Here are 5 ways to make your marketing accessible to a wider audience:
1. Visual Communication:
- Images and Videos: Make sure your visuals are high quality and include alt text descriptions that accurately convey the content of the image to people who use screen readers.
- Color Contrast: Use sufficient color contrast between text and background to ensure readability for people with visual impairments.
- Clear Layouts: Design your marketing materials with clear layouts, uncluttered spaces, and easy-to-read fonts.
2. Inclusive Language
- Plain Language: Avoid complex jargon and technical terms. Use clear, concise language that is easy to understand for everyone.
- Gender-Neutral Language: When appropriate, use gender-neutral language to avoid excluding any specific audience.
- Focus on Accessibility: Frame your marketing messages around the benefits your product or service offers, rather than focusing on limitations a person might have.
3. Multiple Formats:
- Text Transcripts: Provide text transcripts for audio or video content to ensure accessibility for people who are deaf or hard of hearing.
- Sign Language Interpretation: Consider incorporating sign language interpretation for video content, especially if it targets a broad audience.
- Accessible Documents: If you offer downloadable documents (like PDFs), ensure they are compatible with screen reader software and have proper heading structures.
4. Digital Accessibility:
- Keyboard Navigation: Make sure your website and marketing materials are fully navigable using just a keyboard, for people who rely on assistive technologies.
- Closed Captions: Include closed captions for all video content to ensure accessibility for people who are deaf or hard of hearing, or those watching in situations where sound isn’t available.
- Mobile-Friendly Design: Ensure your marketing materials are optimized for mobile devices, as many people access information through smartphones and tablets.
5. Targeted Outreach:
- Community Collaboration: Partner with Deaf and disability advocacy organizations to ensure your marketing messages are inclusive and reach the intended audience.
- Accessibility Testing: Utilize accessibility testing tools and involve people with disabilities in the review process to identify and address any potential barriers in your marketing materials.
- Clear Call to Action: Make your call to action (CTA) clear and easy to understand. Use accessible design elements for buttons and ensure they function correctly with assistive technologies.
By incorporating these strategies, you can create marketing materials that are inclusive and reach a wider audience. Remember, accessible marketing isn’t just about compliance; it’s about creating a positive user experience for everyone who interacts with your brand.
