Networking – The Key Element to Building a Brand

As we start getting into heavy duty marketing, you’re going to hear about all kinds of different marketing techniques that the big boys use. Examples are search engine marketing, direct mail marketing and referral marketing. All of these types have their place, but there is one that beats them all – hands down. It’s having a strong network.

There are all kinds of different names for a network… You might consider them your personal network or your professional network. Bloggers think of their readers as people in their network. Email marketers align the people on their lists to be in their network. The common glue, though, is trust. If people don’t have trust in you – they won’t be in your network for long!

Now, notice I didn’t say it’s ‘network marketing!’ The reason I didn’t is really very simple. Your network is finicky!

The Intricacies of a Network

Building a strong network is one of those things that takes years of dedication and practice. It isn’t like you can go buy a list of addresses or emails, and those people are suddenly in your network. These people have to know who you are, what you stand for, and what you think. It’s a bit different from dropping business cards because the network relationship is driven by personal interaction.

With that said, you need to be sure that what you are marketing is something you truly believe in. For instance, if Darren Rowse doesn’t do much private ad sponsorship on Problogger because he doesn’t believe in a lot of the products out there (as he said on Twitter a couple weeks ago). Darren respects his readers and knows that if he promotes a shoddy ebook or service, they will get away quicker than Lebron James in the open floor.

Tips for Building a Network

Every time you hear talk about building professional networks, it’s tied closely to networking events and social groups. These events are all fine and good, but they often leave a bit to be desired. You are stuck in a room with an alcoholic beverage in one hand and business cards in the other. The people you talk to are often distracted, looking for the next networking victim in their queue.

Here are some ideas to get your network growing:

• Personally, I am a huge fan of one or two people dinners. I might tell a friend to bring a business buddy to eat or for a beer. Someone we can both benefit from knowing.
• Go on sales calls with other friends with businesses (freelancing or otherwise).
• Get in good with ESTABLISHED consultants and accountants in your area. The reason? They have a good list of clients.
• Find friends to make introductions for you – and research the client before you meet them!
• Send emails to people you want to meet or that you like (bloggers in particular).
• Get good with Twitter!

Building professional networks is something that we are going to dedicate a post series on pretty soon because it does get so in depth. There are whole books written about it – one of my favorite being “Never Eat Alone.”

Stay in Touch

After going to all the trouble of getting in front of people, you would be amazed at how often people just let the ‘lead’ go untouched. They don’t have any follow-up contact with the person they just met. Why waste the time in the first place?

• After you meet someone, get their information - I always get a business card or their name, phone number, and email address.
• Put the card ON TOP of your keyboard at the end of the day – This way, when you walk into your office in the morning, you are reminded that you need to get in touch with your new contact.
• Add them to your contact list - Add them to your Outlook contact list, or database, or CRM application. Make sure you keep their information.
• Send them an email within 24 hours - This is imperative. Within one day send them an email saying you enjoyed meeting them, and include something you talked about during the conversation.
• Set your Outlook reminder for 1 week and 1 month – Make sure you stay top of mind with your new buddy by emailing them again in one week and one month.

Lead with your Brand

At all times in the above interactions, you want to be leading with your brand. That might be wearing a logo’d polo shirt or having a signature in your emails. My point is to make sure that your new contact knows that you are representing a business. That way, when you turn around to market, they aren’t surprised.

For example, I do in-house web consulting at a printing company in my area. When I meet someone that might be of benefit to my company, I always give them a business card and follow up with a lunch invitation. I absolutely do not want them thinking that I work for a printing company. I want them to know that we are in Internet marketing and all that stuff. Plus it gives me a chance to sit down and learn about their business!

Building your Business

As you build your network through meetings, follow-ups, dinner invitations, and networking events – you will start to see one thing in common. Everyone is there for the same thing. They all show up to grow their businesses and to be successful.

Networks are so powerful because they start to share clients, both existing and potential. In my situation, if someone needs web design or internet marketing, my network calls me. If I hear of someone who needs a financial planner, I call my friend down the road.

The end result is a business that runs well with almost no advertising budget and no headaches. Why no headaches? Because an added bonus of a network is that they screen clients for you!

How do you like to meet people for your professional network? At a conference? Through social networking? Let us know!