Face To Face Vs Online Business Development

Welcome back to the latest edition of the Impactful Influencer Newsletter – it’s great to see you here!

Today we're going to look at whether face-to-face or online business development delivers better ROI!

Many of my clients obsess over this, asking themselves:

Should I put my time into travelling to and attending in person meetings and events?

Or should I focus on online marketing - and put my efforts and investment into that instead?

Want the answer? Dive in! ??

First, however, let me introduce myself.

I’m Jane Bayler - a strategic brand and online marketer and business growth powerhouse - who also LOVES to build in person connections and relationships!

Are the two mutually exclusive?

Absolutely not, and by the end of this newsletter you’ll be very clear as to why, and where to invest YOUR efforts for success!

In today’s hyper-connected world, we’re fortunate to have two incredibly powerful channels for building relationships and growing our businesses: face-to-face interaction and online engagement.

Each offer unique advantages as well as challenges, and understanding these can help you optimise your approach for maximum impact and ROI.

Let’s look at the merits and disadvantages of each.

Face-to-Face: Personal, Sensory, Rapport-Driven

Face-to-face business development is so effective because it leverages the brain's natural social wiring for trust, empathy, and connection.

In-person interactions engage multiple senses—visual, auditory, and physical—which create faster, deeper emotional bonds.

Elements like eye contact, body language, and micro-expressions make it easy to build rapport and establish credibility.

However, travelling to and attending in person meetings can be time-consuming and costly.

Also: over-reliance on face-to-face interaction, without also developing your online presence, can impact market perception of you, and adversely affect your growth.

The Quality of Your Network - Your Key To R.O.I

The problem with other people's networks (as I often say to my clients) is that they have not been built with you in mind.

This can lead to you building deep and meaningful relationships with people who lack the budget, the connections or the motivation to help you succeed.

That is the most common frustration people experience with networking.

To avoid wasting time and/or money, it’s important to prioritise high-impact opportunities, plan interactions strategically, and follow up consistently, to maintain momentum beyond the first meeting.

Not All Relationships Are Created Equal

In business development, not all networks or relationships are created equal.

Your network is your net worth, as it's said - but building your network is different to networking.

It's who you know, and the value you are able (and willing) to offer them, that makes the difference.

Value can come in different forms, and is never just monetary. You can also offer value through your connections, your wisdom or your skillset.

Your character, your company and your genuine interest in others is worth a lot, too, as long as you are offering them to those who appreciate it!

This is where many go wrong. You cannot approach business development with an attitude of take, or "what's in it for me".

Give first, and keep giving, with the caveat:

Don't give indiscriminately.

Be extremely intentional as to who you make that special effort with.

High-quality networks offer access to decision-makers, collaborators, and advocates who align with your goals.

However, investing in every relationship equally will dilute your focus and drive down your ROTI (return on time invested).

Some Relationships Are More Helpful Than Others

Alignment with Goals: Developing genuine, strong relationships with ultra high net worth investors or key industry leaders (for example) can massively accelerate your growth, compared to investing in relationships with nice people who are relatively new to business.

Influence and Reach: Some connections serve as gateways to larger opportunities. A single well-placed relationship can yield exponential returns by introducing you to the wider audience or network they've built.

Trust and Reciprocity: Strong, mutually beneficial relationships—where trust is high and collaboration easy —are more likely to generate consistent, long-term ROI compared to transactional connections.

How to Develop the Right Relationships

Define Your Ideal Network: Identify the key characteristics of your most valuable connections. Are they decision-makers, industry experts, potential collaborators, or influencers in your market?

Clarifying this helps you focus on building relationships that matter.

Segment Your Network: Categorise connections based on their relevance and potential impact. For example:

Tier 1:?High-value relationships critical to your most important goals.

Tier 2:?Connections with moderate potential who may grow in relevance over time.

Tier 3:?General network contacts for referrals and peer support.

How To Evaluate Contribution vs. Effort

Use the 80/20 rule—focus 80% of your effort on the 20% of relationships likely to yield the most significant outcomes.

Regularly reassess to ensure your priorities stay aligned with your goals.

