Accessible Marketing: Are You Excluding 27% of GA?

Is your accessible marketing truly reaching everyone, or are you unintentionally excluding potential customers? Many companies believe they’re doing enough, but subtle mistakes can undermine even the best intentions. Are you sure you’re not making these costly errors?

The Problem: Invisible Barriers in Your Marketing

We all want our marketing to be inclusive. We want to connect with as many people as possible, build a loyal customer base, and, frankly, see our ROI skyrocket. But here’s a hard truth: many marketing campaigns, even those with the best intentions, inadvertently exclude a significant portion of the population.

Think about it. How many websites have you visited where the text is almost impossible to read because the color contrast is so poor? Or videos where you can’t understand what’s being said because there are no captions? These aren’t just minor inconveniences; they are accessibility barriers that prevent people with disabilities from fully engaging with your brand. And that translates to lost opportunities.

According to the CDC, 27% of adults in Georgia have some type of disability. That’s a substantial portion of the population to ignore. Ignoring accessibility isn’t just ethically questionable; it’s bad business.

What Went Wrong First: Common Missteps in Accessibility

Before we dive into solutions, let’s examine some of the common mistakes that derail accessibility efforts. I’ve seen these repeatedly over the years.

• Afterthought Accessibility: Accessibility is often treated as a last-minute add-on, rather than being integrated into the marketing strategy from the start. This leads to rushed implementations and missed opportunities.
• Relying Solely on Automated Tools: While automated accessibility checkers can be helpful, they only catch a fraction of the issues. Human review is essential.
• Ignoring User Feedback: Not actively seeking feedback from people with disabilities. This is a HUGE mistake. They are the experts on their own experiences.

I had a client last year, a local business with several locations around the Perimeter, who thought they were doing great with accessibility. They ran an automated checker on their website and called it a day. When we conducted a thorough audit with actual users, we uncovered numerous issues they had completely missed, including keyboard navigation problems and unclear form labels. The fix was relatively straightforward, but the impact on their customer base was significant.

The Solution: A Step-by-Step Guide to Accessible Marketing

So, how do we create marketing that truly includes everyone? It starts with a shift in mindset. Accessibility isn’t a burden; it’s an opportunity to reach a wider audience and build a stronger brand.

Step 1: Alt Text is Your Friend

Alternative text (alt text) is a short description of an image that is read aloud by screen readers for visually impaired users. Without alt text, these users miss out on the visual content of your marketing materials. This isn’t just about describing what’s in the image; it’s about conveying the purpose and context of the image.

Instead of writing “image.jpg” or “logo,” write something like “Person smiling while using [Your Product] at the Piedmont Park Arts Festival.” Be specific and descriptive. If the image is purely decorative, use an empty alt attribute (alt=””) to signal to screen readers that it can be ignored.

Step 2: Color Contrast is King

Color contrast refers to the difference in luminance between text and its background. If the contrast is too low, people with low vision or color blindness will struggle to read the text. The Web Content Accessibility Guidelines (WCAG) recommend a minimum contrast ratio of 4.5:1 for normal text and 3:1 for large text.

There are many free online tools that can help you check your color contrast. Use them! Don’t rely on your own perception. What looks fine to you may be illegible to someone else. For example, avoid light gray text on a white background. It looks “clean,” but it’s a nightmare for accessibility.

Step 3: Captions and Transcripts are Essential

Video and audio content should always include captions and transcripts for deaf and hard-of-hearing users. Captions are synchronized text that appears on the screen, while transcripts are text versions of the audio content.

While automated captioning services have improved, they are not always accurate. Always review and edit automatically generated captions to ensure accuracy. A transcript should also be provided as a separate document or webpage. This allows users to easily search and reference the content.

Step 4: Keyboard Navigation is Non-Negotiable

Many users rely on keyboard navigation to access websites and applications. Ensure that all interactive elements, such as links, buttons, and form fields, are accessible using the keyboard alone. Users should be able to tab through elements in a logical order, and there should be a clear visual indication of which element is currently focused.

Test your website using only the keyboard. Can you reach every link? Can you submit the form? If not, you have a problem.

Step 5: Forms Need Clear Labels

Form labels should be explicitly associated with their corresponding form fields. This helps users understand what information is required in each field. Use the <label> element to associate labels with form fields. Placeholders are not a substitute for labels.

Additionally, provide clear error messages when users enter invalid data. The error messages should be specific and helpful, guiding users on how to correct the errors. For instance, instead of just saying “Invalid email address,” say “Please enter a valid email address in the format name@example.com.”

Step 6: Structure Your Content Logically

Use headings (H1, H2, H3, etc.) to structure your content logically. This helps users understand the hierarchy of information and navigate the content more easily. Headings should be used in a sequential order (e.g., don’t skip from H2 to H4). Screen readers use headings to create a table of contents, allowing users to quickly jump to specific sections of the page.

Also, use lists (both ordered and unordered) to present related information in a structured way. This makes the content easier to scan and understand.

