I grew up with wires, LOTS OF WIRES.

Being a musician and an audio-video and computer geek, I still have bins filled with wires.

I don’t know about you, but I still find wired connections more reliable. Wireless can be affected by distance and environmental factors. Also, wireless signals can be intercepted or hacked.

Just like technology, business needs connections to work. It’s always a mix of one-to-many and one-to-one connections. You need both. As with most technology, you need and want the reliability of a direct or wired connection to ensure quality, and as a failsafe when wireless becomes unstable or unavailable.

Since WI-FI is a one-to-many connection technology, I think you can equate it with both social media and online advertising.

Don’t get me wrong. I am not averse to ads or social media. In fact, we use both for my business and my client’s businesses. We have had incredible results finding and communicating with clients and prospects using LinkedIn Ads. The difference is in the way LinkedIn targets job descriptions and industries.

In my last article, I discussed how we focus on 68 core repetitive sales. Targeting the right people and creating traffic back to our website’s content is the key to maximizing and fixing business-to-business marketing issues.

In this episode, we will explore how broad-brand connections can help or hinder your business.