Being a Content Marketer is exciting. You have a lot of resources at your fingertips if you are responsible for managing blog posts, infographics, eBooks, case studies, and all the other great content. You have several options to create a solid marketing stack, from analysis to analytics and project management tools. Maybe you are starting a company that offers dissertation writing services to its customers, and you want to implement an empathetic style to boost its sale. It is a wonderful idea to implement empathetic marketing especially when you try to build a connection.
However, we get so busy with our skills as marketers, that we forget about our customers’ needs. Since we sit behind computer screens, not actively conversing with clients and prospects, we will face communications challenges. The tools can get in the way of reminding us that material is a human being transmitting a piece of knowledge over a medium at its basic level. The best experiences in the content are those which provide educational, entertaining, and insightful experiences. It is the same feeling as reading a book or talking.
To understand empathetic content marketing is crucial nowadays to promote the company successfully. Empathy is described as being able to share one another’s feelings and understand them. Essentially, it refers to someone else’s concept of walking a mile in shoes. For a long time, people have needed their representatives to show some degree of empathy to ensure they make decisions for the common good. Now, they demand the same from big and small businesses.
There has to be genuine empathy in marketing. Companies need to create content that demonstrates their values and proves that they care about customers. With the rise of social media, customers got used to highly personalized business interactions. Empathy is your big content marketing weapon.
You may never have met your customers though. You may not have time to do so regularly. How do you develop genuine empathy?
Research, Research, and Research.
User research techniques can help you get inside your customer’s shoes. With that perspective, customers will benefit from the more productive resources you start to create. As Albert Einstein is known to say, “If I had an hour to solve a problem, I would spend 55 minutes thinking about the problem and 5 minutes thinking about solutions.” This insight is so important to companies that the US market research industry is worth tens of billions of dollars collectively.
Empathy is worth the effort. And here are five easy-to-follow habits to embed in your routine.
1. Immerse Yourself in Customer Communities
Don’t be a salesman trying to sell. Sit out, come out. Understand the perspectives that are coming from your audience. Gain an understanding of what your audience wants to learn by reading their questions, articles that they share, etc.
The more you focus on listening and understanding what your audience needs, the more content you can create that provides solutions.
One field where you can start your research is through LinkedIn discussion groups, forums, Facebook groups, and membership websites.
2. Converse with Your Customers
Customer conversations can be an eye-opener. Consider devoting a few 30-minute sessions per week to conversations over the phone or video. For example, if you live near a bunch of your customers in a town, try to meet up for coffee or a chat. Ask the questions below:
- What would you like to learn in your industry?
- What were your favorite bits of client material you’ve been following recently?
- Which kinds of tools for education or training will be beneficial to you?
- What product exclamation points may be of help?
- What’s bothering the industry?
Answers to these questions will help you come up with ideas of content that connect the dots between human interest and money. You must construct content that blends into conversations, obviously.
When you want these discussions to run like structured research interviews, you need a method.
3. Get Effective Feedback
Empathy in business means holding yourself equal. You need to understand where your client or prospect originates from. The conduct of surveys is one of the most impactful steps you can take to make your content more effective. You may use a device to ask those fundamental questions:
- Has the content been helpful?
- How likely to recommend this object to a friend?
- Has the content affected your buying decision?
Companies need to understand that from an analytics perspective, it is impossible to fully calculate the content ROI. That’s why thinking of your content as a commodity is critical and getting input on what you’re publishing. Advertising encourages ideas that can generate more opportunities for your advertising marketing team. This knowledge network will help you keep a close eye on the needs of your clients.
4. Customer Over Yourself
The promotion of empathic material is all about the customer. It takes off advertisers the pressure of selling, selling, and selling. Alternatively, it is about developing relationships with current and future customers. “When you justify the fact that your brand is empathetic, that’s a pretty good indication that you’re not,” writes Kevin McKeon, Olson’s chief creative officer in an AdAge post. “Empathy should never be about you like generosity or caring.”
That’s the change in thinking companies need to pursue. Instead of thinking about your own problems — needing more revenue, wanting more business — you must first understand your customers ‘ needs. What is it that will give them value? What’s going to help them sort out their problems? The hope then, naturally, is that sales will reward your good deeds.
5. Be Humane in Your Approach
Note, you too are a real individual with problems. So, you can relate to your customer base and provide relevant content for their lives. Many people have indicated that marketing empathy is a buzzword or a passing phenomenon. Yet empathy is really just part of human nature. This is the way individuals respond to each other. The aim of businesses is to connect potential customers with the people who work for them and have authentic experiences and information that show you care about their lives.
A good example of this is the Dove campaign which tried to display the beauty of a diverse group of women of all shapes and sizes after learning only a small percentage of women believe they are beautiful. Another way of expressing empathy is by acknowledging the frustration of getting multiple passengers stranded on the runway and providing free pizza to all. Frankly, common sense and a small amount of humanity go a long way.
Indeed, empathy in marketing or leadership will never go out of style — or your own personal relationships. Survival alongside others is a necessity. In addition, empathy helps us to recognize challenges and to work together to find solutions. People share similar sentiments and move to each other. If you can communicate with someone at that personal level and prove that you really care for them, you can win their heart and therefore their company.
As you expand your research and become better acquainted with your clients and prospects you can create greater empathy. Setting up routines and behaviors around feedback will help you build content that solves more business problems. The more material you give your prospects and clients, the more feedback loops you can create through sales. By implementing the above-mentioned tricks, you can easily boost your dissertation editing services business.
Empathy means being imaginative, making no prejudices, listening, and knowing you are wrong. You will be able to use the resources you need with ease, with the right research structures in place. Empathy means harnessing your left and right brains in marketing.