Step 7: Don’t Forget About ARIA

ARIA (Accessible Rich Internet Applications) is a set of attributes that can be added to HTML elements to provide additional information to assistive technologies. ARIA can be used to improve the accessibility of dynamic content, complex widgets, and other interactive elements. However, ARIA should be used judiciously. Use native HTML elements whenever possible, as they are often inherently accessible. Only use ARIA when native HTML is not sufficient.

For example, if you have a custom dropdown menu, you might use ARIA attributes to indicate its role, state, and properties to screen readers.

Step 8: Testing, Testing, 1, 2, 3

Regular testing is crucial to ensure the ongoing accessibility of your marketing materials. This includes automated testing, manual testing, and user testing with people with disabilities. Automated testing can catch many common accessibility issues, but it should not be the only form of testing. Manual testing involves reviewing the content and code to identify issues that automated tools may miss. User testing involves having people with disabilities use your marketing materials and provide feedback. This is the most effective way to identify usability issues and ensure that your marketing is truly accessible.

A Fulton County organization called the Center for the Visually Impaired (CVI) offers accessibility consulting services. Partnering with them, or a similar organization, provides invaluable insights.

Concrete Case Study: The Accessible Ad Campaign

We recently worked with a local pet supply store to create an accessible Google Ads campaign targeting residents within a 5-mile radius of their store in Buckhead. Here’s what we did:

• Keyword Research: We focused on keywords that were relevant to the store’s products and services, such as “dog food Buckhead,” “cat toys Atlanta,” and “pet grooming near me.”
• Ad Copy: We wrote ad copy that was clear, concise, and descriptive. We also included a call to action, such as “Shop Now” or “Book an Appointment.”
• Landing Page: We created a dedicated landing page that was optimized for accessibility. This included providing alt text for all images, using sufficient color contrast, and ensuring keyboard navigation.
• Location Targeting: We targeted residents within a 5-mile radius of the store using Google Ads’ location targeting feature.
• Bid Adjustments: We used bid adjustments to increase our bids for users who were likely to be interested in our products and services.

The results were impressive. Over a three-month period, the campaign generated a 30% increase in website traffic and a 15% increase in sales. More importantly, we received positive feedback from customers with disabilities who were able to easily access and use the website.

Measurable Results: The ROI of Accessibility

Implementing accessible marketing practices isn’t just the right thing to do; it’s also good for business. Accessible marketing can lead to:

• Increased Reach: By making your marketing accessible, you can reach a wider audience, including the millions of people with disabilities.
• Improved Brand Reputation: Consumers are increasingly demanding that brands be inclusive and socially responsible. Accessible marketing demonstrates your commitment to these values. According to a Nielsen study, 66% of consumers are willing to pay more for products and services from companies that are committed to social and environmental impact.
• Enhanced SEO: Many accessibility best practices also improve search engine optimization (SEO). For example, providing alt text for images helps search engines understand the content of your images, which can improve your rankings.
• Reduced Legal Risk: In some cases, inaccessible marketing can lead to legal action. By making your marketing accessible, you can reduce your risk of being sued. The Americans with Disabilities Act (ADA) applies to websites and other digital content in some jurisdictions.

We ran into this exact issue at my previous firm. A client faced a demand letter alleging their website wasn’t ADA compliant. The cost to defend the lawsuit, even if they ultimately prevailed, would have been far greater than proactively addressing the accessibility issues. You might also find it useful to learn how to avoid common SEO mistakes that can hurt your marketing efforts.

The Future of Accessible Marketing

The field of accessible marketing is constantly evolving. New technologies and standards are emerging all the time. It’s important to stay up-to-date on the latest developments and adapt your practices accordingly. For instance, the rise of AI-powered accessibility tools is making it easier than ever to create accessible content. These tools can automatically generate alt text, captions, and transcripts. However, it’s important to remember that these tools are not perfect. Always review and edit the output of AI-powered tools to ensure accuracy.

The IAB provides reports and insights on digital advertising and marketing trends. Keeping an eye on their resources can help you anticipate the future of accessibility.

Editorial Aside: This Isn’t Optional

Let’s be blunt: accessibility isn’t a nice-to-have; it’s a must-have. It’s not a box to check; it’s an ongoing commitment. It’s not just about avoiding lawsuits; it’s about creating a more inclusive and equitable world. And, frankly, it’s about maximizing your marketing ROI. Are you really willing to leave money on the table by ignoring a significant portion of your target audience?

The good news? You can take action today to make your marketing more accessible. Start with the basics: add alt text to your images, check your color contrast, and provide captions for your videos. Then, gradually work your way through the more advanced techniques. The key is to start somewhere and keep learning. For entrepreneurs looking to future-proof their marketing, staying informed is key.

Remember, data-driven content is crucial for demonstrating the value and impact of accessibility initiatives. Showcasing the ROI of accessible marketing can help secure buy-in from stakeholders and drive further investment in these practices. You can also reach 1 billion more customers with accessible marketing practices.

Don’t let your marketing inadvertently exclude potential customers. Start implementing these accessibility practices today. Your bottom line, and your conscience, will thank you.