Networking: The Key to Successful Marketing
Networking: The Key to Successful Marketing
Believe it or not, Webster’s Dictionary defines networking as "The act or process of informally sharing information or support, especially among members of a professional group." To expand on this, networking is who you know and more importantly who knows you!!!
Most of us are so busy that we feel we don’t have time to network. But why should you network:
1) To gain and/or share expertise or information
2) To increase exposure for company and/or yourself
3) To develop contacts for future use or clients
4) To practice communications / presentation skills
Although most of us know how to network, we often skip one or more steps because time gets the best of us. The general steps are:
1) Brainstorm what YOU know
What is your expertise? Think about the purpose of your business and what others compliment you on. You may even want to write it down and review it later for an ego boost before the next networking opportunity.
2) Identify who you know
Consider any affiliations you may have that could help you - a human resources association, previous co-worker, past or current client, or even a neighbor.
3) Identify what you need
Remember, a successful networking opportunity doesn’t necessarily always result in a return or client today but rather leads to other networking opportunities and future clients.
4) Identify how you will get it
What is going to be the best avenue for you to get what you need? Is it going to be by going to the next association meeting? Sending a correspondence via email or mail to your network? Directly calling select contacts? Or taking advantage of the multitudes of marketing opportunities that exist (we’ll discuss these shortly).
5) Do it
This is the step that is often skipped. For example, many individuals join groups or attend meetings to grow their network – But, they show up late and leave early never actually networking.
Remember networking isn’t "selling" - It is "sharing". As sales guru Zig Ziglar said, "The more you help others get what they want, the more you get of what you want." At your next networking opportunity, try breaking the ice using your 30 second commercial followed by a lot of listening to learn about the other person and how you can give or help them.
6) Take notes
This means immediately writing on the back of the individual’s business card any or all of the following:
- a description of the person;
- notes about the conversation;
- what you can follow-up with them about; and
- information that may be of interest to them at a later date
7) Follow-up
No matter what, always follow-up. You should even follow-up if it is just to say thank you for the opportunity to talk at the meeting. You never know when that individual you just met may become a client tomorrow or refer you to someone else.
8) Track results
Develop a system to help you track your network. Some folks track their network in a Rolodex or business card holder. Personally, I use Outlook and synchronize it with my Palm so I always have the information no matter where I am. However you choose to track the information, be sure your system helps you find: a person, contact information, how you know the person, when you last spoke to them, etc.
9) Reciprocate
Don’t always be on the receiving end or your network will quickly dry up. Be sure you are also giving as much as your network is giving to you. Remember, what comes around goes around.
Now, you are ready to begin using these networking strategies to market your business. As you market your business, you will need to have developed the basic marketing tools (i.e. brand, 30 second commercial, business cards, etc.)
Personally, I’ve found that once someone hears your name at least twice they will contact you for a potential consulting opportunity. Now, how you get them to hear your name twice depends on what works best for you. Some marketing opportunities that have worked for me include:
1) Volunteering
At a minimum, you need to participate in local and national organizations like professional associations, chamber of commerce, or non-profit boards. But, more importantly you need to get involved with them.
Just showing up for a meeting will have very little return unless you come early and stay later to network as mentioned above. Plus, you take it one step further by volunteering. This helps people to get to know you and actually see you “at work” demonstrating your professionalism, expertise, and/or dedication. Networking will become easy when folks start coming to you for advice and tips at meetings and over the phone. More importantly, they will begin to recognize your name!
2) Writing
Writing provides an opportunity to demonstrate your expertise, establish credibility, and gain visibility. There are many writing opportunities including articles, white papers, or even publishing a book
To begin writing, you need to brainstorm the topics or issues that you are confident you can discuss as an expert and then develop a draft outline. Before you begin writing, you need to do your homework by researching the topic. Find out what is already written on the issue so you avoid duplication as well as identify resources to reference. Remember, readers like to read information not advertisements so be sure your writing is informative.
