Nine Digital Marketing Tips To Attract Communities Of Color

When a brand is trying to break into an underserved or underrepresented market, earning the trust and loyalty of the targeted audience is about building the right connections. Attending area events that enable company leaders and staff to become more familiar with the culture is just a first step.

To attract and retain clients and customers who will support and recommend their business to others, company leaders must demonstrate authenticity and genuine action—not just talk. And in a growing competitive landscape, it’s important to stand out in the virtual world. Below, nine experts from Forbes Business Development Council each provide their top strategies to help business leaders resonate with Hispanic, Black and other non-white digital media platforms of influence—and their audience.

1. Work On Building Genuine Partnerships

It’s essential to focus on building partnerships rather than campaigns. Demonstrating your consistency with that over time will build an authenticity that shows your company cares about the people, their values, cultures and issues that matter to them. – Alexandra Robertson, Visory Health

2. Strategize Content Initiatives From Cultural Insiders

To engage authentically with Hispanic, Black and other non-white media audiences, leverage culturally attuned, narrative-driven content crafted by cultural insiders—creators and influencers from these communities. This approach positions your brand as a trusted, long-term ally, achieving genuine resonance and equity. – Ravi Kotwani, Avyanco Group

3. Highlight Your Customers’ Challenges And Successes

Professionals who utilize digital marketing can close approximately 40 to 50% more new business than their peers who do not. Recently our organization partnered with the second-largest provider of Spanish-language content. An excellent tip is to highlight stories that reflect real experiences, challenges and successes of the Hispanic community by using culturally engaging language. – John Drumgoole Jr., USA Mortgage

4. Show Up For Meaningful Community Events

Participating in culturally significant events like festivals, rituals and traditions can be very powerful. When people see representation, it goes a long way in building trust, affinity and authenticity. Of course, this should be done in a way to educate, share and inform, rather than preach. Focus on what brings us together in the themes of family, food, purpose and belonging. All surely resonate. – Archana Rao, Life Work You Inc.

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5. Share Content Your Target Audience Cares About

Focus on culturally relevant and inclusive storytelling. Develop a deep understanding of your target audience’s unique cultures and values. Use authentic representation by featuring people from these communities in meaningful roles, collaborate with trusted community influencers, avoid stereotypes and engage genuinely with causes important to them to build meaningful connections. – Tomer Warschauer Nuni, Kima Network

6. Demonstrate How Your Brand Connects With The Culture

To resonate authentically, acknowledge that post-Millennial generations—as well as other demographics—now frequently reinvent themselves, embracing fluid identities across all cultures. Experiment with platforms like TikTok to create content that reflects shared values and evolving personas, tapping into universal experiences while celebrating cultural nuances to build meaningful connections. – Jack Borie, Ubix

7. Change Your Team’s Stereotypical Mindset Through Education

A powerful tip for resonating authentically with diverse media is to avoid assuming each ethnicity only connects with its own. Instead, highlight shared values and experiences that cross cultural lines, while incorporating genuine representation. Understand their interests, avoid stereotypes and collaborate with creators who align with your message to build trust and engagement. – Scott Hozebin, StrideMD

8. Engage Respectfully With Your Target Audience

To resonate authentically with Hispanic, Black and other non-white media, prioritize cultural competence. Collaborate with diverse influencers, create culturally relevant content and use visuals that reflect the audience. Engage on niche platforms, celebrate community milestones and support meaningful causes. Authenticity comes from respect and a genuine commitment to representation. – Salice Thomas, Wipro Limited

9. Commit To Company Diversity—Internally And Externally

Brands must “walk the talk” to resonate authentically in diverse industries. Showcase diversity not only in marketing but also within your team and corporate practices. Highlight hiring efforts and support for inclusion and equity initiatives. Consumers notice when brands prioritize genuine diversity internally and externally. This builds trust because it reflects a genuine commitment to diverse communities. – Thasha Batts, Pinnacle Global Network