You have probably opened this article with two questions: what is emotional intelligence (EQ), and how can it impact your marketing strategy? Alternatively, you may have read about EQ but are unsure about how to implement it in your own business’s marketing strategy. As you focus on growth, your marketing may be left by the wayside – in this blog; we will be exploring this issue and discuss how emotional intelligence is an essential marketing skill, regardless of the stage of your business.

Five Key Components of Emotional Intelligence

Research has suggested that there are five crucial elements of emotional intelligence, and we will briefly explore each of these. Daniel Goleman – journalist, psychologist, and author – has identified the following aspects of EQ in his book Emotional Intelligence. 

  • Self-awareness refers to an understanding of what you are feeling at any given time and how this might impact other people. Two hallmarks of self-awareness are a healthy level of confidence and realistic self-assessment.
  • Motivation is using emotional factors to work towards achieving goals and persevering through tough times and obstacles.
  • Empathy is the sensing and understanding of the emotions of others. Examples of empathy in businesses include building and retaining great staff members, cross-cultural sensitivity, and excellent service to clients that meet their needs. 
  • Self-regulation can involve redirecting or controlling your emotions while being aware of the consequences before acting on your impulses. 
  • Social skills can involve inspiring other people, managing relationships, and encouraging desired responses from other people. 

With this overview of emotional intelligence in mind, it is helpful to think about how this can be applied to your business – more specifically, the improvement of your marketing strategy. The elements of EQ should inform your marketing strategy to ensure your campaigns will resonate with your prospective clients.



To begin with, you must consider the level of self-awareness in yourself and your team. From a business perspective, your staff must be aware of the business’s offerings, services, and how your customers view your brand. In relating to the definition above, your company can conduct realistic self-assessments and this knowledge can then inform your marketing campaigns to be more successful and integrated with your brand vision.

If you and your staff are aware of how potential clients view your business, this allows you to address any negative feedback and identify what is working well for use in future campaigns. A consistent message from you and your staff will result in a more defined brand image.


Most established companies will have a formal or informal mission statement. Your goals and values are what informs your company’s motivation, and therefore your marketing strategy. Take time to check-in and ensure that your missions, values, and goals still align with your motivations and that this is being communicated to your potential clients through your marketing strategy. If you are clear on your motivation, and this aligns with your client’s values, this will result in a more engaged customer base with increased sales.

Empathise with Your Clients 

Empathy is not just a crucial part of your personal relationships, but also your relationships with your clients. The application of EQ elements in your business, particularly empathy, will allow you to walk a mile in your customer’s shoes and truly understand their perspective. To do this, you will need a crystal-clear understanding of their desires, needs, wants, and fears. Once you gain this knowledge and incorporate it into your marketing strategy, it will make your business’s content more relatable and, in turn, increase conversions.

Human to Human Communication

Despite the rise in technology, automation, and bots, marketing is – at its core – about connecting with people. Regardless of what industry or market segment you are targeting, the goal is still to connect with another person. The same is true for B2B (Business to Business) marketing; research by Google has demonstrated that B2B brands had a higher level of emotional connection with their customers and that B2B buyers were nearly 50% more likely to make a purchase when they could see personal value. Using your EQ and social skills to manage relationships with your clients and other businesses could result in massively increased revenue and profits for your business.

If you are seeking to improve your company-wide marketing results, and not just have individually successful campaigns, it is crucial to integrate the elements of emotional intelligence in your marketing strategy. Working with your team, you can incorporate your self-awareness, empathy, and communication skills into your marketing strategy to better connect with your clients.


Need help?

Focus on Growth offers in house training for businesses and marketing teams of all shapes and sizes. If you would like to further explore the relationship between Emotional Intelligence and your Business Growth, book into our Double Your Sales Discovery Session – find out more here.