Once you have one sample writing, you need to decide who is your ultimate target audience and where you can reach a large group of individuals in that target audience. Consider the newsletter or publication for professional associations, business organizations, or even your local or national newspaper. Plus, don’t forget online options as well including your own website.
Using the steps we discussed earlier, begin networking with your target groups to market your writings in their publications. And, be sure every writing includes a tagline: your name, company name, telephone number, email address, and website. Plus, don’t forget, once you are published, market it! Be sure to include copies of your publications in your promotional materials and on your website.
3) Speaking
Speaking also demonstrates your expertise and establishes both credibility and visibility. As with writing, you need to determine the topics or issues that you are confident you can discuss as an expert, who is your target audience, and where can you reach a large group of individuals in that target audience.
To market your presentation, you need to develop a summary paragraph, outline, and reasons why someone would want to hear what you have to say. Then, you can begin marketing, or should I say networking, with the target groups following the steps we discussed earlier.
One great way to market your presentation is to host your own event at a nominal or no fee to participants. Be sure to invite individuals from the organizations that you would like to ultimately present to. Once folks see you in action, they are more likely to have you present at their organizations or hire you for future related work. Also, be sure to record your presentations both audio and video to market as well as use in proposals for future presentations. Presenting is a lot of work, but you will definitely gain name recognition.
4) Website and online networks
Technology continues to provide us with many opportunities to network both locally and worldwide through online networking and websites.
There are a number of bulletin boards and listservs on any and every topic. They too provide you an opportunity to give away a little while establishing your reputation, credibility and expertise. You may not instantly see folks flock to you for service but they will begin to recognize your name and will remember you when they have a need in the future.
Plus, with technology has also come the increased need and use of a website. You can use your website as a tool to refer folks to, market your upcoming presentations, publish your written materials, and provide nuggets of free information. What you provide and how well you present it will help market your name and expertise.
5) Newsletters
If you combine your article writing and website, you can create a regular newsletter that is distributed via regular mail or email (ezine) and published on your website. This is another excellent way to keep in touch with your network, market your expertise, and establish your credibility.
To create a list of recipients, ask your network (including current clients) who would like to receive the newsletter and what topics would they be interested in hearing. Your list may start small but it will rapidly grow as the value of your articles is demonstrated. Folks will forward your newsletter to others who will also request to be added to your list. Plus, you can add an option for individuals to register for your newsletter on your website.
Whether your newsletter is distributed daily, weekly, monthly, or quarterly, you will be providing a free resource of information to your network that will help others begin to resonate with your name and expertise as one.
6) Referrals
One of the most powerful marketing opportunities is referrals. Whether your referrals come from clients, partners or affiliates, or even word of mouth, you will quickly find these are the leads that turn into clients the fastest.
Developing referrals takes time and demonstrated expertise. By providing quality work to your clients, they will become a great resource for future clients. Be sure to obtain testimonials from them to include in your marketing materials (i.e. brochure, newsletter, website).
Also, with referrals, it is import to remember who refers work to you. Be sure you are reciprocating, thanking them, or even rewarding them so they will continue to remember you.
Back to my rule of two, folks need to hear your name twice before they call you. So, by combining the marketing strategies mentioned above, you would be creating that name (twice or more) recognition in the marketplace. Plus, most of these strategies will only cost you some time. But, they will all demonstrate your credibility and reputation to help you build a network for today and tomorrow. There are also many other paid marketing options including sponsorship at a tradeshow, conference, meeting, or event; promotional mailings; advertisements on websites or in related journals; or joining affiliation programs that will send you leads or market your business for you.
Bottom-line, networking and marketing can take place anytime and anywhere. Both require you to give and receive expertise or information. By effectively networking, you and your consulting business will absolutely reap the benefits both now and in the future.
Networking The Key to Successful Marketing - To learn more about this author, visit Robin Throckmorton's Website.
