Human Connection In The Digital World
Technology has a terrifying grip on the way we communicate. With the endless buzzing of our phones, it seems as though scheduled notifications and automation are doing most of the work for us. Does that mean that the easy communication facilitated by the Internet has less weight because we don’t put that much effort into it? Some clients and customers may think so. No one likes to speak to automated responses, and dealing with a person will usually create a better experience. Large companies can invest in personnel to outsource communication, but small businesses are at the mercy of a tight budget and limited time.
There are some things that can’t be automated. Without human reassurances, there could be a growing disconnect and distrust between companies and their customers. Small businesses will benefit from having quality connections build one-on-one as opposed to thousands of cold emails. It is also seen as a less aggressive way to creating a relationship.
Still, there has to be a more time-effective measure than endless appointments and phone calls. While it shows customers that you are willing to go the extra mile, it is taxing. Some have found a middle group with the aid of social media. The ever-popular social media “lives” that are prominent on Facebook, Instagram, and LinkedIn provide a middle ground. An entrepreneur can simply switch on a camera and introduce a product or service to an audience.
Unfortunately, that also requires a great deal of time. Those getting started on “lives” are also noticing that they must choose optimal times for their broadcasts or their message falls on deaf ears.
If they don’t have a strong or steady audience, like most businesses that are new, then there will be a period of speaking to a camera with a few eyes and ears tuned in. However, “lives” are very interactive and viewers can comment, share, and like live-streamed content which will give it a boost on their chosen platform.
Networking events are another alternative. Though it can be expensive to travel around to find conventions and events with your ideal customers, it can really pay off when you do it properly. Stay vigilant for early-bird tickets and only invest in events that are well-put-together. Going unprepared to an event will undoubtedly be a waste of time. Get your marketing materials prepared and look at the target audience. Put yourself in their shoes and create a strategy that should pique their interest and turn them into clients. It is also a great place to find business contacts and expand your network in general.
Some start-ups don’t have a physical location because of the expense. Moving everything online is a cheaper option, but it is always good to connect physically with potential customers. Don’t underestimate the power of face-to-face connection and being physically accessible to others. Customers want to know the face behind the screen and they want to connect with that human element.
Problems arise when online businesses don’t reflect their reality online. If a company’s brand is loud, raucous, and daring, it is expected to be that way offline. Putting up a facade online will not translate well during a face-to-face meeting. Before you start a communication campaign. Online and offline, ensure it accurately reflects what your business represents.
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