How to create better marketing materials for a Deaf audience

Businesses need to work harder to engage with the millions of Deaf consumers in the UK.

Creating marketing content that’s accessible for all will only increase your reach, leads and sales. This includes creating and sharing content for a Deaf audience.

Despite more than 11 million people in the UK being Deaf or Hard of Hearing, brands are still failing to build inclusivity and accessibility in their marketing campaigns.

This barrier they have created for themselves means members of the Deaf community cannot fully interact with their brands, as well as making Deaf people feel excluded.

In today’s increasingly technology-driven and digital economy, there’s simply no excuse for creating brand and marketing materials that aren’t accessible to a Deaf audience.

Here, we share a few tips on how to ensure your marketing doesn’t exclude your Deaf or Hard of Hearing customers.

How to increase accessibility in your marketing strategy

To be a truly accessible business for Deaf and Hard of Hearing consumers you need to ensure your content covers all bases. Here are a few things you can do to ensure your marketing content is as accessible as it can be:

Closed Captioning

Displaying the audio from a video with captions at the bottom of the screen allows Deaf people to understand your content without sound.

Transcriptions

Transcribing videos that are used on your website usually works better than closed captioning as sometimes videos move too quickly for a Deaf person to read the text in real-time. Transcriptions mean the Deaf person can take their time to read what’s being said in the video.

Sign Language

Perhaps the most obvious way to become more accessible for a Deaf audience is to use BSL interpreters and translators in content with sound. The same goes for events – if you’re holding a product launch, a conference or some other type of promotional event, BSL interpreters can ensure you can communicate with all your delegates.

Deaf Awareness Training

Deaf awareness training will help you and your marketing team to understand the Deaf community on another level which will therefore open your team’s minds in how to connect with your Deaf consumers on a more genuine and authentic level.

How social media has helped the Deaf community

Social media and its integration into everyday life over the past few years has affected us all in ways we couldn’t have foreseen. For the Deaf community in particular, this has been a welcome change in the way people now communicate.

Written communication, whether it be via email, text or on social media, has given Deaf consumers greater scope to interact with businesses and individuals.

Channels like Facebook, Twitter, Instagram and TikTok have also allowed members of the Deaf and Hard of Hearing communities to show the world they aren’t any less intelligent, creative or capable than hearing people.

It has also aided in spreading awareness around the barriers Deaf people still face, and how hearing people can learn from them and alter their own behaviours to be more inclusive.

Why it’s important to create accessible marketing content for a Deaf audience

Making your business and marketing more accessible to Deaf and Hard of Hearing communities will bring big long-term rewards and benefits. It can result in increased sales, improved customer loyalty and retention, better service delivery, positive media coverage, greater social impact and enhanced brand reputation.

By creating content that’s accessible to all, you’ll not only be showing your businesses as inclusive and accepting, but you’ll also aid in the conversation around the Deaf community and help to break down the barriers and preconceptions many hearing people have about Deafness and Deaf people.

So, when it comes to improving your marketing and making it more accessible to a Deaf audience, we can help you on your way.

We provide BSL interpreting and translation services in-person or online, plus expert consultancy, to help ensure your organisation is doing all it can to be as accessible as possible.

We can also provide a range of accredited communication professionals for Deaf, Deafblind and Hard of Hearing users in various sectors, from education and community to legal and healthcare.

To find out more, and for expert advice on which type of communication support will meet your needs, give us a call on 0843 178 0773, email bookings@signsolutions.uk.com or contact us via a BSL video interpreter.