Making One's Mark

Join writer, Bridget Hughes in a discussion about how social networking can help promote your online business. Learn how to contact the right people, stay in touch and have fun with the process.

I work in web design. Well, sort of. I work in web design in the sense that I can put together a basic site, understand most what people mean when they talk about htaccess, DNS and SQL (if you know what those acronyms mean, give yourself a pat on the back), and that I know enough people in the industry to fulfil most client requests, or have the unfortunate computer of a person who’s annoyed me hacked (not that I would, honest!)

Many of my projects involve dynamic coding and databases – basically, the site can, to a limited extent, think for itself. Of course, I can’t produce those sites without the help of some excellent programmers. How did I find these programmers? Social networking.

I know a guy who knows a guy. The guy introduced me to the guy he knows and now I know the guy the guy I know knows. Complicated? Not really.

So what use is a Social Network? That elusive buzz word we hear so often nowadays.

Webster (courtesy of Dictionary.com) defines Social Networking as;

“The use of a website to connect with people who share personal or professional interests, place of origin, education at a particular school, etc.”

“A person's family, neighbors, and friends with whom they are socially involved”

Wikipedia enlightens us on some of the business applications of Social Networking, such as;

“Social networks connect people at low cost; this can be beneficial for entrepreneurs and small businesses looking to expand their contact base. These networks often act as a customer relationship management tool for companies selling products and services. Companies can also use social networks for advertising in the form of banners and text ads. Since businesses operate globally, social networks can make it easier to keep in touch with contacts around the world.”

But Social Networking has many more forms than the internet. The seminars you go to? The conventions and trade shows? The bars you frequent? Your neighborhood darts club? They are all valuable sources to build your network.

The core element of social network is not about selling. It’s about relationships. It’s about building your resource pool to a hundred times what it is on your own. Say you know three people, and they know three people, who in turn know three people. It’s the ripple effect, it grows. A strong network allows you to draw on hundreds of people for countless resources, for everything from direct marketing and joint ventures, to getting that leaky tap fixed for a good price.

So what are the benefits of Social Networking?

Resources
When you know a plumber, you ask a plumber about plumbing. You don’t go to the phonebook. The fact that said plumber knows you means that they’re going to be nicer to you, perhaps with a good price, some good advice or maybe just a better result. If you know a web designer (like me) you’d go to them for info and prices on web design. You have a starting point for whatever it is you’re after when you know people. People know people who know other people. It all adds up, and within a strong network, you can cut your costs, and source better resources than by going through the phone book.

Trust
Trust is one of the biggest issues in business to date. Decisions are based on trust as much as logic. For example, you can be protected by a contract, but if said contract is broken, you still lose out in pursuing it, even if you win in the end. Therefore you’re more likely to enter into a contract with a person or business you trust not to break said contract. Somebody that you know, or that a friend or associate knows. Obviously you don’t trust some one from the off, which is why a network of strong relationships is crucial for better sales, better deals, and better business.

Brand Awareness
Something all the Stars (see Wealth Dynamics) out there will know about is branding. The goal of any good marketer is to build up an automatic association and recognition when people see their brand. People like to deal with people, so adding a face, a name and a personality to your brand won’t hurt you one bit. By networking, you’re getting your name out into the arena, and you’re building up a presence that will ultimately precede you in the business world.

What have business owners got to say about Social Networking?

A survey across business owners both online (including Business Forum) and in person have suggested that while many business owners recognize the value of Social Networking or certain elements of it, they have yet to understand it’s techniques or unlock it’s full potential.

80% Said they found various forms of Social Networking useful
20% Said they hadn’t tried Social Networking, or didn’t find it useful

Of the 80% who found Social Networking useful about 30% used mainly tradeshows, seminars and conventions to build their networks, while 50% used mainly websites such as directories, forums and profile sites. 80% of the total who used Social Networking only used one or two forms, while the remaining 20% used multiple forms, including social events, cold calling and referral programs.

Ways to Build up your Network

Tradeshows, Seminars, Conferences and Networking Events
Business people will always need other business people, so they network to find other business people. So go along to events (like the Entrepreneur Business School or latest XL Results Speaker, etc) in your region. You can look up events on Learning4ever

Join Websites, Directories and Forums
There are hundreds of networking websites (such as Ecademy, run by XL Results Foundation), article sites and forums you can join. There are those for general business, different types of business, and the general area in which your business is based. Try a quick google search and see what you can find.

Keep your business cards handy
Give people an easy way to contact you, you could meet some one on the street, or walk into a café and be struck by an opportunity to make a contact, keep your business cards handy, or else have an easy to remember point of contact (like a website, a brochure, or an easily remembered phone number) on hand at all times. You never know when you’ll come across a useful person to know.

Offer incentives
Many people aren’t comfortable with using their circle of friends as a social network, which is fine, as if it isn’t handled properly it can come across as rude, however don’t be afraid to offer your friends and their friends discounts or free advice whenever they need it, give them a reason to put their name on the line in recommending you to their friends. Referral programs are also an excellent option, just make sure you turn as many referrals as possible into contacts as well as customers.

How to get the Most out of your Network

Be Generous
Business is give and take, be generous with your time and your experience and people will be generous in telling others about you, and in going to you first.

Keep in Touch
Even if it’s as simple as an email saying hello, grow and nurture your network by letting people know that you remember and value them. This immediately puts you one step ahead of your competitors.

Be Patient
The best customer in the world is one who wants to buy. Don’t drive them away before they become that customer. If you value their business, build the relationship and when they are some one they know wants what you have to offer, you’ll have a sale without having to sell.

Get the Right People
We all know how important having the right people in your business is (See Wealth Dynamics), and the same goes for your network. Seek out people who compliment your strengths and weakness. There is so much more to be gained from a solid network than immediate sales.

Have FUN!
People do business with people they like. Don’t lose your dignity, but remember that at the end of the day, if you’re not having fun, you’re already doing the wrong thing (Roger Hamilton - Your Life, Your Legacy). If you love what you do (and there’s no point doing it if you don’t), let the world know.

So Stand up straight, smile, laugh and eat chocolate. This is your life, your future, and your legacy. Go Live it. Wealth, Success, and Confectionary,

-Bridget Hughes

Blurb: Bridget Hughes is a webdesigner and marketing consultant. She is part of the team at Learning4ever

Business Acumen wants you to become enlightened. By reading some of the articles on this website, you will develop your business acumen and be able to share your knowledge with others. The more you share, the more you are seen as a generous, helpful expert. Business acumen means knowing when to turn this role into big bucks.