Technology is a fact of life today. It is an integral part of how we do business and live our lives. Because of its abundance, many have said that we have too much technology and we need to eliminate it.
I understand where people are coming from on that. One of the most egregious examples is when people only look at their smartphones during a meeting. It seems that the only way they can communicate is via a screen.
So how do we build relationships in an age of technology?
The answer is achieving the right balance.
Here are some ways to be more effective in relationship marketing using technology to connect with people:
1. Use Facebook to build relationships
Many deride Facebook as a distraction. Yes, there are times when it can take your time away from valuable connections. But using Facebook to acknowledge others and make them feel better enhances relationships. A carefully crafted message of support bolsters relationships like a handwritten note does (yes, still important today).
2. Use video recordings to build relationships
I love using Eyejot to send a personalized video greeting to someone. You can use YouTube and many other services to connect with people in a real, more human way. Technology is all about helping people, and video is one of the best ways to do that.
3. Amplify the efforts of others
Be on the lookout for areas where you can help others at important times in their business. Be the one that amplifies a book launch, an upcoming webinar, or a recent honor that someone has received. This provides value and builds good human relations in a genuine, caring way.
4. Use LinkedIn to connect people who you know could help each other
Too many people use LinkedIn only to promote their own work. This has a place, but it can be even better to connect people who help each other as a result of you making the connection.
5. Deploy video conferencing to establish, build and maintain relationships
Using videoconferencing with tools like Google Hangouts, Zoom, Blab and others gives you the ability to enhance relationships. Video conferencing is a tool that lets you connect with people more frequently and cost effectively. Make video conferencing a regular part of your relationship marketing experience.
6. Use the power of photography you have in your hands
It is so easy to take great pictures with today's smartphone technology. Find creative ways to get pictures of other people and sites that will be of interest to important people in your life. Make sure that you are adding value and not just talking about yourself and where you are. Always add value to others rather than only showcasing where you are visiting.
7. Stay current with relevant news and information
Find relevant information that is important to important people in your life and share it. This is comparable to what was done years ago when you would cut out an article and mail it to someone. Today you want to send links to relevant videos, websites, articles, and other material that will be relevant to important people in your life. In doing this you are creating value for them which is a hallmark of relationship marketing.
8. Use the power of video when texting
It is easy to create a video and send it with a text message. Video is a more natural way of communicating as people see your expressions, hear the inflection in your voice, and can see your environment. Be creative in connecting with people and building relationships.
9. Make it better to do business with you than the competition
In my work as a professional speaker, I stay in a lot of hotels around the world. The No. 1 challenge now is finding strong bandwidth at hotels. Fast Internet access is no longer a luxury. It is as essential as electricity, running water, and flush toilets!
Recently I was speaking in Las Vegas and stayed at the Cosmopolitan hotel. I was thrilled and delighted that with their recent upgrade on their Wi-Fi system. I was able to get a speed of 33 MB down and 20 MB up. If you understand technology, you know this is very good today. That is a decisive differentiator between their hotel and others. When I have a choice, I am going to lean towards staying at the Cosmopolitan in Las Vegas simply because they have such strong bandwidth at their regular fee. They offer an even faster speed for a premium price of $20 dollars/day. This is something I might use if I'm conducting a video conference.
What can you use in your business that will be a decisive differentiator between you and the competition?
10. Continue to find creative, new ways to add value
Make it your job in life to be a value creator. This is the most significant way to build relationships. Relationship marketing is more than just being nice and smiling. Yes being friendly is the first step, but you stand out in a very favorable way when you add relevant value to someone's life. The more value you can create for others the better off you will be.
We don't have too much technology. It’s just that sometimes it is not used properly to build relationships and help people. Technology does not have to get in the way of building relationships. When used properly, technology can give you a decisive advantage and enhance relationships more than ever.
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