Marketing has come a long way from the days of shocking slogans and flashy ads doing the most to capture a potential customer’s attention. Today’s customers are more savvy, more informed, and more eager for authentic connection than ever before. And in order to truly connect with them, marketers need to tap into something deeper: emotional intelligence.
Emotional intelligence — also known as emotional quotient (EQ) — is the ability to identify, understand, and manage one’s own emotions, as well as the emotions of others. It’s a skill that’s becoming increasingly important in the world of marketing, where customers are looking for brands that truly understand them, resonate with them on a personal level, and offer solutions that align with their values and beliefs.
So, how can marketers leverage emotional intelligence in their efforts to create human-centric marketing campaigns? Let’s get into it:
1. Listen to your customers
We’re not just talking about collecting data and metrics, although that’s a good start. Once you have that info, you then need to take the time to understand what drives it by collecting true insight into your customers: their behavior, what motivates them, and what their pain points are.
You can do this via a variety of methods, including:
- Surveys and polls
- Tracking customer behavior on your website, social channels, and other touchpoints
- Collect honest customer feedback
- Conduct market research
- Use social listening
By actively listening to your customers, you can gain insights into their needs and desires, and tailor your marketing messages to speak directly to them. This not only helps you build stronger relationships with your customers, but it also helps you stand out from the competition by offering a more personalized experience.
See it in action: Netflix
The ubiquitous media company isn’t just a streaming giant — it’s also wildly successful on social media. Netflix not only uses social media to share promote its content and share funny memes; the platform actually collects information to find out which shows and movies its audience cares about, learns how these titles are being discussed, and even develops new ways to meet users’ needs — like its award-winning campaign for Netflix Socks. As Netflix put it in its Shorty Awards entry, “When we aren’t posting, we’re listening, looking for the new trends igniting the entertainment world.”
2. Empathy is a natural human trait — use it to connect with your audience
Empathy is a key component of emotional intelligence, and it’s also a powerful tool for connecting with your audience. By putting yourself in your customers’ shoes, you can gain a better understanding of their experiences, and create marketing messages that speak directly to their emotions.
See it in action: BetterHelp
BetterHelp, an online mental health platform, has skyrocketed in popularity in recent years, with more than 2.5 million users receiving service from the company. Some of the success is to be expected, with the pandemic skyrocketing the need for telehealth across the globe. But even as more people return to “normal,” BetterHelp continues to thrive, largely due to its real-talk approach to mental health and therapy. At every touchpoint, BetterHelp communicates openly about the various reasons someone might seek mental health support, helping its audience see the immediate use case and immediately connect with the brand on a personal level.