The B2C space has excelled in the area of evoking
empathy in their target audience, the B2B market has been lagging behind.
Considered to be a logical and a more professional process, empathy has little
space in the B2B buyer journey. However, studies have shown that it plays an
important role in influencing the buyers' purchase decision.
Customers are constantly bombarded by marketing
content, so much so that it can become difficult to even distinguish content
from each brand. In such a scenario, they will search for a brand that they can
personally connect to. By adopting an empathetic approach, you are essentially
putting yourself in the shoes of your customers and understanding business
problems from their point of view. Doing so will enable you design a strategy
that appeals to their emotions and lets them see a personal value in your
solution.
For truly effective empathy marketing, engage in
open-ended conversations with your target personas and provide content based on
their problems, rather than pushing them towards content which you think they
should read.
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