Nowadays, consumers are inundated with marketing and advertising campaigns everywhere. So, what is the best strategy to set your brand apart from the rest and connect with consumers? Two words: Empathetic marketing.  

With empathetic or emotional marketing, brands can connect with consumers more profoundly, emotionally, and personally. Empathy helps humanize your brand and drive brand awareness and consumer loyalty. 

Humanizing your brand is a crucial marketing tactic businesses should apply to their overall marketing strategy because it shows customers that you are interested in their wants and needs, translating into increasing purchase intent. 

True empathy means being genuine, and in empathetic marketing, brands provide consumers with a human-to-human connection that builds trust and lasting relationships. 

Keep reading this post to learn about empathetic marketing and why your brand should implement this strategy.

Empathetic marketing humanizes your brand to build brand loyalty.

In our fast-paced digital marketing world, brands can no longer throw ad campaigns out and expect to see positive results. Brand campaigns require a more personalized approach to attract consumers to your brand and increase brand trust and loyalty. 

According to research conducted by PWC, 91% of consumers are likelier to buy from brands that have gained their trust. 

Empathy is required to connect with audiences when personalizing brand campaigns for potential customers. Before we further explain empathetic marketing, let’s define empathy.  

Empathy means understanding or feeling what someone else is experiencing or putting yourself in someone else’s position. With empathetic marketing, brands can create marketing campaigns that depict the struggles of their audiences and provide solutions to meet the needs and wants of their customers. 

By creating a customer-centric approach, marketers and brands can build trust between your brand and its consumers. 

Brand trust is an essential component of empathetic marketing because if customers trust your brand, they will more likely purchase from you and continue returning to it. As well as recommend your brand to other consumers.

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Six tips for connecting your audience with empathetic marketing.

As human beings, it is natural for us to empathize with others, and as marketers, we want to create emotional marketing campaigns to connect with consumers and meet their needs and wants. 

If you are unsure how to develop empathetic marketing campaigns, don’t worry—we’ve got some tips! 

Marketers should consider the following tips when implementing empathetic marketing strategies into their brand campaigns. Below, we’ve curated six tips to help you develop empathetic marketing campaigns to increase brand trust and customer retention.  

1. Avoid the selling mindset. 

As marketers, converting leads to sales is the ultimate goal, but that should not be the most obvious tactic in empathetic marketing. 

When creating empathetic marketing campaigns, knowing that avoiding the selling mindset will be crucial to the success of your campaigns because consumers know when you are just trying to sell them a product or service. 

In the age of constant content, consumers want content that will be informative and provide a solution to any issue or problem they may be encountering daily. 

2. Incorporate social listening into your strategy. 

Listening to what is being said about your brand is essential to building an empathetic marketing strategy. 

Going through your different marketing channels and receiving feedback from your audience will help you to understand what they are feeling, what they need, and if your brand matches their lifestyle. 

Social listening is an excellent strategy to incorporate into your marketing, sales, and customer service teams to learn more about your customers and how they react to your brand. 

According to research conducted on social media monitoring, 71% of businesses believe that it provides valuable consumer insights that they can share with other departments.

Knowing how your audience feels and what motivates them and understanding their emotional triggers can help you develop successful empathetic marketing campaigns to increase purchase intent.  

3. Use empathy to create buyer personas. 

Marketing and advertising are all about precision—especially when developing buyer personas to target your consumers better, as this will make all the difference when converting potential prospects into loyal consumers.

Detailed buyer personas are essential to empathetic marketing. Brands can communicate more effectively with each consumer throughout the buyer’s journey. Marketers can also create content that better targets consumers to guide them down the sales funnel. 

When developing empathetic marketing buyer personas, consider the following tactics: 

  • Know where, when, and how your consumers engage with your brand. 
  • Use data to understand the behavioral traits and interests of potential consumers.

4. Be genuine to help humanize your brand. 

One of the most critical aspects of successful emotional-driven marketing campaigns is understanding your audience and anticipating their needs to provide solutions. 

Being genuine is about earning trust with your consumers. When you create trusting relationships through empathetic marketing, marketers help to humanize their brand. 

Remember, never develop a phony brand persona; this will harm brand trust and significantly impact your business’s sales. Know that brand transparency provides consumers with authenticity. 

Another great strategy to help humanize your brand is sharing your brand’s story on what motivated the founders to start the business, making your brand relatable to consumers. Being a relatable brand will boost brand loyalty and revenue. 

5. Provide consumers with content that makes sense.

Delivering the right content to your audience is crucial to the success of any brand, especially with empathetic marketing campaigns. Emotionally triggering content can persuade 70% of viewers to buy a product

Listening to your audience is an integral part of empathy. Tailoring your content to meet the demands of your consumers is the approach empathetic marketers should take to engage consumers successfully. 

Marketers don’t want to ignore their audiences’ needs and wants because this will negatively impact engagement and revenue. Instead, always produce informative and innovative content to engage your audience and develop long-lasting consumer relationships. 

6. Brands must be relatable to consumers’ everyday lives. 

Marketers should always try to relate to the present-day because it will help develop consumer content. 

Especially when combining empathy with storytelling, which can significantly benefit your brand. Empathetic storytelling provides consumers with relatable situations they have experienced themselves. 

Partnering with influencers to have them develop empathetic storytelling content provides your brand with authenticity because consumers are engaging in content that is being produced by someone they trust. 

Empathetic storytelling drives brand awareness, builds consumer loyalty, and increases customer retention. 

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