What You Need to Know to Ensure Accessibility in Digital Marketing Campaigns
Content marketing is all about creating experiences. And a negative customer experience can be worse than no experience at all. But if you’re not prioritizing accessibility in your digital marketing campaigns, you’re all but guaranteeing that people with disabilities will not be able to enjoy the experience you’re trying to create.
A recent study that examined the home pages of the top one million websites worldwide found that 97% had detectable WCAG 2.0 violations. Only 3% of the world’s most popular websites offered a fully accessible experience to all users.
How do you think your marketing content stacks up?
Inclusive Marketing Matters
More and more, organizations are making accessibility and inclusive marketing a priority. The reasons behind this trend range from a genuine commitment to making sure everyone can access and enjoy content marketing teams create to preparing for — or in some cases, responding to — legal action over a lack of accessibility.
But regardless of what factors are driving your push for accessibility in digital marketing, it’s essential to understand the audience you’re serving. Most of us have moved past only thinking of accessibility in terms of physical access like wheelchair ramps and elevators, but making your message accessible goes far beyond serving people with permanent disabilities.
Accessibility in Marketing Guidelines
Writing Inclusive Copy
Whether you’re creating blog content, web copy, email sequences, or social media posts, it’s important to avoid using language that could exclude any part of your intended audience.
Designing for Accessibility
Your design and development teams should also play a major role in building accessibility into your digital marketing campaigns.
Posting on Social Media
The rules for accessibility in copy and design apply on social media, but platforms like Facebook, Twitter, and others also have some special guidelines that don’t come up elsewhere.
Digital Accessibility is an Ongoing Process
Consider regular training on accessibility in digital marketing for your team. Our partners at Level Access offer a range of excellent programs to help keep your organization current and compliant.
We Understand Accessibility in Digital Marketing
Struggling to create accessible content that engages and educates your entire audience? TPM creates marketing collateral, sales enablement content, and educational material to help grow your reach, build trust, and generate leads. Get in touch to discuss how we can help you.