Invest in Mutual Value: High-quality relationships thrive on reciprocity. Provide value consistently—whether through insights, introductions, or resources—to strengthen bonds and establish trust.

Leverage Technology: Use CRM tools or LinkedIn to track interactions and ensure consistent engagement with key contacts.

This helps you avoid the pitfall of over-investing in lower value relationships, or unintentionally neglecting high-priority ones.

Pitfalls to Avoid

Chasing Volume Over Value: A large network with little relevance can be a distraction, not an asset. Focus on cultivating fewer, high-impact relationships rather than spreading yourself thin.

Neglecting Follow-Up: Even valuable relationships can deteriorate without consistent effort. Prioritise timely follow-ups and personalised outreach to keep connections warm.

Transactional Mindset: Viewing relationships solely as opportunities for personal gain will damage trust. Genuine engagement and a focus on mutual benefit are key to building a sustainable, valuable network.

The ROI of Strategic Networking

By prioritising relationships that align with your goals, have influence, and offer mutual value, you can drive up the ROI of your business development efforts.

Quality always outperforms quantity. A handful of the right people, and sometimes just one, is all it takes to send your business to the stratosphere!

Remember, the most worthwhile ?relationships are not just about the immediate return; they’re about creating a foundation for your long-term growth and success.

Other Benefits Of In Person Interaction:

Deeper Personal Connections: In-person interactions allow for more nuanced communication—body language, tone, and energy build trust and rapport faster.

Focused Attention: When you're physically present, distractions are minimised. Your audience is more likely to be fully engaged, making your message more impactful.

Networking Magic: Chance encounters at industry events, or even casual, social meet-ups often lead to unexpected opportunities that no amount of online reachouts can replicate.

Disadvantages Of In Person Interaction:

Time and Cost: Travel, accommodation, and time away from other priorities can make face-to-face business development resource-intensive.

Geographical Limitations: You're limited by where you can reasonably travel, which can restrict your reach.

Online Business Development: Scalable, Cost-Effective, and Future-Proof

Online business development has revolutionised how we connect, collaborate, and grow.

It offers unparalleled scalability, allowing businesses to reach a global audience without the geographical and logistical limitations of in-person interactions.

With the right strategies, you can engage prospects at every stage of the prospect journey, from awareness to decision-making - faster, more efficiently, and at a fraction of the cost of face-to-face meetings.

Key Advantages of Online Business Development

Scalability: Online platforms allow you to share your message and expertise with thousands—or even millions—simultaneously, building awareness and generating leads at a pace that in-person effort can never match.

Cost-Effectiveness: Traditional business development requires substantial investment in travel, venues, and time. Online strategies, however, often require minimal upfront costs, with leveraged marketing systems enabling efficient outreach and engagement.

Data-Driven Precision: Digital platforms offer detailed analytics to measure the effectiveness of your efforts. By tracking clicks, open rates, and engagement metrics, you can refine your strategies in real-time, ensuring maximum ROI.

Flexibility and Accessibility: Virtual interactions can happen anytime, anywhere, making them ideal for today’s hybrid and remote work environments. This flexibility expands your potential audience and accommodates clients’ busy schedules.

Content Longevity:

“Evergreen” content, such as blogs, videos, or podcasts, creates assets that work for you long after they’re published. Especially when they're re-purposed across multiple platforms, a well-optimised LinkedIn article (like this) or YouTube tutorial can attract and nurture leads for years, providing ongoing value and visibility.

Why Online Business Development is Future-Proof

As digital technologies continue to evolve, the value of online business development is set to grow.

Consumers are increasingly researching and make decisions online, making it essential to establish a strong digital presence.

With trends like AI-driven personalisation, virtual events, and the metaverse on the horizon, businesses that master online engagement will remain ahead of the curve.

Making The Online World Work for You

Build Authority Through Content: Share insights consistently on platforms like LinkedIn. Showcase your expertise to attract the right audience.

Leverage Automation for Efficiency: Use CRM tools and marketing platforms to nurture leads and streamline follow-ups, freeing up time for strategic initiatives.

Invest in Virtual Events: Host online events or join industry panels to engage prospects in a meaningful, interactive way.

