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Networking: The Key to Successful Marketing
by Robin Throckmorton, M.A., SPHR

Nearly every marketing opportunity requires strong networking skills to be successful. However, even the word networking can be intimidating. But, do we understand the value that can be gained by networking? Do we always do the appropriate preparation prior to and following a networking event? Let’s discuss networking in more detail and how we can tie it into marketing for success.

Believe it or not, Webster’s Dictionary defines networking as "The act or process of informally sharing information or support, especially among members of a professional group." To expand on this, networking is who you know and more importantly who knows you!!!

Most of us are so busy that we feel we don’t have time to network. But why should you network:

1. To gain and/or share expertise or information
2. To increase exposure for company and/or yourself
3. To develop contacts for future use or clients
4. To practice communications / presentation skills

1. Brainstorm what YOU know
   What is your expertise? Think about the purpose of your business and what others compliment you on. You may even want to write it down and review it later for an ego boost before the next networking opportunity.

2. Identify who you know
   Consider any affiliations you may have that could help you - a human resources association, previous co-worker, past or current client, or even a neighbor.

3. Identify what you need
   Remember, a successful networking opportunity doesn’t necessarily always result in a return or client today but rather leads to other networking opportunities and future clients.

4. Identify how you will get it
   What is going to be the best avenue for you to get what you need? Is it going to be by going to the next association meeting? Sending a correspondence via email or mail to your network? Directly calling select contacts? Or taking advantage of the multitudes of marketing opportunities that exist (we’ll discuss these shortly).

5. Do it
   This is the step that is often skipped. For example, many individuals join groups or attend meetings to grow their network – But, they show up late and leave early never actually networking.

   Remember networking isn’t "selling" - It is "sharing". As sales guru Zig Ziglar said, "The more you help others get what they want, the more you get of what you want." At your next networking opportunity, try breaking the ice using your 30 second commercial followed by a lot of listening to learn about the other person and how you can give or help them.

6. Take notes
   This means immediately writing on the back of the individual’s business card any or all of the following:
   • a description of the person;
   • notes about the conversation;
   • what you can follow-up with them about; and
   • information that may be of interest to them at a later date
7. Follow-up
   No matter what, always follow-up. You should even follow-up if it is just to say thank you for the opportunity to talk at the meeting. You never know when that individual you just met may become a client tomorrow or refer you to someone else.

8. Track results
   Develop a system to help you track your network. Some folks track their network in a Rolodex or business card holder. Personally, I use Outlook and synchronize it with my Palm so I always have the information no matter where I am. However you choose to track the information, be sure your system helps you find: a person, contact information, how you know the person, when you last spoke to them, etc.

9. Reciprocate
   Don’t always be on the receiving end or your network will quickly dry up. Be sure you are also giving as much as your network is giving to you. Remember, what comes around goes around.

Personally, I’ve found that once someone hears your name at least twice they will contact you for a potential consulting opportunity. Now, how you get them to hear your name twice depends on what works best for you. Some marketing opportunities that have worked for me include:

1. Volunteering
   At a minimum, you need to participate in local and national organizations like professional associations, chamber of commerce, or non-profit boards. But, more importantly you need to get involved with them.

   Just showing up for a meeting will have very little return unless you come early and stay later to network as mentioned above. Plus, you take it one step further by volunteering. This helps people to get to know you and actually see you “at work” demonstrating your professionalism, expertise, and/or dedication. Networking will become easy when folks start coming to you for advice and tips at meetings and over the phone. More importantly, they will begin to recognize your name!

2. Writing
   Writing provides an opportunity to demonstrate your expertise, establish credibility, and gain visibility. There are many writing opportunities including articles, white papers, or even publishing a book (see the article “Deciding Whether to Publish” on the SHRM Consultants Forum website at: http://www.shrm.org/consultants/links/publish.asp).

   To begin writing, you need to brainstorm the topics or issues that you are confident you can discuss as an expert and then develop a draft outline. Before you begin writing, you need to do your homework by researching the topic. Find out what is already written on the issue so you avoid duplication as well as identify resources to reference. Remember, readers like to read information not advertisements so be sure your writing is informative.

