A good marketer has the skills, knows how to use the latest technology, and excels at planning and executing activities.
But what a good marketer often lacks is emotional intelligence.
Emotional intelligence is defined as, “The ability to perceive emotions, to access and generate emotions so as to assist thought, to understand emotions and emotional knowledge, and to reflectively regulate emotions so as to promote emotional and intellectual growth.”
I’d argue that overcoming barriers in emotional intelligence and having a strong emotional intelligence is what separates good marketers from great ones.
They have the ability to overcome navigate emotional challenges, especially those in the seemingly cold world of B2B marketing.
Take a look at these common signs that marketers aren’t emotionally intelligent, or they are simply forgetting to apply it to their work.
Tasks Dominate the Relationship
Obviously, every conversation between a brand and its customers will have the same end goal – a sale.
But for marketers with low emotional intelligence, this might mean that the content they create is insensitive to the needs of the prospect. It might sound too salesy, or focus on qualities the creator thinks are important, but the customers do not.
An emotionally intelligent marketer knows that thinking about the potential of the relationship between a brand and a lead opens up space for a better one.
Consider what you can do for them, what you can BE to them, instead of just thinking about how much money they could add to your bank account. Don’t let the end goal (or task) of selling overshadow an even healthier and more productive relationship.
Give Them Value Instead
Instead of letting the end task of selling overshadow the needs of the customer, practice creating content that caters to them.
This involves listening carefully to those in your space, then specifically creating content that is valuable to them.
Value comes from addressing a prospect’s specific needs. Maybe they tell you on their own, maybe you read their social feeds, perhaps you even ask them about their needs.
Help them solve their problems with both your content and your offering. By doing this, you’re creating a relationship where you provide something of value to them.
We’re Digitally Insensitive
In person, it is easy to know when to stop talking. You read the body language of the person you are speaking with. If they start to shift around, look away, or glaze over, you know that it’s time to switch the topic or stop talking entirely.
Getting that feedback is harder in the digital realm. You have to watch for more subtle signs like lack of engagement, and hope you catch those early signs before you lose a lead entirely.
We Forget to Listen
Sometimes, marketers get so busy talking, they forget to listen. Pay attention your leads’ likes, dislikes, and needs.
Take note of the language they use and the stuff they like outside of work.
Even better, ask your leads questions. See what they want from your brand, what needs that you can fill. Asking questions and listening to the answers is a sure sign of emotional intelligence and your marketing will be better for it.
This can be accomplished through surveys and asking questions in relevant communities. A sure sign of emotional intelligence in a marketer is when they leaves the conversation open with their leads.
We Avoid Hard Conversations
It’s hard to really engage a lead late funnel.
You must ask them, “Are you ready for a phone call?”
Or something similar.
These are hard questions to ask. Because the answer is very clearly yes or no.
Emotionally intelligent marketers breeze through this by waiting until the lead is ready before moving them to the next stage of the pipeline. They then ask the questions in a tactful way, to avoid making the lead nervous or angry.
Be empathic with your leads and make sure to not press them too hard.
Emotional intelligence makes the marketer.
Be sensitive to the thoughts, feelings, and words of your leads. Consider how your messaging makes them feel when they receive it. Are they overwhelmed? Sad? Angry? Or excited to receive your content?
Use testing and analytics to determine this. Then tailor your results accordingly.
In the end, those wielding a decent amount of emotional intelligence are going to forge better connections and those, in turn, develop into better relationships.
In what instances have you really connected with your audience? Do you think those instances are due to emotional intelligence? Let us know what you think in the comments section.