Empathy is perhaps the most sought after trait in quality digital marketing. Why? Because it works every time — if done right. So, how does empathy present itself in the digital marketing context?
We see examples of it every day. Google Photos recently released a commercial that resonated with almost everyone who uses an iPhone.
This is a pretty simplistic approach. It appeals to something almost all of us have experienced at least once — running out of phone storage.
Empathetic marketing has a high appeal because it’s relatable marketing. It’s comparable to reaching out of the screen, patting someone on the back and saying “hey, I know how you feel.” This sense of closeness in effect creates a sense of trustworthiness. And, as we all know, trust is critical when it comes to purchasing habits. If your audience trusts you, they’re more likely to buy from you.
There are so many ways to go about conveying empathy in your marketing, but here are a few easy tips to get you started:
Get to know your target audience
If you’re not a part of your target audience, then getting to know who your target audience is will be critical to establishing a strong connection. An OK approach to getting to know your audience could be sending out a survey. A great approach to getting to know your audience is actually spending time with them. Get in their shoes and find out who they are.
Read what they read, watch what they watch
Explore the likes and dislikes of your target customer. This could involve reading magazines they frequently read, or watching TV programs they watch. Find out what they’re talking about and join in on the conversation through digital marketing.
Become their advocate
In all your digital marketing, you should strive to have an advocacy tone. After all, you’re trying to make your customers life a little better through your product — you’re trying to provide a solution for their problems. Know their pain points.