In the book "How to be a Leader", Daniel Goleman portrays the importance of emotional intelligence in a truly effective leadership.

‍In the book "How to be a Leader - the importance of emotional intelligence", Daniel Goleman addresses the concept of emotional intelligence, which can be defined as the ability that each person has to recognize and assess his own feelings and those of others, as well as the ability to deal with them. The result of this research conducted in about 200 companies is, in the current days full of uncertainties and constraints, even more important.

Authoritative Style. Coaching Style.
Affiliative Style. Democratic Style.
Pacesetting Style. Coercive Style.

There are many styles a Leader can use. And the more, the better. Leaders who use more than one style, four or more, who are flexible and alternate them as needed, are more efficient and achieve a better organizational climate and performance.

Besides styles, what other factor can influence leadership? Humor!

Leaders' humor influences the emotions of the people around them, either positively or negatively.

The influence of humor is a true neurological phenomenon and can have an impact on performance. But it's important that the Leader's mood is attuned to that of those around him. For example, if sales are down, a Leader will not be cheerful.

‍The most effective Leaders boast moods and behaviors that are in accordance with the moment, always dosing them with some optimism.

All of this is emotional intelligence!

According to Goleman, emotional intelligence is the "ability to identify our own feelings and those of others, to motivate ourselves, and to manage emotions properly within ourselves and in our relationships.

"The author presents four main components of emotional intelligence: self-awareness and self-management, empathy, and social awareness/relationship management.

Self-awareness: the ability to recognize one's own emotions. It allows people to realize their own strengths and limitations, and feel confident in themselves.

‍Self-management: is the ability to control one's emotions and act with honesty and integrity in a reliable and flexible way.

‍Empathy: the basis of relationship management, which involves paying close attention to others and showing concern for them.

‍Social Awareness / Relationship Management: included skills to communicate clearly and convincingly, resolve conflicts, and establish strong social relationships.

For the author, emotional intelligence is a requirement of leadership.Goleman believes that someone who has the best education, incisive and analytical reasoning, and a plethora of excellent ideas, will only be a great leader if he also possesses emotional intelligence.

Throughout the book, he presents several examples that portray precisely this, that the "aptitude for others" is more important for leadership effectiveness than purely cognitive skills.

‍If we reflect on this fact, we realize that most work situations involve relationships between people. Therefore, people who have human relationship qualities, such as understanding and empathy, are more likely to succeed.

Goleman reports, for example, on the work of Claudio Fernández-Aráoz, a senior consultant at Egon Zehnder International, who analyzed cases in which exceptional individuals, hired for high executive positions, ended up being fired.

‍What conclusion did he draw?

‍That these individuals had been hired for their expertise, but fired because they showed flaws in emotional intelligence.

What should we keep in mind?

The central idea is that effective Leaders, in addition to technical knowledge, have in particular self-management knowledge and skills to manage their relationships with others.

To do this, they need a trio of consciousnesses - Internal, External and In Others.

‍Inner Focus is related to the first two components of Emotional Intelligence, self-awareness and self-management. Leaders with self-awareness manifest realistic self-confidence and an awareness of their strengths and limitations. Self-management is revealed in emotional self-control, flexibility, and the ability to stay focused to achieve goals.

And finally, there is the External Focus, which allows a leader to see beyond his or her organization. A leader with this focus doesn't just predict a change in the economy, for example, but also the impact of that change on the social, cultural, and environmental aspects.

‍Is it fundamental for a leader to own these three focuses?

‍Yes, and in a well-balanced way!  This is the only way to achieve truly effective leadership and success.

It's tough to keep up with the latest marketing trends and changes. You need to be where your customers are, but there's just not enough time in the day.

Marketing automation is a great way to bridge that gap. It allows you to, among many things, track customer behavior and preferences to create more personalized experiences. This improves engagement and conversions!

Basically, anything that you can do manually can be automated with software. Keep reading to learn how.

Automate your marketing tasks and save time

If you're unsure how marketing automation can help your business or have yet to explore if it is a good marketing approach, consider the following ways it can benefit your business:

• Improves marketing results by identifying specific marketing tactics that have been successful in the past.
• Saves time through automated marketing tasks 24/7 in a highly customizable way, such as creating targeted email campaigns, reviewing website analytics, data management, creating rules, and sequencing messages.
• Aligns marketing efforts with business objectives and helps you create a marketing strategy that marketing teams can easily understand.
• Organizes new data entry (within tags, lists, and automation) and reduces time spent on data entry and manual processes via email marketing software.
• Increases revenue and engagement with automated marketing that sends timely and relevant messages because it delivers specific content for the lead's level of interest/knowledge regarding the product.
• Delivers more personal, timely, and relevant content to leads and customers.
• Gets insights into subscribers' behavior so you can send them even more targeted messages.

How does it work?

There are numerous types of marketing automation software on the market; however, marketing automation is more than just marketing software.Marketing automation software platforms allow marketing teams to:

• Create targeted campaigns and measure marketing ROI by tracking actions taken after a marketing campaign has been sent out. This includes traditional marketing tactics such as direct mail, email marketing, or social media posts, and marketing tactics such as marketing videos and marketing automation software marketing campaigns.
• Build marketing lists and gain valuable insights through marketing intelligence or analytics.
• Manage prospects and leads with an easy-to-use prospect management tool that allows marketers to filter leads by marketing preference, company size, location, and more, allowing for better lead nurturing.
• Identify marketing trends, track marketing campaign performance, and benchmark marketing activities with marketing automation software that provides marketing insights.
• Collect, manage and analyze big data (marketing analytics) using marketing automation software that integrates with Google Analytics and other popular business intelligence tools.
• Optimize marketing activities with automatic suggestions for new emails, social media posts, landing pages, and more based on data analysis of top-performing content with the latest marketing software.
• Personalize email marketing messages with dynamic content that includes customer data from CRM, detailed purchase history, and more.
• Streamline social media management with tools designated to identify top influencers, schedule posts for specific times of the day, monitor keywords and hashtags, share photos directly to popular social networks and monitor brand sentiment through social listening software.
• With CRM tools, marketers can consolidate all their contacts, call scripts, emails, and social posts in one place without having to re-enter information.

