Thriving as a creative is not about how much content you create. It’s about the impact you have on others with what you share. As a small business, we know we can’t output content for social media, blogs, and newsletters all of the time. If we did, we’d never have time to serve our clients or actually do the work of running a business. It’s much more important for us to produce quality content that speaks directly to our audience than to stress about how often to post.
We know this advice goes against so much of what we see in regards to marketing today. If you were to read the latest Twitter thread on marketing or listen to the so-called branding experts on Instagram, you might believe you have to be on every channel posting constantly in order to land your next client.
But, following what everyone is doing or saying will only cloud your mission and cause overwhelm. The best way to sell your product or land your next client is to speak directly to them with content that addresses their needs and pain points. When we do this, we authentically connect in ways that compel them to engage with our brand. If you create content from a place of empathy, you can worry less about chasing the algorithm because your content will be tailor-made for reaching your ideal audience.
So how do you implement an empathy-driven approach to content?
How to Grow Your Business Using an Empathy Driven Approach
1.Understand your audience’s emotions and feelings.
This will give you the best insight into what they need from you!
2.Focus on building relationships.
Remember, you are building a community not chasing likes. Engage with your audience and promote thoughtful conversations. You will be surprised at how your community grows!
3.Listen before you speak.
Don’t start with what you have to offer, listen to what your community is saying. How can you best serve them?
Empathy is such powerful too!! When we learn to understand our audience’s feelings and emotions and truly listen to them, we are better able to create content that really resonates.
what does an empathy driven approach look like in practice?
1. Create valuable content.
Don’t just post what you want your audience to see. Look at your metrics and see what people are engaging with. What type of content gets the most comments, shares, or saves? Engagement will always be your best metric.
2. Test your copy.
Everything you post will not resonate with your audience. So, when you find a post with a lot of engagement, dig in! If your community is paying attention to a post, swap out the visuals. Does that copy still resonate? Then try keeping the same visual but tweak the copy. Was it the visual that really resonated? Test! Test! Test!
3. Use polls.
People love to share their opinions, so ask your audience what they want to see from you. And then listen!
4. Focus on purpose.
What is this going to do for your audience? What value points are you bringing? What lessons are you trying to teach? Create content that meets a need.
5. Engage with your audience.
If someone takes the time to comment or post something on your feed, use this as an opportunity to start a conversation. Don’t just like their comment. Ask them how you can help support them in their mission.
6. Establish a posting cadence.
Focus on consistency. Decide on how often you can post quality information and stick to it so you don’t burn out. Don’t worry about posting daily. Quality over quantity.
Remember, you have a powerful, meaningful, and worthy story to tell — don’t let the algorithm stop you!
If you need even more help using empathy to better understand your audience, check out our ebook Define Your Ideal Client with Empathy Mapping.