5 Ways To Build A Deeper Connection With Your Dream Audience
Picture this: You’re at a neighborhood party. You have a few friends there but mostly it’s people you’ve never met. You get introduced to a woman who lives a few blocks over from you and instead of getting to know each other she immediately demands the ages of your kids, who their teachers are and your phone number so you can have her kids over for a playdate. Um, super awkward and also how do you get away from her asap?
When you are creating marketing content and are promoting your products or services without attempting to establish any kind of connection, you’re the awkward woman at the party. You’re the one people want to get away from.
Harsh but true, content marketing – and specifically connection marketing – is more about the relationship you build than the product you’re selling.
So let’s start focusing on how to build those connections and nurture those relationships.
In a world where everyone is shouting “Look at me!” and “Buy my stuff!”, genuine connection has become your secret weapon for business growth. It’s not just about having the perfect marketing strategy or posting consistently on social media – it’s about creating real, meaningful relationships with your audience.
Why Connection Marketing Matters in Small Business
Another truth: people don’t buy from businesses – they buy from people they trust.
And that trust? That comes from connection.
Think about the last time you made a purchase from a small business. Chances are, something about that business owner or brand resonated with you.
Maybe they shared a story that spoke to you, solved a problem in a way that showed they really understood your struggles, or consistently showed up with value that made you think, “Damn, they really get me.“
That’s the power of connection content in action.
But here’s what many business owners get wrong – they think connection happens by accident.
They hope that if they post enough content or send enough emails or follow enough accounts, connections will naturally happen. But true connection – the kind that builds sustainable businesses – needs to be intentional and strategic.
Consider these stats:
– A 2021 study showed that 80% of consumers prefer to interact and buy from a brand or business that they trust. (Connection helps to build trust.)
– 68% of buyers say they are influenced by businesses who show them what’s possible or give a solution. (You understand them, they connect, they choose you)
– 72% of consumers prefer to buy products from small businesses over larger companies (psst, that’s you! So start connecting!)
What does all of this tell us?
In today’s digital marketplace, connection isn’t just
a nice-to-have – it’s a business have-to-have.
This is especially true if you’re a service provider or expert in your field. Your potential clients aren’t just buying your service; they’re buying into you, your approach, and your understanding of their needs.
They’re looking for someone who gets them, who they can trust, and who they feel connected to.
Connection focused content marketing is what turns:
– Followers into fans
– Subscribers into clients
– One-time buyers into loyal supporters
– Clients into enthusiastic referral partners
But here’s the cool part – creating these connections with your audience & clients doesn’t have to feel overwhelming or inauthentic.
You don’t need to share every detail of your personal life or spend hours creating the perfect message.
You just need a simple yet strategic approach to building genuine relationships with your audience.
Understanding Your Connection Marketing Strategy
Let’s talk about what a connection strategy actually is – because it’s probably not what you think.
A connection strategy isn’t about writing the perfect Instagram caption or creating a viral TikTok video.
Your connection strategy is your intentional plan for building genuine relationships with your audience along their journey with you.
If your content strategy is what you say, your connection strategy is how you say it and why.
It’s the difference between:
– Broadcasting your message vs. starting conversations
– Selling your services vs. solving real problems
– Building a following vs. creating a community
– Marketing at people vs. connecting with them
And all of this matters because while your content strategy might change based on platforms or trends, your connection strategy remains constant because it’s built on something much more fundamental – human relationships.
And just like real-world relationships, business connections need to be nurtured intentionally.
They require thought, care, and attention. And that doesn’t mean constant presence on your socials or being on a hamster wheel of content creation.
It means being more purposeful with the content and communications you’re already creating.
5 Basics of a Strong Connection Marketing Strategy
1. Empathetic Problem Solving
Connection starts with empathy and understanding – a real, deep understanding of your audience’s challenges, fears, frustrations and dreams.
True empathetic problem solving means:
– Listening more than you speak (or post)
– Addressing the emotional parts of their challenges, not just the practical ones
– Showing that you’ve been there too (when you truly have, don’t make it up)
– Providing solutions that meet them where they are
For example:
Instead of just sharing tips about content creation, I might share my own story of feeling overwhelmed by social media as an Entrepreneur Mom, then offer solutions that worked for me and could work for them too.
2. Strategic Storytelling
Stories are how humans have connected since the beginning of time; our brains are literally wired to understand information best in story form.
And storytelling is one of your most powerful tools for building connections in business. But not all stories are created equal.
Effective strategic storytelling means sharing:
– Stories that speak to your audience’s journey
– Moments of transformation that inspire hope
– Real challenges and how you overcame them
– Lessons learned that can help others
The key is choosing stories that serve a purpose – whether that’s building trust, demonstrating understanding, or showing what’s possible.
3. Actionable Value
Connection without value is just conversation. To build business relationships that last, you need to consistently provide value that helps your audience move forward.
