Trust is the foundation of any strong relationship, including the emotional connection between a brand and its customers in business. These days, consumers don't want to feel like they’re being “sold” to anymore; instead, they want to buy from a brand they trust. Salesforce reported that 95% of customers believe that their trust in a company makes them more likely to remain loyal to that brand.
As such, brands need to focus on establishing credibility and offering value at every touchpoint in the customer journey. Effectively infusing empathy into your marketing strategy is very important. This not only strengthens brand credibility but also builds strong, emotional connections with your customers which is essential in building loyalty and a supportive customer base.
According to Marketing Inside Group, while we may have more opportunities to connect with customers today (through social media, content channels, and technology), building trust can be more challenging than ever. When your brand doesn’t show empathy towards your audience or customers, you’re potentially losing prospects. Empathetic marketing is the way forward!
With that in mind, here are some ways to blend empathy into your marketing strategy:
1. Understand your customers
Your marketing efforts need to focus on your customers and their particular pain points, concerns and common values. A well-researched customer journey map allows you to gain insights into your potential customer’s pain points, concerns, and expectations.
Having a better understanding of their sentiments and expectations allows you to improve your strategy and boost customer experience.
How to do this:
- Conduct surveys, interviews, or focus groups to learn about your audience.
- Use tools like heatmaps or customer analytics to track behaviours.
- Create personas that represent your ideal customers to guide your strategy.
2. Engage with your audience
Connect with your audience on a more personal level. Instead of just pushing marketing campaigns, focus on starting real conversations that foster emotional connections. Social media and email are great ways to engage your customers meaningfully.
You can ask for feedback on your products or services, respond promptly to their questions (and complaints), or post content that invites your audience to like, share and comment.
How to do this:
- Reply to comments and messages on social media quickly and thoughtfully.
- Host Q&A sessions or live chats to connect in real-time.
- Share polls or quizzes to involve your audience in a fun way.
3. Humanise your touchpoints
Touchpoints throughout the customer journey should be not only efficient but also empathetic. Make your customers feel like they're talking to a real person, not a robot. Consider creating a personality – maybe through an avatar – for your brand to help connect with your customers.
Add a “human touch” to your existing AI and marketing automation strategy to deliver empathetic service at every touchpoint.
How to do this:
- Train your customer service team (if applicable) to show empathy and understanding.
- Add personalised elements to your email campaigns, like addressing recipients by name.
- Use conversational language in your automated responses to make them feel less mechanical.
4. Tell a story
Storytelling is a powerful way to connect emotionally with your audience. It could be the story behind your brand, your mission and values, or what drives your company forward.
Sharing these stories with your audience inspires them and gives them a reason to trust and support your brand.
How to do this:
- Share customer success stories or testimonials to highlight real-world impacts.
- Create behind-the-scenes content about your team or operations.
- Use visuals like videos or infographics to make your stories more compelling.
5. Help, not sell.
Research from Accenture shows that 91% of consumers would be more likely to buy from a company that recognises them, remembers them and provides relevant offers and recommendations. Merely pointing out how beneficial your brand is won’t be enough nowadays. Customers prefer to interact with brands that make them feel valued.
Therefore, make your marketing approach feel like helping, not selling. Offer content, advice and other informative resources that directly address their situation and provide possible solutions.
How to do this:
- Publish blogs, eBooks, or videos that solve common problems your audience faces.
- Offer free tools or resources, like templates or calculators, that assist your customers.
- Tailor your recommendations to match their specific preferences or past interactions.
6. Unveil the human side of your brand.
Unveil the human side of your brand. Show how your brand supports specific social or environmental causes. Customers who support the same causes will appreciate this, giving them a stronger reason to support your brand.
According to Markstein and Certus Insights, 77% of consumers want to know what the brands they support are doing to address social and environmental issues and 46% pay close attention to a brand’s social responsibility efforts when they buy a product.
For example, a customer searching for cleaning products may favour brands that use non-toxic, environmentally friendly ingredients and sustainable packaging.
How to do this:
- Share updates about your sustainability or corporate social responsibility (CSR) initiatives.
- Collaborate with nonprofits or host community-driven campaigns.
- Feature your team members to humanise your operations.
Closing thoughts
Creating meaningful connections with customers goes far beyond promoting products or services – it’s about forging genuine emotional bonds that stand the test of time. Brands that fail to establish these connections risk losing relevance in a competitive market where loyalty is hard-earned and easily lost.
Understanding customer emotions and behaviours is no longer optional; it’s a vital element of every successful marketing plan. Actively listen to your customers, address their needs with empathy, and demonstrate authentic care, as this can help your brand set itself apart as more than just a business and become a trusted partner in their journey.
When a brand consistently shows its values and prioritises its customers, loyalty is not just earned; it becomes a lasting relationship.
Build an emotional connection with your customers by leveraging empathy in your marketing strategies. Schedule a chat with us today to figure out how REISE can help with this.
