B2B marketing has witnessed a massive change in the behavior of their customers since the rise of the pandemic. It has never been more crucial that marketers learn and adopt the best Empathetic Marketing practices to reach out to their prospects and customers.
The COVID-19 has crippled business operations and the financial status of enterprises across the entire industry spectrum. While certain industries such as web conferencing and online education have seen exponential growth, other sectors such as hospitality, retail, and travel have been negatively affected. Hence, marketers need to understand their prospects and how they can assist them in making informed decisions.
Instead of filling the gap in the industry, brands should focus their attention on their customer. They should put themselves in their customer shoes and understand their pain points, their source of happiness, and their achievement. One way to successfully understand this is by implementing the best practices of Empathetic Marketing.
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Following the practices of empathetic marketing will help brands understand the urgent need of their customers. It helps them understand which specific areas they should focus on improving their customers’ lives. This will help create posts, campaigns, email, and other digital touchpoints and strengthen customers’ trust towards the brand. A few points that brands should immediately stress on:
Serving them better through listening
While listening to customer needs is vital for an effective marketing strategy, it is void if the brands cannot deliver upon them. Hence, it is essential that brands can deliver upon those needs by adding value across different customer touchpoints. For example, brands can check out their prospects’ social media posts and learn about their preferences.
Another step brands can take is by contacting their prospects and customers without a hidden agenda. Customers often appreciate such gestures and can provide insights about the unique problems. This way, brands will know what steps they need to take to serve their customers better.
Focusing on outcomes by delivering value
A discount is one of the easiest ways to lure customers. Looking at the current scenario, brands must dig deeper to understand what their customers and prospects are really looking for. Is the price cut what they want on the product? Or do they need training on the best practices of the product they are using? Analyzing such factors of customer’s behavior can help brands to customize their offerings. This will boost customers’ confidence and enable brands to strengthen and forge their relationship with their customers.
Focusing on long-term relationships
Acquiring customers is one of the most challenging tasks of brands. It takes time, resources, and substantial monetary investments. Therefore, brands should invest in long-term relationships with such strong partners, rather than burn bridges in the short-term.
Guiding customers in today’s tough times should have the provision of offerings such as extended support, limited discount offerings on products and services. This will boost their confidence in the brand. Even if the customer decided to part ways, they can still act as an advisory, since word of mouth always comes in handy.
Implementing the above-mentioned empathetic marketing practices can help brands have a greater understanding of their customers’ pain points. It will open the door to solving unique problems and will help brands to retain customers for life.