Posted April 27, 2020 By Taylor Rogers

Empathy in Marketing

Let’s face it, we’re in a weird time right now. Marketers and businesses (big and small) are having to think of out-of-the-box ways to stand out to their customers and continue to drive sales, while also being mindful and respectful of the emotions surrounding Covid-19. Sounds stressful, but it doesn’t have to be. As our perspectives are changing and life is slowing down, we’re realizing that we have the power to change our intentions in the way we market. With so much strategy focused around driving numbers, driving sales, and getting the best results, it’s easy to forget who we’re actually marketing to: humans. Real humans with real emotions.

And so we pose the question; What does empathy in marketing mean to you?

For us, it means being able to communicate a different perspective to your audience by showing them that you understand how they think, feel, and act. We believe that channeling this type of communication will transform your campaigns into something extraordinary.

One way that we are seeing a change during this pandemic is through email marketing (and yes, we have also been receiving hoards of emails from various companies). However, these emails haven’t been trying to sell or push products on us, but rather checking in to see how we’re doing, offering assistance, or simply being able to relate with common struggles. The best email marketers know to put their subscriber’s needs before their own and often put themselves in their audiences’ shoes. In terms of marketing, that means you’ll build a more powerful, personal relationship with your audience, which is a win-win for everyone!

So, what does this look like for your marketing campaigns? Maybe this looks like an opt-out campaign for holidays such as Mother’s Day, Father’s Day, etc that are not always a happy time for people who have experienced loss or simply don’t celebrate. Some of your audience would rather not have their inboxes flooded with those reminders and by realizing and recognizing that ahead of time, you can provide a simple solution for them that will go farther than you can imagine. Maybe you take a break from constantly trying to sell products and simply say “thanks” to your audience for sticking with you through this time. Your social campaigns might look more like what your creative outlets are and how you are supporting your community right now, rather than what your next business venture is.

We often preach that one shoe does not fit all in social media campaigns, and this rings true for all areas of your marketing platforms. It’s imperative that you understand that your audience is not homogeneous just because they are interested in your product/company. Being able to imagine how you would feel opening that specific email or seeing that Facebook post will help you to create content that resonates with your audience on a deeper level.

We encourage you to use this time to your advantage and reflect on the ways that you are reaching out to your audience. We don’t expect you to change your entire marketing strategy overnight (and you shouldn’t), but instead take some time to rethink where and how you want your company to grow and what is truly important to you. Once you define what that looks like, it will be easier to convey that message to your audience.

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