As a marketer, you have to make sure that the campaigns you launch are hitting your audience. This is how you can measure how effective your campaigns are and whether or not you should be using these campaigns again in future projects. But in the case of making your marketing campaigns work, are you sure you are doing it right?
One of the best ways you can do a better job in your marketing campaign is by involving the use of Emotional Intelligence (or EI). But how do you measure EI? How do you know you are doing it right?
What is EI?
First things first– it’s important to dissect what Emotional Intelligence is and what it’s not. In a nutshell, EI refers to an individual’s ability to understand behaviors, impulses, moods, and control these to relate to a particular situation. By using EI with your marketing campaigns, you are able to target your customers at the right time and place as well as get to know them deeper.
In order to incorporate EI onto your marketing campaigns, you will need to establish a meaningful relationship with your customers. The best way you can do this is to understand what goes on in your customers’ minds when they think about buying your product. You will have to understand your customers’ experience with your product before they even reach out to buy it. Based on this, you can start carrying out a successful strategy to use to hit the right buttons when you market your product.
How to Use EI in Marketing
So how do you incorporate EI onto your marketing campaign? Here are 5 important things to remember when reaching out to your customers:
Listen Genuinely
Nowadays, there are a number of social listening tools that you can use to understand what your customers are passionate about. Before you invest time, money and effort in digital media, make sure that you use tools like Hootsuite or Social Mention to get to know your customers’ thoughts. Once you listen carefully to what people are saying about your business, you’ll be able to come up with a strategy on how best to go about with your digital marketing. And in using these tools properly, you’ll be able to have success in your marketing campaigns.
Before Anything, Add Value
Before you try to sell your product to people, you should remember to add value first. This is usually pretty natural for individuals who prefer to give instead of take. In such circumstances, they will feel a strong inclination to help other people by serving them with the products and services they offer.
When you add value to your product, you get to find ways to improve and boost your customers’ lives. This will help you identify who your brand is and what it represents. Using this data, you’ll be able to show your customers your identity as well as know why they should be investing in your brand. You can do this by letting your customers get to know you. Before asking for a sale, you can let them know who you are as a business.
Concentrate on Attraction
When you’re marketing to your customers, focus on how you can attract your customers in instead of interrupting or distracting them. Instead of giving the idea of selling, be a storyteller. Talk about the features and benefits of the product you are selling so they know what makes it a good option for them. Let them know what your brand and company stands for and how you are attributing to making the world a better place somehow. With this, your customers will feel enticed to buy from you since you have taken the time to tell them a story you love to share.
Avoid Being Creepy
As a marketing professional, you have to identify when you cross the line between being insightful and creepy. You may not know it, but you have already crossed the line (and maybe even broken some laws in the process). You have to look for ways you can be insightful and delight your customers instead of creeping them out by the amount of information you know about them and the habits they have. Even if you use social media tools to get information you need, you have to keep things at a general perspective.
Show Respect
Respect begets respect. This is why you have to remember when you should avoid going overboard when you are trying to sell your customers something. Not only will this let them know that you respect them, it will also avoid getting your customers annoyed with you. If you keep on hounding your customers to buy your products, they will most likely get turned off and will avoid you altogether.
Knowing these things, you can use EI to your advantage so you can effectively segment your customers. This will not only help you get the business you need but will also improve your customer relations.
