Words and Photography by Nadine Wilmanns
Nurturing genuine business connections
On a cozy, rainy day in Bath
There’s a well-known rule in marketing that it takes up to 20 meaningful touchpoints to turn a casual contact into a trusted referral partner.
But here is the thing about touchpoints: we must not treat them like a strategic checklist. Reaching 20 interactions isn’t a finish line, and real relationships can’t be maintained through calculated check-ins.
Over the past year, I spent quite a bit of time with a brilliant group of fellow business owners. Through regular meetings, some of them became genuine connections, not just referral partners. Recently, however, my schedule changed, and I haven’t seen them nearly as often.
Away-day in Bath
So when they invited me to join them on a day trip to Bath, I didn’t say yes out of a calculated business strategy. I said yes for two very simple reasons: I really wanted to explore Bath, and I was genuinely excited to spend a day in the company of people I truly enjoy being around.
When building relationships in business, I don`t just put time in but also a lot of myself into them. I don’t want to lose touch simply because I`m not in the same room every week—not for transactional reasons, but because there are people who I genuinely like to see. Nurturing those connections doesn`t feel like “work” but fun.
And as expected, a cozy, rainy day exploring Bath provided an exceptional touchpoint.
The travel accelerant: Why moving together builds trust
They say you never truly know someone until you travel with them – even on a short day trip. It still means stepping out of your routine, navigating a new place together and sharing a little adventure.
In business, trust isn’t built on a presentation; it’s built on character. Experiential days out act as a shortcut to authentic connection because they reveal the person behind the professional. When you return to your desks, you aren’t just contacts in a CRM—you’re colleagues who shared a genuine human experience.
Bath captured on analogue film
On the trip I took my little old analogue Canon camera that I got as a teenager. With the constant drive of instant digital captures and immediate uploads, I love the contrast of shooting 35mm film that allows me to let go of any outcomes. Having an analogue camera in hand clearly signals that I am off the clock.
A cozy, rainy day in Bath
Bath in the rain has a distinct, beautiful mood. It`s mainly beige and sometimes green. Mainly beige though. The cloudy, overcast sky perfectly set off the uniform, honey-coloured Bath stone architecture.
We strolled through town, taking in the historical streets and Georgian architecture. The soft weather made the entire trip feel especially cozy. For lunch, we headed to Woods Restaurant. Which was beige also. Woods delivered a vibrant, memorable culinary experience – not just for taste but also in terms of aesthetics.
The role of visual nurturing: Bringing Bath back online
As a business photographer and videographer, I spend a lot of time thinking about how people connect visual storytelling with human trust. While nothing beats standing face-to-face with people you genuinely like, the reality is simple for most small business owners: we can’t meet in Bath—or any other picturesque location—every week with all of our networking partners.
This is where the true power of online connection comes in. Networking and connection-building isn’t a one-off event; nurturing is the key.
Authentic business photography and video allow you to take the warmth, human energy, and personality of in-person moments and broadcast them across your digital touchpoints. High-quality visuals bridge the gap between in-person meetups, keeping your brand human, relatable, and top-of-mind across your online presence long after a meet-up in person is over.
Nurturing touchpoints offline and online
Staying top-of-mind with your network isn’t about sending automated sales pitches. It’s about building a multi-dimensional relationship across various contexts so you naturally stay connected:
- Experiential Touchpoints: Shared lunches, coffee chats, and group trips that step out of the everyday routine to foster genuine personal connection.
- Digital Nurturing Touchpoints: Professional brand photography, behind-the-scenes video updates, and storytelling posts that remind your network who you are and how you work.
- Formal Touchpoints: One-on-one strategy calls, project collaborations, and targeted referral pitches.
When you invest in shared real-world experiences and follow them up with authentic online visual storytelling, you create a seamless loop of trust. Every video message or brand image shared online acts as a gentle, human touchpoint—reinforcing the bonds you built in person, nurturing those vital interactions, and keeping you effortlessly top-of-mind.
What is one way you plan to step out of the daily routine to nurture your professional relationships this season?
If you too would like to document a new chapter or update your personal branding with a calm, guided photo session in London, let’s talk. Contact me here to plan your shoot.