When I first started my business, Kinesis, nobody knew that it existed. So, I began to implement marketing activities to get the word out.

I chose a variety of strategies to get new clients. Some worked better than others.

One of the most painful tactics for me was attending my local Chamber of Commerce “Greeter” meetings. While this is a great approach for some people, it did NOT work for me.

These meetings were excruciating. First because they are early in the morning and I am so NOT a morning person. I do not do well being surrounded by cheery people at 8 a.m. and having to try to actually talk.

Down with Larks, Hooray for Owls!

Second, I had no idea how to engage in small talk.

And third, for the most part, the people who attended these meetings were not the decision makers and not really my target audience. Please note: effective marketing takes place when you are at the right place giving the right message to the right people.

Fourth and finally, there is always an opportunity at these meeting to get up and speak for about 30 seconds. And it felt so fake. And so not me.

Ultimately, Chamber meetings were not a good fit for marketing my business.

But there was a concept that I did not understand then that I understand now. If I understood the concept, the Chamber meetings would have been much more meaningful (although still too damn early for me).

Here it is: Every relationship counts.

Marketing is about relationships -  building relationships, nurturing relationships, and helping other people create relationships.

Here is what this means.

When we meet a person, they fall into one of three categories:

1) Our target audience (i.e. the people who make our perfect clients)

2) A referrer - these are people who know someone in our target audience and can send him or her our way

3) Centers of influence - these individuals have a great deal of sway with their “followers.” When they make a recommendation, their people respond.

Under this model of marketing, every single person is important. They are either a potential customer or they know someone who is a good fit for us.

And when we start treating people like they really matter to us, they respond. When we take the time to thank them or ask about their little dog, Fifi, it really makes an impact.

And it’s always easy to shoot an e-mail to someone you’ve met.

Or if they are on Twitter, you can Twanks them.

And here is the coolest thing of all about embracing the concept that Every Relationship Matters…

You can take them with you. And what I mean is that your relationships are yours.

Your contacts. Your peeps. Your pals.

You can keep these relationships when you leave a company to go to another. Or when you quit being an accountant to become a life coach. Or you move from Indiana to Kentucky.

Especially with the Internet. And Facebook. And Twitter. And LinkedIn.

Develop relationships for life and you will always, always, always have enough business.

Twitter Love Me!