The power of empathy in your marketing

Our inboxes are inundated with newsletters, marketing updates and promotional emails. So how do you get yours to stand out so that people read it and click through?

The answer is by using empathy to create an emotion and engage people’s feelings. Make each person who receives your marketing feel as though it’s been created just for them. Ensure they feel valued and that you’ve really thought about what they need and are aiming to meet that need with an authentic, genuine message rather than just firing out a random ‘one size fits all’ email.

It’s natural for marketers to focus on sales, but nothing is going to make a prospective client click delete quicker than if they feel as though they’re being sold to. You need to build a relationship and earn their trust. But how do you do this?

Inform, educate and entertain

Inform, educate and entertain are the BBC’s key values and these should be applied to marketing too.

Instead of stating loudly ‘we sell this’, demonstrate how a particular product or service will provide the solution your client needs. Invite them to visit your website to find out more.

By providing information, you’re giving the client something and they’re more likely to engage with you.

People power

Don’t view your customers as merely a statistic or target. Remember that they’re people and that they’re all different, with varying needs. When putting together your marketing campaign, think about what will appeal to people at different stages of their buying journey and how you can make them relate to what you’re offering.

Stop, look, listen

Find out what your customers are saying – through social media, online forums or feedback from the sales team. To create a campaign that resonates with your customers, you need to really listen. What do your customers like about your brand? What marketing messages work? What else would they like to see? What would they change?

If you don’t have enough information to form a clear picture of your customer, then ask them. The more you know, the more relevant your marketing will be. Make sure you address the main points of interest to engage your client and create connection and loyalty.

Creating content

When creating your marketing campaign, make sure you understand your audience’s wants, needs and desires, and their dislikes and grievances. Use inspirational messages and emotive phrases.

Keep it simple and focus on one aspect rather than trying to crowbar everything you offer into a blog, article, email, infographic, video or whichever medium you are using.

Salesforce has recently posted a blog in which experts answer questions on empathetic marketing. Click here to read this and find out more about personalising the customer experience while being mindful of data protection and artificial intelligence.

How we can help

Here at Cognition24, we can help you to optimise your marketing process using Salesforce Marketing Cloud to deliver relevant, personalised journeys across all channels and devices.  We’ll ensure your marketers deliver the right message at the right time throughout all phases of the customer relationship. For a free, no obligation assessment of your marketing journey, please contact us.

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