How to Grow Your Agency Through Socially Responsible Marketing

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Wondering how to prioritize inclusivity, emotion, and social impact in your agency’s work? Looking for a proven model to follow?

In this article, discover the keys to conscious agency growth from a serial entrepreneur who has launched several successful companies.

How to Grow Your Agency Through Socially Responsible Marketing by Social Media Examiner
This article was co-created by Troy Sandidge, Brooke Sellas, and Lisa D. Jenkins. For more about Troy, scroll to Other Notes From This Episode at the end of this article.
Conscious Growth Marketing Through Diversity and Inclusion
In today's increasingly diverse and interconnected world, embracing diversity and inclusion has become critical for businesses across all industries. This is especially true in marketing, where understanding and resonating with a wide range of audiences is essential for success.

Award-winning growth marketing strategist Troy Sandidge shares his insights laos telegram phone number list and expertise on the critical role of diversity, equity, inclusion, and belonging (DEIB) in effective marketing. As the founder of multiple agencies and an accomplished CMO, Troy brings over 15 years of experience focusing on strategic growth through diversity-led experiential marketing. His perspective highlights why agencies and brands must embrace DEIB principles to drive sustainable growth and deeper connections with their audiences.

Troy emphasizes a core tenet: “Diversity equals revenue.” By bringing diverse individuals and perspectives to the table, organizations gain the power of inclusivity. Looking at the same challenges and opportunities from different angles increases the probability of success.

There’s enormous untapped potential in underrepresented communities—the BIPOC (black, indigenous, and other people of color) community alone represents $3.7 trillion in buying power. Troy says that by developing more inclusive marketing, you could organically increase your reach and impact by 26% over the next two years. When audiences see themselves represented in marketing campaigns, they are more likely to engage with and purchase from a brand.

However, diversity and inclusion in your marketing strategy require more than surface-level representation. It’s important to be intentional and ensure your language, messaging, and imagery resonate authentically with the communities your brand aims to reach. Empty representation without substance will fall flat and could even backfire. The goal should be creating pathways for underrepresented audiences to see themselves and feel a genuine sense of belonging to your brand.

How to Connect With More People Through DEIB Marketing
#1: Embrace the ‘Conscious Growth Pathways’ Framework
To help organizations embed DEIB principles into their marketing strategies, Troy has developed the “Conscious Growth Pathways” framework. This approach focuses on the intersection between experience, entertainment, education, and empowerment to drive profitable outcomes and meaningful impact.

The “Conscious Growth Pathways” build upon foundational marketing concepts like the “5 Ps” (product, price, people, place, promotion) and “7 Cs” (customer, content, context, convenience, community, cohesion, conversion). However, Troy argues that these traditional models miss a crucial component—the human element. “If you don't align with, if your purpose and your mission does not align with me as a human, I will go an hour away to choose another brand versus you,” Troy says.

No matter how well organizations optimize the classic marketing mix, neglecting the human factor will limit their success. Therefore, the “Conscious Growth Pathways” framework incorporates additional layers:

The “4 Es”: Engagement, exclusivity, experience, emotion
The human element
DEIB integration
Sustainability focus
People are tired of social media and Zoom. They want to be part of an exclusive, private community where they can feel safe and accepted. If your agency or offer doesn't help them feel happier and more connected, they won't want to do business with you, Troy says. As an agency owner, you're in the business of helping people. Your job is to ensure that your offer fits your ideal customers well. If your ideal customers don't believe you’re a good fit for them, you won't make any money.

You can form deeper bonds beyond transactional interactions by meeting audiences at the “4 Es” nexus, acknowledging their humanity, and focusing on belonging. Customers remain loyal despite challenges like price increases because they feel emotionally connected to your brand, which resonates with their values.

Focus on the Human Element
To begin executing DEIB efforts, start internally. Examine your own capacity, utility, and performance (CUP) around these issues. Capacity is what you're able to do. Utility is the benefit of doing it, and performance is how you measure your efforts. Study how your company operates and ask your team, clients, and customers what you can do better.

Regarding your marketing team, hire a diverse and inclusive group of marketers to gain access to a broad range of perspectives. Everyone on your team will be looking at your product or service from a different angle. Incorporating these perspectives into your campaigns means you have a higher chance of converting more customers who share those perspectives.