Forget Content, Contact is King


Marketing basics 2016, "Content is King." The problem you'll face with that 101 approach is that no matter how amazing your content is, you are missing the bigger picture. Using your content to broadcast your message to the masses will do little in today's social world. Building business relationships, in conjunction with your marketing program will get the biggest impact from all of the content you are creating.

People want a connection with you, they don't just want to be force fed your content. If marketing is a spoke of the wheel, relationship(s) is the air that fills the tire. Engage and get involved or your marketing will be flat. Change the tone from, I can provide this for you, to, let's communicate and work on this solution together.

"The most powerful word in the english language is the word 'let's.' When you combine 'contact is king' with the 'power of let's', you have a magical moment." David Adler (BizBash Founder and CEO)

If you are not getting the results you had hoped for, you are probably not managing your business relationships properly. Step away from your smartphone and stop texting for a moment. Before you hit reply on the next email you read, spend a moment doing an analysis of your communication methods. Take a brief pause from social media posting, and start working on the newest old way of interacting called one-on-one communication. If you want to see how you can bolster your bottom line, understand that increased profits and happier customers come from improving the relationships you are building with everyone that comes in contact with your brand.

"Relationships are like muscle tissue... the more they are engaged, the stronger and more valuable they become." Ted Rubin (#RonR)

I am not proposing you abandon your current marketing, blogging, email campaigns or social engagement, but take a page out of mostly every business book written discussing the topic of relationships. People will do business with you if they like you, trust you and feel like you care about them.

Simple Action Items

  • Get out from behind your desk and make a face to face appointment.
  • Instead of hitting reply, pick up the phone and make a call.
  • Listen when having conversations and follow through on promises you make.
  • Be a connector. Don't look at relationships with an attitude of, "What's in it for me?"

Your brand is not owned or defined by you, your actions determine your reputation and the public's perception of what and who you are determines your brand. It doesn't matter what you think, it's what they think. To build a long term relationship with people help others to get toknow you and help them understand what you are to the core.

"Your marketing focus needs to be on building relationships, and metrics need to expand beyond Return on Investment to include Return on Relationship (RonR). Simply put, the value that is accrued by a person or brand due to nurturing a relationship. ROI is simple dollars and cents. ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing." ~Ted Rubin

To hear more about Return on Relationships, listen to Ted Rubin discuss RonR on The Nice Guys on Business Podcast (Episode #104). Special thanks to David Adler of BizBash for providing his insights as well.