Effective networking in a digital world
Networking has always been part of an effective business strategy. Without networking, sales, business development, and growth would be limited. Since the beginning of time, humans have networked to create meaningful relationships. Whether it’s trading goods, creating new ventures, or selling products, networking is necessary for the development and growth of any business.
Today, networking has radically evolved. Individuals and businesses have embraced digital technologies to achieve their goals, promote their products and generate revenue.
Fairs and exhibitions were common networking venues where you could visit the companies you were interested in, connect with their representatives, discuss the market and industry trends, and close deals. But the events that have rocked our world over the past two years have disrupted how people and businesses connect, pushing us to embrace telecommuting, change our work habits, and blur the lines between digital and in-person relationships.
Companies were forced to take a digital turn, sometimes against their will, but this was not necessarily bad. For example, when trade shows and exhibitions could no longer accommodate large crowds of attendees, organizers quickly turned to digitize their trade shows and exhibitions via webinars, digital conferences, and virtual trade shows.
So what does the networking landscape look like in 2024?
Well, a lot of networking starts online. Gone are the days of waiting for big exhibitions and fairs to make connections and going door to door in the hope of getting a meeting or contract.
“We live in a constantly connected world, where business and connections are made 24 hours a day, seven days a week, 365 days a year.”
The benefits digital technologies have brought to individuals and businesses are numerous and vital to today’s economy.
Think about your LinkedIn profile; when you connect with like-minded people or potential prospects, you engage with them in the ever-changing digital landscape. Social media never stops; it is constantly fed with new posts, images, texts, and links. Naturally, our expectations to have everything we want at our fingertips have changed our consumption behavior. Therefore, we are less patient, more informed, and expect the best.
Think of your company’s website providing information to visitors, prospects, and customers 24 hours a day, 365 days a year. Technology allows you to connect even when you’re out of the office or asleep, whether it’s through informational content, blog posts, self-service chatbots, or contact forms.
Webinars and digital trade shows have increased dramatically over the past two years and are now standard practice in many industries. Companies realize the financial benefits of attending these events compared to traditional in-person events, where travel costs (airfare, hotels, and restaurants) increase significantly. Online events are also cheaper than traditional events since there are no physical requirements, such as booths and staffing expenses. In addition, these digital events can appeal to a broader audience than traditional trade shows.
So what are some tips for effective networking?
Tip 1: Create a first impression
Whether online or in person, this statement holds in all scenarios. When a visitor lands on your digital business card, social media, or website, you only have seconds to set off that first spark. By tailoring your content to your target audience, you take the first step in creating a lasting impression with visitors and getting them to start a conversation. Make sure your information is professional, relevant, and up-to-date.
Tip 2: Don’t ask for anything right away
Offer value rather than ask for it. Creating connections online can be simple, but that doesn’t mean no etiquette is involved. As in real life, you rarely start a conversation by asking for a favor when you don’t know the other person. Instead, start by laying the foundation for future opportunities. Show your contacts that you are serious about developing and maintaining a win-win relationship that you and your contact can leverage.
Tip 3: Set a goal
We often forget to set a goal that will allow us to measure our success in what we do. This can be the frequency of creating new connections, such as five new connections per month. This may involve researching the top three companies in your target network and contacting key people in those companies. Whatever your goal, be specific about what you want to achieve and set SMART goals.
Tip 4: Use the right tools to build a digital network
Whether it’s a combination of tools such as LinkedIn, Xing, Instagram, or CARTLY, choose the tools that will be the most effective way to reach your target audience. Sometimes platform limitations can hinder your networking efforts, so choosing the most appropriate tools will be crucial to making meaningful connections. With CARTLY, you give your network an easy way to access your preferred digital channels and selected content, allowing your prospects to connect with you.
Conclusion
Our hyper-digitized world, where we consume everything at our fingertips, has reshaped how we connect. By staying on top of the latest trends in your industry, setting SMART goals, and leveraging digital tools such as CARTLY, you’ll be well on your way to building an effective network in our digital world.