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Nearly every marketing opportunity requires strong networking skills to be successful. However, even the word networking can be intimidating. But, do we understand the value that can be gained by networking? Do we always do the appropriate preparation prior to and following a networking event? Let’s discuss networking in more detail and how we can tie it into marketing for success.
Believe it or not, Webster’s Dictionary defines networking as "The act or process of informally sharing information or support, especially among members of a professional group." To expand on this, networking is who you know and more importantly who knows you!!!
Most of us are so busy that we feel we don’t have time to network. But why should you network:
1) To gain and/or share expertise or information
2) To increase exposure for company and/or yourself
3) To develop contacts for future use or clients
4) To practice communications / presentation skills
Although most of us know how to network, we often skip one or more steps because time gets the best of us. The general steps are:
1) Brainstorm what YOU know
What is your expertise? Think about the purpose of your business and what others compliment you on. You may even want to write it down and review it later for an ego boost before the next networking opportunity.
2) Identify who you know
Consider any affiliations you may have that could help you - a human resources association, previous co-worker, past or current client, or even a neighbor.
3) Identify what you need
Remember, a successful networking opportunity doesn’t necessarily always result in a return or client today but rather leads to other networking opportunities and future clients.
4) Identify how you will get it
What is going to be the best avenue for you to get what you need? Is it going to be by going to the next association meeting? Sending a correspondence via email or mail to your network? Directly calling select contacts? Or taking advantage of the multitudes of marketing opportunities that exist (we’ll discuss these shortly).
5) Do it
This is the step that is often skipped. For example, many individuals join groups or attend meetings to grow their network – But, they show up late and leave early never actually networking.
Remember networking isn’t "selling" - It is "sharing". As sales guru Zig Ziglar said, "The more you help others get what they want, the more you get of what you want." At your next networking opportunity, try breaking the ice using your 30 second commercial followed by a lot of listening to learn about the other person and how you can give or help them.
6) Take notes
This means immediately writing on the back of the individual’s business card any or all of the following:
- a description of the person;
- notes about the conversation;
- what you can follow-up with them about; and
- information that may be of interest to them at a later date
7) Follow-up
No matter what, always follow-up. You should even follow-up if it is just to say thank you for the opportunity to talk at the meeting. You never know when that individual you just met may become a client tomorrow or refer you to someone else.
8) Track results
Develop a system to help you track your network. Some folks track their network in a Rolodex or business card holder. Personally, I use Outlook and synchronize it with my Palm so I always have the information no matter where I am. However you choose to track the information, be sure your system helps you find: a person, contact information, how you know the person, when you last spoke to them, etc.
9) Reciprocate
Don’t always be on the receiving end or your network will quickly dry up. Be sure you are also giving as much as your network is giving to you. Remember, what comes around goes around.
Now, you are ready to begin using these networking strategies to market your business. As you market your business, you will need to have developed the basic marketing tools (i.e. brand, 30 second commercial, business cards, etc.)
Personally, I’ve found that once someone hears your name at least twice they will contact you for a potential consulting opportunity. Now, how you get them to hear your name twice depends on what works best for you. Some marketing opportunities that have worked for me include:
1) Volunteering
At a minimum, you need to participate in local and national organizations like professional associations, chamber of commerce, or non-profit boards. But, more importantly you need to get involved with them.
Just showing up for a meeting will have very little return unless you come early and stay later to network as mentioned above. Plus, you take it one step further by volunteering. This helps people to get to know you and actually see you “at work” demonstrating your professionalism, expertise, and/or dedication. Networking will become easy when folks start coming to you for advice and tips at meetings and over the phone. More importantly, they will begin to recognize your name!
2) Writing
Writing provides an opportunity to demonstrate your expertise, establish credibility, and gain visibility. There are many writing opportunities including articles, white papers, or even publishing a book
To begin writing, you need to brainstorm the topics or issues that you are confident you can discuss as an expert and then develop a draft outline. Before you begin writing, you need to do your homework by researching the topic. Find out what is already written on the issue so you avoid duplication as well as identify resources to reference. Remember, readers like to read information not advertisements so be sure your writing is informative.
