Empathetic Marketing: The Secret Business Ingredient in the 2021 Recipe

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Posted by Nadya_Khoja The events of 2020 have shown us just how important empathetic marketing is for businesses both large and small. The world has changed and businesses need to adapt to the new needs of their customers if they want to grow. The best way to do that is through empathy. What is empathetic marketing? Empathy is the ability to see events and situations from another’s perspective — to put yourself in their shoes. For brands, empathetic marketing is about seeing the world through the user’s point of view. It helps you place the customer at the center of your marketing strategy and work outwards. But it’s important to remember that being empathetic also means being genuine — you can’t create emotional marketing campaigns for the sole purpose of manipulating customers. Empathy is believable when it creates authentic connections between brands and users. You have to build trust and organic relationships throughout the customer journey. Source: Venngage Yes, increasing conversion rates is the ultimate goal of every marketing campaign, but brands need to change their mindset about how to achieve those conversions. If your marketing strategy is focused on the hard-sell approach, it’s time to rethink your campaigns for 2021. Why is empathy important in marketing? We’ve outlined how empathy works in marketing, but there are numerous reasons why it’s important, especially in 2021 and beyond. Emotion and connection are more necessary now than ever before. The way we live and work has changed in ways we couldn’t have imagined. “Business as usual” is a thing of the past, because a lot of emotion is being generated about the future — and these emotions impact how consumers react to marketing campaigns. The range of human emotion is massive, from positive emotions like joy, interest, and amazement, to the more negative, such as fear, anger, or sadness (anger, especially, can be a powerful motivator for sharing content ). Campaigns need to be geared towards evoking and connecting with these real emotions. While brands still want to sell products and services and bring in revenue, the way they move users through the funnel has to change. And this approach needs to be from the ground up. Adapt your content marketing, re-examine the customer journey, and educate your employees about the benefits of evoking emotion across marketing channels. How to use empathy in marketing (+examples) Brand marketing has been on one trajectory …

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How Using Emotional Marketing in Content Can Help Drive Way More Sales

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Whether you care to admit it or not, the decisions you make today will be driven by your emotions. In emotional marketing, we talk a lot about using psychological triggers to get customers to click, convert, engage, etc. “By leveraging common psychological triggers all people have,” you might hear, “you can drive more sales.” While it may feel like we make decisions with our minds, using logic and reasoning, the “mental triggers” we hear about are tied more to emotion than anything else. Case in point, Antonio Damasio spent time studying individuals with damage to the area of the brain where emotions were generated and processed. While these subjects functioned just like anyone else, they couldn’t feel emotion. The other thing they had in common was they all had trouble with making decisions. Even simple decisions about what to eat proved difficult. While they could describe what they should be …

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How to Advertise on VOD Platforms

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With an ever-increasing number of consumers looking to e-commerce to replace their in-person shopping experiences, many advertisers are searching for innovative new ways to reach the surge of online shoppers. One such method is to advertise on VOD (video on demand) videos. What Is Video on Demand (VOD)? Video on demand means exactly what it sounds like: videos that are available at the viewer’s convenience. The term can include offerings from private companies like Netflix and Hulu, as well as those that aren’t pay-to-pay , like YouTube. There are two common types of VOD you’ve likely interacted with: Subscription VOD: Also known as SVOD, access to these videos comes with a subscription rate. Again, think Netflix or Hulu. Essentially this is any streaming platform involving an annual, monthly, or some other subscription rate. Transactional VOD: While SVOD offers users unlimited library access for the subscription fee as mentioned above, TVOD …

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The Marketer’s Guide to Instagram

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As the leading photo-sharing app on the market, Instagram has a singular hold on its diverse group of users. With over 500 million users logging onto the platform daily, Instagram’s popularity is unquestionable. How then can marketers reach this massive group of users? Through Instagram marketing. Soon you’ll be ready to launch campaigns like a pro and build a lasting community to support your products and brand. Read on to learn the ins and outs of marketing on this popular app. What Is Instagram Marketing? Instagram marketing refers to the process of brands harnessing the power of Instagram to reach their target audiences to generate brand awareness and share products. The platform offers marketers or businesses several avenues to connect with their desired audiences, including paid and non-paid options. Why Should Marketers Care About Instagram? While the platform hosts 32 percent of 25-to-34-year-olds, the photo-sharing app also hosts audiences of …

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How to Use Customer Journey Mapping for PPC Campaigns

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People might think PPC is all about having a huge budget to play with, but I’m here to tell you that’s not entirely true. Yes, your PPC campaigns can be expensive if you haven’t mapped out your ads to the buyer’s journey. However, when you combine PPC with customer journey mapping, you effectively guide your potential customers through all the phases to make a sale. It helps you tighten your funnel and prevent leaks along the way, which can translate to more sales and less money spent on ineffective PPC ads. By the end of this post, you’ll know how to align your PPC campaigns to your customer journey map and which KPIs to look for to measure your success. What Is Customer Journey Mapping? A customer journey map is a visualization of every step a prospect takes to complete your business’s desired action. With PPC campaigns, the action is …

