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How to Use Empathetic Marketing in Your Social Media Strategy

4 Ways to Increase Social Media Reach and Engagement
If you’re like 44% of people worldwide, you’ve been spending more time on social media during the pandemic. Whether you’re catching up on the latest news on Twitter or chatting with family on Facebook, social media has allowed us to stay connected.

But as a small business owner, are you spending more time on social media being empathetic?

While sometimes confused with sympathy, which is feeling compassion for someone else, empathy means putting yourself in somebody else’s shoes.

By empathizing with your customers, you can better serve them.

Here’s the Merriam Webster definition of empathy: “the action of (or capacity for) understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another.”

It’s important to take an empathetic approach in all of your marketing materials, from your website copy to your social media strategy.

Because social media offers such a great way to interact with a large audience, you should be willing to put in the time and effort to ensure your communications are not only engaging, but empathetic to what people are going through.

***

READ: The Importance of Empathy-Based Marketing:

As we move forward from COVID-19, empathy-based marketing isn’t just the right thing to do, your customers now expect it.

Many studies done during the pandemic are showing people want brands to be more empathetic and aware of the long-term impact it will have on their lives.

Hopefully, you communicated authentically and empathetically with your customers during this time, and you’re going to have to continue to do so! Here are 3 ways to use empathetic content marketing…

Read more on our website.

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According to the Braze Brand Humanity Index research, around 65% of people were more loyal to brands they felt a human connection with.

So to help you get—and stay connected—with your customers, here are four ways a small business owner can build a social media presence with more empathetic content marketing.

1. Create an empathy map. This can be a good first step to put you deeper into the mind of your customer. Originally a tool used in the design and agile development worlds, empathy mapping provides a deeper understanding of your customer. It’s usually split into four quadrants: says, thinks, does and feels.

With your target customer’s persona in the middle, you begin to brainstorm questions, like:

• Why do you need my product? • How does using my product make you feel/think/do/say? • What are some stressors/fears in your life? • How does my product help you reach your goals?

Write out your customer’s thoughts the way you think he or she would express. Their needs, wants, desires, hopes, fears, goals and dreams will start to be more clear, and you’ll be able to build a social media presence using messaging that resonates with your followers.

2. Tap into your customers’ emotions. I’m not talking about playing on their fears to sell your products, but rather, thinking about how your product makes them feel.

Here’s a way that a brand helped ease their smallest customers’ fears. Philips invented a miniature version of a CAT scanner called the ‘KittenScanner,’ which doctors use to educate kids about the MRI process and put them at ease. Children can try it out with toy animals, taking the focus off of their procedure and onto fun.

It was created back in 2004, but it still gets mentioned on social media, in videos and in health journals as a way to reduce the need for sedation. How could you position your brand in a helpful, stress-reducing way for your customers?

3. Use social listening to your advantage. Social listening is all about monitoring your communication channels for brand and competitor mentions, and certain keywords and comments.

As you “listen” to your followers this way, you can gain valuable insights into what they like, don’t like, want and need from you. You may see a tweet on Twitter from a happy customer who loved your product. Or, you may see a comment from someone who wasn’t impressed with how long it took customer service to respond to a complaint.

With social listening, you not only get information on how your small business is performing, you also get the opportunity to provide better customer service and tweak a process or product that isn’t working.

4. Inspire customers to take action. Showing your customers you believe in them is an ideal way to increase social media reach and engagement. Think about the product or service you offer to your customers. How could you get them to use it to add value to their life and/or entertain them?

For example, Home Depot encouraged their customers to grow a living salad bowl with an infographic they shared on social channels. While there is minimal branding on this infographic, it still reinforces Home Depot’s marketing strategy of the things that are possible with their products.

No matter how you’re using empathy-based marketing to increase social media reach and engagement, remember your branding. For example, if your brand voice is “fun, upbeat and confident,” using humour might be the best way to engage your audience.

If it’s “down-to-earth, considerate and approachable,” a more heartfelt, emotional message could be the way to most effectively speak to your customers.

And don’t forget to create a social media marketing plan to save time and money!

Expose Your Brand Creatively & Reach Your Target Audience

Brand endorsement is the best marketing strategy that you can choose to let people know what your business is. The most effective strategy that can help you advance your business globally is to do promotion via commercial videos. For businesses in New York, Sinema Films is offering the interesting and content-rich commercial films for audiences who look forward to see something that is original, containing original clips and sound. Our video production set-up is authentic and advanced.

