Emotional intelligence is an important thing to consider in both your personal and business relationships. In essence, emotional intelligence is about being aware of your emotions and those around or connected to you, and using this information to build a strong relationship.

We are going to take a look at how business owners who want to create a website can use this tactic to forge connections with prospects and keep buyers engaged long after their first purchase.

Understand Your Brand Identity

Marketing your product or service to prospects can be a serious challenge if you haven’t learned to become self-aware and take a look at your brand identity. Your brand identity is crafted by everything, including your design, social media presence, and blog posts.

The best way to uncover your identity is by starting with the basics. What goal do you hope to achieve with your company that will help the real human beings looking at your product? What are your company values? What personality traits would you attribute yourself if you were looking at your blog posts and social media from the outside? These are all questions you need to ask yourself before you can start using emotional intelligence in your marketing. If you don’t know yourself, you’ll never be able to understand your customer base and how they feel when your brand pops up on their smartphone or computer.

Learn about Your Customers and Prospects

The next step you’ll need to take to master emotional intelligence is to learn everything you can about your audience. Emotional intelligence requires you to get into the minds of the people who are interested in your product so you can connect with them on an emotional level.

We recommend you start by building at least 2-3 customer personas that describe all of the different personality traits of your audience. Below are some key factors you should consider when creating identities for your customers.


If you’re willing to take the time to learn more about your customers and prospects, you’ll find that it’s much easier to forge a connection and build rapport. For example, if you know your customer’s pain points and their aspirations, you can create a product or offer a service that provides unmatched value.

While building your customer personas, you can use social listening to learn more about what your prospects think of your brand online, as well as gain valuable insight into their pain points and interests. Many businesses also create surveys and polls on their social media page so they can learn more about what their customers expect from their company.

You can use analytic data from polls an surveys to help fine-tune your messaging and tone when you speak to your audience. For example, if you notice that a large portion of your audience is struggling with one problem, including a solution to this problem in your messaging may help build a stronger bond with your audience.

Find Ways to Forge a Connection

The next step in using emotional intelligence involves connecting what you learned during your time of self-reflection with the identity of your customer base. Now is when you’re going to start thinking about your marketing strategy and how you can forge a bond with your audience. You’re going to want to think about the type of content you post on social media, as well as the voice you use on your social profiles.

You should also consider what you’ve learned about your audience and try to find a way to make and market valuable products that help with their primary pain points. There’s a lot of data-driven work that goes into building a connection with your audience, but you have to find a way to make it more personal and engaging.

It’s vital that you self-regulate during this time too. You have to be willing to take a look at your brand and messaging every once and a while to make sure you’re still maintaining your integrity and delivering excellent service while building meaningful connections.


Emotional intelligence is a crucial aspect of building a relatable and approachable business. You have to go far behind the stuffy outward appearance that many companies have, and strive towards a unique brand identity where meaningful business and community relationships can be forged. Consumers want to make purchases from a company that feels and acts like a real person and not just a logo. As personalized marketing becomes more prominent in today’s society, we have to be willing to go beyond just product benefits and master the emotional side of our business.