Why Connection is the Key to Growing Your Business in 2026

I got on the word of the year train last year for the very first time.

I chose the word discipline. For me, that meant finally getting up before my kids (no easy task with 5am risers), working out consistently, and being more strict with my schedule.

As I reflected back on the year, I didn't feel like I accomplished those things. So naturally, I started beating myself up for failing.

But I didn't fail.

That discipline came through, just in different ways. The discipline to stick to my standards. To say no to things that didn't feel right. To lean into creating a structure for myself that bends with my life instead of working against it.

Sometimes the thing you're working toward shows up differently than you expected. That doesn't mean it didn't show up.

Finding My Word for This Year

I spent a few weeks thinking about what my word would be for 2026. The word that immediately bubbled to the surface was connection.

But I didn't align with it right away. It felt too simple. It didn't feel focused enough on "results."

And then I realized that it has everything to do with results.

Why Connection Matters More Than Ever

Connection came to mind because it's something I've been craving (and actively trying to create) in every aspect of my personal life and my business.

And I know I'm not alone.

With the amount of time we spend on our phones... scrolling, talking to robots, consuming content from strangers... it's only natural that the pendulum is starting to swing the other way.

I don't know about you, but my body is craving people. Real conversations. In person. And even online when done right.

The ones with the belly laughs. The a-ha moments. The hugs that follow.

What Prioritizing Connection Actually Looks Like

For me, leaning into connection has looked like this:

Joining a networking group that meets regularly in person.

Creating a membership with a weekly group call so we can actually talk to each other.

Saying yes to every opportunity to speak, present, and meet with small business owners who need marketing support.

Handing out my coffee chat link like candy, even when it makes for a crazy calendar.

It's not always convenient. But it's always worth it.

The Marketing Truth No One Wants to Hear

As a social media manager, I know and preach the value of social media. It's essential in this world.

But here's the thing: if you're not using social media to bring people to a place where you can actually connect, you're not going to grow.

That means driving people to your email list. To a discovery call. To an in-person event. To your physical storefront. To booking an appointment.

Social media is the invitation. Connection is what happens after they say yes.

This isn't optional anymore. It's nonnegotiable.

How to Stand Out When Everyone Does What You Do

There are a lot of people who do what you do.

The one who's going to win is the one who stands out. Who shows their personality online, regularly provides opportunities to connect, and (of course) is excellent at what they do.

If you know you've got the "excellent at what you do" thing down but the rest feels like an uphill battle, that's okay. It takes work.

I'm still very much in it myself.

But here's what I know for sure: the businesses that grow are the ones that make people feel something. That give people a reason to pay attention. That create space for real relationships to form.

That's not about posting more. It's about connecting more.

Start Building Connection Into Your Marketing

If this is resonating and you're not sure where to start, here are a few questions to ask yourself:

Where am I sending people from social media? Is there a next step that allows for deeper connection?

Am I showing up as a real human online, or am I hiding behind templates and trends?

When was the last time I had a real conversation with someone in my audience?

What opportunities could I create (or say yes to) that would put me in the same room as my ideal clients?

You don't have to overhaul everything overnight. But if connection isn't part of your strategy right now, it's time to make room for it.

If you’re reading this in early January and you're local to Southern New Hampshire and want to work on this together, I'd love to see you at my next in-person workshop on January 13. It's a small group session where we dig into your social media strategy, and you leave with a real plan. You can grab your seat right here.

Not local (or missed the workshop)? Grab my free 5-Day Content Confidence Sprint to start building a social media strategy that actually feels like you. It’s a 5-day mini course delivered over email (no clunk sign ins required), and you’ll get a workbook to help you figure out a social strategy that hits on the things you should actually be posting about.