What’s on the iPod: She’s Mine by Brett Dennen
Slow day yesterday in terms of projects being billed, but not so slow in terms of projects being developed. Two in the pipeline could be both lucrative and fun. How often does that happen?
I had time to read a CRM (customer relationship management) magazine that I’ve had sitting next to the desk for ages. The content was mostly about data storage and digital media, but one line in one article jumped off the page: we should be making marketing personal. To me, that means spending a little more time getting to know folks via networking.
I think too often the social media or IT-savvy crowd negate this aspect of marketing way too quickly, or if they do acknowledge the importance of personal connections via networking, they put it pretty far down the list of must-have attributes – if you’re not selling, you’re not marketing OR networking. Right. Actually, I think the cold, impersonal tweeting and networking and noise isn’t doing anyone any good. Sure, companies may see results, but I’d wager on name recognition only. Imagine if you could get a message in front of your customers that does more than remind them of your name!
When I’m tweeting or visiting LinkedIn forums, I’m connecting to people. I’m not going in with the intention of selling. I’m going in with the intention of learning. I’m learning who these people are, what makes them smile, what keeps them up nights, and how they live beyond their jobs. To me, that’s networking done correctly. Your product – the one that’s the constant – is you.
Maybe that’s why I had someone tell me recently that networking wasn’t my strong suit. Interestingly, this was a conversation I was having over a new project I was about to undertake. Why was I tapped for this project? Because I was able to convince this client that I was the person for the job – without even asking for the job. Stealth networking. Gotta love it.
Maybe also the person telling me my networking isn’t working measured my approach against his/her own. Completely different. I don’t use Facebook to network with clients. I use other networking sites and apps, which this client may not be as familiar with. That’s fine. In fact, what’s fine is the mix that works for you, not the mix that works for me is the ONLY mix that works. That’s just nonsense.
So here’s how I network (and ultimately network as part of my marketing process). It may work for you. It may not. The idea is to try something, shift your approach, tweak your perspective, and get out there:
Make it personal. How well do you know your clients or those you’d like to have as clients? It starts with a “How are you?” and continues as you listen – and hear – the response. Get to know these people as though they’re your friends. They’re certainly colleagues sharing an industry or a similar business passion.
Keep it light. Rarely in any tweet or forum/blog comment do I sell. I certainly don’t do the hard sell, nor do I plaster my link across the blogosphere in an attempt to draw in visitors. That may work in the short term, but I’d much rather build a following or a client base by sharing ideas and maybe a laugh.
Show what you know. I join forums to talk shop. The topics I write about I talk about with those industry people who know so much more than I do on these topics. In turn, I bring them new ideas and questions for them to ponder that could help them address something they may not have considered, and help me find ideas for articles and client projects.
Talk about what you’re doing. My own approach is to tweet a few blog posts and also update my what-I’m-working-on status. I did this once at LinkedIn and got an instant response from a client asking me if I’m available for some more work.
Send up a promotion on occasion. Once a week, once every two weeks, I’ll send out a tweet asking if anyone is in need of a writer with my background and experience. That’s it. I don’t push it, and I don’t retweet it 12 times an hour. Too much promotion, as we’ve discussed before, is just plain boring.
Help a writer out. I am blessed to know so many of you who are great writers and good chums. I’ve helped a number of folks out. In turn, I’ve been given a slew of referrals. While that was never my goal with helping someone, it’s a great, unexpected side benefit of being good to others. Even if you get no referrals at all, do it. It makes you feel good to know someone is benefiting from your experience or your guidance.
How do you conduct stealth networking?
12 responses to “Stealth Networking”
I love the idea of being personal and developing relationships, maybe even friendships. To me, that's what underlies "networking." I also feel blessed to have connected with so many great writers and people along the way, including you! So, thank you, Lori. =)
As for stealth networking, I would add: staying in contact! Whether it's by email or a Twitter DM or a Facebook message. When I feel I've developed a relationship and when I can, I try it to take it to the next level by keeping in contact through more personal means, even if they're just short messages once in a while.
