Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

11 diverse stock photo resources to help buyers see themselves in your brand

11 diverse stock photo resources to help buyers see themselves in your brand Blog Feature

Ramona Sukhraj

Associate Director of Content, Strategized Initiatives That Increased IMPACT’s Website Traffic From ~45K to ~400K

December 11th, 2020 min read

Editor's Note: This article was originally published in June 2019 by Ramona Sukhraj. It has been updated by the author to include new data and resources.

The year was 2017. A young marketer found herself in the all-too-familiar struggle of finding a suitable, “not too stocky” stock photo for an article.

She clicked through page after page, losing patience and hope with every scroll. Her eyes grew heavy with fatigue — and then it appeared.

Her mouth dropped. It went dry. But it wasn't because she had finally found the elusive, perfect stock photo she so desperately sought. It was because of this:

diversity-in-stock-photos-example

Holy cliche.

The only thing harder than finding a quality stock photo is finding a quality, realistic stock photo of an underrepresented group.

Now, I don't share this story because this image is “offensive," per se but because it is an inaccurate representation. 

The ornate outfit the man is wearing in this stock photo is probably what many in the U.S. think of when they picture an Indian man, but it is not something that would be worn casually to work, just “watching something funny on a laptop” as the caption suggested. 

It’s the flashy attire people unfamiliar with South Asian culture think is worn 24/7 and perpetuates the one-dimensional image of the community in Western media — and it left a sour taste in my mouth.

Stock photos like this showcase an unrealistic and stereotypical portrayal of underrepresented groups, promote ignorance and misinformation, and overall defeat the goal of inclusive marketing

Why is this a problem?

While resources are getting better the selection of stock photos with people remains notoriously homogenous and often a bit tone deaf. 

Search any general term on the major competitors (i.e. Shutterstock, iStock, etc.) and you will undoubtedly be met with options dominated by young, thin, white, heterosexual men without visible disability.

(Check out this informal, but eye-opening investigation by RKA Ink.)

The problem for marketers is that not everyone falls into these buckets.  

Inclusive marketing is supposed to make people feel seen and understood. It's supposed to expand your reach by connecting with individuals from more walks of life, but cliche images like the one I encountered elicit eye-rolls, not endorphins. 

Note: While my story may have been a tad melodramatic, my shock upon seeing the image was in no way exaggerated. In fact, here is a snap I sent my friends shortly after:

diversity-in-stock-photos

Note: The vague caption: “Young People watching something funny on laptop.”

The concept of “representation” may seem like a new-age call-to-action, but it’s rooted in a very simple, human idea: people gravitate toward and respond to seeing others like them.

It creates a sense of belonging and affirmation and is exactly why we use images of people in our marketing in the first place. So, it needs to represent accurately. 

Images with people help prospects envision what it’ll be like working with you or using your products in their daily lives. Even more so than words, they help people recognize themselves as a good (or bad) match for your organization — but not if those images are full of stereotypes. 

Last year, Adobe found that 66% of Black consumers, and 53% of Latinx Americans feel their ethnicity is portrayed stereotypically in advertisements.

On the flip side, Google found that 69% of Black consumers are more likely to purchase from a brand whose advertising positively reflects their race/ethnicity, and this number jumped to 71% for LGBTQ+ consumers. 

Positive and accurate portrayals of underrepresented groups in your marketing pays off.  However, if you’re relying solely on mainstream stock photography to accomplish this, you may not be doing it effectively. 

Luckily, an increasing number of stock photo resources are tackling this problem head-on. Keep in mind, these resources are not necessarily more diverse than the major stock photo competitors, but they will help fill some of gaps that exist there.

1. Diversity Photos

diverse-stock-photos-diversity-photos

Diversity Photos a comprehensive resource that's been trusted by big brands such as Facebook, Huffington Post, and Microsoft. 

Started by a team of photographers and creatives, the resource offers high-quality images of underrepresented groups in a wide range of categories including: Business, Indian Culture, Holidays, Spots, and the very relevant Face Mask and Work from Home. 

