Empathy-Based Marketing Comes Down To Your Purpose
At one time, consumers were a captive audience. You sold it, they bought it, as long as it was a prestige brand, a household name, or was promoted by an influencer or by a really cool cartoon animal.
Times have changed and to stand out, you not only need to have a quality product or service, but you also need to show that you understand your audience—not even stellar content curation and content promotion can save you if your marketing isn’t hyper-targeted. This is where purpose comes in. You need to ask yourself, what is your purpose behind promoting your product, brand, or initiative?
Enter empathy-based marketing.
What is empathy-based marketing?
Empathy-based marketing is a strategy that calls for you to walk in your customer’s shoes for a bit. Instead of using a hard-sell approach, you consider their experience and think about how your brand can help them get what they want, which could be:
- More free time
- More happiness
- More friends
- Better health
- A more attractive appearance
- A career advantage
Yes, you’re still out to make a profit, but with empathy-based marketing, your strategy is different. You need to connect with your audience on a deeper and more intuitive level by delivering an immense value that they never anticipated. In short, make them feel like you read their mind before going above and beyond.
Define your customer
A lot of businesses use buyer personas to direct their marketing. These personas are fictional characters that represent your ideal customers. Without them, your marketing efforts can be a bit like throwing snowballs in the dark and hoping that you blindly connect with something.
To be effective, your personas need to take customer emotions into account. Identify their wants and pain points, understand how these factors make them feel, and then plan your content accordingly. For example, customers who are constantly rushed for time will want a simplified usage guide while those who are buying to indulge themselves value things that make them feel extra-special, like a free gift with purchase.
Understand your customer
Who are you marketing to? Is it busy parents? Small business owners? People who are passionate about the environment will pay attention. To communicate properly with them, you need to understand what they care about and how your product can give them what they want, whether it be more free time, a healthier body, or a new skill that they can use to climb the corporate ladder.
Send a message that resonates
Empathetic content shows customers that you understand what it’s like to walk in their shoes. People feel positive about brands that can solve their problem, so send a message, using the right words, that shows how your products address issues that matter to them.
Although we’ve got millions of years of evolution behind us and are capable of both critical thinking and abstract thought, emotions still guide a lot of our decisions, including what to buy.
To succeed at empathy-based marketing, you want to create a journey map or experience/outcome that your ideal buyer can relate to, and feel good about. When you start by understanding them and then create content that delivers your brand message in an impactful way (go ahead and use a cool cartoon animal if you want!), you’ll stand out and succeed.