Simple Trick To Track LGBTQ Engagement

Having worked in the LGBTQ marketing space for multiple decades, one of the most valued and elusive metrics often sought by our clients is the size of their LGBTQ audience, yet without a basic strategy to track community engagement they haven’t got a unicorn hope in hell.

It’s no secret that the LGBTQ consumer can be difficult to identify, sometimes because the closet door shields them from sight and others because brands aren’t looking in the right places. Gay bars were among the first places brands used to reach and measure the impact LGBTQ was having on their bottom line, but primarily for just for spirit and beer brands.

How do you create a simple metric that can help track your LGBTQ engagement?

Try using the power of the Internet. A custom domain name used exclusively in LGBTQ specific messaging or creative helps to garner a sense of how many LGBTQ people are interested or open to engaging with your brand. It’s not an end-game strategy, but certainly a beginning.

Web analytics tied to a domain used exclusively in LGBTQ marketing will immediately begin to show if your brand messaging or creative is inspiring LGBTQ consumers enough to click.

Using a domain like yourbrand.LGBT or mybrand.GAY sends a clear sign to LGBTQ consumers that you are actively inviting them to your brand. It also reinforces that you see and value them as an audience, are comfortable being bold, and are willing to speak their language.

In a cluttered market where LGBTQ consumers are looking for signs of safety and authenticity, a custom domain creates the perfect welcome sign. Whether it leads to an LGBTQ specific micro-site or points to a page within your main website, tracking LGBTQ-generated hits is where the magic happens and the story to LGBTQ engagement begins to unfold.

Your web address is the secret weapon in LGBTQ. Not only a simple and inexpensive hack for beginners and veteran marketers, but easy to implement and track.

Great domain names on .LGBT and .GAY are available from www.pridelife.lgbt, the world’s first and only LGBT certified business selling domain names.