It was important to guide potential clients through a predetermined sales funnel in the past, walking them through your marketing plan step by step. Marketing was far more about your plan for advertising than about the clients that your company was advertising to. Modern marketing, however, is far more empathetic and is primarily focused on the client’s needs, desires, and wishes. By listening to what the consumer wants, businesses learn a great deal about advertising to them. This, in turn, leads to highly successful advertising campaigns.
Empathetic marketing typically involves one or more of the following:
Understanding Pain Points
As you design your marketing plan, you must spend some time analyzing your customers and figuring out their problems and how you can solve them. These are called “pain points”, and they’re the issues you’re trying to fix for potential consumers. Marketing is most effective when solving a specific problem, so finding these problems will help ensure great marketing. It allows you to feel empathy for your clients, as you’ll know how your product or service helps them.
Adapting to Client Needs
Learning about your clients’ needs provides your agency with the unique opportunity to adapt to what they want. Instead of continually guessing about what products or services that you should offer next, you can adapt to the needs that your clients have already stated. This type of adaptive marketing helps your business stay relevant so that you’re always offering something that’s needed.
Include Interactive Marketing
Modern marketing is engaging and interactive, including potential clients as part of the marketing process. It’s rare for someone to want to be advertised without participating in the process at all. Interactive marketing allows your clients to be part of the marketing throughout the process, making it easier for you to determine what they need and want.
Focus on Market Research
Market research is an integral part of learning about the demographics of the people that you are planning to market to. During this process, you’ll spend time asking questions and analyzing their needs, wants, and statistical information about them so that you can provide them with the best possible products and services. Knowing as much as you can about your target demographic will help you market to them correctly so that you can gear your ads to the correct market.
Listen and Proactively Solve Problems
One of the critical components of empathetic marketing is to ask questions, then listen to the answers. Potential clients will tell you about their problems and struggles, and then your business can work to get ahead of those issues and solve them proactively. This type of marketing helps people see that you care about solving their problems and fixing the things they struggle with instead of just trying to sell them. This may allow potential clients to trust you more than other marketers, as they’ll be able to see that you’re genuinely trying to solve their problems.
Empathetic marketing is a dramatic shift in modern marketing, leading to an overall client focus instead of an advertising-focused approach. Marketing tends to be geared towards learning more about the consumer so that marketing firms and the companies they represent can solve the problems that customers face. Instead of pushing clients through a sales funnel or a specific order of advertisements, the marketing process is more natural and focuses on what the consumer needs. This helps potential customers feel more at ease, building significantly stronger trust in the brand and dramatically increasing sales over time.