The average person today spends five hours per day on their phone. The challenge with living in this digital world is trying to stay in touch with the emotions of your clients. What does your digital marketing strategy look like? Is your company bringing humanity into its customer experience?
Empathetic marketing allows you to reach your customer in a way that shows they mean more to you than just a sale. Your campaigns play to the feelings of your customer, bringing your business greater success while producing loyal customers.
So, how do you bring empathy into your marketing in a genuine way? And how do you know when you’ve crossed the line from heartfelt to cheesy?
By reading this handy guide to incorporating empathy into your digital marketing strategy, you’ll be equipped with skills that will transform your approach to the customer experience.
Empathy is, in essence, putting yourself in someone else’s shoes. Empathetic marketing is built on the foundation of knowing your client – what are their wants and needs? You want to better understand them so you can better serve them.
Using empathy in your marketing strategy builds trust between your business and the customer. When you shift your focus from sales to customer satisfaction, your customers feel the difference (and they respond accordingly!).
Rather than directing your customers to your brand, you want to gently guide them there. Here are six ways to incorporate empathy in your marketing strategy:
Your first step is going to be humanizing your brand, and there are several ways to approach this.
Customers relate to humanity. Showcase the little moments – a phone call with a loved one, a baby’s first steps, or a shared glance between an old couple. Any scenario a customer can relate to will encourage interaction with your brand.
What grievances do your customers currently have? Which areas are causing them pain? Your company needs to know exactly what its customers are going through. Once you’ve found that understanding, update your buyer personas to line up with what your real-life customers are currently dealing with.
Having empathy for your customer works in two ways:
For the first, find out ways to relieve, or relate to, your customers’ daily frustrations.
For the second, analyze your traffic and conversions. It’s important to know the aspects of your brand that are attracting the most customers, and which areas might be driving them away.
After analyzing your customers’ pain points, it’s time to make changes to your business model to meet their needs. These don’t have to be enormous changes – just enough to show the world that you care about your customers and are aware of how they’re doing.
One of the best ways for a brand to impact its customers positively is educational content creation. Content that teaches your viewers is automatically valuable to them and enhances their brand experience.
Go through your existing content and take note of what’s relevant to your customers. Which pieces evoke emotion while teaching your audience something? Update any pieces with outdated information while keeping the feelings there.
Are there any engaging ways you can teach your customers about your business, product, or service? For example, an inside look into the production process of skin products. It’s important for consumers to know what goes into their products, so behind-the-scenes content is interesting and valuable to them!
Advancing technology has made it easier to create content that is easily interacted with. You could run a “choose your adventure”-type campaign, where your audience can decide where to click and learn about your company.
If you can get users to interact with your advertisement, they are more likely to recognize your brand if they see it at a later stage.
User-generated content (UGC) is unmatched when it comes to bridging the gap from brands to customers.
The biggest benefit of UGC is that your brand doesn’t create the content itself – you simply choose which entries match the feel of your existing brand aesthetic. When you amplify this content, it encourages other users to create UGC as well!
Take note of the content your customers create. What are they saying about your brand? Which aspects of your company do they enjoy and showcase the most? UGC is an invaluable look into the opinions of your audience. It is a strong form of testimonial that other viewers are more likely to trust.
To grab the attention of your viewers, you need to engage with their emotions. It isn’t enough to simply sell your product or service; you need to connect with your customers and show them that your brand cares.
Incorporating empathy into your digital marketing strategy is vital when building brand loyalty and encouraging interaction with your company. Contact Connectica today to find out more about digital marketing and how empathy is the key to your brand’s success!