Marketing is very different now to how it was when I started my career. Pre-internet everything was more structured and controlled and we had time to plan, with a lot more emphasis on strategy.
Today, however, the situation is totally the opposite. There are so many ways of marketing our business the tendency is to leap straight into the “doing” (tactics), without giving any thought to the planning.
And with all these new ways of marketing our business, often we never really properly get to grips with any of them, because there is always something new to try. And I understand that, because it can be so much more exciting to try something new and “shiny”, rather than working out how to make something you are already doing work properly for you.
Where Does Networking Fit into This Marketing Matrix?
Well, very often it doesn’t!
Often, people attend networking events but undertake no other activities to support their networking because they are so busy or, if they do have a marketing plan, networking isn’t integrated into it.
Networking is often just viewed as a completely separate and distinct activity, i.e. “Attend networking events… if I have time.”
Networking in Isolation
So, what happens if you simply attend a few events and wait for things to happen…
To be blunt – nothing!
And that is because networking needs to be fully integrated into your marketing plan, supported by other activities; all of which work together in your Marketing Matrix.
Making Networking Work for You
How do you make a success out of networking?
1. You Need Patience!
People take time to get to know you and, most importantly, trust you, so you need to attend regularly. No one expects you to be at every event, but if you put the dates of your favourites in your diary for the year ahead you stand a better chance of getting there.
2. Preparation
Prepare your presentation beforehand – is it 30 seconds or one minute? Have you been asked a specific question? Maybe you can have a theme for the month and use it not just for all your networking events, but for your blogs and LinkedIn articles too – yes that is integrated marketing planning in action!
3. Business Cards
You need printed business cards. I know the LinkedIn QR codes you can have on your phone are great, but when you are talking to several people in a group, all of whom are juggling bags, mugs and cakes and have their phone at the bottom of their bag, logistically that is a challenge! (But you can print your QR code on the back of your card.)
4. Leaflets
It will be no surprise to anyone that I love print, but not having a leaflet is such a missed opportunity. It gives you the chance to communicate with people in a different way – and it is another touch point. (You could even have your photo on it so people can recognise you when they look through their leaflets when they get back to the office after the meeting).
5. LinkedIn
My first job on returning to the office after an event is to search on LinkedIn for everyone new I have met and send them a message asking to connect – so start building those connections too.
6. Social Media
Whichever SM channel you use (and I exclusively use LinkedIn) you need to try and be active on there and carry on the conversation. Most network organisers will post pre and post meeting reminders/updates, so even a simple comment that you are looking forward to attending/or enjoyed the meeting, all helps to keep your name in the mind of people you met there.
7. Following Up
If you promised to send someone some information make sure you do it and always remember to thank anyone who helps you out in the same way
8. One to Ones
I know we are all busy, but I can guarantee that making the effort to carry on conversations on an individual basis is always worthwhile, so if you have an interesting conversation with someone at an event get in touch and suggest meeting up for coffee to continue the chat.
9. Being an Active Supporter of the Group
As a networking organiser I always ask new visitors how they found out about the group and I am so happy when people say someone recommended it, and I really appreciate that recommendation from the person who gave it.
If you have a regular group, talk about it, mention in your newsletter that you will be going so if people want to meet you in person they can come along too, post about it on Social Media, invite a friend/colleague to attend with you…
… because yes, that helps the group (and as an organiser I am always really appreciative of this) but it really helps to raise your visibility with other attendees too.
10. You Need Patience!
And I am going to close with the one I started with, because this is the really important point, successful networking, like all things marketing, takes time and patience…
… but it is really worth it!