190. I Reviewed 50 Brand Websites — Here Are the Most Common Friction Points Limiting Growth & Conversions
Even the most well-intentioned brands have hidden friction points buried throughout their customer journey — small, avoidable moments that quietly push ideal customers away. In this episode, Sonia Thompson, Inclusive Growth & Customer Experience Strategist, breaks down the most common friction patterns she uncovered while reviewing 50 brand websites across industries, markets, and brand sizes.
You’ll learn how gaps in representation, inclusive language, accessibility, and customer experience create invisible barriers that limit growth, reduce conversions, and weaken customer trust. Sonia shares real examples, surprising insights, and practical takeaways to help you identify (and eliminate) the friction costing your brand valuable engagement, loyalty, and revenue.
If you care about inclusive marketing, customer acquisition, growth marketing, or building a customer experience designed for belonging, this episode will show you exactly where friction hides — and how removing it can transform your results.
Get the roadmap billion-dollar brands use to win today’s customers - https://inclusionandmarketing.com/roadmap/
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189. Find the Hidden Friction in Your Customer Journey (Before It Costs You More Customers)
Even the most well-intentioned brands have friction hiding in their customer journeys — small moments that quietly push ideal customers away. In this episode, Inclusive Marketing and Customer Experience Strategist Sonia Thompson reveals her Friction Finder Growth Audit framework to uncover and fix the hidden friction blocking your customer experience and limiting brand growth.
Get the Inclusion & Marketing Newsletter -- www.inclusionandmarketing.com/newsletter
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188. 4 Common Growth Marketing Mistakes Keeping You From Reaching Influential & High-Growth Communities
Most brands want to grow — but too many still use the same old playbook.
In this episode, Sonia Thompson — inclusive marketing and growth strategist — breaks down the four most common growth marketing mistakes keeping brands from reaching the influential and high-growth communities driving today’s marketplace.
From superficial inclusion to copy-and-paste campaigns, Sonia reveals what’s really costing brands trust, loyalty, and ROI — and exactly how to fix it.
You’ll learn how to:
✅ Go beyond representation to build true connection
✅ Commit to the communities you serve — even when it’s uncomfortable
✅ Design growth strategies that are inclusive and effective
✅ Replace one-off campaigns with loyalty that lasts
Because today’s fastest-growing brands don’t just reach people — they resonate with them.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
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187. Why Your Growth Marketing Strategy Isn’t Working Like It Used To (and What to Do Instead)
If your ads, campaigns, or funnels aren’t delivering like they used to, it’s not just you — and it’s not just the algorithm. The truth is, your growth marketing strategy might be out of sync with today’s consumers.
In this episode, Sonia Thompson, inclusive marketing and growth marketing strategist and host of Inclusion & Marketing, breaks down what’s driving diminishing returns in growth marketing — and how to realign your strategy for today’s world.
You’ll learn:
Why traditional performance marketing tactics are losing effectiveness.
How evolving consumer identities, values, and expectations are reshaping ROI.
Three key shifts to modernize your growth marketing playbook — leading with identity, communicating values clearly, and building connection through every touchpoint.
If your growth has stalled — or if you’re ready to future-proof your marketing strategy — this episode will help you evolve how you grow, who you grow with, and how you connect.
Because growth isn’t broken — it’s just misaligned.
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186. Why the Fastest-Growing Brands Start With “Who,” Not “What”
Most growth marketing strategies start with what to do — launch a new campaign, open a new channel, or create a new product.
But the fastest-growing brands today start somewhere very different: with who they’re growing with.
In this episode, Sonia Thompson, inclusive marketing strategist and host of Inclusion & Marketing, breaks down the mindset shift powering today’s fastest-growing brands — the shift from what to who.
You’ll learn:
Why effective growth marketing begins with people, not platforms.
How brands like Stanley, Walmart, and Toyota built loyalty by serving growth communities.
Practical ways to identify the audiences that will fuel your next stage of growth.
Whether you lead marketing for a global brand or run a growing business, you’ll walk away with a clear framework for designing growth marketing strategies that start with people — and deliver stronger, more sustainable results.
Because when you start with who, the what takes care of itself.
Get the Inclusion & Marketing Newsletter - www.inclusionandmarketing.com/newsletter
The world of marketing is changing — fast. Customers are more diverse, leaning more heavily into their identities, and expect brands to understand them deeply. Inclusion & Marketing with Sonia Thompson is the show for leaders who want to win with modern customers by building inclusive experiences that convert and keep people coming back.
Each week, Sonia — an inclusive growth strategist and consultant — dives into real-world stories, case studies, and actionable strategies from smart brands leading the way. You’ll learn how to turn customer insights into loyalty, design marketing that resonates across cultures, and apply growth strategies that work today — not yesterday’s playbook.
If you care about customer experience, growth marketing, and building a brand that stands for something meaningful — this is where you belong. Modern customers. Modern growth. Inclusive marketing. These are the new rules smart brands can’t afford to ignore.
Listen to Inclusion and Marketing with Sonia Thompson, Young and Profiting with Hala Taha (Entrepreneurship, Sales, Marketing) and many other podcasts from around the world with the radio.net app
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