Building Business Relationships with Compassion

In business, one principle remains constant: People do business with those they know, like, and trust. While this concept isn’t new, the ways we foster relationships have evolved. Technology has given us incredible tools—social media, email marketing, and retargeting ads—but sometimes, old-school approaches can have a lasting impact that digital strategies can’t replicate.

Gary Vaynerchuk talks about the power of old-school marketing outreach, like sending a handwritten note or a thoughtful gift. These personal touches remind us that behind every email address or LinkedIn profile is a real person. They add a human element that new-school methods, like social media or retargeting ads, often miss.

Thoughtfulness Never Goes Out of Style

Receiving a handwritten note thanking you for your business or a small, meaningful gift shows someone took the time to understand you. These gestures create a personal connection that’s hard to forget. While they might seem small, they signal that you value the person beyond the transaction.

Scaling Relationships Through Technology

Social media, retargeting ads, and automated emails are powerful tools for reaching broader audiences. They help you stay top-of-mind, share your story, and connect with people at scale. But here’s the key: these tools work best when used to enhance, not replace, genuine connection.

For example, using social media to highlight customer successes or respond personally to comments and messages can build trust and likability. It’s not just about the tools; it’s about how you use them to deepen relationships.

Best of Both Worlds

The most impactful relationships combine the personal touch of old-school outreach with the scalability of new-school methods. For example:

• Follow up a meaningful in-person meeting with a handwritten thank-you note.
• Use social media to engage with your audience and amplify that connection with a personalized email or small gesture.
• Send a thoughtful gift after closing a deal, while continuing to nurture the relationship through digital touchpoints like newsletters or retargeting ads.

It’s About Intentions

Whether it’s a handwritten note or a well-timed ad, the real magic lies in the intention behind your actions. Are you showing that you care? Are you making the other person feel valued? When you approach relationships with genuine empathy and thoughtfulness, it doesn’t matter whether your strategy is old school or new school—it will resonate.

Relationships as a Long-Term Investment

People don’t just remember what you did; they remember how you made them feel. By blending thoughtful gestures with smart digital strategies, you can build relationships that stand the test of time.

What’s one way you’ve combined old-school thoughtfulness with new-school tools to nurture relationships? Let’s share ideas and inspiration in the comments—I’d love to hear how you’ve made meaningful connections in your business.