August archive of David Warner’s blog

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. empathy marketing strategy, empathy marketing examples, building empathy marketing, empathy in content marketing, empathy-based marketing, marketing plan template, marketing plan, social media marketing plan, how to create a marketing plan, digital marketing plan templates, how to make a marketing plan,

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.

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

Brand marketing has been on one trajectory for a long time: sell products and amplify your brand image by emphasizing the characteristics of your company.

This mindset is ingrained in us, which makes it difficult to understand how to use empathy in marketing. But the world of marketing has had to adapt before, and we can do it again. Here are the best ways to switch to an empathetic marketing mindset.

Understand your audience’s pain points

We’ve mentioned the importance of walking in your audience’s shoes to get a feel for what they need right now. This is the time to update your buyer personas to reflect the new realities your customers are experiencing.

Adapt to audience needs

Now that you know what your audience needs from the world and from your brand, you need to adapt your business model.

eBay’s Up & Running program is a good example of this adaptation:

With so many small businesses struggling during the pandemic, eBay scaled back fees, made some services free, and offered more support to sellers.

There are lessons here that brands can take into their own campaigns. You may not be able to offer discounts, but how about opening up your premium tier to all audiences?

Take smaller steps, like adapting how front-facing employees handle customers. Design job aids, like this example, to remind teams how to display empathetic behavior towards customers.

Capture everyday life

A key component of using empathy in marketing is capturing the wonders of everyday life. Major life moments are on hold for the foreseeable future, so why aren’t more businesses incorporating the little moments into their content strategies?

Brands can showcase their empathy by creating content around simple scenarios: the joy of a video call with a loved one, baking a great pie, or replicating an outdoor experience inside. For example, people aren’t going to movie theaters right now, so a video about recreating the theater experience at home would successfully tap into customer empathy.

That’s exactly what Verizon did with their short video on responsive lighting:

The video is instructional and fun, and it features a real person from the company who loves the movie theater experience enough to want to recreate it at home. Human connection, right there.

Brands sometimes believe that content marketing means high-definition video quality and expansive stories. But you have to take the world as it currently is into account. Consumers aren’t living high-end lives, so the brand message needs to reflect that. Customers are home, and will be working remotely for a while longer. Choose the home as a setting when sharing your brand story to create that real-world connection.

Take a visually engaging, educational approach

Your content needs to be valuable to customers if it’s going to enhance their brand experience, so an educational approach might be necessary.

Audit your existing content to find pieces that are relevant to your audience. You can also update older pieces that may have outdated information, but can evoke the right emotions.

Over the past year, we’ve seen a lot of data-focused content being shared. Marketers can design content around key data to educate audiences. In fact, according to Venngage’s study into data marketing, most marketers are comfortable with data design.

This is the time to tap into data visualization skills and create data-related content to educate audiences. Customers want content that isn’t just attractive, but that also increases their understanding of the world around them.

Another way to educate audiences is to find the sweet spot between your business’ expertise and what your customers are interested in learning. That’s what Lush is doing with their "How It’s Made" YouTube series. It takes an educational and empathetic approach to showcasing their products:

This series works because customers want to know what’s going into the products they use. Lush has their experts explain the ingredients, and the overlap makes for great content.

When sharing educational content, create visuals that help tell your story. As a design solution, we’ve seen that visual storytelling can increase connections and conversions.

Add interactivity

Interactive marketing has been taking off over the past few years, since rapidly advancing technology (especially within social media) has made it more attainable for brands.

In the current global climate, adding interactivity in marketing content can be a great way to generate empathy in business models. As we have mentioned, consumers have had to give up on going out, meeting people, and traveling the world. If your brand can offer them solutions to these problems, then showcasing those solutions in your marketing should be a top priority.

And if you can make it interactive, like this BBC Scotland video, so much the better:

The video works because of how simple the interactivity is. Users just need to use their touchpad to click through for more information and to change the direction of the video. Since people can’t travel right now and take in these sights in person, it has a great chance of engaging consumers.

According to recent video marketing research, YouTube not only draws in billions of monthly users, but it’s also the top purchase-driver among social media channels. So, if you have the resources to create interactive YouTube videos, you can showcase more brand empathy in your marketing efforts.

Utilize user-generated content

User-generated content has been a mainstay of social media marketing for a while now. But it’s also a strong tool for building brand connections with consumers.

What makes UGC stand out from other marketing strategies is how it bridges the gap between brands and customers. Users create content, either for their channels or for a brand contest, and that content is amplified on a company’s social media platform, website, or newsletters.

There are numerous benefits to UGC, the primary one being that your brand doesn't need to create this content (though you will need to sort through entries to choose brand-appropriate content). Additionally, by showcasing users’ content, you can tap into their networks. People will feel happy about appearing on your brand’s platform and share the post or page with their circles.

Marketers should spend some time looking at the kind of content users are generating, as this will help them create a content strategy that will appeal to their demographic as Petco did.

Petco collected content from their customers about the little moments they share with their pets to create this video collage:

And there’s another benefit of UGC that is exemplified by Petco’s video: this kind of content acts as testimonials for the company. UGC shows that customers believe in a brand enough to send them their content. This proves to prospective customers that this brand is worth engaging with and purchasing from.

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Aug 30 '22
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Tags: empathy marketing strategy, empathy marketing examples, building empathy marketing

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An effective analysis of your PPC competition can reveal valuable insights that will inform your overall targeting and bidding strategy. You can identify the biggest competitors in your niche, figure out what keywords they’re targeting (and which ones they’re missing), and even review their ad copy and design so you can create something better.

