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Key tip:
Always include a call to action on your business card.
Talk to us about how to make networking part of your marketing strategy..
Networking for success
Networking can be an effective way of generating new business. Attending networking events and giving out loads of business cards is , however, unlikely to win you any new business. If you’re in competitive business category, like accountancy, your task is even harder.
So what’s the solution? A strategy and a networking plan.
Profile your ideal client
Think of your ideal client. What are their pains and problems? How can you help them?
Where are you likely to meet them? Make sure that you’re networking with the right people or you’ll fail. Having built up a profile, you are ready to focus on your target market.
Equip yourself for success
You’ll need some basic networking tools which include:
- Business cards
- A strapline and a marketing message
- A call to action
- A database
Business cards with a purpose
Your business cards are important. Always get them professionally designed and printed. Always include a brief strapline, so people remember what you do.
Remember that business cards have two sides. Use the back for a brief description of your services or, better still, a call to action.
Strapline and marketing message
You should be able to describe what you do in about 20 seconds or less to anyone who asks. It sounds easy until you try it.
A common mistake is to focus the message on you rather than the value you provide to your clients. For example, if you were an accountant you could say:
That doesn’t really pass anyone’s ‘so what?’ test. You’ll get far more success by focusing on one key, easily understood benefit. For example:
The marketing message needs to demonstrate your value and abilities. Talk about the benefits of using your services. Describe the processes and the outcome. For example:
A call to action
A call to action is just that – a reason for someone to contact you. For example, the senior partner at a firm of accountants had the following on the back of his card:
This was very successful – the first part clearly stated the benefit and the date adds credibility. The call to action is a free one hour session – try the service before you buy and the final statement makes the prospect think.
The card illustrates something else. The specialist will always win at networking. Pick one of your key services and use it as the door opener.
Networking tips
At the event, remember that you’re trying to build useful relationships, not close an instant sale. Ask questions, don’t just ram your marketing message down people’s throats. Collect people’s business cards and make notes. And remember that networking is a two-way street. People will expect referrals from you.
Database
To be good at marketing you need a database – there are plenty of products on the market. Products like Goldmine, ACT! and Microsoft's Outlook Business Contact Manager are all cost-effective solutions.
Put all your contact details into the database so that you can follow them up. Stay in touch with your contacts via email and e-newsletters. Direct mailing of postcards or brochures are worth considering too.
If you want to send a brochure then consider a case study. It will demonstrate your expertise, your methods and the benefits of using you.
The key is to stay in touch so that you can build the relationship.
There's much more to networking. Do you want to become a power networker? At Howardsgate we can develop your strategy, your marketing messages, your collateral and sharpen your networking skills.
To learn more call, Tim Baugh on 01707 392552 today!
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Downloads:
The Marketing for Growth PDF flyer .. click here >>>