This ensures that you are at the right place where only the best commercial production service is offered at the lowest prices. Your needs will be accomplished here in an effective and timely manner. We have the ability to work for anyone, any client or any agency. Our main focus is to endorse clients’ brand as per their specific requirements. Brand endorsement is very necessary to be done as it tells a story about you and your business in detail. You can achieve your goal with the help of our services.

There is a great advantage of using different commercial videos for advertising your brand. We are one of the most popular video production companies in New York that believe in working with full dedication so that you can reach your audiences in an innovative way. The videos must have high visual and audio quality that can better entertain the audiences & provide them great visual experiences. Our aim is to serve clients with top notch services.

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Study Abroad In Canada For Better Oppurtunities

Canada has become the dreamland for all the international students. Everyone dreams to get great exposure in their own life for career advancement. Along with your every dream comes true in with Canadian universities. Courses in Canada for international students depends on the various category of your levels and qualification. Though Canada is found in the north portion of the USA, people from the majority of the countries possess a small understanding of Canadian universities and colleges. If you are from Nepal, CIC Education Hub is an education consultancy in Nepal that guides Nepalese students in finding the best universities in Canada.
The consultancy has a team of experts who have years of experience in visa counseling, documentation, reviewing SOPs, and preparing complete visa applications for Canada. However, we can’t discard some of those world-leading universities of Canada that give rise to the best teaching and learning process, research, and cultural improvement. Higher study in Canada is known as comparatively peaceful, orderly, and secure. Here crime actions and other guns are strictly controlled and mostly banned by the authority.

One of the specialties of Canadian universities and associations is that the entire diploma and degree certificates are equal to the certifications of the USA, UK and also recognized all over the world. The employment opportunity in Canada is likewise good. A foreign student may have the ability to find a part-time job in the Canadian job market while researching. The job experience in the time of research has become an essential part of the curriculum in all Canadian universities.

The cost of living and tuition fees are less than American colleges and universities. The average cost charged by the Canadian universities for a foreign student in an undergraduate program will be C$12,000-15,000 per one school year that’s 8 months. For overseas students, the tuition fee is significantly greater than the residents of Canada. However, if a pupil has double citizenship of the USA and France, he can find a bargain. He could have the ability to study in a premier institution like McGill University at precisely the exact same tuition fee level as Quebec residents at only C$4,000 per year excluding living costs.

It’s a simple fact that a worldwide student needs a student visa to study abroad. For a student visa in Canada, the embassy requires related records such as the state of your origin, the kind, and duration of your course, etc. To continue your research in Canada, you need a temporary student visa and study permit. Those people who are Quebec-bound students will need to produce a CAQ or Quebec Program Certificate. For any course which is six months or less, a study permit is not necessary. But in case you’ve opted for a 6-month or less duration course and want to continue with a different program, you have to apply for a research permit. After getting a valid study permit, you may continue your research or need to leave Canada.

A student scholarship overseas can immensely decrease the price of tuition fees and Canadian universities are not an exception. A student can get an academic scholarship if he has scored around 90% to 95% marks. Based on some criteria like community involvement, leadership qualities, and advanced skills, a student may also receive a merit scholarship. Furthermore, students get an exciting experience at Canadian universities they can never forget in their life.

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Classifying UK Property Insurance – What is a Listed Building?

In the United Kingdom, the process of adding important Buildings or monuments to a protected list came about as a result of extensive bomb damaged caused during then Second World War. Enemy action was responsible for a good deal of destruction of important buildings and monuments and owners were often finding it more convenient and economical to simply demolish a building and erect a new structure in its place. In the immediate years after the war, conservation and heritage were not at the forefront of most property owners mind and the government found themselves in the position of having to protect property by statue to stop more buildings from disappearing for ever.

Lists were drawn up of the most important buildings and laws were passed forbidding their alteration or demolition without approval first being obtained. On the whole the scheme has been a success, as years have passed more and more buildings have been added to the lists and much property that would have been lost has been saved for future generations to enjoy.

Listing has now reached almost every area and type of property in the country. Although many owners of listed buildings find some of the rules relating to the upkeep of a property to be fairly cumbersome most are proud to be considered as guardians of our nations architectural heritage.

The responsibility for compiling the list falls under the jurisdiction of the Secretary of State for media and culture and English Heritage plays a big part in deciding what goes on the lists as do members of the public who are often the first to raise alarm bells that a property is in danger.

There is no one reason why a building is placed on the list suffice to say that are building considered has to be “special” for a particular reason that is deemed acceptable to the registration body.

