Guest Article by Michael Goldberg of Knock Out Networking.
I delivered a talk not too long ago through the Department of Labor on How to Network and Generate More Referrals. The audience was several hundred job searchers. A man in his early sixties approached me before I jumped up on stage and told me that he’s a big time networker. I replied, “Great to hear. Tell me a story!” He said just the day before he spent over 11 hours on LinkedIn. Yep. 11 hours.
I learned he had been in a job search (or “between careers”) for 15 months. I did my talk for 90 minutes and afterward, he said he wished he met me 15 months ago. I said, “You should have looked me up on LinkedIn!” I couldn’t resist.
I’ve shared during my talks that LI, TW, FB, and other social media platforms are NOT networking. But they are! That is, if you personalize your communication, create engagement, offer value, position yourself as a resource, present clearly how you help, and create visibility on a daily basis. If you do, others will get to know you, speak with you, and hire you. And now you’re networking, baby! Let’s go over that more in-depth.
Personalize Your Communication
When inviting someone to be a part of your LinkedIn network, write a personal note rather than the prepared note that is offered.
It seems that we both serve the same marketplace and that you also know ___. Do you know him well? Would be great to connect with you here, and perhaps by phone, to explore ways we might help one another.
Or something like that!
Certainly, for time’s sake, if you have a note template for copying/pasting purposes, great! The same personalized approach also holds true for responses for those that “like” you and have invited you to connect with them. Yes, this can get tedious, but the personal approach is more likely to lead to a personal connection. Isn’t that what we’re ultimately talking about?
I have to admit that Facebook drives me crazy. There are people that take pictures of themselves every two minutes and post what they’re doing every waking hour. Hey, maybe I just don’t get it. One of my “friends” (he really is a friend!) would post every day that he was going to the gym, drinking a protein shake, having an avocado, working on his biceps, and then report when he was leaving the gym and all that happened throughout his workout. In fact, we were briefed about every power meal, concert he attended, and his preparation for the gym the next day. He would do this every day. Every day. After a while, the comments he would get were more entertaining than his posts. He eventually stopped. Outside of satisfying our own ego, social media (certainly with business in mind) is about getting others engaged by responding to your posts, commenting on your articles, sending you resources, and exchanging business opportunities with you.
There are certain people I follow on LinkedIn. I’m interested in thought leaders and what they’re up to. Same thing with leaders in the insurance and financial services industry (my marketplace), and speakers, trainers, and people I hold in high regard. When they post their thoughts, I’m interested in reading them. When they post articles, blogs, links, and quotes, I tend to pay attention. Of course, there are those that just post things just to post things. If I don’t value them for what they do, I certainly don’t value their posts. Would you?
Position Yourself as a Resource
When people contact me, it’s because they want insight about networking and generating more referral business. They think I may have a knock-out idea or two that can help their sales team. If you visit any of my landing pages (website, LI, FB, TW, IG), that message is there. How are you positioning yourself so YOU are viewed as the best possible resource for information about whatever it is you do?
Be Clear about How You Help
It should be evident on all websites and social media platforms that you help a specific marketplace to solve a specific problem. Write about success stories and the outcomes of your clients that work with you (as your compliance department will allow.) Your profile on LI is an excellent place to do this. Also, the testimonials section can be used for clients, customers, referral sources, and other colleagues to talk about how you helped them make or save money, time, or how you may have offered peace of mind. If you can’t be clear about who you help and how, nobody else will be either.
Create Visibility Every Day!
Make it a daily routine to jump on LI and spend a minimum of 20 minutes contacting those that visited your profile, liked you, and wanted to connect.Post something of value that reflects your views and way of thinking. Every now and then, you may want to promote something – but not too often! Search for specific companies you want as clients and research “Connections” that might introduce you. Contact your referral sources to compare notes. Track your progress. Spend a minimum of 20 minutes a day (no more than an hour) on your LI strategy. Write down your daily routine so you have a process to follow – every day. If your 20 minutes become 11 hours, it might be time to get a job.
Although I’m still learning a lot of the social media tricks of the trade myself, I realize that like any form of marketing, LI is a process, not an event. It’s got to be used for the long haul. Just like the hundreds of phone calls I used to make off of leads lists. It’s a process.
Keep in mind, all the ideas above can be applied to those you meet and “like” at actual networking meetings, holiday parties, and business functions. Yes, real life people! Not just those that appear on your hand held device. Whether online or off, it just comes down to having a system to connect with and relate to people.
And it always will.
Michael Goldberg is a networking coach, speaker, trainer, and the founder of Knock Out Networking, a consulting firm focused on helping insurance producers grow their business. His book Knock-Out Networking is available now! Contact Michael directly at Michael@KONetworking.com.