If you have been in business for a long time now, then you probably know how important it is to build an authentic connection with your audience.
In today’s business landscape, you can hardly gain anything through sales pitches. Consumers today require more than just hard-selling landing pages to decide on whether or not to purchase a solution.
People respond better to brands that understand their problems and provide relevant solutions. Despite the fact that business transactions are becoming increasingly digital, customers want nothing more than brands that take their needs to heart. This is why you need to incorporate brand empathy into your WordPress website.
What is brand empathy?
Brand empathy is the ability to build valuable relationships with potential and existing clients. It involves identifying the specific issues they’re facing through multichannel interactions.
Every chat, email, or phone call can help you uncover the underlying problems that individual clients want to solve. You can then generate insights from each interaction and use them to enhance your brand-building efforts. In a way, brand empathy allows you to build and deliver a customer-centered experience that your audience will surely appreciate.
It doesn’t take much to develop brand empathy, although there are a few things to consider when you are designing your WordPress site along these lines:
1. Listen to your audience
The most essential tenet of brand empathy is the willingness to what your market is saying. While you can always write blogs on topics you are familiar with, do these topics resonate with the needs of your audience?
Creating website content for the sake of establishing authority is fine, but you need to make sure you are creating assets that matter the most to your customers.
It all starts with audience research and social listening. Monitoring your social media posts and blogs should give you a good idea of what people think about you. Their comments and reactions can supply you with the information you need for creating customer-centered content.
In addition, you can also post questions on Quora or create polls on Twitter for gauging how people feel about a specific issue. You can also collaborate with your sales and customer service team in identifying audience pain points.
There is no place for guesswork when it comes to understanding your market, so take as much time as you need in gathering insights that will help you build an empathetic WordPress website.
2. Create an empathy map
Part of researching audience sentiments involves organizing these into a visual presentation that shows what your audience really thinks about your brand. An empathy map should help you get a better understanding of your audience’s motivations and goals by knowing what they hear, do, say and see.
You can get input from different teams. As you building brand empathy map, you will notice that customer reactions don’t align with each other. A customer may say one thing but do something else.
Considering these nuances in action helps you dive deeper into the heads of your audience. This allows you to uncover latent fears and wants that will drive the appearance and content of your website.
As you do this, you will need to build audience personas around specific pain points or problems. Make sure to develop separate empathy maps and personas for each user device.
Desktop users may behave differently as they interact with your website through their mobile devices. Knowing your audience is a painstaking process, but it lays down the foundation for a better and empathetic website experience.
3. Assess your brand strategy
Once you have a good understanding of your audience’s thoughts, you will need to check if your brand itself is empathetic.
Does the messaging address any customer issues? Does it provide customers a good enough reason to keep engaging?
In most cases, it’s the brand identity itself that hinders a business from building a connection. Check if there are assets on your site that need to be changed. You can start by changing your logo in a way that communicates a willingness to connect. For this, you can check out logo ideas by industry that can make your website inviting to customers.
Moreover, you will also need to come up with an eye-catching color scheme. The key here is to create balance and convey your brand personality in an engaging way. As for the tone of the content, you might want to opt for friendlier, less uptight website copy.
Unless you are building a website that’s meant for industry experts, you are better off with conversational and cleverly worded content.
All you need to do is to mention your audience’s pain points and put more emphasis on the benefits that your brand is capable of giving.
4. Use emotional triggers
Another way you can build empathy is by incorporating emotional triggers. These are assets that establish your brand personality and push visitors towards taking action.
You can start by writing headlines that include power words. These are words that elicit an emotional response and encourage visitors to read further. You just need to make sure that the headlines reflect the actual content of a webpage.
Apart from that, you can also add high-quality original images to each webpage. Pictures also function as mood-setters. If you have a WordPress website for promoting a senior care service, opt for light-hearted images portraying seniors receiving quality care.
5. Write readable and informational blogs
Blogging doesn’t just help your business secure a higher search engine rank. Every article you publish on your WordPress website provides an opportunity to engage in a meaningful way.
It’s just a matter of writing relevant blogs that provide answers to your audience’s most burning questions.
Going back to your empathy, pick out any pain point from the list and use it as the basis for your next blog topic.
For instance, if you are a real estate professional that wants to engage first-time home sellers who are reluctant to work with an agent, you can write about the pros and cons of the for-sale-by-owner process.
Digital marketing is all about building brand empathy using WordPress website is a powerful means to that end. It’s only a matter of building brand empathy that highlights the needs of your audience.