So, why is marketing automation more than just marketing software?

There are many marketing automation tools today, each designated to meet specific business goals and objectives. Since there is no one-size-fits-all solution, organizations must carefully review their needs before choosing a tool that suits their culture, processes, and resources.

Marketing automation tools fall into three categories: lead management tools, campaign management tools, and customer relationship management (CRM) tools.

The technology behind Marketing Automation can be very complex, but when broken down into its simplest components, we can see how it becomes more than just marketing software.

Funnel your way to success

There are a few key components to a successful marketing campaign: a great product, targeted traffic, and effective marketing automation.

‍A great product is essential for any business. Without a high-quality product, you won't be able to keep your customers' attention or generate repeat business. However, having a great product isn't enough on its own. You also need to generate traffic to your site to convert those visitors into buyers. And finally, you need to use effective marketing automation tools to follow up with your customers and keep them engaged at every stage.

But a good starting point for figuring out the sales funnel and larger market formula is to look at what stage of the buying process your product or service falls into.

For example, if your product is something people need to buy right away, such as a food item or medication, your sales funnel will likely be shorter with smaller overall market size. However, if your product is something that people can take their time deciding on – such as a car or a home – then your sales funnel will be longer with a much larger overall market size.

First, you need to understand your market. Who are your ideal customers? What needs do they have that aren't currently being met?

Once you know that, you can create a sales funnel that will attract them and convert them into customers.

‍

The basic steps of a sales funnel are:

• Not problem aware (60%)At this point, you need to attract potential customers with content or offers that appeal to them.
• Problem aware (20%)Yes! You are getting them to the point where they're ready to buy.
• Gathering Information (17%)Still, their final decision will be made after they gather more information.
• Buying now (3%)And finally, they are more than ready to close the sale!

You can automate your marketing tasks and drive more leads and sales through your website with the right tools in place.

Marketing automation makes it easy to create targeted email campaigns, send automated social media posts, and publish valuable content that attracts customers!

It helps you close more sales throughout the lifecycle from lead to purchase, regardless of device or channel, and if you combine this with value-based marketing, a strategy that focuses on creating value for customers rather than on competing on price, you will create a connection with your customers and establish trust. This way, it becomes easier to build relationships with your customers and convince them to buy from you.

And when customers trust you, they're more likely to come back again and recommend you to others!

If you're not automating, you're behind the times

If you're not using marketing automation, it's time to start!

‍Marketing automation can help solve many old issues that still plague marketing departments today.

The world's top companies are doing it, and there's no reason you can't be one of them. At its core, marketing automation is about creating loyalty and driving revenue through relevant messages.

And that's something your business can benefit from.

Ready to get started? Let us know how we can help.

With over 2 billion worldwide users, TikTok is one of the fastest growing social networks since 2019 and promises continue this year.

‍TikTok is one of the fastest-growing social networks since 2019 and promises to keep doing so. The app already adds up to over 1.5 billion downloads, as well as over 500 million monthly active users. This platform consists of short 15 to 60-second videos recorded by the user themselves, allowing them to edit the content directly in the app.

‍Even though the predominant age group for this application is mostly young, between 16 and 24 years old, TikTok has huge potential to be considered in communication, marketing, and advertising strategy, even for companies!

In order to take advantage of this potential, TikTok created TikTok for Business, inviting companies to make TikToks instead of ads. This service uses an ad management tool within TikTok, with four simple steps, from defining the campaign objective and target audience to designing the ad. In addition, TikTok for Business also allows you to generate custom reports to analyze ad performance and offers a kit of video templates, making it easy to create your own content.

Before you start using

Explore the app

‍The main difference between this social network and others is that it's primarily for entertainment, so users can interact with their followers in creative ways.

‍Create videos

‍As mentioned before, videos have a maximum of 60 seconds and the application offers the possibility of editing directly on the platform, where music can be added (in most cases the content is presented synchronized to the chosen music), filters, effects, text, and stickers.

‍Explore hashtags

‍Hashtags on TikTok can be used in many ways, but one of the most popular uses for them is to find content related specifically to your search. This way you won't have any wasted time watching videos that don’t interest or match what we're looking for!

Now what?

When planning the type of content you want to publish, keep in mind that on Tik Tok videos are more spontaneous, allowing you to use only your cell phone. A video is not supposed to be too elaborate, because if the content is presented explicitly in an ad format it is likely not to work on this platform.

Brands are taking advantage of the relaxed atmosphere in social media to show their lighter side. For example, they can participate in hashtag challenges or create competition with branded hashtags that get people talking about them! A very particular feature of this social network is that many of the videos "recycle" existing content, for example, users post videos with the same music, doing certain dance steps, but they add their own stamp. This can also happen with a video posted by a company, either by adding the product to the choreography or by its employees being part of the dance.

Now that you are more familiar with the platform, it is important to think about what kind of content suits the brand and the product, be it behind the scenes, tutorials or new product launches. One thing is for sure, TikTok is here to stay, reinforcing the importance of video marketing, so it is always worth trying this platform.