Sam
Great one, Sam! And you're welcome. And thank you for contributing and making this a better forum. 🙂
I agree with you 100%. Building these kinds of personal relationships is so rewarding and fun anyway. I love to learn from other people and listen to their stories and experiences.
WhatLittleThings stole my thunder, and even added a bit more than I was going to say.
I like to keep in touch with editors, publicists, and some extremely helpful past sources with occasional e-mails that aren't about how they can help me. I ask how they're doing, not what they're doing.
That's a big, yet subtle difference likely lost on the heavy-handed self-promoters. I like Lori's "keep it light" approach. I can't speak for anyone else, but I run away from anyone repeatedly using blatant hard-sell tactics – I prefer to seek out true professionals who don't need to spend all of their time trying to impress the world with their success by plastering their URLs and special offers across the blogosphere.
Wonderful point about finding the right mix for your own networking. You can't use tools effectively when you feel like you have to use everything out there. You don't have to be everywhere. You just have to have a real presence where you do choose to be. For me it's mostly blogs and Twitter. I used LinkedIn occasionally, but not as much as I'd like to. And Facebook is a complete no-go in my book. And that's ok. You could be the exact opposite and still be a successful networker. As for anyone saying it's not your strong suit, I'd say they're nuts. You're one of the most personable colleagues I've met, and it's that ability to keep in touch and build real relationships that makes people stand out in your mind when you're ready to make referrals.
Wonderful post Lori. 🙂
Stealth networking-I love it. Since I am coming late to the party, I mostly will be saying I agree with the comments here. Funny, they took all my ideas. 🙂
The staying in contact is a great one. Sometimes I'll do that by sharing an article or post (not mine) so it doesn't seem so marketing-ish. Honestly, I just do it and don't think of it as marketing (even though it has the same effect).
I'm exactly the same way about Facebook. The only reason I signed up was for my business and due to a number of reasons, I have not pursued that end of it and don't know that I ever will (beyond a link to my latest post). For me, it's personal connecting to friends & family.
I have said from day one, I am blown away by the generosity of our freelancing community. It is one of the real perks of what we do.
Feel the love. 🙂
Sarah, isn't it much better? Don't you enjoy meeting people without having to cram some service down their throats? It comes naturally. It may take time, but it happens.
Paula, you know me. I LOATHE the over-promoters. I can't see how turning off at least half your audience with your message can be helpful to your career. But I'm reminded daily on Twitter that there are marketing "gurus" out there who don't get it.
Aw shucks… thanks, Jenn! Coming from you, that's an incredible compliment! I use a similar mix. Facebook is my "free" zone – work-free, fun only. No business unless someone asks directly.
LinkedIn is my semi-regular source. Twitter and blogging are my main sources.
You're part of that generosity, Cathy. You help make this site work. Can we just sing Kumbaya now? LOL
You're basically just an open and charming person, Lori, and I don't even know you! But it's why I follow your blog, and one of the few I comment on. I've never cared much for LinkedIn, and I can't tolerate Twitter … so what does that say about me?
Stealth marketing? Cool name for something that you do so elegantly and naturally Lori… and good words of wisdom for all of us.
I love the 140 characters of twitter.
It says you have other ways of charming us, Joseph. 🙂 You comment on blogs, you interact, and you reach out. There's your stealth networking.
Anne, I like Twitter, too. When I started, I thought it would be a huge waste of time. How wrong I was!
"Maybe that's why I had someone tell me recently that networking wasn't my strong suit."
Hmm…I would tend to disagree, from what I know about you. 🙂
I also use Twitter to gather information. It's not a sell, it's not about me, it's about learning and sharing. And what a wonderful way to peek into another person's mind! For me, Twitter is about following my target market, fellow writers and equestrians, and friends. I learn what's happening as it happens. I can share what I know with others who are interested.
The upside is this stealth marketing is helping to build my brand…it's a slow go, but it's working. Kinda like riding my horse, good things take patience and time to achieve excellent results.
Win-win-win.
Keep up the stealth networking, Lori. You rock!
Thanks, Laura! I'm glad you see it, too. The best networking doesn't feel like networking. 🙂