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Referrals are the #1 way to fill your pipeline and grow your business. In social media you connect with your friends, family and friends of friends. Your circle includes the people you know and the people who know them. When you post a blog on social media you can reach friends of friends, people who do not know you but may have similar interests to your friends. If a friend shares your blog with their community, they introduce the benefits of your services to a new audience. A referral from a friend can go a long way to build your business.

Traditional advertising sells products and services to you. Social media uses a soft sales approach, it build community and offers resources (blogs, courses, video or audio) to attract the interest of a potential buyer. On social media you might answer questions or link to a blog post on your website. This approach allows you to share your expertise and connect with the potential client. It exposes you to people outside your normal circle of contacts, and helps you reach a wider group of potential customers.