Hello World! Welcome Friends! Networking used to be all about traipsing across the country – or even abroad – to connect with other industry players, or standing for hours at your expo stand hoping the right people make contact with you. And while these things still absolutely and undeniably have their place, an increasingly digital world means there are now far more ways to network with other professionals and potential clients. High tech and low tech, we give you the run-down.
First things first – clarify your objectives
Networking isn’t something you should do just because you feel it’s expected of you as a business owner. For it to be successful – and worth your time – you need to have a clear idea of the kinds of connections you want to make.
This in turn will help you identify the right events to attend, the right online platforms to make use of, and the right tactics to employ when approaching a new connection for the first time. Here are a few common goals business owners have when they look at expanding their network:
- Connect with other business owners to share insights and advice
- Generate leads and identify opportunities
- Boost your company brand image, recognition and reputation
- Identify new potential mutually beneficial arrangements
- Find cheaper or better quality suppliers
- Scout for top talent
- Get the scoop on what your competitors are up to!
Most companies will have at least a few of these goals in mind, and will therefore probably want to explore multiple networking channels. If you’re looking for direct customer leads, for example, then events like trade shows are a good place to boost your name recognition, combined with publishing quality content and articles online to establish your credibility and drive traffic to your website.
On a budget? Attend events as a visitor rather than an exhibitor
Just because you don’t have a stall or stand at an expo doesn’t mean you can’t make an impression! Most events will publish a list of the exhibitors before the event, and this is your opportunity to narrow down and create a list of the people you want to connect with. Plan ahead, decide what you want to say, practice your elevator pitch, pack your business cards and go in ready!
Offer before you ask
Whether greeting visitors at your own stand or approaching others, going in with an attitude of curiosity and a willingness to be of service is a great way to make a good first impression. Find out what people are offering, show interest, listen carefully, and think of ways you might be able to help them first before you ask for what you want.
In terms of digital networking, this means aiming to educate and inform your readers and website visitors first, and sell your product or service second.
No suitable events in your area? Host your own!
If you’re struggling to find suitable events locally, chances are you’re probably not the only one. Whether it’s just a small networking evening at your own premises for local business owners in your industry, or a larger event where companies can give product demonstrations and talks, hosting an event is always great community advertising. Partner with a company that offers sound system hire, get a local caterer to provide drinks and snacks, and use the opportunity to get your brand out there.
Digital networking – establishing yourself as an authority online
When you think networking in the online world, you probably think first and foremost about LinkedIn – and indeed, it’s definitely the place to start if you’re looking to cultivate a powerful network. Most business owners get as far as taking the time to craft a great profile and add and accept connections from time to time – yet make the mistake of leaving it there. Just as with networking in the real world, those connections only mean something if you use them.
Publishing informative articles that help boost your authority and expose your brand to new customers is one way to take your LinkedIn efforts to the next level, as is joining and participating in groups. The more you use the platform to become a valuable resource to the community, the better the chance you’ll make connections that can result in growth for your business. Correspondingly, when using LinkedIn, you might also want to consider investing in some of the different connection-building tools out there. For example, you can find some helpful resources on the LinkedJetpack website here: https://www.linkedjetpack.com/
Industry forums and websites
If you’re in a pretty niche sector, then forums and industry websites which attract attention from visitors all over the globe are the place to be, especially if your offering is not location-specific. Answer questions, bring up relevant topics for discussion, and when appropriate, link to further information on your website. This way you’re not only establishing yourself as an authority, you’re driving exceptionally high-quality traffic to your website.
Networking on- and offline (or making use of both!) is always going to take a little extra effort – but the rewards for your business and personal brand will be well worth it!
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