Contrary to many beliefs, a listed building is not always a stately home or indeed such an important structure such as The Tower of London or Buckingham Palace, often listed buildings are small workman cottages that may have been listed simply because of their location or because they have some architectural merit. Often a building is listed because a famous person was once a resident or the area many have been the scene of an important event or battle. As well as dwelling houses, barns, schools, churches, monuments and even telephone boxes have been listed in the past.

Listed buildings fall in to different categories depending on their importance, at the present moment; the following classifications are in existence.

Grade 1- These buildings are considered to be very important and of national and international interest.

Grade2 * These buildings are considered to be of exceptional interest.

Grade 2- These buildings are considered to be of special interest.

In Scotland, the terms A,B, C can be substituted for the above. Owners of listed buildings often find it difficult to obtain insurance. Many of the main stream insurance companies shy way from providing cover as in many cases buildings are deemed to be of non standard construction by modern day standards. Often, the property to be insured will have a good deal of timber in the construction and many also contain other more esoteric building materials pertinent to the location such as Wattle & Dub.

It is possible to obtain insurance for this type of property but it is best to contact a company that specialise in their cover. Remember to always mention the exact construction of the property as this may well have a bearing on the actual premium you are charged.

Opt-In List Building – Understand This and You Will Build a Profitable Home Based Business

It’s common knowledge that opt-in list building is one of the pillars of building a home based internet business. As one writer says, “The list is your business.” But why is it then that so few who are starting an internet business actually do their own opt-in list building?

This is the first in a series of three articles on this subject. In this article I answer the question, “What exactly is a list?” A clear understanding of what a list is and its strategic role in building an online business is foundational to building a quality email list. Secondly, I address the question of “quality.” Many advertize ways of building a huge list, but few address the question of insuring the “quality” of the list. The difference between having a mediocre list and a quality list is huge! The latter will make you so much more money. The third article answers the question, “Why give opt-in list building priority?” I will be showing you some hard facts on the relationship between list building and money making.

By the end of this article, you should have a clear understanding of what opt-in list building actually is and have several images that will help you visualize the strategic role of list building in starting an internet business.

Definition of “Opt-In Building”

What is variously called an “opt-in list”, an “email list” or just a “list” is the data base of people, their names and email addresses, that are interested in you and in your niche. They are the people who like what you provide and are willing to hear from you periodically. These people are looking for information about any one of hundreds of subjects (the best cell phone to get or how to use auto-responders or whatever) You make a value exchange with them. You offer them information, in the form of a report, a newsletter, a course, etc in exchange for their name and email.

The reason for this is that statistically 95% of customers will not buy a product the first time they look at it. They visit your site and see your offer and then are gone, likely forever! You want a chance to put it before them periodically. It is said that it takes about 7 exposures for the average buyer to make up their mind to buy. Furthermore, even those who don’t buy might be interested in other products that you will offer in the future. You’d like the chance to continue to give this interested group of people, your opt-in list, information of value and expose them to other products that would serve them. That’s the theory of an email list.

The way to do opt-in list building is by offering an information product (an e-book or a subscription to a newsletter) on a “squeeze” page where they must give their name and email to get your offer. Or there might be a registration form on a home page of a website to get the product.

A List Is: Images for visualizing the role or function of opt-in list building

· A List Is An Audience You Can Sell To. A store builds a customer base through its location, its publicity and its reputation. They know that if there are no customers coming through their doors they will make no sales. With the internet, your email list is your customer base. Sure, you can drive traffic to your site through umpteen different means, but they are just one time visitors. The profitability of your online business depends on having a customer base. It is your audience. You have to grow your audience otherwise you have no one to sell to and you make no money. These are the people you constantly seek to give value to and in doing so you build trust and rapport with them. You want them to be a loyal audience who love to give you business.

· A List Is a Beeper to Remind Your Audience That You Are Available to Serve Them. It takes time to build a relationship. The saying, “Out of sight, out of mind” is still true of people. Hence, your opt-in list provides you with a way of regularly getting the attention of your loyal audience of customers. You keep reminding them of products you offer and of value you want to give them.

· A List Is a Key That Opens the Door to Success. You’re starting an internet business. Your goal is to make money with the hope of one day replacing your job income and permitting you to retire or some such goal. The two most important assets for being successful in your home based internet business is first “information” and second “your email list”. Without information you have nothing to offer people to make them want to be on your email list. But just as important, you may have lots of good information, but if you have no list, or a small list, or even a mediocre large list you still can’t make much money. So your opt-in list building is your key to making good money on the internet.

