Image Credit: Depositphotos

Prior to 2020, launch-based marketing was a hot trend for businesses. Funnels were the rage. Social media ads had excellent return on investment for those who used them strategically. And the calls to “buy now” reached a near-frenzy stage.

But a lot changed in 2020, as you may recall. And those changes resulted in a different way of looking at life and business.

While sales funnels and launches are still used effectively by many, and they do have their place, a deeper trend is emerging. This trend is toward developing relationships. It is based on growing trust and communication, with communication being as strong on listening as it is on speaking.

This is why business leaders must master the art of connection in order to play the long game in business.

Why is this important?

• In a disconnected world, people still seek one-on-one attention to their needs.
• A personal touch (for example, a hand-written card shipped with a product) goes a long way toward establishing a connection.
• People like to do business with people they know, like, and trust.
• Today’s consumers are savvy to the methodologies of a typical launch, and if there is not an established connection, there is a likelihood they will opt out.
• A significant factor in today’s sales arena is that people do not want to be pressured into a sale. If you speak to their needs, create a connection, and then allow them to make their own decision, this gives them the power to decide if what you provide is what they truly need.

How can you become a better connector?

Focus on building relationships rather than just making sales.

Yes, you must make sales in order to create income. But if you master the art of building relationships, you will have repeat sales and referrals. This is especially true of service-based businesses. Relationships are everything.

Determine how to best reach your target audience.

You can spend thousands of dollars on social media ads or on more traditional types of media. These approaches work for certain types of businesses. But if you are a client-focused service-based business, you may well save those thousands of dollars by having the right conversations on social media or by simply showing up in person where your people are. If you do choose advertising, you will want to be sure to develop ads that emphasize story and connection.

Here is an example.

Let’s say you are a leadership coach for CEOs. You can invest the time in creating a relationship by finding common ground, learning ways you can serve their needs and those of their organization, and showing up in person at events of mutual interest. Or you can spend thousands of dollars on social media ads, advertising your coaching services for high level CEOs. Common sense will lead you to know that the latter would not be effective, except in very rare instances in a certain niche. What will be effective is building the relationships. Yes, they take time. But also, yes, they work.

Know your best method of marketing and which method your audience prefers.

You may be great at funnel marketing. You are able to draw thousands into a funnel, knowing the percentage that will convert; and this works for you. If this is you, it is likely that you have the gift of connecting with an audience who values this approach and that your product or program lends itself well to the model.

But if not, this does not preclude you from making sales. It simply means you may be geared for relationship marketing.

The issue comes when you are not authentic to who you are.

If you are a funnel marketer, it becomes a challenge to create deep long-term relationships, simply because of the volume needed to flow through the funnel.

If you are a relationship marketer trying to throw ad money into funnel marketing, it will come across as disingenuous. If you do reach your audience, it is likely to confuse them.

The bottom line is that you must know yourself, your audience, and your product or service; and then tailor a marketing plan that fits all three. This connection point is the sweet spot of marketing.

Action Steps

1. Reflect on your current model. Is it a launch-based model, a relationship model, or a hybrid?
2. Is this model working for your business?
3. Is it working for you?
4. If not, how can you create a model that better aligns with yourself, your audience, and your product or service?

For valuable resources, click here.

Deb Ingino is a highly sought-after executive coach, mentor, consultant, and speaker worldwide. Deb is well versed in business operations and in the importance of asking key questions most business leaders won’t ask themselves. She brings deep experience in leadership development, strategy, high performance team building and effective communication. She has a passion for leading people to discover and maximize their strengths as well as those of fellow team members, while offering advanced strategies to achieve high performance. Deb is the perfect fit if you’re ready to take your leadership and impact to the next level!