EPISODE 46 OF THE MARKETING SOLUTIONS PODCAST: PRACTICAL WAYS TO NETWORK

Sonya McIntyre-Reid:

Hello everyone. I had a guest on the podcast recently, Freya from Realm Advocates. You can go back and check out our episode. And she really spoke passionately about how networking has helped her grow her service-based business.  , when I hear that word, I want to run for the hills. I'm talking about that networking word. I am an absolute introvert. I've been told before that I'm intimidating, but I really think it's because a lot of the time I walk into a room and want to draw as little attention to myself as possible. I'm so shy it's sometimes painful. But then I reflected and realized that really I grew my business in the early days through networking, too. It got me thinking. No one actually ever tells you step-by-step on what to do when networking. I've sat down to reflect on this. And yes, this episode is a bit of a word vomit session.

            I really do hope you find it helpful and can grab some ideas and tailor them to you, depending on your personality and strengths. As I'm sure you've heard me say a billion times before, there is no one-size-fits-all solution for anything in life and that especially applies to your marketing. All right. So, my first thought around networking is probably not the most conventional starting point, and that is your direct competitors, but you'd be surprised at how much value there can be in teaming up with your competition. So, there's an emerging shift in service-based industries from being quite competitive and territorial about clients, to supporting each other, sharing resources, helping each other out. The whole, There's Enough for Everyone Movement. So for me, I'm from a country town over Wodonga, and I have been back here during the time of corona, and the example that comes to mind for me is of hairdressers in Aubrey.

            So, Melissa from Hopper Hair, for example, gets education from Leah at Boudoir. And once they were fully booked out, they refer to the other, they're direct competitors, but they support each other. And it's not like Aubrey has a massive, massive market either. So, my point here is make friends with your direct competitors. And if there's not the culture of mutual support in your industry, be the one that starts to drive it. And I will note here, just going off my notes, that for me, when I first started out, I did so many courses from other marketers and marketing agencies. And a lot of them did the same thing with me. I'd learnt their methodology, I would then use it for my clients. And once they were fully booked out, they would often refer business to me as well. So, I think that's something important to keep in mind.

            I think a lot of the time, and I see it myself, people sign up for my freebies that I know are the marketers, but they're using non-business email addresses. I don't ever have any problem with other marketers consuming my content, because I know that what might be a good fit for a client for me, might not be a good fit for them and vice versa. And there's the potential there to build up a network and refer to each other. So, the second thought that came to mind was actually complimentary businesses. So, they're always going to be businesses in your periphery that don't do what you do, but can add value to a product and service in some way. This could be other locals in your area, startups who are getting off the ground concurrently to you, or even distant school contacts who have developed something compatible to your brand.

            Could you team up with another small business owner or small group to create a mastermind, based on having similar goals? Working in a partnership with different businesses through running a special offer or competition can also broaden your scope with new clients. You could also look towards setting up a referral program with a smooth collaborations tactic, can be a sure-fire win-win and is a really easy way to broaden your network and get more clients and referrals. Podcast, and guest blog spots are a great way, especially if you are operating in a space where you can service clients or customers all over Australia, or all over the world.

            You can gain so much by switching things up and putting yourself out there as the face, or voice of your brand. Here's how you can get a foot in the door. I recommend finding five podcasts you think you might like to be a guest on, spend some time crafting a really great email that shows you know the program, you understand their audience and outline how you can provide value to that audience. Between scheduled planning and changes and guest cancellations there's every likelihood a spot might free up if you're in their inbox at the right time. And guys, this goes for me too, I am constantly wanting guests for the podcast, or wanting to appear on other people's podcasts. So, it sounds like something that you want to explore further, shoot me through an email.

            Virtual events is a great one. So, while networking at events might look significantly, here's your word Sonya, different these days. That doesn't mean there aren't still opportunities to put yourself out there. A quick search online, will pull up many virtual business and networking events with the added bonus of being able to attend from the comfort of your home, with a glass of wine and you tracky pants on. If nothing quite fits the bill, then hey, why not coordinate an event of your own. So I'll give you one of our clients as an example. She has done a lot of live free trainings with guests. So, she sells some products in her business, and she's actually got the founders of those businesses' products that she's selling on to do different live events. And they've been a massive hit. It's had a win-win effect where she's been able to sell a lot more product. She looks like the authority in her space and for the guest, it means that they again are selling more products and also have a much wider network and audience that they're reaching as well.

            Reaching out through Instagram DMs. So, this might feel like a little bit of an influence the tactic, but direct messaging through social media can be a great way to start off networking conversation. Not only does it show that you're digitally up to scratch, but if they're also into their socials, it can potentially cut through more efficiently than a LinkedIn invite or a cold email. Without getting caught too much on the details, remember to always disclose your business's value or indicate a mutually beneficial relationship that might come up from the offer of a quick Zoom or coffee catch up. At the end of the day, I like to think of networking as just building relationships and connections. Going into it with the mindset of, "I love people, I'm curious about them and their business." Rather than, "What can I get from this person." Is the best way to go about it.