Recent statistics from PwC on empathy in marketing reveal that “59% of all consumers believe that companies have lost touch with the human element of the customer experience”.
In other words, there is a disconnect between companies and the hearts of their customers. As a result, these companies waste valuable marketing dollars on campaigns that yield no results.
Logic has a hand in decision-making, but our emotions often drive us to make purchases, endorse brands, and invest in various businesses. So, brands that want to succeed today need to show empathy in their digital marketing campaigns.
Without empathy, it will be difficult to connect with your customers and show them that you really care about their needs and who they are. But, more importantly, it will hamper your ability to build trust with your customers, which is so crucial for them to become loyal, long-term customers of your business and advocates for your brand.
This article will help you make your next digital marketing campaign more customer empathetic. Let’s start.
Fully understand your audience
It’s impossible to make your digital marketing more empathetic without knowing who your customers are and understanding why they behave, think, and feel the way they do. Don’t just get inside your customers’ heads. Enter their heart.
Map your customers, pain points, needs and values. Exploring the following questions can help you better understand your audience:
- What do my clients struggle with daily?
- Among these struggles, what are their most pressing challenges?
- How are they currently meeting these challenges, if any?
- What are the values of my clients?
- What are they trying to accomplish in life?
- How do my products and services help my customers eliminate a critical problem?
- What are their preferred methods of communication?
- What digital marketing methods are resonating with my clients?
- What are my customers’ expectations of my products, my services and my brand?
Also, as you learn more about your audience, be sure to prioritize inclusivity.
When a company is inclusive, it does everything it can to ensure that no person or group of its customer base is excluded from anything the company does. This means that if someone is interacting with marketing, sales, customer service, management, HR, or another department, their experience should be enjoyable and productive, regardless of their abilities or credentials.
Being inclusive can help you show empathy in your next digital marketing campaign. Inclusive marketing is essential because it shows people that your brand is aware of and ready to accommodate the diverse needs, abilities, and backgrounds of its customer base. Inclusive marketing also immerses you in the larger social movement dedicated to making the world a more equal, diverse and just place.
Developing a strong user experience can also help you make your next digital marketing campaign more empathetic.
Your website is an integral part of your overall digital marketing strategy. Many of your campaigns will be deployed there, so a solid UI/UX design is a must. If your customers are having trouble navigating your website, they will miss your marketing messages. They won’t make purchases either, and in turn, your conversion rate will go down.
So, work tirelessly to develop the best possible user experience. As tempting as it may be to automate everything related to the design, development, and maintenance of the user experience on your website, don’t. Exercise restraint when it comes to automation. Nothing replaces human contact and interaction, especially when the goal is to make something more empathetic.
Additionally, you can inject more empathy into your digital marketing by implementing user-generated content into your strategy.
According to recent research on user-generated content, “60% of consumers believe UGC is the most authentic marketing content.” When consumers believe content is authentic, they are more likely to react to it emotionally and, in turn, develop trust in the brand using that content.
You can first implement user-generated content on your social media platforms to tell customer stories. Then take it a step further and use them as testimonials on your website. This will help your website stand out and improve your brand reputation. But be sure to ask permission before using Client Content. Also let your customers know that you welcome user-generated content and make it easy for them to submit it to you.
Finally, be authentic in everything you do.
In other words, none of the above matters if it is not genuine. Don’t make the mistake of thinking people can’t figure out when a brand is dishonest or inauthentic, because they absolutely can. Instead, you need to anchor your next digital marketing campaign and all subsequent ones in transparency, honesty, and authenticity.
Don’t be afraid to be vulnerable with your customers. For example, show them the humans that fuel your brand and power your business. Open two-way communication with them. Deliver value and demonstrate that you not only know who your customers are, but more importantly, you understand them.
Overall, the more authentic you are in your marketing messages and methods, the better.
How you decide to make your next digital marketing campaign more customer empathetic depends entirely on who your customers are and how well you know them. It’s about being able to put yourself in your customers’ shoes, understanding what they want, why they want it, and offering it to them. Implement the tips above to ensure your next digital marketing campaign is empathetic enough to touch the hearts and minds of your customers.