The term “emotional intelligence” (EQ) from a marketing perspective might make you think of a number of things.
Maybe it conjures thoughts of brands whose social posts get people consistently excited about their products. Or perhaps it brings to mind instances when a company has directly addressed a pain point that their audience cares about.
Regardless of what you think of when you hear about EQ, there’s no doubt that being aware of your audience and producing consistent branding is critical for driving sales and profitability.
What are the Benefits of EQ?
Creating messages your audience responds to or quickly addressing an area they don’t may sound like pretty significant reasons to boost your brand’s EQ. But the benefits that come with a high level of emotional awareness go even deeper.
Generate a larger, more loyal customer base
You’re far more likely to get customers to stick with you by staying on top of your brand image and ensuring that your content resonates with your audience. People aren’t just interested in the products themselves anymore – at least not how they used to be – they’re invested in a brand’s entire image and personality.
Think about how fiercely people defend their video game console of choice or the buzz generated by the now-infamous Wendy’s social media accounts. When a brand makes use of EQ to transcend product status and become something people can joke about and engage with, there’s a greater chance that those people will think more fondly of whatever it is that company is selling.
And those people talk.
Once someone likes a product and feels connected to it, they’ll probably spread that opinion to their friends. Great marketing is one thing, but a recommendation from a friend will almost always be more compelling than even the best advertisements. Word of mouth still is, after all, extremely powerful.
Stay relevant
In the online marketing space, trends come and go in the blink of an eye. The hot commodity of one day may be old news by the end of the week.
But with your finger to the pulse of your audience, you can more easily detect what’s working and what isn’t. If a specific type of post or a particular meme is garnering attention, you’ll be able to tap into those. On the other hand, if a trend or joke is going stale, you’ll know not to associate your brand with it so you can avoid appearing out of touch.
While staying on top of every little trend might not seem essential, each instance of a successful post or marketing approach builds upon the last, just as each failed attempt does. With a good ear for what’s going on, you can gradually establish yourself as a witty, interesting and engaging presence while leveraging that reputation to boost sales and drive conversions.
How Can You Utilize EQ?
With the benefits of a successful EQ strategy laid out, let’s talk about the actionable steps you can take to implement one for yourself.
Self-analysis and reflection
The cornerstone of all good EQ is self-awareness.
Ask yourself why people like your brand – or why they might not. Figure out what your core traits and values are, and then stick to them. Analyze your competition and determine what they’re doing that works and what doesn’t. If you can, ask your customers directly about why they like you and why they choose to use your product or service.
Once you’ve nailed down your brand’s identity, you’ll be able to confidently market yourself and engage with your customers without hesitation.
Practice social listening
With your brand image established, turn your attention to what people are saying about you. Browse social media, utilize metrics tracking tools, listen to feedback on product launches and new campaigns. Don’t hesitate to shift your approach if something isn’t working.
Social listening is what allows you to stay relevant and pivot quickly. If you accidentally make a move that rubs your customer base the wrong way, you’ll know right away and be able to address the issue accordingly.
On the other hand, if you’re doing something that is working well, you’ll be well-positioned to capitalize on that success and keep the momentum going. Not to date this article or anything, but we can look to the current popularity of Netflix’s “Squid Game” as an example of this. Netflix didn’t know that “Squid Game” was going to be as huge of a hit as it was, but they were plugged into their audience and quickly ran with it, launching the show to even greater heights.
Active audience engagement
Emotional intelligence isn’t a one-way street. While self-reflection and social listening are important, engaging with your followers is equally vital to cementing your EQ strategy.
The time you’ve already spent on your social media platforms and analytics tools can help you better understand who your audience is and how to best interact with them. Be sure to build rapport with your supporters and respond often to feedback, questions, or other posts. The worst response is no response at all!
When put into practice, emotional intelligence can be what differentiates you from the competition or the factor that wins you supporters time and again. By following and adhering to a consistent EQ strategy, you’ll connect with your audience on an emotional level, and be well-positioned to see a boost in both sales and reputation.