Networking: Developing a Balanced Strategy

Something happened a few weeks ago that really got me thinking about the importance of networking, and more importantly, developing a solid strategy for it. I was at an event, and I was introduced to a group of college students from a local design school. I talked with them for a while, and before I left, I gave them each my business card. In design, like many fields, connections are crucial. The people you meet today can open a door for a job or project tomorrow. By giving them my card, I was offering myself as a connection and resource--knowing they will eventually graduate with the goal of finding a job.

After I left, I thought to myself whether I'd hear from any of those students. Unfortunately, I doubted it, and so far I've been correct in my assumption. This really made me think. What happened to the traditional rules of networking--to following up after a meeting, sticking your foot in the door, and creating a memorable connection? Are these rules obsolete in a society whose natural, everyday forms of communication, connecting, and maintaining relationships are online?

I don't think so. I think they're
more important than ever.

We talk with our clients about the importance of developing a solid strategy for marketing their businesses--both online and off. The same applies for marketing ourselves as individuals. Whether you're a student about to embark into the professional world, a professional looking for new business, or a seasoned business veteran, we each need a strong, balanced strategy for networking.

So, how do we strike a balance between online and in-person networking to create a well-rounded approach? The key is to realize that there's an appropriate place for both, and one or the other will be a better fit in certain instances. You can't discount the value of a face-to-face meeting when it comes to making a first impression, forming a new partnership, or presenting a new idea. Conversely, your online social networking is great for staying top of mind, staying in touch, or even for generating leads.

There's a lot of chaos in the online world these days, and it's important and necessary to separate yourself with more personal, memorable connections. Talking in-person or even over the phone can be necessary to stand out. Successful networkers have found a balance of both--utilizing the tools available online for convenience, speed, and efficiency but relying on personal, in-person contacts in those cases where an impression must be made.

Unsure where to start on either front? Here are a few tips for standing out both online and in-person:

In-person networking:
Aim for real connections. Form real, memorable connections by remembering details from past conversations and meetings.

Mind your P's and Q's. Always ere on the side of etiquette and politeness. You only get one first impression, so use it wisely.

Remember that it's a small world. Don't talk poorly about your colleagues or company. It only reflects poorly on you.

Be prompt with your actions. If information is exchanged, don't wait too long to respond with a "nice to meet you" email or phone call.

Be proactive. Unless it's specifically discussed, always aim to make the first contact after meeting someone new.

Online presence:
Carefully select your outlets. Online networking can take off quickly, so choose your tools and determine your strategy in advance.

Be proactive with your online presence. Stay top of mind with someone by following them on Twitter, commenting on their blog articles, etc.

Audit your content daily. Make sure your content is appropriate and relevant to your personal and professional image and goals you're trying to achieve.

Be dependable. Online networking tools are most effective when you actively maintain, respond, and post fresh content.

Use online tools to your advantage. Online tools are great for finding new connections and can provide an excellent transition to an in-person meeting.

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5 Social Media Tips for Professional Services Branding.

What's the number one branding question we've been hearing from our professional services clients these days? "Should our firm be using Social Media?" Any guesses what my answer is?

"Nope." That's right, nope.

5 Ways to Enhance Professional Expertise with Social Media.

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Not unless you have a strategy for how to make it work.

In reality, Social Media can greatly support your efforts to brand your professional services firm as thought leaders and experts in your field. So what are we recommending to our clients who are committed to making Social Media a part of their branding and marketing mix? If you're operating a legal, accounting, consulting, architecture or engineering firm, you may want to read on.

1. Develop a Social Media strategy.
When considering Social Media, first devise a plan. As marketing goes, it can seem easy and inexpensive, but it requires planning, time and energy to implement well. Your biggest cost is the time of the people who are managing your Social Media.

You'll need some goals to think through which strategies make the most sense. Do you have a sales goal? Database growth? Hopes for PR or public speaking? You'll need a solid strategy to get there.

