It’s not always easy for businesses in the B2B industry to create campaigns that have a lot of empathy and evoke different feelings from their buyers. This is generally because the B2B industry is perceived as a more professional rather than emotional market, so it becomes a bit more complicated for such businesses to elicit emotional reactions from customers.
Nevertheless, empathy in marketing campaigns for B2B businesses is still important when it comes to influencing buying decisions. That’s because at the end of the day, the businesses that are running the businesses still consist of people with emotions.
What allows customers to understand and relate to a company’s experiences is empathy. Most of the time, buyers tend to make their buying decisions based on the company that’s able to make them feel emotions. That’s why empathy in marketing is so important, and why campaigns that are centered around understanding such emotions and eliciting them from their customers are quite successful.
The first step in creating marketing campaigns that elicit a lot of empathy is generally similar to that of other marketing strategies. Understanding the target audience and their ideals, beliefs, and values is the first step in creating a campaign that will elicit an emotional reaction from customers.
The reason why this step is so important is that although not every customer is going to connect with the campaign’s messaging, the company still needs to identify who it’s supposed to communicate with so it knows how best to communicate with that target audience. To identify the leading emotions that are helping customers make purchasing decisions, companies need to get into the mind of their target audience, and that’s done by analyzing data.
It’s not just important to understand the target audience in order to create marketing campaigns with empathy. Companies also have to define their ideal customers. Without a well-defined customer persona, the company can quickly end up with diluted research that’s not used properly, and therefore with an ineffective campaign. However, these customer personas should be focused on defining the driving idea behind the emotions of the customers.
The company should be looking to understand the root of how the customers are feeling as a result of their pain points, and not just what their pain points are. They should also offer to help solve these pain points in the content. The distinctions between the different emotions is what helps inform the content for the campaign and generate more success for the business.
Finally, creating a marketing campaign with empathy means creating empathetic content which will show the customers that the company understands where they’re coming from. Most customers tend to feel good when a company presents them with the solution they’ve been looking for. If a company can demonstrate its ability to solve a problem that is important to customers, this will benefit the company in creating the right messages and content for their campaign.