The best thing about PPC competitor analysis is that you can automate data collection using software solutions, which saves you the hours of time that it would take to manually investigate each of your competitors. These tools make it easy to spy on your biggest competitors so you can avoid their pitfalls and emulate their successes, which ultimately gives a major boost to your marketing efforts.

To help you get started with PPC competitor intelligence and develop an even stronger PPC strategy for your next campaign, we’ve created this list of our top 7 PPC competitor analysis tools.

7 Best PPC Competitor Analysis Tools Spyfu spyfu ppc competitor analysis tools

Overview: SpyFu is a software platform that focuses on competitor intelligence and analysis for both SEO and PPC campaigns.

Features & Benefits: SpyFu offers powerful tools for PPC research that make it easy to spy on your competitors. You can enter the root domain of any of your competitors and instantly view their monthly Google Ads budget, total monthly paid clicks and the number of paid keywords for that domain. You can click onto the “Ad History” tab and see exactly what their search or display ads looked like during the past five months. You can look at all keywords targeted by that domain and see them grouped by topic.

Pricing & Access: The basic subscription plan for SpyFu starts at $33/month when you purchase an annual subscription.

SEMrush semrush ppc competitor analysis tool

Overview: SEMrush is a comprehensive SEO software platform. It includes a variety of tools that support technical, on-page and off-page SEO activities, as well as PPC advertising.

Features & Benefits: SEMrush offers two features for digital marketers conducting a PPC competitor analysis:

Advertising Research – This module lets users type in a competitor domain, sub-domain or URL and get access to their target keywords, ad text, bidding strategies and ad budgets.

Display Advertising – SEMrush tracks display ads all over the world and maintains them in a massive database that subscribers can access. Digital marketers can use this tool to view display ads that their competitors have previously promoted through the Google Display network.

Pricing & Access: SEMrush offers a free trial for users with limited features. The basic subscription package starts at $99/month for single-user access.

iSpionage ispionage ppc competitor analysis tools

Overview: iSpionage is a digital marketing software tool with a focus on SEO and PPC competitor analysis.

Features & Benefits: As one of the most advanced competitor analysis tools, iSpionage offers unique features that drive campaign insights for digital marketers. iSpionage has developed its own performance measures for competitor advertisements, known as Keyword Effectiveness Index (KEI) and Ad Effectiveness Index (AEI). iSpionage offers unlimited research as a feature for all subscription levels, so digital marketers can find out everything there is to know about the competition.

Pricing & Access: There’s a free, browser-based version with limited features, but the basic subscription package costs just $29.50/month.

Serpstat serpstat ppc competitor analysis tools

Overview: An all-in-one SEO platform with built-in PPC competitor analysis features.

Features & Benefits: All you have to do is type in your URL. Serpstat will automatically generate a list of your top competitors. The Serpstat algorithm automatically parses out which keywords you have in common with each competitor, which keywords they have that you’re lacking and how many total keywords they’re targeting through PPC. You can look at examples of display ads or text ads that your competitors have run in the past.

Pricing & Access: The basic subscription package starts at $69/month. There’s a free version available in-browser, but features and requests are both limited so you’ll have to subscribe to get the most out of this tool.

What Runs Where what runs where ppc competitor analysis tools

Overview: What Runs Where is the first tool on this list that exclusively does PPC competitor analysis. The firm collects data from 90,000 different advertisers and 20,000 websites across 5 countries, boasting a database of more than sixty million ads.

Features & Benefits: The concept behind What Runs Where is simple. You want to run a successful PPC campaign. The platform offers you deep, granular insights into exactly how your competitors are getting success. You find out what their ads look like, what images they use, what CTAs are working for them, where they advertise and what keywords they bid on. Then, you develop a strategy to start capturing their best traffic at a fraction of the cost.

Pricing & Access: The basic package for What Runs Where starts at $299/month, but it covers only desktop and native traffic. The full-coverage plan costs $399 and includes mobile advertisement data, which is basically essential.

Google Ads Auction Insights google auction insights ppc competitor analysis

Overview: Google Ads Auction Insights is an excellent way to measure your ad, bidding strategy and overall campaign performance against your competitors.

Features & Benefits: Auction insights allows you to view a list of competitors who are participating in the same keyword/ad placement auctions that you are. You’ll also be able to evaluate the performance of your campaign using several metrics:

Impression Share – This is the ratio of how many impressions you received versus how many you were eligible to receive. A higher share of impressions means that you’re serving more ads than the competition.

Overlap Rate – Overlap rate indicates how frequently your ad was shown alongside your competitor’s advertisement. If a competitor’s campaign has an overlap rate of 20%, that means that when your ad was shown, their ad is also shown 20% of the time.

Outranking Share – This metric is given as a percentage and defined by how frequently your ad ranked higher than one of your competitor’s ads in an auction in which you both participated.

Seeing how your keyword targeting interacts with your biggest competitors can help you figure out ways to optimize your ad spend and get better results for less money.

Pricing & Access: Auction Insights is a free tool offered by Google to everyone with a Google Ads account.

Facebook Ad Library facebook ppc competitor analysis tool

Overview: The Facebook Ad Library represents the social media platform’s attempt to offer more user transparency into its advertising business. The platform allows users to search by advertiser name and view all advertisements that have been run by a specific advertiser on the Facebook platform.

Features & Benefits: With Google controlling almost 40% of the PPC advertising market, most PPC competitor analysis tools focus on helping you learn what your competitors are doing with Google Ads. Facebook Ad Library is one of the best free methods that digital marketers can use to start spying on their Facebook advertising competitors.

Pricing & Access: Facebook Ad Library is a free service available to anyone with a Facebook account.