2. Understand how Social Media is unique.
It's not like advertising or even in-person networking. It’s a two-way conversation that allows and even encourages others to take part in the discussion. It can reveal a level of authenticity (or lack of) in your brand. And you'll want to understand the SEO implications of Social Media as well. In some sense, it's like word of mouth marketing that everyone can see and comment on.

3. Demonstrate thought leadership.
As I mentioned earlier, Social Media is a great opportunity to build on your brand's reputation as thought leaders or establish a unique positioning for your firm. It's a matter of sticking to what you know, taking a unique point of view, and asking for feedback.

Compelling thought leadership can also attract top talent to your firm.

4. Use the right tools.
Not every social medium is right for every business. It all goes back to the strategy - who are you trying to reach, why, and what do they want to hear?

LinkedIn, Twitter, and even Facebook Fan Pages may be good fits for most businesses, but for deeper content sharing, consider blogging, compelling videos, or even taking an active role on other industry blogs.

Meanwhile, don't forget to incorporate your social links into your other more traditional branding efforts - website, business cards, and email signatures.

5. Social Media is not the end game.
Thought leadership, in the end, is only one strategy to build your brand. If you're selling legal advice, it may be a great strategy. If you sell cardboard, it may not be. Consider your audience, and develop the right social media strategy for your brand.

Social Media isn't going away anytime soon, so before you jump in, be sure to spend time thinking through your strategy. It can be a great avenue for professional services firms to brand themselves as thought leaders.

Who are the thought leaders in your industry, and how do they use Social Media? Please share your thoughts:

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Designing an Achievable Goal

It's just like I told one of our designers on Friday as we walked out to our cars, "One week down, 51 weeks to go."

What are you going to do with the next 51 weeks? Are some of your New Year's Resolutions already a little out of focus? What were those again? Eat healthier. Exercise more. Make more money. Sound familiar?

Last year, one of my clients said, "If you want something different, you have to do something different."

This year do one thing different.

Look at your list of resolutions and goals for 2010. (I'm assuming you have written them down? If not, do that first.) A long list can be intimidating. Circle the one big goal that will be the biggest game changer for you in 2010. Which goal would most impact your ability to live a healthier life, or most significantly change the way you do business? Next to that goal, write down why it's important. Maybe you really can achieve that, but so what? What's going to change?

Maybe your big goal is a business or marketing goal? Launch that new service package. Redesign your website to drum up more leads. Reposition your company. Leverage social media. Or simply create a real marketing plan in 2010.

Anyone who's been through a goal-setting workshop is probably familiar with the concept that to be achieved, goals first need to be S.M.A.R.T.

S - Specific
M - Measurable
A - Actionable
R - Realistic
T - Time-bound

That's a great starting point, but my guess is 99% of your goals last year were "S.M.A.R.T." and you still failed to achieve most of them. Why is that?

This year, do one thing different. Choose that single, most impactful goal and tell everyone about it. You may even try creating fun, positive and negative consequences for your performance. "If I do X on time, I'll reward myself with a new laptop. And if I don't do X, I'll owe my whole office a steak dinner." What would your rewards or consequences be?

Or try another approach. Condense your goal down to one word, print it out and post it on your wall, your desk, or your bathroom mirror. Focus on your one thing.

This year, my one big goal is to write a book. I've been talking about it for years. This year I'm actually going to get it done. Here's why. First, having a book will be a great asset for our business. And second, I made a deal with a friend of mine who is also "writing a book." We agreed that we would hold each other accountable to have a complete first draft of our books finished by July 1, 2010. He recommended that if it wasn't a short-term goal (in this case, six months) we'd put if off until the end of the year. But since July is already near, we have no choice but to get going.

In addition to being able to push one another towards this goal, we've also created some really ridiculous consequences for not achieving our goals (I won't give too much away, but the bet involves getting a tattoo and teaching a class in drag). So far, I already have one chapter written. That's one chapter more than I wrote in the past few years. All in all, not a bad start.

Think about your one big goal.

How are you going to get there?

Share your thoughts:

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