Now that humanity is facing a lot of uncertainty, business owners especially marketers need to communicate compassion, and not post contents that are not for the sake of increased revenue, but contents that show digital sympathy. Changing the focus from increasing revenue to fostering empathy is the new key to getting the attention of prospects. 

For example, Facebook has launched the care button helping its users empathize and sympathize with one another.

The top beer company, Guinness recently issued a supportive commercial to emphasize the importance of social distancing and kindness instead of promoting its usual agenda.

This is the kind of empathy top brands are using to reach potential prospects, And, it is working. You can do the same to put your business on the map.

Empathy helps create a better marketing strategy by pushing brands to imagine how their target customers may feel when hearing the marketing message or using the product in question.

Empathy marketing approach has also proven to build trust through genuine customer-centricity.

It has long been a valid marketing tactic to pick up on the latest trends and adapt your marketing to tune into the interest peak.
This strategy will work if you create good contents that your targetted audience can relate to. 

Earn your customer's trust now and they will stick around long after the crisis is over.

This article was adapted from one of my mentor's, Ann Smarty's article titled "Three Ways to Change Your Content and Social Marketing to Foster Digital Empathy".

Ann Smarty is the Brand and Community manager at as well as the founder of