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How to use empathetic marketing in your social media strategy




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4 ways to increase social media reach and engagement




By empathizing with your customers, you can better serve them.




READ: The Importance of Empathy-Based Marketing, on our website.


Many studies done during the pandemic are showing people want brands to be more empathetic and aware of the long-term impact it will have on their lives.

Hopefully, you communicated authentically and empathetically with your customers during this time, and you’re going to have to continue to do so! Here are 3 ways to use empathetic content marketing…




Create an empathy map


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  • Why do you need my product? 
  • What are some stressors/fears in your life?
  • How does my product help you reach your goals?

Write out your customer’s thoughts the way you think he or she would express. Their needs, wants, desires, hopes, fears, goals, and dreams will start to be more clear, and you’ll be able to build a social media presence using messaging that resonates with your followers.

Tap into your customers’ emotions




Use social listening to your advantage

Social listening is all about monitoring your communication channels for brand and competitor mentions, and certain keywords and comments.

As you “listen” to your followers this way, you can gain valuable insights into what they like, don’t like, want and need from you. You may see a tweet on Twitter from a happy customer who loved your product. Or, you may see a comment from someone who wasn’t impressed with how long it took customer service to respond to a complaint.

With social listening, you not only get information on how your small business is performing, you also get the opportunity to provide better customer service and tweak a process or product that isn’t working.

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Inspire customers to take action

Showing your customers you believe in them is an ideal way to increase social media reach and engagement. Think about the product or service you offer to your customers. How could you get them to use it to add value to their life and/or entertain them?

For example, a popular home improvement retailer encouraged their customers to grow a living salad bowl with an infographic they shared on social channels. While there is minimal branding on this infographic, it still reinforces the business’s marketing strategy of the things that are possible with their products.

No matter how you’re using empathy-based marketing to increase social media reach and engagement, remember your branding. For example, if your brand voice is “fun, upbeat and confident,” using humour might be the best way to engage your audience. 

If it’s “down-to-earth, considerate and approachable,” a more heartfelt, emotional message could be the way to most effectively speak to your customers. 

And don’t forget to create a social media marketing plan to save time and money!

(Featured image by Kaboompics .com via Pexels)


