• MarTech Today
  • Sections
    • Ads
    • Marketing
    • Content
    • Sales
    • Analytics
    • Management
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Mgmt
  • Resources
  • More
  • Events
    • Follow
  • SUBSCRIBE

MarTech Today

MarTech Today
  • Ads
  • Marketing
  • Content
  • Sales
  • Analytics
  • Management
  • Resources
  • More
  • Events
  • Newsletters
  • Home
Martech: Marketing

Soapbox: The best way to serve your audience? Use empathy

Empathy serves us all well in life, but it’s also something every single marketer should do with their target audiences.

Amanda Milligan on April 6, 2020 at 8:00 am
  • More

You hear about this word a lot: empathy. It’s not quite sympathy, AKA feeling bad for someone. It’s about putting yourself in the person’s shoes — really trying to understand what they must be experiencing.

For example, if your target audience is people who need car maintenance, you can feel bad that they’re in a frustrating position. Or you can empathize by asking yourself, What would I be feeling in the same situation? Worried about the hit to my budget? Stressed because I have no way to get to work?

Empathy is a practice that serves us all well in life, but it’s also something every single marketer should do with their target audiences.

Take some time to ask yourself when you’re using empathy in your marketing. Can’t remember the last time? Then incorporate it into every planning aspect of your marketing strategy. 

Examples:

  • You’re revisiting your audience personas to see if they’re accurate and up-to-date
  • You’re doing keyword research for your next batch of on-site content
  • You’re ideating to create a link-worthy piece of content
  • You’re deciding who to engage with on social and why
  • You’re figuring out what to highlight in a new email drip campaign

Empathy is applicable to (and necessary for) every aspect of your marketing, because if you’re not fully grasping the challenges, fears, worries, and needs of your audience, then you’re exponentially less likely to do your job right.

Soapbox is a special feature for marketers in our community to share their observations and opinions about our industry. You can submit your own here.


Opinions expressed in this article are those of the guest author and not necessarily MarTech Today. Staff authors are listed here.



About The Author

Amanda Milligan
Amanda Milligan is the marketing director at Fractl, a prominent growth marketing agency that’s worked with Fortune 500 companies and boutique businesses alike. Throughout her content marketing career, she’s directly managed the creation of 200-plus content campaigns, led the strategy for 20-plus clients, and run the 30-episode podcast Ask Amanda About Marketing.

Related Topics

Channel: Martech: MarketingMarketing Strategies ColumnSoapbox

Subscribe to receive daily martech news and expert insights. See terms.


We're listening.

Have something to say about this article? Share it with us on Facebook and Twitter.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

White Papers

  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
  • How the Microsoft Search Network Can Maximize Your Search Campaigns
  • The Marketer’s Playbook for Customer Acquisition
  • How To Optimize SEO With UGC
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

Receive daily martech news and analysis.
Martech Today
Download the Martech Today app on iTunes
Download the Martech Today App on Google Play

Channels

  • Advertising
  • Marketing
  • Content
  • Social
  • Commerce
  • Sales
  • Analytics
  • Management
  • Home

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok