In marketing, our goal is to sell products and services. Whether it’s by creating content or running sales campaigns, our marketing strategies exist to convert leads into customers. But should the goal stop there?
According to the CEO of Distinction Institute Scott McKain, “The connection that we make with customers significantly transcends any individual transaction.” Enter empathetic marketing.
What is empathy, you may ask? Webster defines empathy as “the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another”. In other words, empathy is the ability to step into someone else’s shoes and see their point of view. From a marketing standpoint, using empathy is what starts conversations, builds relationships, and ultimately enhances value for your customers.
Feelings & Emotions Matter
Based on neuroscientist Antonio Damasio’s observations, “We are not thinking machines that feel; rather, we are feeling machines that think.” At the end of the day, customers don’t choose products merely based on the number of features available. The deciding factor is how it makes them feel, or how it solves their problem in the best way possible.
During this uncertain time, the type of emotions your content is eliciting matters more than ever. To be an empathetic brand is to connect with customers at their level. Think about their personal situations and what problems they may be facing right now. How can your products and services help them?
Pro Tip: Not sure what your customers are feeling? Use this time to conduct online surveys and request feedback to improve your content marketing.
What’s Your Message Tone?
When a customer scrolls through social media or finds your business online, your overall message tone is your first impression. Currently, unemployment rates are skyrocketing and remote working has become a norm for most companies. Use this time to monitor your marketing efforts so that they remain sensitive to your customer’s present needs. Make sure your message tones remain considerate and informative to keep your customers happy.
Examples of Empathy
Want to use empathetic language in your next marketing campaign? Check out how these three brands are connecting with customers during the coronavirus pandemic:
- Nike – Top sports brand, Nike isn’t ignoring the fact that most of its products are designed for outside. Instead, they’re adjusting their message and urging customers to “play inside” and be “one team” to promote social distancing.
- DoorDash – Favorite food delivery company, DoorDash usage is at an all-time high with most dine-in restaurants closed. To maintain customer satisfaction, they’ve created a landing page to prove they’re committed to safe health practices.
- Coca-Cola – Popular soda brand, Coca-Cola isn’t trying to use this time to promote their own products or agenda. Instead, they’ve completely overhauled their social feeds to share COVID-19 resources and to highlight messages of hope.
Empathetic Approach to COVID-19
At the end of the day, empathy centers around the tone of your customer service. How you treat your customers and make them feel will ultimately determine whether your marketing strategies work or not. What words or content will you share?
Connect with our marketing team to enhance your brand’s message tone and delivery.