People usually think the marketing professionals can’t work naturally are very mechanical. This is not the case because marketers also get connected to people and deliver the results basing on it. Connecting with the audience and the clients is the primary job of marketers. The first step that every marketer takes is to make or design an empathy map. This empathy map is a crucial thing for digital marketers because empathy map is something that makes the clients know that businesses are connected.
Empathy Map is something that articulates all the information about the client or the person’s needs collectively. It categorizes the person’s requirement so that it helps in driving the desired results. This article is like a step by step guide what exactly Empathy diagram or Empathy map is and used.
Empathy Map shows but doesn’t sell
Below you can see the basic structure of empathy map.
Empathy usually is something that the customers need, and which we should as marketers fulfill it. It is a type of marketing which shows it doesn’t sell while just fulfilling the requirements.
But for a marketer, it is imperative to know that facts and figures are a significant part of the marketing but should never forget how these facts and demographics are coming and who is behind it. All the events and surveys are the most important and valuable market search that can be imagined as the outcomes here are genuine and real.
Whenever we talk to a client and know about their requirements at the same time, we should always keep in mind the needs of the audience or the customers. It always motivates you to get the same emotion and express every single detail in your advertising work. Empathy mapping should be there for every work it is like a foundation or bedrock for any advertising.
Empathy mapping in Digital Marketing
There is always arguments and counter-arguments while coming to empathy mapping because social media sites use this empathy mapping more often in their work. Social media immediately connect to people or the users, this is why the argument comes up.
People use to think it is ages old method, on the other hand, it is not instead it is most important. In one line we can say “Empathy is not reducing it just became digital.”
Usually, reaching out to people becomes very important. The only way through which you can reach the millennials is through social media. A huge amount of people that is more than 70% people rely more on social media mostly on YouTube and videos in it. While almost half of the millennials in the online platform for different issues and goals to solve and achieve.
The surveys say that:
40% of the Millennials in the modern and divisive world started looking the world around them as the new light after getting insipired from social media and mainly YouTube Videos.
This what the marketers have to do to gain the trust of the people by acquiring the confidence of the users. The millennials always empathize with every single click, video, share, and comment. Here the principal task of the marketer is to capture the intensity of the people and present them something that pleases them.
What are Do’s and Don’ts in Empathy Mapping?
While you are working on an Empathy mapping always remember these below do’s and don’ts:
- Still understand what your user needs, and try to fulfill it one way or the other. Make them feel that you are concerned and that’s why this is the result.
- Teach the audience, make them realize that they should use a specified product.
- Inspire the audience, or show them that you got inspired and inspiring others too.
- Connect to the users emotionally. Use all the emotional tactics such as Nostalgia, Group hooking, Relationships, anger, fear, love, happiness, and triumph.
- In the end, do have a goal and try to achieve it.
- Never let your ads speak as if it is addressing a gathering.
- Don’t make a mistake of using the standard call to action. Always let the crowd or the users decide it and make conclusion according to it. While the most important thing is to allow the product to speak on behave of itself.
- As a people say ” actions speak more than words” so let your product and the advertising speak more than you do.
- Never focus on the competitors’ shortcomings instead focus on the positive aspects of your brand.
- Set, one goal and achieve, but if you simultaneously set up more than one goal, it will for sure ruin the whole work.
Marketing these days is not just the advertisements, it has become much more than that, Advertisements have to reach the internet and maintain the standards of the users here also. However, these days marketing of a product provides much more value even before the product is being launched.
How can we build Empathy Mapping?
Empathy Map is very important for any Digital marketing agency, in similar while building an Empathy Map people usually, get confused regarding how to construct an Empathy Map and what should be included and so on. Below we mention everything that will solve your problem.
Explain your Goals
Which user map you are going to sketch?
First, you have decided will you map for a single user or persona. While starting always remember the empathy map should be of 1:1 mapping which means one user per empathy map. Only it says there is more than one user than the empathy map for each one would be different.
Describe your purpose for empathy mapping.
This directly means describe your goal. If you have a team of marketers, then align everyone on each user and make sure everyone is present in the empathy mapping planning. Even set a clear scope and transcript with a deadline and the targets to achieve.
Discuss with the team
Your goal should indicate the medium you use to fulfill the aspect of empathy mapping. It is always better to interact with everyone in your group and gather all the pieces of information everyone has, or everyone gathered. The empathy mapping and the discussion alone makes the system creative which will work for you.
Gather all the information that will be used effectively to fuel up your empathy map. As empathy map is a very qualitative method so you should always pay attention to all the quality requirements such as Case studies, interviews, User discussion, field works, surveys, and facts.
Know everyone’s perspective on each block
Once you and your team have all the search inputs, it is the right time to proceed to Empathy mapping. If you have a whole group of more than two people, then it is better to have a big board and let everyone write down according to them what is essential. And make sure everyone fill in the four quadrants with the data that is efficient for the work.
Combine all the efficient data
After each member of your team write their version of the empathy map. Then pick the most efficient data and combine everything that is relevant and bring out the desired plan. While in this process it may be difficult for you to chose, but it is always advised to differentiate by the names and then at the end make it as a single component.
In between this clustering, you may face a lot of confusion and discussion on why to chose this, not that. It is always better to discuss as it will give a perfect reason to include one and exclude the other. In the discussion may be new ideas can strike.
Polish the whole plan
If you still feel that something is missing and need to adapt it to get more results, it is always advised to have a new quadrant to add extra things in it. Or you can even exceed the specificity of the existing quadrant. Depending upon your target plan accordingly and polish it whenever it is required.
Make sure that you add the user in the middle of the map with some of the withstanding questions, the date, and version. And always remember to get back to empathy mapping whenever you get new User-inspired information.
The empathy maps help to build empathy in the users basing on the real data and combining the mapping methods. While corporate companies teach to give more importance to the brands and keep them in mind and later align the customer’s needs.
But, according to me, the marketing goal must be to break down all the barriers and reach the audience in the most diverse and impossible way that is possible. Empathy is just a grammatical and English term in the marketing field. If people start empathizing with one another, then they can combine to deliver the main message and shared a set of strength.
If you and your marketing team is facing any difficulties while making an empathy map, then do contact us at any time.