This can look like:
– Breaking down complex concepts into simple steps
– Providing quick wins alongside bigger transformations
– Sharing insights & info that spark “aha moments”
– Creating resources that actually get used
Remember: The best value isn’t always the most comprehensive – it’s the most implementable.
4. Value Alignment
Today’s consumers, especially women, want to work with businesses that share their values. This means being clear about what you stand for (and what you don’t).
Don’t be afraid to speak your truths, talk about what you value and if that means you lose followers or audience members, good! They weren’t a good fit for you or your business.
I’ve said for years: You are not for everyone & everyone is not for you. So don’t shy away from what you think may be “controversial”, because that is also what is connection building.
Strong value alignment includes:
– Taking authentic stands on issues that matter to your audience
– Creating safe spaces for important conversations
– Demonstrating your values through actions, not just words
– Building community around shared beliefs
5. Consistent Presence
Connection isn’t a one-and-done thing. It requires showing up consistently – not necessarily everywhere, but meaningfully where it matters most.
When you are getting to know your dream audience, pay attention to where you should be focusing that consistency and work your content strategy around that.
This also looks like…
– Being reliably present on your chosen platforms
– Responding to comments and messages thoughtfully
– Creating regular touch-points with your audience
– Maintaining authenticity even as you grow
Inside The Haven, my community for Entrepreneur Moms, we focus a lot on creating consistent connections without burning out. Because the goal isn’t just to build connections – it’s to build sustainable relationships that support your business long-term.
Creating Your Connection Marketing Strategy
Now that we understand the main pillars of a connection strategy, let’s talk about what that looks like in action.
Putting this plan together doesn’t have to be complicated – in fact, the simpler you make it, the more likely you are to stick with it.
Start by asking yourself these key questions:
1. Where does your audience naturally gather?
– Which platforms do they use most?
– Where do they engage most meaningfully?
– What type of content resonates with them?
2. What kind of connection feels authentic to you?
– Are you more comfortable with written or video content?
– Do you prefer long-form sharing or quick insights?
– What stories and experiences are you ready to share?
3. What resources do you have available?
– How much time can you realistically dedicate to connection-building?
– What support systems do you have in place?
– What tools could help you maintain consistency?
Your answers will help shape a connection strategy that’s sustainable and authentic to you.
Common Connection Mistakes to Avoid
We’ve covered a lot of ‘to-do’ but let’s talk about what not to do – because sometimes knowing what to avoid is just as important as knowing what to do.
1. The Automation Overload
I am all for using tools to help manage your content and time. But when everything is automated, your audience can tell. There’s a big difference between scheduling a thoughtful post and using generic automated responses.
**Instead:** Find the right balance between automation and authentic interaction. Use tools to handle the logistics, but keep the human touch in your actual connections.
2. The Consistency Trap
Many business owners think consistency means posting every day or responding to every comment within minutes. This often leads to burnout and actually damages connection because the quality suffers.
**Instead:** Define consistency on your own terms. Maybe it’s showing up three times a week with meaningful content, or having dedicated engagement hours where you’re fully present.
3. The Overshare Spiral
In an effort to be authentic and connection focused, some entrepreneurs share everything.
And while vulnerability is part of building any relationship, oversharing can quickly blur professional boundaries and overwhelm your audience. (It can also get a bit awkward)
**Instead:** Share with purpose. Ask yourself: “How does this story serve my audience?” before posting personal content.
4. The Platform Panic
Trying to build connections on every platform is like trying to be best friends with everyone you meet – it’s exhausting and ineffective.
**Instead:** Choose 1-2 primary platforms where you’ll focus your connection efforts. You can maintain a presence elsewhere, but your deep connection building happens in your chosen spaces.
5. The Perfection Paralysis
Waiting for the perfect words, the perfect timing, or the perfect strategy often means missing perfect opportunities for real connection.
Done is better than perfect. Messy action is still action. Doing it scared is still done.
**Instead:** Embrace imperfect action. Real connection happens in real moments, not perfect ones.
Your business – especially if you are a service provider – depends on the connection you create with your audience. So as you’re putting together your content strategy, don’t leave out the connection part – it matters!
And if you’re a business owning mom and you’re ready to build a business based on real connections (without the overwhelm), I’d love to invite you to join us inside The Haven.
What’s Waiting for You Inside The Haven:
– Connection focused small biz marketing education
– A community of fellow entrepreneur moms who get it
– Strategy support for building genuine relationships with your audience
– Permission to grow your business your way
Ready to transform your approach to business connections?
P.S. Building connections takes time, but having the right support makes all the difference. Come be part of a community that gets it – where authentic marketing and genuine relationships are at the heart of everything we do.
And if you’re not quite ready to join us in The Haven, hop onto my newsletter list & get connection focused marketing tips, good-to-know industry info & a whole lot of entrepreneur love sent right to you!
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