In regard to online business communications, we may fail to remember how to interact authentically with other people. Tapping away in front of our computer screens offers us a certain anonymity. However, impressive online content makes the reader feel heard, understood, and more importantly, connected. Without that connection with your online customers, your business is going to go by the way of the dinosaurs.
First, realize that you cannot operate your business in a vacuum. It’s your company’s relationship and shared experiences with your customers that drive your business. If you’re emotionally bonded with your readers, you’re succeeding beyond the businesses that lack an empathetic quality.
What is empathy? The Miriam-Webster dictionary defines empathy as “the action of understanding, being aware of, being sensitive to, and vicariously experiencing the feelings, thoughts, and experience of another…”
But before you panic about this aspect of customer relations, understand that it’s easier than it appears. No need to get all touchy-feely or overtly sympathetic. Simply showing your business cares in the sincerest way will help you come across as a humane company people want to do business with.
So how do you convey empathy in online content?
- Speak directly to the person you want to communicate with. Do this by picturing them in front of you in person, by video, or if you were writing directly to them. Turn your customer from a faceless individual to someone you care about.
- Set goals for your content. Writing whatever doesn’t cut it. Intentional communication wins new business. For example, a blog post during a pandemic is not ‘business as usual’. Customers need your understanding and support by being able to relate. If you acknowledge his or her fears and worries with reassurance and how your company has adapted to meet their needs during a trying time, you may win a customer for life.
- Say what you mean and mean what you say. If you offer timely follow-ups or say up front that shipping times will be longer, clients appreciate your honesty.
- Update your website regularly. Which company would you choose: the one that still has unfeeling ‘business as usual’ information on their website or the one that incorporates current affairs into its business practices with a heartfelt message from its president.
- Share personal anecdotes and stories. Once you learn more about your customers, you’ll know which stories will prove meaningful. Describe how you overcame a difficult situation or succeeded during trying circumstances. In other words, be human.
- Choose education over self-promotion. Reading a blog that just boasts about one’s achievements will feel like a waste of time to your reader. Give them value for their time. Give them something actionable or help them to learn a new skill.
- Keep your online content concise and informative. Some blogs seem to rely on more words. Instead, provide valuable content that doesn’t waste your readers’ precious time.
- Make use of interactive content. ‘How-to’ videos, free e-books, Instagram hashtag contests, and easy-to-read, eye-catching graphics will bring your customers back for more.
Empathetic content is powerful, relevant and meaningful.
When readers scroll down a website that’s all business and no ‘warmth’, it may leave them feeling cold towards your company. You may come across as being insensitive to current events unfolding worldwide. This can cost you money and ultimately, your reputation.
Creating authentic, compassionate online content should not be ignored. When done well, empathizing makes it easier to understand fears and challenges your readers may be experiencing.
Evolution Business Media Group is here to help you and your business channel your caring into effective online content. Trust our professionals to help you succeed in mastering the skill of online empathy in an uncertain playing field.
