HOW TO GET THE MOST FROM NETWORKING EVENTS.
Three marketing managers give us advice on finding the right events, making contacts and coming out of them inspired. If you're like most marketers, meeting new people is what makes your business grow. You could meet potential customers in the queue of a store, a subway station or at an event in the area ... Who knows who will be your next prospect? Of course, you want to actively seek out these opportunities rather than leaving it to chance. Here's how a few experts are taking advantage of networking events.
FIND AN UPCOMING EVENT
Where to go, when to go ... we are quickly overwhelmed. Do you know the "FOMO" ("fear of missing out", the fear of missing something)? Instead of letting yourself be eaten away by this demon, use your daily network to find out about good events before others. Santiago, Mollusk of Farm. Co, in Spain, recommends using apps, so you don't lose track. "Slack groups provide information on events recommended by our partners," he says. "For local events, Google Alerts are useful, as are about 20 blogs on feebly, Emily Ryan, who works at Westfield Creative in the US, also uses her network to stay informed. She monitors face book groups frequented by other marketers and follows entrepreneurs' news on Instagram. “I also like to ask other business leaders and some of my mentors what events they attend each year, and we try to guess which ones our 'ideal clients' go to,” she says.
DEFINE YOUR CRITERIA, THEN REFINE YOUR LIST
Once you have identified the interesting events to come, it is a good idea to focus on the ones you plan to attend. Emily advises you to start by defining the criteria that you think define a good opportunity. "These are the main questions I ask myself," she said: Will this event allow us to generate a profit? Will I learn something new and important? Will I find inspiration and motivation by going to this event? "For Glenn Edley of Spike, New Zealand, networking events are about developing his professional skills and fueling his interests. “The events have to interest me, get me out of my comfort zone a little, bit and make me feel like I'm going to learn something from the speakers,” he says. For Santiago, the criteria for choosing the events to participate in are size and subject. “We feel best in small groups. Events on niche topics are much more effective because they tend to place more importance on relationships than on business itself,” he says. "We choose to participate in events that are closer to our corporate culture."
PREPARE TO HAVE A GOOD TIME,
Santiago and Glenn both make sure to prepare well for networking events; they are preparing a plan of attack. Thus, they make the most of their presence time. "Our goal is always to find out as much as possible about the organizers, speakers, sponsors and the topics that will be discussed, said Santiago. In addition to studying the route to an event, Emily communicates about her own intentions and looks for opportunities to spend quality time with attendees. His recommendations: "Post a few posts so people know you'll be there, ask those who attend if they want to meet you. I've even seen people set up a landing page, so people can schedule a date. With them before the event. I also like to send an email campaign to my mailing list letting them know I'll be there. "
HAVE THE RIGHT ATTITUDE
The social dimension of networking events may be enough to scare away some recipients. But these marketing pros have developed tactics to build confidence even the most timid. “What I try to tell myself at all events is that everyone is in the same boat. We're all here for the same reason: to develop our business or our skills in some way. It's that simple, so just jump in and make the most of the time there, "says Emily. If you're intimidated, Santiago recommends finding a sociable friend to attend the event with. Glenn makes an effort to be sincere when talking to people, without always thinking about business. "I like conversations to be interesting and not to limit myself to superficial discussions that have no other purpose than to hand out as many business cards as possible," he says. "People remember you better if you've taken the time to really engage and ask yourself what they like to talk about most: themselves."
KEEP IN TOUCH TO BUILD A LASTING RELATIONSHIP
The 3 marketers are used to connecting with the people they have met at an event, but it is essential to remind them of the context of the meeting. “I'm going to add these people to LinkedIn and send them a message to remind them how we met,” says Glenn. "During and after the event, I make sure I take enough notes about the people I meet and use them to renew the conversation." What Emily loves most is connecting with people on multiple channels. She finds face book and Instagram to be great platforms for developing informal relationships. Santiago has developed a habit of connecting people from his own network. “We spend a lot of time creating multidisciplinary working groups or organizing conferences on Zoom to find out what is happening with people and to create connections between different circles,” he says. "It's always fun, and it creates unexpected synergies." Networking events earn more than an address book filled with new customers. "I always hope that an event gives me the following three things: inspiration to improve at my job, new professional contacts and at least one new thing learned," says Emily. "Even if you don't feel like networking is important at this stage of your business, most of these events are sure to provide you with inspiration in one way or another."
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