Marketing / SEO / Social Media

How To Make Your Marketing More Accessible.

It is estimated that there are more than 14 million people in the UK who have a disability, impairment or long term health condition – but does your marketing reflect this?  For the majority of us, making life more accessible may not be at the front of our minds. But as we embrace diversity, not only in our own team but also in a more general sense it’s only right that we consider how we can be inclusive of disabled people in marketing efforts.  A lot of these changes are also simple to make and can have a huge impact on your business. Scope estimates that businesses who do not meet the needs of disabled people could be missing out on a share of £420 million in revenue each week. [Scope 2016]

So, what can you do to be more accessible? 

Make Sure Everyone Can Enjoy Your Videos

Video is one of the most popular forms of content, so much so that by 2022, online videos will make up more than 82% of all consumer internet traffic. It’s important to consider how those videos can be enjoyed by all. Adding subtitles or an audio overview can make sure that those who may have a visual or audio impairment. 

Improve Readability 

Readability isn’t only essential for your SEO presence it can also impact how accessible your content is. Short and clear sentences can be enjoyed by everyone. Also, this helps to make your message concise and means it will get to what you’re actually trying to say. Using headings, simple language where possible and considering text formatting in your web design all help. 

Check That Your Images Are Screen Reader Friendly 

You may have started to see that some social media posts will have a visual description after their content, this is a great step towards accessible social media. Screen readers used by those with a visual impairment cannot read images, by adding in a description it gives the consumer context. People will normally label these so that there is no confusion. 

Embrace #CamelCase 

The term Camel Case is used to describe hashtags that use capitalise the first letter of every word. By adding in capital letters might not be something you have considered before it can make a lot of difference for those with Dyslexia, cognitive difficulties and those using screenreaders.  Using capitals in this way breaks down the words meaning that those using specific text to speech software will be able to read them and will improve overall readability. 

Offer Accessible Formats 

When you’re creating your next brochure, video or content it’s important to offer accessible formats. One of the best ways to ensure you’re marketing material will be accessible is to consider what you will need in the early stages of planning, rather than as a last-minute thought.  Accessible formats can cover braille, audio descriptions, including a sign language interpreter in videos, offering large print, the list goes on. There are some great tips here on formats you may wish to include. 

Our Part In Getting It Right 

To ensure that this blog gave the best possible information on accessibility and making sure that it was relevant to those with a range of disabilities, not just those that we have had experience with.  In doing so, we teamed up with Esi Hardy on this post. As Managing Director of Celebrating Disability, Esi and her team provide invaluable services, giving disability awareness training and inclusion support in the workplace.  Below, Esi gives her take on why this matters and what you can do.

Why This Matters

ESI HARDY / Managing Director of Celebrating Disability

As previously mentioned, there are 14 million disabled people in the UK.  The online spending power of people with access requirements and disabled people is now £24.8 billion per year.  However, because the majority of businesses are still not considering disabled people in their marketing strategies, £17.1 billion is being lost to businesses when disabled people click away from inaccessible websites. Figures obtained from Click-Away Pound 2019 Report. 

Now, more than ever with the effects of Covid-19 on self-isolation and enforcement of digital technologies to continue effective business, it is a great time to prioritise disability inclusion to capitalise on this predominantly untapped market.  
“Being inclusive of disabled people isn’t all about financial gain.”

Whilst the recognition of the importance of disability inclusion is growing, it is still not a top priority for businesses. Therefore, if you are a business that is tapping into this unmet need, you will be ahead of the game.  If you market yourself and promote yourself in the right way, in the right places and to the right people you can secure loyal, raving customers because you’re providing a service that in many other ways, does not exist in full.    Where to start? Ask somebody who knows best. Talk to customers; people who are disabled who know what needs to be done in order for everyone to fully engage and participate. 

Actions You Can Take Now To Make Your Marketing More Accessible There’s no better time than the present to start being more inclusive, so why not start with these 3 steps: 

  1. Start using #CamelCase in your hashtags, the more you do it, the sooner it becomes a habit
  2. Add alt text and image descriptions to your posts across social media. 
  3. Include accessibility in your planning sessions from now on.

Have a new project you’re about to start? It’s the perfect opportunity.

GET IN TOUCH.

If you’re interested in how you can make sure your marketing is accessible, speak to our team today!

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