The marketing landscape has changed tremendously in the last few years. Today, you have more ways to reach your customers, but reaching and influencing them has become challenging. Leading marketers use empathy digital marketing to reach prospects and achieve conversions.
To make things easy for you, we have discussed how empathy-based digital marketing works.
Put Customer First
Instead of making the offer attractive to customers, you must be interested in knowing the customers’ pain points. You need to be aligned with the customer’s current needs and align your offer and the product to see it as a solution to their problem.
Listen to Understand
The traditional way of marketing involves the marketer doing all the talk and customer listening. In empathy-based digital marketing, you listen and seek to understand whatever the customer speaks. When you patiently listen to customers and understand, you get answers to the following questions.
- Why is the customer buying from you?
- Why did they say “yes “?
- What steps were needed to get a positive reply?
- What difference did you make that they chose your company over competitors?
Stop Selling, Start Conversing
The age-old marketing methods are focused only on selling things to the customer. Empathy-based digital marketing is a bit different. The new marketing technique focuses on developing conversations and not selling. It does not mean the objective of the campaign is not getting leads. The objective is there, but the approach to achieve it has changed drastically.
Earlier, the conversations gave out the intention of the marketer wanting to sell something to the customer. In empathy digital marketing, the conversations are focused on earning the trust of the customer. The conversation taps into the customers’ feelings, and they are more likely to feel that you can help them get what they want.
The discussions are intended to show your interest in their world and their concerns. Empathy-based marketing takes the following path- invite, listen to the customer, engage, and recommend your products and services.
Help Them Along Their Journey
In empathy-based marketing, the marketer stays with the customer at every stage of the buying journey. The best marketer will ensure the customer will never feel they are on a buying journey. It will be a good experience for them worth remembering. The lead nurturer should build this concept for a successful conversion.
Give Them Content They Can Share
Today’s customer is vocal about their experiences. Give them something they can share. The customer journey can be divided into stages like understanding them, interacting with them, and helping them. You can provide the content at every stage of the customer journey that can be shared with others.
Shared content and views can bring good rewards. It increases your brand visibility. It showcases your deep concern towards customer pain points and your honest effort in helping the customer. This way, you can build strong support for your products and services in the target audience
Proximity Is Influence
Empathy based marketing should be the goal of everyone in the organization. The sales team, customer service team, sales engineer should also take the same approach when interacting with the customer. It will create a strong influence on the customer and also increase their trust in your brand.
To build a healthy practice of empathy, it should become a way of your life. You -should treat your co-workers and staff with empathy. It would help if you showed them how empathy is put in action to get positive inputs from your behavior and apply it when interacting with customers.
To sum up, the customer of the 21st century is more informed and does not get carried away by marketing activities with only a motive to sell. Empathy-based marketing taps into the customer’s emotions and needs and provides solutions that improve their quality of life.