Ep 82. Why we need networks and connections as part of our comms

Networking and expanding your networks is a great way to bring in new business if you’re in B2B. Whether you’re a freelancer or working for another business, introducing your company and connecting with like-minded people can bring in opportunities.

I am always surprised at the number of events people go to where they spend most of the time with people they know. There are several reasons why this is a bad idea if you want to extend your network.

Plus, I am always amazed at how much better I feel from making an effort to meet new people, over the prospect of not having to! This is always a dilemma if you’re not an extrovert. It’s surprising the number of opportunities that arise just by talking to people about your business or the business you are in.

The important thing is to have a bit of a plan. So today I am talking about how to increase your networks to bring in new business and also increase awareness of your brand, product, or service.

Let’s dive in!

Links mentioned in today’s episode

Build Your Own Brand Fans – my simple guide to building strategic relationships for business: https://mailchi.mp/henbe.co.uk/iwktvyr6cb

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Full Transcript (unedited)

The important thing is to have a bit of a plan. So today I am talking about how to increase your networks to bring in new business and also increase awareness of your brand, product, or service.

Let’s dive in!

Let’s face it, the prospect of hanging out with people that you don’t know isn’t great, is it? But there are some ways to make this easier and less confrontational than handing out business cards, cold calling, or sliding into someone’s DMs.

The important thing is to have a bit of a plan.

You may already have a programme of activities for your business and that’s a good place to start. Who would be good to connect with to align this? Are there people in your industry that you could do with getting close to (I’m talking close enough to air drop) to benefit your business? The answer is likely yes.

If you are going to an event or social gathering, be prepared to answer questions about your business or the business you are in. Often people will love learning about you, so don’t be afraid to talk about yourself and your business.

So how can your product or service help the people you want to connect with? Think about five things that could strike a chord with the people you want in your network. But don’t be dull.

I have found the best and deepest connections are where I’ve connected on a personal level, something that interests me like swimming, films … TV programmes, kids or even dogs. People do business with other people, so if it’s all work talk then that’s duller than dishwater, and people will not remember you.

If you talk about how you once DJ’d in Cyprus… they may well remember you – but that’s another story.

Partnerships are another great way you can reach a wider audience. I started a regular webinar with two other comms people and we’ve got totally different networks so it’s been useful to get more follows and messages from people that want to connect because they’ve seen my profile and want to get to know me.

Here are some ideas to get started for individual relationships or for more strategic ones;

Firstly, for individual relationships, instead of waiting for serendipity to bring new people to you, put an hour on your calendar each week specifically focused on expanding your network. I have found this really works.

Ask a friend who the most interesting person they know is and go meet them.

Email a blog author whose content you love with a specific comment or question about his or her work.

Reconnect with an old colleague whose work you always admired.

Sometimes these conversations will lead nowhere, but many will generate new ideas, connections, and creativity, plus you will be top of mind for any news business leads, so it’s worth the break in the action from your usual busy day.

Secondly, if you want to make strategic networks, this is also a good way to build brand awareness for your business. Much like partnerships, they will be beneficial for both parties.

For this, you need to align your goals and make a list of the people you need to enable you to do this.

Here are 5 simple steps to building strategic relationships;

Step 1: Think about who you could ask

Where do you find people who are going to promote your business for you? You might know some already, so start there.

Step 2: Categorise the people on your list

You want to start making this more manageable. Group the people on your list together by what they have in common.

Step 3: Prioritise the people on each of your category lists

You want to put the people in your sub-categories into four buckets:

Who do you know really well?
Who do you have a connection with but need to build a relationship with?
Who do you know of, perhaps a friend of a friend, that you’ve never talked to?
Anyone else? These could be key people you have no direct connection with, like a government minister.

Step 4. Think about how you are going to build relationships

Depending on what bucket they’re in, this could be completely different for each type of person. Where are they hanging out? Where will you find them? Can you pick up the phone and talk to them? Is it a meeting? Are they going to be at your next industry event? etc.

Step 5: Plan what you will say to them

How can your product or service help the people you want to connect with? What’s your USP? Maybe you make something that no one else does. Maybe you make it in a different way. What is it about your product or service that can help advocate that brand? And remember, people do business with people, so be approachable and interesting if you want to make a lasting impression!

If you want to know exactly what you need to say and do to reach your customers, including brand advocates, then talk to me about developing your comms strategy.