Personalise at Scale: Use digital tools (++such as our AI powered marketing platform++) to tailor your communication based on audience behaviour and preferences, creating a more relevant and tailored experience.

Key Benefits Of Online Business Development

Scalability: Online marketing enables you to connect with a global audience at any time, at a relatively low cost compared to in-person meetings.

Convenience and Flexibility: Virtual meetings, webinars, and email campaigns can fit seamlessly into your schedule without the logistical challenges of travel.

Data-Driven Insights: Digital tools allow for tracking engagement, clicks, and other metrics, helping you fine-tune your approach for better results.

Disadvantages Of Online Business Development

Lack of Personal Touch: Building relationships online can take longer, as digital interactions lack the sensory engagement of face-to-face conversations.

Zoom Fatigue and Screen Overload: Virtual meetings can be draining, and people will not always give you their undivided attention.

Decision Overwhelm: When your prospects are solution aware, they'll shop around online. Without a conversion process to address this, you'll lengthen the sales cycle and drive down profit.

Understanding Connection Through Neuroscience

With face-to-face and online business development, neuroscience can help us understand how the brain processes different interactions.

Face-to-Face Leverages The Brain’s Social Wiring

We humans are social beings, and our brains are wired to thrive in personal interactions.

Mirror Neurons and Empathy: When we engage face-to-face, our brain’s mirror neuron system activates. We start to “mirror” the emotions and intentions of others, which develops empathy and a faster, deeper level of connection.

Oxytocin, The Trust Hormone: Physical proximity and eye contact stimulates the release of oxytocin, the “trust hormone.” This makes people open to engage or collaborate with us, more quickly.

Implication for Business Development:?In-person meetings accelerate relationship-building in scenarios requiring deeper level of rapport, such as partnerships, investment or higher value sales.

Engaging the Whole Brain: Face-to-face interactions engage more sensory inputs—visual, auditory, and even olfactory (scent) cues—which create richer and more lasting impressions.

Online Interactions: The Brain on Digital Engagement

While online interactions lack some of the sensory richness of in-person meetings, they tap into some different and equally valuable neural pathways:

Cognitive Load and Multitasking: Virtual communication requires more conscious effort as the brain has to work harder to interpret non-verbal cues like tone or facial expressions. This increases cognitive load, which in turn reduces emotional engagement. This helps people make faster, more rational decisions.

Dopamine Hits Through Digital Validation: Online interaction, especially on social media platforms, generate dopamine release—a “feel-good” chemical—when posts are liked, shared, or commented on. This creates a sense of connection, and triggers the reciprocity principle.

Implication for Thought Leadership:?Regularly sharing high-value content online helps you build "know, like and trust" in your audience’s dopamine-driven digital environment.

Decision Making Advantage: The asynchronous nature of digital communication allows the prefrontal cortex (responsible for planning and decision-making) to engage more fully and process information faster. Making online a colder but far more scaleable environment for those with the skills to make it work.

The Neuroscience Of A Hybrid Approach

A blended strategy of online and in person business development aligns with how the brain optimally processes relationships:

• Start Online to Build Awareness:?Engage the prefrontal cortex with thought-provoking content, insights, and interactions.
• Deepen Connections In-Person:?Activate emotional and social brain centers through face-to-face meetings to solidify trust and rapport.

The Takeaway

Understanding the science behind face-to-face and online interactions can help you tailor your approach for maximum impact. While digital channels offer convenience and scale, face-to-face interaction will always create deeper, lasting connections.

Combining the two allows you to engage both the emotional and rational centres of the brain, optimising your business development efforts and ROI.

By combining the analytical power and flexibility of digital tools with genuine human connection, you can create an impactful, future-ready business development strategy.

That’s it for this latest edition of the Impactful Influencer newsletter. I hope you’ve received value today, and remember – if you want to become more visible and effective as a leader in your field, let’s engage!

I'd also really appreciate you LIKING, COMMENTING and SHARING this newsletter if it has created value for you - I pour so much love and care into these, and it would mean a lot to me if you did this!

Until next time!

Jane xx

PS: Want to book a call? Do it HERE: https://bit.ly/30mins-discoverycall?