You now understand what opt-in list building is and you have these three visual images which graphically illustrate the role of an email list: 1) the list as audience to sell to, 2) the list as beeper to remind loyal members of your offers, and 3) the list as key to making good money online. In the next two articles in this series I will discuss what makes for a “quality list” and why and how to make opt-in list building a priority in your online business building.

List Building Tools You Need For Success

You may have heard the phrase, “The Money Is In The List” but what does it actually mean? Over the past years people have been spending most of their time building a list. But what good is it to have a massive list of people in an auto-responder if you’re still not making sales right! The first thing any marketer should know is the importance of list building. But in order to build a list one must first have a list building blueprint and a highly converting squeeze page to get people to opt-in to their list for more information.

The blueprint must be cultured to build a relationship with each prospect which trust is developed. The main focus is providing useful information to the person that opts-in to the list. Each person that comes to your site is a potential prospect so be careful how you treat them. If you just keep pushing offers their way they will eventually un-subscribe from you list.

Be tactical in your approach and offer them valuable information and solutions to their problem. Always remember to provide useful content and information to your subscribers and they will eventually turn into customers. Online marketing is such a continually evolving business that you have to constantly keep in touch with how your competitors are doing and what list building tips they are using to succeed in this online venture.

You have to keep on trying new things, find useful list building tips, innovate into your list building blueprint and test whether your efforts are bringing in the desired results. There are 101 list building methods to use to build a huge list. Some people are content with trying proven methods that have worked for years for others, while some prefer to take the chance to try new methods.

Once in a while, there are new list building tips and revolutionary systems that is experimented with and found extremely effective for those prepared to grab the opportunity. Trying different strategies will always help ensure that you eventually find what works best for your business. The key is to find good methods that are dependable and reliable and discard those that do not perform well. Offer them a free e-course that you could just publish each lesson in your daily auto-responder series.

This list building blueprint has proven to be a successful method as people like to take courses one lesson at a time. You could give them a free report that you could have written up to 5 to 10 pages of information your subscribers would really be interested in getting in PDF format they can download on your thank you page. Information is key to building a massive list of subscribers fast just like the movies launch, offer them a sneak preview even if they don’t buy from you or opt-in your list. Give them a deal that is hard to pass up and you will be on your way to creating a massive e-mail list in no time.

The History of Listed Building’s Guidelines

Not only this, many feel historic buildings also add a feeling of quality to our towns, villages and countryside as they are a staple piece of history.

There are a number of ways we can protect heritage assets to ensure they are passed onto future generations for their enjoyment. One way is by legal protection through national designation: all assets which have this appear on the National Heritage List for England.

In England, the English Heritage Association is designated to assess the building in order to accept an application for a building to become listed. However The Minister has overpowering discretion to whether to accept or reject an application.

What are the guidelines?

Over the past 50 years the criteria has changed dramatically, with the list being very strict in the Victorian era, however, despite the post war developments, many buildings have managed to survive from that era, more so than any other periods of time. The guidelines state that a building must have:

• Architectural interest: buildings of importance because of their examples of design, decoration and craftsmanship
• Historic interest: buildings which illustrate an aspect of the nation’s social, economic, cultural or military history
• Craftsmanship: They could be an early example of a specific building type with a pioneering form of construction
• Group value: buildings that form part of an architectural ensemble, such as squares, terraces or model villages
• Historic association: buildings that demonstrate close historical association with nationally important people or events

Don’t panic if you can’t relate any of these to your property. In broad terms, buildings that are eligible for listed status are broken down more easily into these categories:

• All buildings that are built before 1700 that survive in anything like their original condition, not necessarily faultless
• It includes most buildings built between the era of 1700-1840, although selection is necessary
• Properties constructed between 1840 and 1914, but only if the building in question is of definite quality and character; the selection is intended to include the major works of all principal architects
• Anything that is constructed between 1914 and 1939 as they select buildings of high quality or historic interest
• However, there are a very limited number of exceptional buildings built after 1939 that make it onto the list, although they tend to be at least ten years old, and in most cases more than 30 years old

What’s your grade?

Now the terms of grading are often thrown around by those who own these properties.

A Grade I buildings are of exceptional interest, often considered to be the most globally important as there are only 2.5% of all listed buildings, making them rare and exclusive. An example is St Mary Redcliffe Church in Bristol which attracts thousands of visitors a year to her pews in order for people to see the intricate architecture.

The difference between that and a Grade II* is very little, however, these building are of particular importance and are more than a special interest. This comprises of just over 5.5% of all listed buildings; Hammersmith Bridge, London was declared a Grade II*.

