Being a social media marketer, you probably think that you’re doing it all. You’ve created a presence on all social channels, you’re capitalizing trends, delivering the right content and capturing the right audience. But if you’re still struggling with results, then you’re missing out on a key ingredient – Emotional Intelligence for marketing.
Chances are you’re amongst the 80% marketers who assume they’ve got a comprehensive view of their consumers’ info. But in reality, 63% of consumers feel that their favorite brand does not understand them.
Brands are not making genuine, meaningful connections with their audience. That’s precisely the reason for this huge gap. Your Emotional Intelligence is going to determine how you form those deeper bonds with your consumers and take them on an emotional journey with you.
Why Emotional Intelligence?
The term ‘Emotional Intelligence’ was not known to the world until a few years ago. Earlier, if you told people that emotional intelligence is the secret behind a successful social media campaign, they would laugh it off.
But the term has come to be recognized widely after Daniel Goleman published a book by the same name in 1995. Emotional intelligence or EQ is defined as the ability to identify emotions, both of oneself and others, distinguish between them, and use them to guide one’s actions.
Emotional intelligence for marketing has everything to do with delivering the right message at the right time in the right way, so that it inspires the person to take action. Buzzfeed CEO Jonah Peretti is a huge fan of integrating EQ into marketing efforts.
He once said while talking about digital marketing that most of us think it’s an algorithm, but in reality, it’s about humans and what compels them to share content.
Buzzfeed has internalized Peretti’s philosophy in the kind of content they create. They have highly engaging titles that you’ll be tempted to click and interesting lists. Their marketing tactics are non-traditional, non-SEO, and based on tapping the emotions of the audience.
Brands should understand that consumers are compelled by the “Why” behind buying your product rather than the “What”, in other words, the features of your product and what it can do for them.
Integrating EQ In Social Media Marketing
Imagine yourself as the founder of a growing company hanging out on a professional social networking site. You’re being suggested job offers by leading companies in your field. Would you not find it ridiculous?
It’s not an emotionally intelligent tactic at all! The website failed to dig into your statistics and make an informed decision on the basis of that.
British Airways demonstrated a classic example of emotional intelligence for marketing with this ad campaign –
Targeted at British expatriates around the world, this social media messaging made a significant impact. It resonated with a Brit’s heart and made them nostalgic by playing upon the Brit version of “potato chips”. Emotionally intelligent marketing done right!
So, here are a few pointers to keep in mind if you want your social media marketing to go the emotionally intelligent way –
Listen To Your Audience
Social media is not just a place to talk, but to listen as well. Pay close attention to what your customers are saying, the feedback they give, and their pain points. If you interpret this information well, you’ll know how to have a conversation with your customers.
Use your social platforms to gather information regarding their reaction to your content and trends they are following. You can make use of polls, quizzes, surveys and more such mediums where you can get a response from them.
Marketing automation tools have made this even easier as they can track your customers’ past behavioral patterns and what they are likely to seek from you in future. The key question to answer here – Why are they choosing you in the first place? What makes them stay with you? identify such automation tools which will help your business in utilizing emotional intelligence for marketing.
Be sensitive to their emotional response! It simply means, analyze the data you collected in the previous step to draw insights. How are your customers responding to your social media marketing campaigns? How is it making them feel? Is your message inspiring them, driving them away or doing nothing?
Fortunately, you do not have to rely on guesswork for this. Marketing automation tools can help you out. They help you integrate emotional intelligence in your social media marketing messaging by delivering highly personalized content that resonates with the audience. By using techniques like segmentation, tracking past behavior and personalization, they help you develop an emotional connection with your audience.
Tell A Story
“The best marketing doesn’t feel like marketing”, said Tom Fishburne, Founder of Marketoon Studios. People connect with stories on an emotional level and if you can tell an engaging story, you’ll have their attention. And it won’t even feel like marketing!
92% of consumers want their favorite brands to create a story, instead of an ad. Some brands have put this fact to use by creating campaigns that tell a story instead of just selling a product.
Airbnb created a social media campaign by telling a story about Carol, who lived in New York City. She had lost her job but was supporting herself by hosting people from around the world through Airbnb.
Extend Help To Your Customers
Your customers love to interact with you on social media platforms and ask for help. Be accessible to them by offering that help. If they have left complaints or queries, address them to make them feel valued. They’ll know that you’re listening to them.
Since social media is a public forum, it helps create a good brand image. When a prospective customer lands on your social media page, you make a good impression if you’ve offered help to your customers.
Emotions are an integral part of being human. Even if we advance technologically, the importance of emotions will never wither, as they enable us to lead a rich, meaningful life. It’s time that we understand the importance of emotions in marketing and appeal to them in a smart and meaningful manner. Encourage your team and teach them the value of emotional intelligence for marketing.
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Niharika Datta is a Content Writer at Vidooly. She started her career as a Human Resource professional but is now pursuing her love for writing. Though she writes about a myriad of ideas, her personal favourite is writing about the latest trends in the content and digital marketing world. An ambivert by nature, she likes to grab a snack with a warm cup of coffee in the company of a good book or a close friend.