Once you have one sample writing, you need to decide who is your ultimate target audience and where you can reach a large group of individuals in that target audience. Consider the newsletter or publication for professional associations, business organizations, or even your local or national newspaper. Plus, don’t forget online options as well including your own website.
Using the steps we discussed earlier, begin networking with your target groups to market your writings in their publications. And, be sure every writing includes a tagline: your name, company name, telephone number, email address, and website. Plus, don’t forget, once you are published, market it! Be sure to include copies of your publications in your promotional materials and on your website.
3) Speaking
Speaking also demonstrates your expertise and establishes both credibility and visibility. As with writing, you need to determine the topics or issues that you are confident you can discuss as an expert, who is your target audience, and where can you reach a large group of individuals in that target audience.
To market your presentation, you need to develop a summary paragraph, outline, and reasons why someone would want to hear what you have to say. Then, you can begin marketing, or should I say networking, with the target groups following the steps we discussed earlier.
One great way to market your presentation is to host your own event at a nominal or no fee to participants. Be sure to invite individuals from the organizations that you would like to ultimately present to. Once folks see you in action, they are more likely to have you present at their organizations or hire you for future related work. Also, be sure to record your presentations both audio and video to market as well as use in proposals for future presentations. Presenting is a lot of work, but you will definitely gain name recognition.
4) Website and online networks
Technology continues to provide us with many opportunities to network both locally and worldwide through online networking and websites.
There are a number of bulletin boards and listservs on any and every topic. They too provide you an opportunity to give away a little while establishing your reputation, credibility and expertise. You may not instantly see folks flock to you for service but they will begin to recognize your name and will remember you when they have a need in the future.
Plus, with technology has also come the increased need and use of a website. You can use your website as a tool to refer folks to, market your upcoming presentations, publish your written materials, and provide nuggets of free information. What you provide and how well you present it will help market your name and expertise.
5) Newsletters
If you combine your article writing and website, you can create a regular newsletter that is distributed via regular mail or email (ezine) and published on your website. This is another excellent way to keep in touch with your network, market your expertise, and establish your credibility.
To create a list of recipients, ask your network (including current clients) who would like to receive the newsletter and what topics would they be interested in hearing. Your list may start small but it will rapidly grow as the value of your articles is demonstrated. Folks will forward your newsletter to others who will also request to be added to your list. Plus, you can add an option for individuals to register for your newsletter on your website.
Whether your newsletter is distributed daily, weekly, monthly, or quarterly, you will be providing a free resource of information to your network that will help others begin to resonate with your name and expertise as one.
6) Referrals
One of the most powerful marketing opportunities is referrals. Whether your referrals come from clients, partners or affiliates, or even word of mouth, you will quickly find these are the leads that turn into clients the fastest.
Developing referrals takes time and demonstrated expertise. By providing quality work to your clients, they will become a great resource for future clients. Be sure to obtain testimonials from them to include in your marketing materials (i.e. brochure, newsletter, website).
Also, with referrals, it is import to remember who refers work to you. Be sure you are reciprocating, thanking them, or even rewarding them so they will continue to remember you.
Back to my rule of two, folks need to hear your name twice before they call you. So, by combining the marketing strategies mentioned above, you would be creating that name (twice or more) recognition in the marketplace. Plus, most of these strategies will only cost you some time. But, they will all demonstrate your credibility and reputation to help you build a network for today and tomorrow. There are also many other paid marketing options including sponsorship at a tradeshow, conference, meeting, or event; promotional mailings; advertisements on websites or in related journals; or joining affiliation programs that will send you leads or market your business for you.
Bottom-line, networking and marketing can take place anytime and anywhere. Both require you to give and receive expertise or information. By effectively networking, you and your consulting business will absolutely reap the benefits both now and in the future.
Networking The Key to Successful Marketing - To learn more about this author, visit Robin Throckmorton's Website.
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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