Success throughnetworking
- Nov 12
- 3 min read
By Paige Arnof-Fenn
I started a global branding and digital marketing firm 24 years ago and most of my business comes from networking. We are social in nature so have pivoted to a hybrid model for networking to meet prospective clients/customers, employers, employees, thought leaders, etc. For the foreseeable future we will continue to build our networks starting with LinkedIn to add credibility and transparency when you know the people you are meeting or working with know people in common. LinkedIn has become more than an online resume or rolodex, it is the foundation for building trusted relationships in the digital economy. Now it is about quality more than quantity though. We’re attending fewer in person events but getting much more bang from them today. Less is more now.
The bar to attend in person events is higher now post pandemic so we have to be more prepared to get as much value as possible by being together. By starting with LinkedIn, you don't have to wait for a physical networking event to make meaningful business connections. You get one chance to make a great first impression so make sure every section of your LinkedIn profile is complete, with no blank spaces or gaps. Include a professional head shot and powerful headline followed by a summary with highlights of your personal brand, what you do well and how you can benefit potential clients or employers. Keep this section brief and easy to skim for best results. Keywords are a great way to help professionals in your industry find your profile and strategic keywords in your profile give you an advantage in networking too. To present yourself as an expert in your industry post interesting and educational content by sharing a great article you've read recently or if you truly want to make valuable connections and represent yourself as a talented thought leader in your industry, you should be crafting your own articles on LinkedIn.
In the digital age e-mail is still very effective and a big part of my communications strategy. Here are a few tips leveraging technology that have worked successfully for me:
If you have a contact in common who mentioned the person to you I start the e-mail with a subject line of “XYZ suggested we connect” so that even if they do not recognize my name in their inbox XYZ should ring a bell. If you saw them speak at a conference or read an article they wrote you can tailor the subject line to that such as “Loved your piece on ____ in HuffPo!” or “Great talk at the conference this week!"
Then I check them out on LinkedIn and let them know in the e-mail that “I see we also have # connections in common” to make me seem more familiar to them.
Then I explain why I would like to connect to bridge the intro and suggest we set up a call at their convenience.
It usually works and it shows I have done my homework and am respectful of their time. Another tip is that the worst time to make a cold call to prospects in any region is 8-10am when everyone is rushing to work and preparing for the day but the worst time to call is the best time to e-mail. Once employees are at work, the first hour is generally spent checking e-mails and organizing the day. During this hour, your e-mail has a higher chance of visibility. Sending an e-mail during their transit period places your e-mail on top, and would be among the first they see as they open their inbox. E-mails that are sent late in the evening or early morning have a chance of being buried/missed.
Connect With Paige
Comments