If you’re strapped for marketing cash, it’s time to go back to basics. The most effective marketing method is personal networking. Amazingly, few people really understand the power of networking or know how to harness that power to build their businesses.
Personal networking isn’t scary and the techniques for success aren’t hard to learn. It’s not about collecting business cards or pushing yourself on other people. Success requires a few basics. First, go with an open mind and a willingness to be flexible. Second, focus on the value you can provide and the problems you can solve. Third, be ready to give in order to allow others to get to know you. (That means be willing to make a referral or suggest a resource without expecting an immediate payback.) Fourth, cultivate a genuine attitude of friendliness. People can smell a fake. And finally, get yourself psyched. No one wants to network with someone who is watching the clock.
Always size up the event in advance. Get a detailed program as soon as it’s available. Look at who the speakers are. Is there anyone you need to meet from a networking or deal-making perspective? If so, who else is going who could make introductions? Do you have a friend among the organizers?
Next, look at the session titles. What sessions will be most useful for your business? Which sessions look like a waste of time? Realize that your best opportunity to meet a presenter may be after a session. It could be worth it to attend a so-so session to meet a hot-shot presenter.
Now look at the vendor list. Which companies do you need to do business with? This is where you find your short-list of companies from whom you need to purchase resources and with whom you want to create collaboration.
Then figure out, when the best networking opportunities occur. These are meals, cocktail parties, mixers, brunches, coffee hours, etc. Try to “coincidentally” be talking to someone you want to know better right before one of these prime networking events and suggest that you sit together. At receptions or buffets, eat or sip a beverage but don’t fill up both hands or you can’t greet people properly.
When are the “dead” times? These are the times when you aren’t planning to attend a session or break-out. This is the perfect time to schedule coffee with someone you need to talk to, or to spend quality time in the vendor room when the crowd is gone.
Plan to get up early and stay late. Always wear your name tag and make sure it is turned right-side out. Take more business cards than you think you’ll need. Take your laptop—you’ll need it even if you don’t plan to work remotely.
Hang out where people gather. Be in the coffee shop, at the bar, in the lounge. Greet others with the organization’s name tag and invite them to join you. But don’t hang out with your friends. Don’t skip out to shop, fish or vacation. Likewise, very few people are confident enough to do deals in the pool or the sauna. You and your contact will feel more like discussing business with your clothes on.
Review the organization’s online membership directly months before you attend. Contact high-possibility people with a personal email introduction. Follow up with a phone call. Arrange to meet at the event during “dead” time.
If your organization offers an online profile, make sure yours is updated with current contact information, a good photo and a benefits-oriented message of what you do to solve clients’ problems.
Check out the people you meet online via LinkedIn and Facebook. Make sure your profiles are updated and professional because they’ll be checking you out, too! Invite your new friends to follow you on Twitter (add the Twitter address to your business card), or have a link on your card for a free bonus item on your web site to drive opt-ins. If you made an especially good connection, and the feeling seemed mutual, connect with that person afterwards on LinkedIn. Reserve that for your best prospects. Invite everyone to follow you on Facebook.
Make notes on the business cards you collect so that you can refer to the conversations you had at the event in your follow-up email. Then send personal follow-up emails within a few days of returning from the event. Include a link for a free white paper, free e-book or other bonus item to get opt-in permission. Don’t automatically add everyone you met to your newsletter list without getting opt-in permission. You can get their opt-in by offering a ‘thank you’ bonus in your email like a free e-book or audio download and tracking the emails that accepted your offer.
Most importantly, follow up on the deals you started. Show your initiative by keeping things moving!
Gail Z. Martin owns DreamSpinner Communications and helps companies and solo professionals in the U.S. and Canada save money and get results through exceptional writing and marketing. Gail has an MBA in marketing and over 20 years of corporate and non-profit experience at senior executive levels. Gail hosts the Shared Dreams Marketing Podcast and the Shared Dreams Become Reality group on Facebook. She is also the author of The Summoner, The Blood King, Dark Haven and Dark Lady’s Chosen fantasy a
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