An Aside About Networking
I built my original graphic design and marketing business through networking, before modern social media. I’m doing it again, and here’s how it’s different. Then: fewer interactions in-person, but easier to connect and gauge response. Now: more opportunities, but greater competition for attention, with less feedback.
Picture it, Toronto, 2002
I’m in Betty’s on King St E in the middle of the afternoon, thinking, “How can I find more work?” I realized clients weren’t going to find me there by accident, so I searched for local events and found CAWEE – a great introduction to relationship networking. I got and gave some direct business. However, the greater value was dozens of long-term relationships that led to many referrals in both directions, building success that often can’t be traced.
I enjoyed networking so much that I soon started co-running a local group… because I’m like that. I really felt like I found myself there and let my true extrovert nature shine, while paying attention to response. I’m a natural relationship-builder and fascinated by other people’s businesses. All that made sales easy.
20+ Years Later Everything Changed
I decided to change what I was doing and focus on writing. I thought, ‘Can I really do that again?’ I reconnected with my network. I found not just encouragement and support, but also the same people who had helped me before and whom I had helped, were eager to do so again. They had faith in my abilities in my new vocation, based on the relationships and reputation I had built as a marketer over the years.
It is definitely much easier with the prolific use of social media. I can look through contacts, see what they are up to and reach out in a meaningful way. I can interact with their content and message them directly to set up a coffee date, whether in person or virtually (a pandemic-positive that saves us all a lot of travel time).
More People, More Noise
A key difference is that, because of platforms like LinkedIn, we are connecting with many more people daily. IMO, the best relationship-building comes from one-on-one contact. However, we have more ways to connect with many at once by posting original articles and videos, sharing other people’s content with our opinions attached, etc. This interaction might add up to selling expertise or simply remind people we exist.
The challenge is that we have to post a LOT to have any hope of being seen by potential and existing contacts. But we don’t get timely or clear feedback on how it’s received. You want to be selective and genuine:
Choose items to share where you can make an intelligent observation.
Comment on a post that allows you to demonstrate your knowledge.
Create strategic, original and purposeful content.
Mix in purely social interactions.
So where does it all come from?
Some days, I think, “I’ll just putter around being social on LinkedIn,” but my feed is full of ads. So I’ll search for specific people or write something myself. I have several blog posts on my site, since I wanted to be kitted out with the very tools I say I can create for others. Having your own content is very useful. You can easily share the same blog post multiple times using a different intro, like one of your three supporting points for each social share. It’s not that likely the same people would see all three. Even if they did, you are making different points. A couple of blog posts a month can easily provide you with half a dozen social posts focusing on one tidbit each to really get it across.
In-person Events Are Making a Comeback
Back to good old-fashioned, one-on-one networking... You’d be surprised how easy it is to bring up a blog post you’ve written in conversation, thereby generating a reason to get in touch after. “I just wrote an article about this very thing. I could send it to you.”
Sharing a blog post by email after is a great way to follow up: “As promised, here’s that article I mentioned when we were chatting at the CAWEE event. It was great meeting you.” And follow-up is key to building long-lasting relationships.