Why Real Connections Trump Social Media in Building Your Business

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If you’re like many of us in the creative field, you might find that attracting consistent clientele is one of the tougher parts of our job. It’s something we all wrestle with, especially with the demands of staying visible on platforms like social media. 

Recently, I had a chat with Shannon Mattern, the voice behind the Profitable Web Designer Podcast and founder of the Web Designer Academy.

Shannon’s career began in a typical 9-to-5 corporate setting, much like many of ours. When she shifted to freelancing, she noticed she was carrying over her corporate habits, letting clients dictate her schedule and the scope of her work. 

This realization hit hard and sparked a major change in how she approached her freelance business. She learned to set boundaries and now teaches other women web designers to do the same — to assert their worth and not shy away from charging what they deserve.

Shannon confessed that once she tasted what it’s like to run her own business, returning to the corporate world was no longer an option. The challenges of entrepreneurship, she noted, are tough but far more rewarding than the predictability of corporate life. 

And it’s not that one is inherently better than the other but about what suits you best. Some thrive in a structured environment, while others excel when they’re building something of their own from the ground up.

Connecting with real people and adding value before asking for anything are key to developing relationships with clients. This approach will never die down and remains the best strategy!

Shannon shared some gold about making connections. 

At the beginning of her career, she was proactive about putting herself out there. She started a blog, conducted interviews, and spoke directly with people, laying down a robust network that continues to pay dividends through referrals. 

Her approach? Always add value first. 

Before asking for anything, make a real connection, offer something useful. This approach helps build a genuine relationship, making it easier for potential clients to trust and choose you.

Remember, the bigger you grow your network, the more seeds you plant, the higher are your chances. And if you want to have an impact, you have to talk to real people.

Be cautious about over-relying on social media and ads. Yes, they have their place, but they often make you feel like you’re just throwing messages into the wind, hoping they stick. 

Find a more direct engagement – maybe like speaking at events or appearing on other podcasts – this puts you in front of the audience that you want to reach without the unpredictability of algorithms.

The part of collaboration that Shanna thinks is not often talked about is the affinity piece..

Imagine you’re going to be a guest on a podcast hosted by someone you know, who is in the same industry as you and shares the same target audience. The trust and affinity that the host has built up with their audience can significantly benefit you. 

When you appear on their show, because the audience already trusts the host, this trust extends to you. They are more receptive to you right from the start, much more so than if they had discovered you through a random social media post.

This is because the host is effectively promoting you by having you on their show. 

They’re telling their audience, ‘I trust this person and believe they can provide you with value.’ So, the audience is naturally inclined to trust you too. 

This is the power of referrals and collaborations. They allow you to leverage established relationships to achieve results more efficiently and sustainably. You don’t have to spend as much time convincing the audience of your value because the host has already set the stage for a warm introduction. This method is far more effective than attempting to cold-pitch your way into visibility!

See social media less as a sales machine and more as a way to let people into your world. Show who you are, not just what you sell.

This perspective makes the whole process more enjoyable and less of a grind!

Think of social media as a powerful tool to showcase your personal brand, which is important for your marketing efforts. But, remember that while it’s valuable, there are often more effective ways, better avenues to make that initial connection and create a lasting first impression.

The role social media plays with your marketing.

It can feel overwhelming if you think every single piece of content needs to directly bring in a client. This mindset can drain all the fun, joy, and love from creating content because it puts immense pressure on you. 

So try shifting your perspective on what social media is for you. Perhaps it can be a way for your audience to get to know you, to learn about your personal values, or see the real person behind the brand. Maybe you can use it to showcase your skills and what you can do for your clients, treating it like a dynamic portfolio. 

This approach can actually liberate you from the pressure and help you enjoy the creative process once again. 

Sales Problem VS Marketing Problem

Often, when business results aren’t meeting expectations, there’s a quick jump to conclusions — ‘It must be a marketing problem, so I need to rebrand. It must be my positioning or my messaging.’ 

However, this isn’t always a marketing issue as much as it is a sales issue. The real question isn’t about the sheer reach of your marketing efforts, like how many views or likes your social media posts get. But it may be deeper – visibility and connection. 

Do people really know you? Not just your brand or your work, but you as the creative mind behind it all? If the answer is no, then no amount of rebranding will help. What you need is to get out there, engage directly, reach out to your past clients and reconnect. 

Your past clients can be excellent at spreading the word about your work. By focusing on building strong, genuine relationships with your clients, you can turn them into a powerful sales force eager to share their positive experiences with others.

AI and big shifts happening in the industry

I know some people are still struggling to accept the rise of AI, but on the positive side, AI has tremendous potential across various industries, especially when it’s in the right hands.

As creatives, we don’t always feel as inspired as we’d like – there are times when we face creative blocks, deal with personal issues, or struggle with imposter syndrome. In these situations, AI can be a significant help.

We shouldn’t be afraid of it. Instead, embrace AI and see how it can enhance our processes, maximize our time, and utilize the best tools available to us!

How is Shannon innovating her business

So I asked Shannon how she is innovating in her business right now.

Even with all her success and the constant flow of ideas, she realized that she might need to take a break to recharge. Even with a mind bursting with ideas, she’s learning to step back, to recharge and let those great ideas settle and mature. This isn’t just about avoiding burnout but also making space for your creativity to breathe and thrive.

So, if you’re feeling stuck or overwhelmed, maybe it’s time to pause and reassess. 

Are you connecting in the most effective way? Are you adding value? And maybe, just maybe, it’s time to give yourself a little break. 

Shannon’s Instagram: https://www.instagram.com/profitablewebdesigner/

Shannon’s Podcast: https://webdesigneracademy.com/profitable-web-designer-podcast/