What is the importance of empathy-based marketing?

Gone are the days where marketers did whatever they could to push people into the sales funnel. Today, consumers want to be engaged with. They want to feel a personal connection with the brands they align themselves with like they’re being cared for by someone close to them (like family or friends). To get this right, marketers have had to become transparent, honest, and personal with their target audiences. So, to answer the question in the title, empathy-based marketing has become the new normal. Let’s see how we can use empathy in our marketing, and a few tips on how to get it right:

Using empathy in your marketing

• Add human elements to your brand

We often forget that, while we develop general target personas when we plan marketing campaigns, the people that we are talking to are real people with real feelings and needs. So, for your brand to really engage with people in an empathic manner, it needs to have its own human characteristics. For example, your marketing should speak in a specific tone, and have its own personality that comes across in the marketing content.

• Remember that people are different

Casting a wide net with marketing and advertising messages is something that died in the 1980s. Well, it didn’t die – it just got more focused. The truth is that customers want to feel appreciated on a personal level. They want to feel like they are the only customer you have, and want their specific needs met if they are to part with their hard-earned money. So, by getting to know customers personally, brands can build real, human relationships with people – no matter who they are.

• Be a good listener and be proactive

Use social media channels, online forums, or feedback directly from sales teams and customers themselves to improve your customer service. Empathy starts with an understanding of someone else’s needs and frustrations. Empathy isn’t just listening – it’s understanding. So, when we listen to our customers – and act on their suggestions for improvement – we are showing that we care about our customers as much as they care about us.

Do’s and don’ts of empathy-based marketing

Storytelling is one easy way to get empathy across in your marketing, and stories can be told through blog articles, infographics, videos, and others. However, sometimes marketers get it wrong, which can render the entire campaign impotent. Here’s how to carefully weave empathy into your marketing:

• DO: Understand your audience’s wants and desires before creating content.
• DO: Use emotive words and phrases in your writing and design.
• DO: Strive to inspire those who interact with your marketing content.
• DO: Celebrate your success with your customers, and learn from mistakes.
• DON’T: Avoid being too obvious in your sales intentions.
• DON’T: Avoid coming across as too direct or ‘preachy’.
• DON’T: Ensure that you have the only goal per marketing campaign.

Get in touch with the Digital School of Marketing

Marketers looking to get into the content marketing field, where content creation is emphasised heavily, should have a look at our Digital Copywriting and Content Marketing course! Not sure which path you’re taking on your marketing journey? Get in contact with us and we’ll help you choose your ideal career-launcher.