Finally a Grade II is the most commonly found type of listing as it accounts for 92% of all listed buildings, these are nationally important and are of special interest, with it most likely being a grade of listing for a home owner; Radar Training Station, Lancs, is well known for being Grade II listed.

How does it affect what I can do to my building?

This is what puts many people off buying a listed property; Chinese whispers have made it so that you are unable to do anything to a building once listed, this is not true! By listing a building it is an identification of the building that it should be marked and celebrated for having exceptional architecture, this is not to freeze the building in time, but simply that you must apply for planning consent in order to make any changes to that building which may affect its special interest. Listed buildings can and are altered, extended and sometimes even demolished; this means your local authority will make the decision regarding your proposal. Generally the external appearance of the building must be preserved using original materials. Sash windows for example, with their wonderful sash weight mechanism, must be replaced with timber sashes that contain no plastic elements.

Is my building listed?

You can search The National Heritage List for England to search for listed buildings in your area and print copies of individual entries. However if you want to research your house, then try looking on the heritage gateway site as sometimes searching can be tricky. If in doubt then visit your local planning department (most references will be held in your local library) for a complete list of buildings.

How can I get a building listed?

Unfortunately it not that easy! Firstly you need to fill out an application form the English Heritage website. It will have all the necessary boxes to be ticked; however, if you are a bit old fashioned then you can write a letter to them, you must include:

• Make sure you summarise your research on the building – i.e. locals library, records or online
• Explain why the building is of listable quality- not just your point of view, ensure you are being impartial
• Attach all of the necessary information about the building; what the building is, when it was built, who designed it, if anyone famous lived there? Was the design revolutionary? Or was the building a setting for a major historical event?

Don’t lose hope if you are struggling to find all the information that you want. The building may still be listable, but the better case you can produce to the English Heritage Association the more likely it is that the building will become listed.

Traffic, the Life-Blood of Your Business

Traffic is the life-blood of your business, without visitors to buy your products you don’t have a business! Some traffic ideas have been around for years, a few are new ideas born out of technology. Others are a new slant on old ideas. Some of the suggestions will be discussed below.

As with everything, some traffic sources will resonate with you, others may seem too tricky at the moment. Some suggestions give organic growth which means once set up the results continue to grow and spread over the months and years as the material is passed around, growing like a tree with your brand becoming bigger and stronger year on year, supported by new material.

So begin your program with strong roots or content of high quality to give the growth good foundations.

Paid traffic is immediate and will give your business a fast boost of traffic. This can help you spread your business brand quickly and bring visitors to your website faster. Popular paid traffic could be Facebook advertising Solo ads or PPC.

Combining paid and organic traffic, will probably give you the best results.

Always give fantastic quality so that customers gain confidence with your offers. Treat people fairly and give refunds when asked for, the small cost to you is nothing compared to your reputation.

Now for some unusual organic traffic ideas you may not have heard before:

JV and lists swaps with Facebook communities in your niche, or people you find on Forums. Match with people who have similar list sizes in your niche. Check their products you don’t want to upset your customers and don’t do it too often.

“Ask Answer Sites”,” Yahoo Answers”, and “Ask” People ask questions others answer with a link to the source. Visit these sites, answer questions with a link to an article on your website. To ovoid looking like a spammer also link to other information articles, not on your website. This is similar to working forums which is a very successful method with a good signature and link. If this is done regularly, preferably daily, with many forums and sites. It is time-consuming, but is an excellent free traffic generating method.

Add share buttons to your website. People are very used to sharing information on Facebook and will share items if they are funny interesting or informative. Download a plug-in for your word-press website. You can choose which websites e.g. Facebook, Twitter, Google+, Stumble-upon etc.

Review articles and information, review content you find and link back to it. Write a few comments about it and put it on your website. Also tell the owner you enjoyed it and send your comments. Build relationships. You could also add it to Facebook and Twitter, but do link to their website, so you have gained some interesting content and the author has gained a link.

Offer to write as a guest blogger. Owners of blogging sites and membership sites may need information to add to their sites if you are in the same niche, but it will need to be of good quality and unique, not already posted. You can then ask for a link back to your website.

Best of all YouTube marketing is a very popular way of getting visitors to your websites. Videos also rank highly in Google probably because Google owns YouTube!

I hope these few suggestions help you grow your business, look out for future ideas.

My Name is Anne

“We always aim to give more value than you expect”

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Exciting ways you haven’t thought of before.