Is Your Business Tech-Oriented or People-Focused?

Advertise here with BSA

Credit: Roger Byrne on Photodune

For many freelancers I know, social media is all-encompassing. We love to tweet about everything from our latest blog post to our favorite brand of coffee. Then there is the other group that never miss an industry workshop and seem to spend more of their time traveling than at home. There are many different types of freelancers and businesses—which type is yours?

In his latest book, The Referral Engine, author John Jantsch has a very interesting section where he talks about what he deems are two different approaches: There’s the business that relies on social marketing, email newsletters, blogs, and online communities—the techies; the other is built around face-to-face networking, print collateral, workshops, and seminars.

Which One are You?

If you answered “a mix of both,” Jantsch says you’re on the right track. “A business model that focuses on making all four C’s an integral part of the customer experience, blending high-tech with high-touch tactics, is today’s greatest opportunity for creating a business that turns into a referral engine,” he writes. (He previously notes the four C’s—content, context, connection, and community—as the basis of marketing).

Then he introduces a new C—convergence. That is, blending online activities with in-person ones.

High-Touch Tactics

I think freelancers tend to lean to one side; and if you do, maybe it’s a good time to take a look at the ways you can balance out your marketing approach. After all, even if you get all of your work via the Internet, you could be missing out on making valuable contacts if you deploy some “high-touch” strategies.

For me, doing business via the Internet is more innate than attending chamber of commerce meetings or traveling to meet clients regularly. While I conduct some of the high-touch tactics, I know I need to consistently focus my energy there, because I gravitate towards online avenues when I work on my marketing.

Today, think about what you do. Then do something different. Whether it’s high-tech or high-touch, it’s always useful to practice new ways to market and stick to those that have been working for you.

Photo credit: Some rights reserved by Roger Byrne.