Empathy: Why You Need It In Digital Marketing And How You Can Incorporate It Into Your Strategy

The Goal Of Digital Marketing Is To Make An Impact. How Does Empathy Play A Role In Your Strategy?

 

Leaps and bounds have been made in technology, allowing us to fit a world of knowledge and entertainment in the palms of our hands or on our desks. Unsurprisingly, the average consumer now spends around seven hours per day consuming digital media on today’s devices.

As such, digital marketing has become one of the most efficient ways to reach the masses. However, the problem that many digital marketers encounter is reach. Focusing solely on optimization or virality, as many do, completely ignores the human side of marketing that is critical to any campaign. The solution? Empathy. 

Let’s take a closer look at what empathy is, why it’s so critical to your overall digital marketing strategy, and how you can make sure you’re taking the right approach to your campaigns. 

What Is Empathy, And How Does It Relate To Digital Marketing?

Empathy is not a term that people are unfamiliar with, but it can often be overlooked in a world that prioritizes efficiency, productivity, and progress. As you may already know, empathy is the ability to understand someone else’s feelings and see them or experience them from their point of view. 

In regards to marketing, empathy can help you better connect with customers, which offers a range of benefits for both your marketing strategies and your business. 

Why It’s Important To Take An Empathetic Approach To Marketing

Many businesses focus on virality for one reason: to make money. The goal of marketing to them is to use strategies that have blown up for others and will help them get as many people as possible to notice their business. However, your business doesn’t center around profit. It centers around one thing: the customer. 

When you take an empathetic approach, you show the customer that they matter. You show them that your products and services are built around their needs as well as that you understand their personal struggles and have devised a solution for them. 

This improves engagement and boosts conversions, all the while helping you foster a brand image that reveals you to be loyal and caring to your customer base. If you want to really connect with your customers and help your business thrive, you need to be empathetic. 

How To Incorporate Empathy Into Digital Marketing

Taking a more empathetic approach to digital marketing isn’t as difficult as it sounds. All you have to do is: 

  • Understand Your Audience: A key aspect of empathetic marketing is knowing who your target audience is. What are their demographics? What challenges do they face? How can you support them? The more you know about them, the better you can put yourself in their position. 
  • Consider Marketing From Their Point Of View: It’s important to understand not only what challenges they face and what they need, but also how they might want to receive your marketing materials. Ask yourself, if you were this person, what would be most impactful for you? How can you best emulate that in your marketing? 
  • Connect With Them Through Impactful Visuals And Copy: Your copy is what communicates your message to prospective customers, and accompanying visuals are “worth a thousand words”. Write copy and use visuals that show your audience that you care about and understand their challenges. This can make all the difference. 

Begin Your Digital Marketing Journey With LaneMKTG

Crafting an effective digital marketing strategy can be difficult. An empathetic digital marketing approach? Even more so. LaneMKTG is a full-service B2B digital marketing agency dedicated to helping your  business get more marketing bang for your buck, all while crafting messages that will resonate with your target audience. 

Contact us now to get started!