For brands, empathy can be used to create fully fleshed out marketing personas or buyer personas, which can help to inform more effective targeting. For us marketers, it goes beyond that it means finding out what customers value and – aim to provide that before even trying to sell to them. By creating content that evokes empathy, consumers are more likely to take action. Every brand strategy should be designed with customers in mind. Indeed, start by profiling your customers, who are they, what are their pain points – find out their touch points and how they like to interact with, then link this to your brand objectives. Remember, today’s consumers are not only interested in passively consuming content. Rather, they are actively seeking out content that prompts change, in both themselves and the world around them; this means unless your content addresses their needs, they won’t engage with it.
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