How to Network & Market (and where I was wrong about social media)
How to network and market is a vast, vast topic – one that someone could write a book about on its own. (Okay, now that I think about it, many people have written books about it)! Just within Ellevated Outcomes, our playbook chapter on this is 11 pages. So I’m going to tackle just a fraction of it, and I’m going to do it through a very specific lens. And that lens, as you’ve probably already guessed, is business development.
When I talk about the idea of “market” in this context, I’m distinguishing that from “marketing.” We shared a perspective on the difference between these ideas here, and today, I’ll reveal a slightly judge-ier version: the aim of business development is to connect with someone; while the aim of marketing is to push one’s messaging onto someone.
Just as with every other element of business development, the key (in my mind) to all this, is to generate it authentically. Be efficient in the technology you use; and be effective in your strategy. And be personal, customized, and authentic. People can smell inauthenticity from a mile away.
Today, I’m going to suggest 5 structural tips to set yourself up for networking and 1-1 meeting success; and then, you can plug in a genuine approach that matches your company and personality.
1. Have your (non)-pitch down pat.
I call this a non-pitch because of that authenticity plea. Personally, nothing turns me off faster than when someone spouts off an elevator pitch that is just that touch too rehearsed. When I’m on the receiving end of one, I want to know that someone is customizing their language and pitch to me. It’s not a tone-deaf, too-rehearsed monologue. There’s a delicate balance between confident and concise, and too polished.
2. Prepare your ask.
Whether you’re attending a networking event with lots of people (even virtually), or you’re networking in a 1-1 situation, don’t go in empty-handed. Obviously, do your research on the group / person; but take it one step further. Go in with a clear intention of what you want to get out of the meeting. How can that other person help you?
For example, anytime I’m attending a networking event (even on Zoom!), my goal is to
(a) learn something new and
(b) find 2 people who seem interesting and I want to know more. I’m not too calculated about it, and I’m not thinking “Could they be clients? Who do they know? Could they give me something?” I’m simply sitting back and observing who intrigues me and I want to know better. Maybe they intrigue me because we have something in common; they have a skill set I want to learn from; or I feel a physical chemistry with and think, “We could be friends.”
Even though this embarrasses the heck out of my husband, it’s how I’ve made my best friends over 5 moves in the past 15 years. Hey, someone has to go first!
If I’m in a 1-1 scenario, I think of an ask too. And it’s not the lame, “If you have anyone you think could be a client for us…” It’s a simpler request; one that’s personalized to them and I know they can fulfill. Maybe it’s featuring Ellevated Outcomes’ content on their blog. Or having us on their podcast. Or letting me take them for coffee the next time I’m in town.
3. Always, always, always follow up.
It sounds so… duh.
But when was the last time someone wasn’t accountable to you, after they’d made a commitment? Probably yesterday! If not yesterday, I’m sure that it was in the last week. Lack of accountability (even for teeny, tiny things) blows. my. mind. I say this humbly but clearly: one of my personal keys to success is impeccable follow-up. If I say that I’m going to do something, I am going to do it.
4. Use templates and checklists to help you with #1-3.
This is where technology helps us scale and be efficient. Use it, and save your precious brain space for true connection.
In our EO playbook, we have email templates we use for everything from setting up 1-1s to on-boarding a new client. Now, going back to my earlier statement, we don’t just copy and paste the same exact thing for everyone; that feels gross and impersonal to me. But we have an “80%” template with the main points intact, that we easily and quickly personalize for the recipient.
Also, I’m a huge fan of using Calendly to schedule things (I’ve shared my process for incorporating that into your practice). Back and forth scheduling emails are ridiculous in this day and age.
Lastly, on the tech front, create an end of day checklist; and use a tool like Fantastical – or your digital calendar – to remind you every day. My EOD checklist includes:
- document who I met;
- if someone else paid, send a thank you note;
- complete promised follow-ups;
- look ahead on my calendar to the next 48 hours, and…
5. Connect with people on social media.
Which leads me to… how I’ve changed my mind about social media.
In 2019 I took off from social media completely, in my business and my life. Make no mistake: it was glorious. I was probably a more content human being (and therefore, a better wife – ha); and our business did great! We more than doubled income and profit. So I actually am still in the camp that social media isn’t required for every business, though I know other people see it differently.
But here’s how my thinking has evolved and how I’m now able to see and use social media in a much healthier, meaningful way now.
We don’t use it for marketing <insert horror, as we ignore the very purpose of its revenue-generating plan>.
We use it for connecting. But really, we do; we’re not just saying that.
Social media (Instagram, in particular) is a way that we can “hang out” with, follow, and learn more about clients and ideal clients, what’s on their mind – or what’s practically happening in their day. It gives us a way to know people better, an excuse to pick up the phone and say hello, or send a DM.
It’s also another touchpoint with our own clients: a way to feature them in our own little corner of the world. We post when it’s their business birthday, showcase a special event or outing together, or echo publicity they’ve earned (for example, when an interior designer is featured in a magazine; or a business has a new product launch; or is expanding locations).
Social media, for us, is a tool to have deeper and wider creative connections in an omni-channel way, making our people feel even more seen and heard (not the other way around).
And speaking of which, Dave, Dax the Shepard, and I are on a creative connection / digital nomad road trip right now! We’re currently in Denver, and then… I’m not actually sure where next, believe it or not **searches frantically for pat on the back for being chill without a firm plan**. If you have suggestions for places or people in Colorado or anywhere in the Mid-west we should see / meet, please leave suggestions below. Or keep up with the journey in our IG stories and connect with me. Really – connect with me, I’m not just saying that 😉
PS – networking tips from British magician Lee Warren