So, you’ve got this business that’s about more than just dollars and cents. Maybe you’re creating a safe space for LGBTQ+ folks, amplifying underrepresented voices, or pushing for positive change in your community. You know you need to grow, but your business isn’t just here to rake in profits—you’ve got a mission. That’s where marketing comes in.
But let’s be real: not every marketer or agency is cut out to handle a business like yours. You don’t just need someone who’s going to boost sales—you need someone who gets what you’re about and can help you grow while staying true to your values. So, what should you expect when teaming up with a marketer or agency as an inclusive business?
Here’s the lowdown on what they should bring to the table—and how they can help you elevate your mission without selling out.
1. They Get Your Mission—Like, Really Get It
Let’s be clear: if a marketer doesn’t take the time to truly understand your mission, they’re not the right fit. Whether you’re focused on LGBTQ+ inclusivity, racial justice, or creating safe spaces for marginalized folks, your marketing partner needs to be on the same page from day one. They should dive deep into why your business exists, who you’re serving, and what change you’re trying to make.
For example, OutWellness, a queer Austin wellness center, partnered with Chien Industries to authentically reflect their mission of providing holistic, inclusive care for the LGBTQ+ community. You can check out the collaboration here.
What to Expect:They’ll ask the right questions. Not just “What do you sell?” but “Why do you exist?” “Who are you here for?” If they’re not putting in the effort to understand your mission, it’s a red flag. A good marketer will connect your business’s soul to its strategy.
2. They Craft Messaging That Doesn’t Water You Down
Marketing isn’t just about being seen—it’s about being understood. Your marketer should know how to reflect your mission authentically in every campaign, ad, or social post. You’re not trying to be just another company out there pushing products—you’ve got something to say, and it matters how it’s said.
What to Expect:They’ll make sure your messaging is clear, bold, and aligned with your values. Whether it’s a social media post, a blog, or an email campaign, your mission should never take a back seat. If they’re pushing for generic, cookie-cutter content that doesn’t feel true to your business, it’s time to move on.
3. They Know How to Speak to Your Community
This isn’t a one-size-fits-all gig. As an inclusive business, you serve a unique community, and your marketer needs to know how to speak directly to them. Whether it’s using language that resonates with LGBTQ+ folks, creating campaigns that spotlight underrepresented voices, or simply understanding cultural context, they should tailor everything to your audience.
What to Expect:They’ll come in knowing—or be willing to learn—how to connect with the people you’re serving. Look for someone who understands the importance of representation and diversity in marketing, and who can craft content that feels genuine and inclusive.
4. They’re All About Mission-Driven Growth
Here’s the thing: you still want to grow. But that growth needs to happen on your terms. A marketer or agency working with an inclusive business has to get that it’s not just about chasing dollars. It’s about expanding your reach in ways that amplify your mission, bring in the right people, and stay true to what you stand for.
What to Expect:They’ll help you set growth goals that align with your mission, whether that’s building a bigger community, boosting engagement, or increasing sales without sacrificing your values. Look for someone who can be creative in how they help you scale—someone who sees growth as more than just numbers.
5. They Help You Stay Real in a World Full of Performative Marketing
Performative allyship is everywhere. You’ve seen it—the brands that slap a rainbow on their logo during Pride but don’t walk the talk. As an inclusive business, the last thing you want is for your marketing to feel fake or out of touch. Your marketing partner should help you navigate social responsibility in a way that’s real and grounded in your day-to-day work.
What to Expect:They’ll help you craft campaigns that reflect your real-world impact, not just empty slogans. If they suggest something that feels performative or tone-deaf, it’s a sign they don’t get it. Authenticity is non-negotiable—especially when your business is built on values.
6. They Build Community, Not Just Sales
Your business isn’t just here to push products or services—it’s here to create a sense of belonging, to lift people up. Whether you’re running a queer-friendly gym, an inclusive fashion brand, or a safe space for marginalized folks, your marketer should help you strengthen that community bond.
What to Expect:They’ll come to you with ideas for community-focused initiatives. Whether it’s partnering with other inclusive businesses, creating campaigns that spotlight your customers, or hosting events that bring people together, they’ll help you build relationships, not just transactions.
7. They Measure Impact That Goes Beyond the Dollar Signs
For you, success isn’t just about making money. It’s about making a difference. A good marketer will help you define and track impact metrics that matter to you. Maybe it’s how many new people you’ve connected with in the LGBTQ+ community, how your message is spreading, or how your brand is perceived.
What to Expect:They’ll work with you to measure the metrics that align with your mission, not just profits. Expect them to report on things like community engagement, feedback from your audience, and how your brand is making an impact.
At the end of the day...
You need a marketer or agency that doesn’t just care about selling—they need to care about what you care about. They should be just as passionate about your mission as you are, helping you grow in ways that stay true to your values, resonate with your community, and make a real impact.
So, if you’re running an inclusive business or queer-owned brand, don’t settle for a marketing partner who only talks profits. Find someone who gets that what you’re building is bigger than that—because you’re not just in this for the money, and neither should they be. And if you want to try us out, click here.
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