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Why and How to Bring Empathy Into Your Content

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Posted by DaisyQ Creating content can feel incredibly difficult right now. If you’re like me, you’ve spent the last few weeks oscillating between a can-do approach and hours of staring into space. Here’s how to tap into those very real emotions and channel them into more impactful content. What empathy is and isn’t We commonly confuse sympathy with empathy. Sympathy is understanding and perhaps feeling bad for the struggles that someone may be experiencing. Empathy means understanding the person’s feelings and thoughts from their point of view. Sympathy is when you feel compassion, sorrow, or pity for what the other person is going through. Empathy is about putting yourself in their shoes. In this post, I focus on cognitive empathy, which is the ability to understand how another person may be thinking or feeling. Cognitive empathy helps communication by helping us convey information in a way that resonates with the …

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How to use Subliminal Messaging Tactics in Your Paid Social Media Campaigns

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For a long time, marketers have been looking for the silver bullet that drives leads and sales. That one hack that can help them sell sand at the beach. As we all know, there is no such thing as a silver bullet in marketing. However, one thing comes pretty close – subliminal messaging. What Is Subliminal Messaging? Subliminal messaging isn’t new. History suggests that Greek philosophers dabbled in it as early as the 5th century. What exactly is subliminal messaging? Subliminal messaging is a technique used to influence people without them realizing it. It employs visual or auditory stimuli to heighten a message’s persuasiveness. In short, a subliminal message is a hidden message that the brain picks up without you realizing it. While subliminal messaging is mainly used in media such as music, TV ads, and radio commercials, it still works for digital media, including paid social campaigns. A couple …

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7 Key Strategies That You Must Learn From Apple’s Marketing

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Have you ever looked at a really successful brand or person – a celebrity, say, or a big company – and wondered, “How on earth do they do it?” Apple is one of those brands for me. Almost everything the company puts out succeeds. The company has enjoyed almost unparalleled revenue growth from 2004 to 2020 — $8 billion to $2,274 billion . That’s astounding. But Apple’s success isn’t just a matter of making a lot of money, or selling a lot of products. How many brands that have completely changed the game in their niches the way Apple has? Not only that, but Apple’s done it several times over, despite some strong criticism from the naysayers. The iPod, the iPhone, the iPad–all of these products pretty much revolutionized their respective market “space.” Their success is a direct result of their marketing strategies . Apple’s marketing mix creates raving fans …

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How to Leverage Storytelling to Increase Your Conversions

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In the not so distant past, I embarked on a journey to grow NeilPatel.com to 100,000 blog readers . At the end of every month, I shared my traffic stats and the changes I’d made. That storytelling strategy went on to help my blog reach over 100,000 views a month — in only about eight months. As marketers, we use storytelling to help make our ideas stick. We create stories to help prospects understand our products, use company stories to build trust and transparency with consumers, and include stories in sales pitches to help persuade. Why does it work? Competition in native advertising and social media marketing is fierce. And, the rate at which great content is being produced and published on the web and across the media channels is expanding. Our readership is drowning. Most people scan web content, looking for something that stands out. If they don’t find …

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How to Create Mobile First PPC Ads

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Marketers are likely to use desktop computers to create and deploy paid ad campaigns, so we may be primed to design with a desktop user in mind. With so many people using mobile devices, however, the chances of people viewing those ads on mobile devices are high. By taking a mobile first ppc approach , you can ensure mobile users have the best experience with your ads and are more inclined to click through to your landing page or website. Why Should You Create Mobile First PPC Ads? As you create your PPC ads, a mobile-first approach can be an efficient way to think through how these will play out. It’s important to remember mobile-first PPC ads can be compatible with desktop ad viewing as well. In other words, optimizing for mobile first can be beneficial across the board. Let’s talk about some numbers. The average adult spends over three …

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20 Secrets to Boost Your Facebook Organic Reach

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Facebook organic reach is down. Way down. In the past, posting a link on your Facebook or Instagram page could drive hundreds of clicks. Not any more. Social media referrals have stagnated around 5 percent of all traffic for years . The average Facebook post will reach just over 5 percent of your followers. The encouraging news is social media reach is still massive. There are more than 3.5 billion active social media users . But reaching that massive audience is harder than ever before. What’s the answer? That’s exactly what we’ll cover in this article. Let’s get started. What Exactly Is Organic Reach On Facebook Organic reach is the number of people who see your content without paid distribution. It includes people who are shown your posts in their own feed or because their friends have interacted with you. Paid reach is the people who see your content as …

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