The 6 steps of the empathic model
Posted: Mon Dec 23, 2024 10:32 am
In our professional history supporting companies to enhance their positioning, loyalty and demand generation, we have been able to create a cyclical sequence that summarizes in a very simple way the 6 milestones that we believe optimally organize and visualize the business objectives connected to marketing activities.
We have called this methodology "Empathetic Communication and Marketing Model" ( See infographic ), based on the ability to listen properly and put oneself in the place of the strategic audiences with whom we want to communicate. Likewise, this model contemplates the alignment of business objectives with the metrics of marketing activities, often totally dissociated from the real business.
The first step is to understand the company's challenges and objectives . These are all mobile company name list in world with country constantly evolving and, for this reason, it is important to keep them fresh and in mind in order to focus. Typically, the objectives will have to do with positioning, customer loyalty or retention, and demand generation (new customers, more sales, etc.).
Then, as a second milestone, we must clearly identify the strategic audiences . Who we want to reach, how we organize them, being very clear that they are real decision-makers and people relevant to us.
The third step, undoubtedly very strategic, is to make an empathy map for each strategic audience. Knowing what they think, feel, and opine. This is what is known as the "buyer persona" in Inbound Marketing.
Next comes the creative work . This is the fourth stop and here you must use all your ability to invent stories, concepts and ideas that seduce audiences, that touch them essentially and, as a consequence, dispose them to a favorable attitude towards the brand.
None of the above works without setting up appropriate channels that are natural for the audiences. We cannot force them to face channels that do not make sense to them. To do this, a media matrix is suggested that generates a comprehensive, systemic and natural reach to each audience.
From this campaign, through the matrix, we can determine metrics that are linked to business objectives. The more indexed, the better. And thus we can determine the critical success factors of marketing activities, along with the possibility of evolving and defining new objectives for a new cycle.
We have called this methodology "Empathetic Communication and Marketing Model" ( See infographic ), based on the ability to listen properly and put oneself in the place of the strategic audiences with whom we want to communicate. Likewise, this model contemplates the alignment of business objectives with the metrics of marketing activities, often totally dissociated from the real business.
The first step is to understand the company's challenges and objectives . These are all mobile company name list in world with country constantly evolving and, for this reason, it is important to keep them fresh and in mind in order to focus. Typically, the objectives will have to do with positioning, customer loyalty or retention, and demand generation (new customers, more sales, etc.).
Then, as a second milestone, we must clearly identify the strategic audiences . Who we want to reach, how we organize them, being very clear that they are real decision-makers and people relevant to us.
The third step, undoubtedly very strategic, is to make an empathy map for each strategic audience. Knowing what they think, feel, and opine. This is what is known as the "buyer persona" in Inbound Marketing.
Next comes the creative work . This is the fourth stop and here you must use all your ability to invent stories, concepts and ideas that seduce audiences, that touch them essentially and, as a consequence, dispose them to a favorable attitude towards the brand.
None of the above works without setting up appropriate channels that are natural for the audiences. We cannot force them to face channels that do not make sense to them. To do this, a media matrix is suggested that generates a comprehensive, systemic and natural reach to each audience.
From this campaign, through the matrix, we can determine metrics that are linked to business objectives. The more indexed, the better. And thus we can determine the critical success factors of marketing activities, along with the possibility of evolving and defining new objectives for a new cycle.