Images are available a la carte for $50 each or by subscription for $250 for 10 images a month. Custom enterprise pricing is also available. 

2. The Jopwell Collection

diverse-inclusive-stock-photos-jopwell

Jopwell, the leading “career advancement platform for Black, Latinx, and Native American students and professionals,” has created a free resource focused on images of, you guessed it, images of Black, Latinx/Hispanic, and Native American professionals and students in the workplace.

Jopwell has also created a dedicated Intern Edition, featuring images of younger members of the groups in office settings. Personally, i think this is amazing to see. I hope seeing these images in use will further encourage younger minorities to pursue professional careers.

3. The Gender Spectrum Collection

diverse-inclusive-stock-photos-broadly

Earlier this year, Vice Media's feminist channel Broadly launched “The Gender Spectrum Collection,” a stock photo library of gender-inclusive images. The over 180 image collection features 15 trans and non-binary models and is all available under a Creative Commons license, free for the public and media professionals to use.

4. Body Liberation

With brands like Victoria's Secret coming under fire for their lack of body inclusion, a resource like Body Liberation has never been more important.

This site offers a variety of  "plus-size, body positive" photos in dozens of categories including holidays, self-care, and remote work. 

Diverse-stock-photos-body-liberation

Pricing is based on a credit system starting at $9.20 depending on your plan. 

5. Klaud9

diverse-stock-photos-klaud9

Based in Singapore, Klaud9 has thousands of photos focused on individuals from Asian backgrounds and has worked with brands like Google, Visa, and Nivea.

Their collection touts over 57,000 photos of businesswomen, mature women and women with disabilities. They also offer custom photoshoots. 

6. Tonl:

diverse-inclusive-stock-photos-tonl

Tonl’s goal is to deliver “culturally diverse stock photos that represent the true world we live in” and features beautiful images of black and brown professionals. Plans and individual purchases are available. You can get started for as little as $25.  

7. Muslim Girl collection on Getty Images:

diverse-inclusive-stock-photos-muslim-girl

Stock photos aside, modern Islamic women are definitely no strangers to misrepresentation in the media. The Muslim Girl collection on Getty Images aims to end that. Images are subject to Getty pricing.

8. Pexels

Pexels is a popular free stock photo and videos resource that has always a wider range of diverse options compared to other major players in the space, but recently, they made waves by putting a great focus on gender and relationships. 

 

9. #WOCInTech on Flickr:

diverse-inclusive-stock-photos-woCtech

Started by Christina Morillo, a New-York-based tech professional, #WOCinTech is an awesome, free-for-use-with-attribution gallery featuring imagery of women of color working the tech space.

10. Nappy.co

diverse-inclusive-stock-photos-nappy

Similar to Tonl, Nappy.co shares a variety of high-resolution images of Black and Brown professionals, but with the added bonus of being free to use!

11. Disabled and Here

Disabled and Here is collection of free and inclusive stock photos featuring disabled Black, Indigenous, people of color (BIPOC) from across the Pacific Northwestern United States.

diverse-stock-photos-disabled-and-here

The site is a "disability-led" initiative aimed at "a reclaiming of [their] depiction, featuring disabled BIPOC with different diagnoses (or lack thereof), body sizes/types, sexual orientations, and gender identities."

"This is disability representation from our own community," it proudly states.

Represent those you want to represent you

Representation wasn’t something I had most of my life — minus, to a degree, Princess Jasmine (thanks, Disney). It’s something I didn’t even know I wanted; something I didn’t know I craved until it slowly started happening — and you can bet your dollar I remember the brands and individuals who made it happen. 

Diversity and inclusion in your brand’s stock photos and marketing assets can have the same effect. It can make you welcoming and appealing to a wider audience, perhaps one you never considered.

While I discourage the inclusion of diverse faces just for the sake of checking the boxes — representative media is something marketers should always keep in mind.

A 2019 report conducted by Adobe showed 61% of Americans find diversity in advertising important.

Make an effort to be more authentically representative in your marketing and, in turn, perhaps more diverse customers will proudly want to represent you.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE