design & Pottery Barn Are...

Frictionless Growth Marketing ·

2024/08/01

It is increasingly becoming more important for brands to consider the physical needs of consumers. Sixteen percent of the world’s population has some form of disability. This often doesn’t include people who have temporary or situational disabilities. Another growing sector of the population where accessibility considerations are growing in prominence is the aging population. Baby Boomers make up 21% of the population in the U.S., with the youngest of this generation beginning to enter their

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27:58

121. How to write inclusive prompts for biased AI...

Frictionless Growth Marketing ·

2024/07/25

AI has a lot of biases in it. We know this, simply by considering the sources of the training data used. But knowing that AI have bias doesn't mean you can't or shouldn't use them in your marketing. Rather, it just means it is important to know the types of prompts to give your AI tools, to help root out the bias to create something that would be beneficial for the diverse group of consumers you want to reach.In this episode, I sat down with Chi Odogwu, an AI Operations Strategist. Get the

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31:49

120. How to use data to deliver customer experiences...

Frictionless Growth Marketing ·

2024/07/18

Customer experience is an integral part of ensuring that the people you serve feel like they belong with you.But knowing what actually creates a better customer experience can often feel like a guessing game. That's why using data as a marker to help you identify what works and what doesn't is a smart approach. In this episode, I sat down with Jess Cervellon, founder of Open Late Collective, a consultancy focused on brand strategy, retention and lifecycle marketing, and customer experience. Get

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31:23

119. How to build an SEO strategy that reaches a...

Frictionless Growth Marketing ·

2024/07/11

Search engine optimization (SEO) is a common strategy brands use to attract their ideal customers. But a lot of times when engaging in SEO, marketers don't take the time to think through the different identities of the people they want to reach.And as a result, the brand loses out on a lot of their would be customers, because they didn't take a more inclusive approach to their SEO strategy. In this episode, I sat down with Dale Bertrand, Founder and CEO of Fire & Spark, an SEO agency to chat more

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13:48

118. The right (and wrong) way to use pop culture...

Frictionless Growth Marketing ·

2024/07/04

Many brands use pop culture brands in their messaging and content. It is a way for brands to relate to consumers and connect to them at a more emotional level that goes beyond a product offering.But there are definitely times where brands should not be using pop culture references, because it has the opposite of the intended impact by pushing some of your ideal customers away from you. This episode walks through 3 reasons why you should reconsider using pop culture references for your brand, and

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