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If your marketing is targeted with effective content towards your ideal customer, your buyer persona, but excludes one of their friends, you run the risk of losing multiple customer groups and it is a problem if the phenomenon overflows beyond the customer groups that you had previously decided not to serve. When buyer personas exclude individuals you didn't intend to exclude, these same individuals will seek out other companies that recognize their needs and serve them. There is research that shows ways in which the phenomenon of homophily can be overcome, ways that can help you be more inclusive in your marketing openness and empathy.

Empathy is the ability to extend ourselves to others, to identify with their experiences . The limits to this ability of ours are purely apparent and can change, sometimes drastically, depending on the situation we are experiencing. When people realize that empathy is seo expater bangladesh ltd a skill that can be improved, they work to empathize with groups other than their own. Empathy for people different from us can be expanded, it seems, simply by changing our views about empathy. For example, try treating your customers as if they were your friends it becomes much easier to relate to them and make sure they are comfortable.



Openness and empathy are woven into how you treat each other. Here we are at the point. The golden rule of content marketing that can overcome negative externalities triggered by overly specific content and homophily is this when you think about your customers and the relationship you have with them, the focus is not on how they're different and how that might bother you is in making sure you do what you need to do to include them in whatever you're doing. It's important to note that inclusivity isn't always about accommodating differences that may require a different approach to your products and services.