Marketers and content creators are in the business of establishing relationships between the company and their consumers, or their potential audience. This becomes apparent when we talk with a business about their communications plan, social media strategy, website development or a simple advertisement, the first conversation always starts with “tell us more about your audience.”
In connecting with your customers, we bring our attention to empathy, but more specifically, empathetic marketing.
How can being empathetic improve your marketing?
- Relevance. When you bring empathy to your work as a marketer and content creator, you understand your buyers and clients as individuals, therefore the more relevant your messages can be.
- Solutions. The better you know your audience and consumers’ pains, the better you can demonstrate the solutions your products/services deliver.
- REAL Benefits. The better you know how they are measured on the job, the more specifically you can communicate the impact your products/services will have on those measures.
What Difference Can Empathy Make in Your Messages?
As a creator or marketer selling particular products to businesses, thinking about every individual you cater to, the people on the line, tugging their emotions through empathetic marketing would create more interesting lines of copy, articles that touch and influence your audience. No more tired or boring articles or videos.
We understand that there are other influencers in the decision making process like purchasing departments and executives. Still, when you connect with your target audiences empathetically through content that is specific to the things most important to them, you make connections that matter.
Knowing Your Buyers Better
Buyer Personas are a semi-fictional representation of your ideal customer, according to huble digital. They are your target audiences. When creating a campaign, you have to keep in mind how they look like, what their names could be, their interests and what you know about them such as:
What is their background? (education, marriage status, kids at home, etc.)
What are their challenges, on the job or at home?
What are their motivations?
What daily activities do they participate in?
What media might they use to find what you offer?
In the end, the important thing to remember in creating your marketing plan is you need to move people. Ask yourself if you are creating moments, micro-moments to connect with your audience.
Content Marketing & Empathy is Connected
The bottom line is that in an age of content marketing through website content, blogging, social media marketing and more, it is all about establishing an emotional connection with your brand. You want your messages to stick with your prospective customers.
If you already understand what it means to reach out to your audience and customers through empathy in marketing, but have a hard time organizing your strategy, Sidekicks is an on-demand virtual company that provides virtual assistant services, and we’re eager to talk you through anything you need to know about hiring a virtual assistant. Click here for your free 30-minute consultation.