Trading Up Media Blog

Marketing with Empathy

Life as we know it has changed. Social distancing, wearing face masks in public, and constant hand washing are all a part of the new normal. There’s no question that every one of us has been impacted during the pandemic. While some states across the US are looking at reopening, it’s clear that it will not be business as usual for quite some time. In this series of blog posts, we’re going to dissect marketing strategies to help your brand market during this challenging time.

Reevaluate Your Messaging

First and foremost, in such a time of uncertainty we cannot emphasize enough how important it is to be kind and compassionate. Marketing without empathy could prove to be fatal for your business. Take look at your messaging and how you communicate with customers, prospects, and even your own team members.

Not only will offering the right messaging help strengthen your trust with your stakeholders, it also makes your brand more human. Make sure that what you are posting on social media or sending in emails is helpful and can’t be misconstrued into making your brand sound insensitive. While humor can be the best medicine, make sure you’re not missing the mark and unintentionally offending or alienating your followers.

When you start marketing on a more human level, you will reap the benefits. You’re helping to build relationships and show that your business is more than just a business.

Understand Your Personas are People

Another way to be more human is to take a deep dive into your buyer personas. Personas are key to understanding your customers and their behaviors. Personas enhance your marketing abilities and allow you to build segments and offer customized marketing. (HubSpot has some great tools and ideas on how to create better personas). 

It's important to remember that behind those personas are actual people. Ed the engineer’s wife is a nurse in the COVID unit. Cindy the CEO has a mom in a nursing home that she is deeply concerned for. Sam the Sales Manager? He is still recovering from getting sick. Keep this in mind when you are creating messages for your personas. While we may be working remotely, we are all still human. Don’t just market to a persona. Market to a human.

Now more than ever, be cognizant of what you say, and how you say it. This is a time to be more sensitive, offer hope, be understanding, and most of all, a time to listen to the needs of your customers, employees, and community. The sooner you start to adapt your marketing strategies, the better off your brand will be.