   Once you have one sample writing, you need to decide who is your ultimate target audience and where you can reach a large group of individuals in that target audience. Consider the newsletter or publication for professional associations, business organizations, or even your local or national newspaper. Plus, don’t forget online options as well including your own website.

   Using the steps we discussed earlier, begin networking with your target groups to market your writings in their publications. And, be sure every writing includes a tagline: your name, company name, telephone number, email address, and website. Plus, don’t forget, once you are published, market it! Be sure to include copies of your publications in your promotional materials and on your website.

3. Speaking
   Speaking also demonstrates your expertise and establishes both credibility and visibility. As with writing, you need to determine the topics or issues that you are confident you can discuss as an expert, who is your target audience, and where can you reach a large group of individuals in that target audience.

   To market your presentation, you need to develop a summary paragraph, outline, and reasons why someone would want to hear what you have to say. Then, you can begin marketing, or should I say networking, with the target groups following the steps we discussed earlier.

   One great way to market your presentation is to host your own event at a nominal or no fee to participants. Be sure to invite individuals from the organizations that you would like to ultimately present to. Once folks see you in action, they are more likely to have you present at their organizations or hire you for future related work. Also, be sure to record your presentations both audio and video to market as well as use in proposals for future presentations. Presenting is a lot of work, but you will definitely gain name recognition.

4. Website and online networks
   Technology continues to provide us with many opportunities to network both locally and worldwide through online networking and websites.

   There are a number of bulletin boards and listservs on any and every topic. They too provide you an opportunity to give away a little while establishing your reputation, credibility and expertise. You may not instantly see folks flock to you for service but they will begin to recognize your name and will remember you when they have a need in the future.

   Plus, with technology has also come the increased need and use of a website. In a previous article on the SHRM Consultants Forum on December 2, 2002 titled “Evolution of Your Website” http://www.shrm.org/consultants/links/evolution.asp, we discussed the basics of developing a website and will be sharing more information later on marketing your website. You can use your website as a tool to refer folks to, market your upcoming presentations, publish your written materials, and provide nuggets of free information. What you provide and how well you present it will help market your name and expertise.

5. Newsletters
   If you combine your article writing and website, you can create a regular newsletter that is distributed via regular mail or email (ezine) and published on your website. This is another excellent way to keep in touch with your network, market your expertise, and establish your credibility.

   To create a list of recipients, ask your network (including current clients) who would like to receive the newsletter and what topics would they be interested in hearing. Your list may start small but it will rapidly grow as the value of your articles is demonstrated. Folks will forward your newsletter to others who will also request to be added to your list. Plus, you can add an option for individuals to register for your newsletter on your website.

   Whether your newsletter is distributed daily, weekly, monthly, or quarterly, you will be providing a free resource of information to your network that will help others begin to resonate with your name and expertise as one.

6. Referrals
   One of the most powerful marketing opportunities is referrals. Whether your referrals come from clients, partners or affiliates, or even word of mouth, you will quickly find these are the leads that turn into clients the fastest.

   Developing referrals takes time and demonstrated expertise. By providing quality work to your clients, they will become a great resource for future clients. Be sure to obtain testimonials from them to include in your marketing materials (i.e. brochure, newsletter, website).

   Also, with referrals, it is import to remember who refers work to you. Be sure you are reciprocating, thanking them, or even rewarding them so they will continue to remember you.

Bottom-line, networking and marketing can take place anytime and anywhere. Both require you to give and receive expertise or information. By effectively networking, you and your consulting business will absolutely reap the benefits both now and in the future. Thanks to Robin Throckmorton, M.A., SPHR for contributing this article. Robin is Senior Consultant at Strategic Human Resources, Inc. ( http://www.StrategicHRinc.com) and a partner of e-HResources.com in Cincinnati, Ohio and can be contacted at Robin@StrategicHRinc.com.

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