If you have been involved in online marketing in any way over the last 10+ years, you have been fed a steady diet of more. More followers equals more sales. More hits to your website equals more sales. More social media engagement leads to more sales.

Almost nobody would argue that more sales are bad, but people have conflated more with better. I am here to say that better is worth more.

In the world of relationship marketing, sales begin at connection. A connection can come in the form of a follow, a friend request, a connection request, a message, a website form submission, or whatever each platform uses to start, generate, and maintain conversations and relational connections.

The main goal is to stay top of mind and maintain a connection so people will see your content, consume it, and hopefully learn something, and then engage in a relationship at the time of their choosing. That is the promise of social media. They do this for free, so people will pay for advertising to do just that!