NETWORKING TO SUCCESS

Using the new business model

Your are probably familiar with some of the older networking standards like lead sharing groups, co-op advertising and general public relations with broadcast media. We suggest keeping these tools and adding additional efforts aligned with the changes in Web 2.0 technologies.

Your new networking strategies in your new marketing plan will include:

  • Local lead generation groups
  • Social community groups like Rotary Club, Chamber of Commerce, etc.
  • Facebook, MySpace, LinkedIn, and other web based social media
  • Industry specific trade associations
  • Active courtship of local media

We are interested in this associations so that we become "the" source for our industry within our market. Other than lead generation groups, these associations will not generally include overt selling. A motive appearing intently self serving can often get you banned, excluded or even harassed. Be straightforward - exchanging ideas honestly.

Your social media accounts will (or at least should) be different than any personal accounts you have set up with web based groups. With our social accounts separate, no one will misunderstand the reason for the business account. Remember that this particular account represents your business - and your behavior will paint your business accordingly. Unless you are in a unique industry, keep your "rock star" antics within your personal account.

NETWORKING

You will come across a term called "long tail" when studying network marketing. The phrase is similar to leaving "breadcrumbs" directing people to your company.

A long tail means that your company can be found in many diverse locations. all of them pointing back at you.

The effectiveness and affordability of web based marketing opportunities has diminished the need (and possibly effectiveness) of mainstream advertising. It may not completely replace traditional advertising for all industries, but for small businesses, it may be the most efficient.

Lead Generation Groups

If your market is local and driven by referrals within the community, you should belong to one of these associations. They are most traditional for business to business (B2B) sales - but can be effective for business to consumers, as well.

Community Based Groups

Generally charitable associations, but can include business related networking, like the Chamber of Commerce. Like all of these networking opportunities, get to know the group's membership and "code of conduct" (both written and unofficial) before getting overly vocal. Let natural assimilation occur. Be participatory, but avoid any hard selling of your company in the early stages.

Web based Social Environments

MySpace and Facebook were not originally set up for business. Of late, they have become more accepting of commercial enterprises. Even the communities that track and participate in these online outlets have grown familiar with business purposes.

Conversely, LinkedIn, Squidoo, and the other destinations were purposefully built for business networking. They represent great opportunity for commercial entities to post descriptions of their businesses. Enterprises find the sites useful in telling company stories, highlighting services and emphasizing a Company's culture and attitude.

In using these services, remember to remain true to your brand, voice and persona. View other companies on these sites that have similar markets as yours. You may find that similar companies maintain strict business attitudes or have a more relaxed feel. Feel free to "soften" your voice somewhat for sites that have a more personalized community - but don't go overboard. You still want to be addressing your targets - and not just this particular online culture.

Trade Groups

Many trade groups and associations have communities that are important for you to belong to. The communities may be focused on a specific challenge within your industry - or can be more generically targeted. Belonging to these groups can imply strength and legitimacy to your customers. Spend some time educating your markets as to why your company belongs to a particular association and the benefits to them (your market). Promote the "exclusiveness" or hurdles required to belong.

Beyond PR - Media networking

Public relations is too often considered useful only when launching a new product, announcing a new promotion or hire, or controlling recent bad press. Your company should be using this resource more effectively.

In our age of diminishing resources for traditional media (newsprint, radio and television) including the decreased staffing required to stay profitable - media outlets welcome help in conceiving story material. While ethically they don't want to become solely hired mouthpieces for business and commerce, they will welcome your suggestions and input and consider your company a ready source for background.

Make sure you regularily invite reporters to events you host. Provide timely background material about the event and thank them when the material is used. Keep self promotion to a minimum. Promote the benefits to community, recipients and ideals, instead. Direct the reporter to other resources related to the event. And point out any national tie-ins addressing the same topic.

Your company will benefit when media recognizes you as a reliable, and available expert within an industry.