Entering into the new age of digital, we have learned that empathizing is at the heart of marketing.
Brands, big or small, have learned the profoundness of investing in emotions in their digital marketing practices. Without emotions, you can’t convince a person to make a purchase from your brand because there are countless other marketing jargons related to what they are searching which is continuously being bombarded. Amidst unwanted messaging, it is highly essential that a marketing strategist should invest themselves in learning how they can add an element of empathy in their practices.
Here’s an article which will give you insight on how marketers are perfectly nailing empathy in their marketing strategies. But before we do so, let’s learn a bit about empathetic marketing.
What is Empathetic Marketing?
The ability to see events and situations from someone else’s perspective is what empathetic marketing is all about. Unless, you don’t see your product or service from the eyes of the customer, how are you going to resonate with your audiences? Usually marketing teams put customers at the center of their campaigns which help them produce content which can convert them easily & effectively. Do you want to build an authentic relationship with your customers? Empathetic marketing can greatly help. Whereas, beware that customers are smart and they are now very well-versed in how brands are becoming manipulative.
When you use empathy in your marketing, it should have every ounce of genuinity to convert.
Why is Empathy Important in Marketing?
The human emotion range is vast. While some emotions are positive such as joy, amazement, interest others are negative such as anger, fear or sadness. For instance, anger is a great motivator which compels the audience to share content across different channels. Using emotions have now become more than mandatory. Today, the way we live and how we perform our day to day activities are some of the ways we couldn’t have even imagined. We are living in a sensitive environment of smart technology.
Because everything we do now involves emotions, hence our reactions to marketing campaigns are also tailored the same way. Brands want to sell their products and if they can’t cash these emotions, these brands will only lag behind and experience a great deal of failure. Brands who are capable of reorganizing their existing marketing campaigns and using the right element of emotions across different channels are the ones who can benefit from it. The way brands move customers through the funnel has to change.
How to Use Empathy in Marketing?
Understand Audience’s Pain-Points
To begin with, update your buyer’s persona as per what your audience demands from your product.
In order to do that, you need to first address the following two questions:
- What are your customer’s pain points in the real world?
- What are the customer’s pain points which are associated with your business?
For now, the real world is going through a global pandemic situation. They are confined in their homes and are unable to travel or go visit their loved ones living in separate locations. They are more or less subjected to loneliness and uncertainty. If your brand has the capability to fill that gap or void for others in some way, you will be able to create the perfect connection with your target audiences.
For instance, JetBlue has quite appropriately researched on what are the common customer pain points related to traveling during the pandemic. They have created a video to shed light on these issues:
Do you have an email base? You can always send email with a survey form.
Don’t claim any promises but use the form to understand where your customers are struggling nowadays.
Adapt to Audience Requirements
Once you’re clear on the needs and wants of your customers, the next step is to adapt to those needs in your business model. For instance, if you’re running an ecommerce store such as an ebay or Amazon, you can easily cut down on additional service costs, or scale back monthly subscriptions to ease off the burden on your everyday customers. If you’re not up for opening discounts, you can subsidize charges on premium accesses.
Educate both sides. It’s not always just about your customers. Create an animated video which is fun & engaging for your audience to connect with the real-feel. And at the same time, help your employees learn about your values in serving customers effectively.
Make sure to keep your wordings and tone of content empathetic to make your customers feel home.
Take a Visually Appealing & Educational Approach
You need to send out valuable content if your approach is supposed to bring powerful results.
It indicates that you may have to do something unique and out-of-the-box to assist in your marketing strategy. One effective way is to audit your content and find pieces which are relevant to the audience.
If your older pieces have outdated information, it can evoke the wrong emotions and you may end up with no sales. In the worst case scenario, angry customers can go around posting negative reviews about you.
Amidst the pandemic, you should be prepared for anything & everything.
Data-focused content has become a holy grail for marketers of the present era. The more acknowledged they are, more effectively they can design content around key data marks to educate the audience.
Enter into the realm of data visualization and craft more engaging data-related content.
In this way, you can bring more knowledge to the table for your audience and create the perfect attraction.
So there you go, here’s just about everything you need to know about introducing empathy in your marketing strategy. Are you doing something brilliant for your customers? How about adding emotions.
Win your audience with empathetic marketing strategies rather than traditional digital strategies.