When you hear the world “web,” what do you think of first?
The two most common answers are a) the Internet and b) Charlotte.
Alright, so not Charlotte’s Web specifically, but a home for an arachnid.
Now apply this to growing your business. To build and run a successful one, you need to develop and maintain a diverse community that is connected and interested in what you’re doing. Much like those options, there are two different “webs” that help your strategy – traditional and modern.
Picture the traditional spider web first. Your business is the centre of an intricately weaved net, which connects and compels prospects, customers, partners, team members, suppliers, mentors and competitors. Historically, small businesses built this web in their own neighbourhoods, schools, churches and local business organizations based on geography.
In today’s world, with the advent of the new Web, physical geography is much less relevant. It’s been replaced by communities who share ideas, interests and relationships regardless of location or distance. Think about it … it’s called the World Wide Web for a reason.
When spidey senses tingle, in historical business development, you rely on traditional tools: face-to-face selling, personal relationships, community involvement, Chamber of Commerce networking, as examples. Relationships were based on direct human contact often in a face-to-face environment.
Today’s web building is done with technology. Social networking, content rich websites, blogs, search engine optimization, e-mail distributions, customer relationship management software, automated lead follow-up campaigns and many other tools and features that are constantly evolving.
While these two approaches seem diametrically opposite, at the base they both build connections. For any type of successful web (and therefore successful business) to work, it must understand the needs of different stakeholders and present valuable information and effective solutions within the right context.
Just like your initial word association with “web,” many businesses stick to one of these community building models.
Diversification and using all available tools is a big key to business success. Both the web and Web should be used together – and feed off each other. It can be as simple as starting a relationship on LinkedIn and meeting that person in person. Or, using search engine optimization to attract new live clients through your website.
By developing useful, valuable content that educates and by delivering it both in a wired and personal way, you’ll develop momentum.
And momentum spins into growth and success.