Imagine Not Being In A Digital World Right Now…?

There is no denying that these unprecedented times are hard. But can you imagine how much harder it would be without our world being digital? With everyone spending hours on their phones per day, how do you capture their interest to convert them into customers? During this pandemic and particularly lockdown 3; the answer lies in the use of empathy in your marketing messages.

As humans, we all laugh, cry and love. These feelings create an experience, and as marketers, it’s our job to recreate these feelings through effective marketing campaigns that connect with and motivate our target audience.

It’s important to note that empathy in marketing campaigns isn’t just a “feel-good” technique. It allows marketers and business owners to step into the shoes of their target audience to better understand and respond to their wants and needs, which in turn produces loyal customers and greater business success.

Do you want to boost sales and grow your business? Here is why empathy in marketing matters and how you can incorporate it into your current marketing strategy.

Create communication pieces that speak to the needs of your target audience.

Why use empathy in your marketing?

Long gone are the days of the outbound sales process, where people were directed and heavily pushed into the sales funeral. Nowadays, consumers don’t want to be “sold” to; they want to develop trust with a brand. Consumers will even go so far as to ignore or become upset with any communication piece that doesn’t feel authentic or genuine.

The main focus of marketing is sales! And while that should be the case, sometimes our communication can become bogged down by that driving force. Taking a step back to think about how and why a product or service will provide a solution to your customers will help to lead them to your brand, rather than directing them to it.

Practical Marketing Tip:

Create communication pieces that speak to the needs of your target audience. Putting yourself in their shoes will allow you (and your brand) to provide help and guidance. This can even lead to better customer satisfaction and engagement.

How to Use Empathy In Marketing

  • Humanise yourself and your brand. Your target audience isn’t some intangible, fictitious persona. They are real people, just like you and I. While it’s important to know what stage of the buyer’s journey they are in, just remember that you’re creating communications for a human at the end of the day.
  • Remember that no one person is alike. Your customers, even if they fall into the same generation or age bracket, are all different. They won’t all have the same problems or desires.
  • Always perform research. Since empathy is defined as putting yourself in another person’s shoes, it’s important not just to make educated guesses. Performing in-depth buyer persona research will allow for empathetic insight.
  • Pay attention, listen, and be proactive. Whether it’s through social media, online forums, or feedback from the sales team, what are your customers saying? What do they like about your marketing and brand? What do they want you to change? Learn about your audience from past and current buyers – this will help further define your marketing strategy for the future.

The Secret To Empathy

Understanding a consumer’s wants, needs, annoyances, and grievances, will truly help to set your marketing campaigns apart from other companies. Creating a connection from brand to the consumer through empathy – especially during this COVID 19 pandemic is the authentic recipe for marketing success.

Are you currently using empathy in your marketing efforts? Want help in doing so? Contact me to discuss further.