In order to talk to, involve or even sell products and services to a person, it is necessary to know them, understand their needs and requirements, analyze in depth the problem they raise and understand how they move to find a solution. And it is precisely at that moment that you can start working, when it is very clear how to talk to them, where to find them and how to intercept their needs.

  Base Tool of Digital Communication

All this work prior to the actual digital marketing and communication strategy is often neglected, not understood, not used… and this leads to poor results, belarus phone number list poor management of resources and the available budget, dissatisfaction. To use a metaphor, it is like having a bow and arrows and shooting without the presence of the target… luck can intervene, certainly, but we cannot count on it. We need to identify all our targets, arrange them all in a row, with precise and clear characteristics, divided into categories, in such a way as to never (or almost never) make mistakes in communication.

Here, to create all our objectives the empathy map helps us a lot. This is an investigation tool that has the purpose of outlining the profiles of potential customer interlocutors, going into detail and depth. To elaborate and then develop effective marketing strategies, it is important to be empathetic with our targets: intuit and understand people, study their behavior and then interact. In short, build a perfect and as detailed as possible identikit of our Buyer Personas.
The empathy map was created by Dave Gray, we can learn about the details in the book Gamestorming. It gives us a lot of useful ideas from which we can begin this long work.

Creating an Empathy Map for Communication and Marketing

The questions to start from, to define our potential customer, are: lead generation through b2b social media marketing?
1. What does he really feel?
2. What does he think and what emotions does he feel?
3. What does he feel?
4. What communication channels does he use?
5. Who influences him?
6. What does he say and what does he do?
7. What environment surrounds him?
8. What are his frustrations and fears?
9. What makes him happy and what are his goals?
10. What is his income?

Finding all these answers is not always easy, vietnamese offer on the contrary. We work in small groups, even with our Client who certainly knows his potential targets well, then we put all the ideas together through a brainstorming. The funniest part? We give real names to these identikits, we imagine them really real also drawing the face, body and physical details. After that, we fill them with post-its.
When we cannot answer too many questions, or the doubts are large and deep, we propose market analyses to the client, in order to better and analytically understand the horizon within which we are moving.
It is the direction that makes the difference, taking the right one is essential to be successful in subsequent strategies.