As a business owner in a digital world, it can feel like we need to be online and present and on top of ‘it’ and… and… The list goes on. Having a digital presence is very important, but maintaining it can feel like a job in and of itself. Small business experts seem to be yelling from the Facebook sponsored ‘rooftops’ that you should focus on social media, grow your Instagram with intention and hustle… hustle… hustle… This leaves you feeling exhausted, disillusioned, and less connected.

You are not alone in these feelings.

2020 has been a pivotal, especially when it comes to our communities and networks. Fostering genuine community is what prevents loneliness, over-analyzing, and depression. It also creates a space for impactful collaborations, which support your business in becoming more visible and more profitable!

Here are a few ways to focus on relationships that truly matter:

cultivate communities that support you where you are.

One of the most important business practices is to instill a foundation of intentional business relationships, regardless of your industry. Intentionality breeds authenticity. There is not space for fluff or artificial messaging when you speak and act with intention.

It is also equally important you nurture communities that meet you where you are— while empowering you to develop your business. An example of this kind of relationship is a coach. The work I do with my clients is one that is designed to meet them where they are, while creating a space for growth and overcoming challenges.

Remember: Social media stats are just that.

Having a million Instagram followers will never replace real life relationships. Having a million LinkedIn connections does not make this person the most successful or the most interesting. Nor does it represent factual information about their business.

To create a business built on authenticity, you must look past the social hype. Dig deeper, and get curious about yourself and your business. What is your value statement? Why do you get up and go to work in the morning (besides the paycheck)? Use your strengths to create a loyal and mutually supportive community. Numbers alone do not matter.

Foster what is genuine.

How often have you started a conversation with someone you may not know, but are connected with on LinkedIn? When was the last time you emailed someone you admire, or replied patiently to someone who has a different opinion than you?

If your answer is “Never”, you are missing out on a major opportunity to create a genuine connection. Superficiality does not cut it in the world of small business; your audience/customers/clients/suppliers/whoever needs connection, generosity, and genuine insights.

These are just a few ways to focus on relationships that really matter. As you continue to develop your business, remember: people connect to people, NOT numbers. Foster mutual relationships that align with your goals. Support others often. Collectively be kind, and you’ll create business growth and relationships you’ve never dreamed possible.