You’ve done the proper research on your business, set up the appropriate social media networks to reach out to your audience, and even attended a few networking events in person, probably to get your name out there. Problem is, making connections seems harder than you thought, and so far your results are not something you want to talk about. Could you be missing something in your interactions, both on social media and in person?
Turns out, you actually could be doing some things wrong, or not doing them at all. Let’s see how we can remedy that:
On social media
A lot of entrepreneurs forget that social media was built for that same purpose: a place for social interactions. The more “marketing-minded” you are on social media, the less returns (sales, connections) you get from it.
The real value of social media, especially in terms of making connections, comes after you’ve posted a blog, article, video, or presentation for the audience to dig into. How you follow up after this determines the level of trust you build with others, which ultimately lead to better, valuable connections.
So, shift your mind from being “always about selling,” and instead look to build a community of loyal followers. Here’s how you do it.
1. Reply personally to every comment, update, or tweet
When you take the time to personally respond to clients’ (potential and existing) posts, they feel valued and are more likely to connect with you. Mention them by name when replying, and basically anyone else reading the post will leave with the impression that you value all your followers.
2. Gauge their interest
Sometimes, in your bid to sell your brand to potential customers, you go overboard and end up ruining your chances of making a connection. You have to be smart and gauge interest before deciding to open the floodgates and bombard customers with information. Just like in real life when you approach someone, don’t overplay your hand. Slowly learn the basics, like names and likes/preferences, before moving on to the deeper stuff, like if they would want to try out your product or service.
Conversely, know when to stop. If a potential connection tells you they need time before getting back to you, respect their decision.
3. Numbers are deceiving
Getting a huge following on Facebook or Twitter is nice, if you are a teenager hell bent on winning the daily popularity contests. When it comes to personal brands, quality and not quantity, matters. It is better to have a hundred loyal followers who would gladly show up to your next product presentation whilst shouting your brand from the rooftops, than a few thousand whose only contribution is clicking the “thumbs up” icon next to your every Facebook post, with no comment to boot.
Look to cultivate meaningful relationships, and not just grow numbers.
Be selective in who you go after, because not everyone is a great connection. [tweet this]
This also applies when you are looking to make a connection with industry leaders and influencers. Carefully do your homework about them, and start off slow by casually commenting on their posts. Keep the comments to a minimum at first, as you gradually build your profile as a knowledgeable person who would like to get one-on-one advice from the personality.
In person
Basically, much of the tips mentioned above work when it comes to making personal connections. Research on your potential connections, and slowly look to make a connection with them. Because people will actually get to see the person behind the brand, make sure that you really convey what you say your brand is. For entrepreneurs, you are your business’s prime spokesperson, and people will judge you and the business at face value, especially when they don’t know you.
Know what you want out of making a connection. It helps if you have a clear goal in mind before you set out to meet someone. In business situations especially, you don’t want to appear aimless. Your goals let your potential connections who you are and why they should take the time to know you.
Categorize all the new connections you make. Some people you meet will be influencers and industry leaders, while others are bridges (they connect you with others who you wouldn’t otherwise meet) and links (mutual people between you and potential connections that can vouch for your credibility). When you have a clear idea as to how each connection can help, then your efforts are likely to be more targeted.
Making connections is not hard, both on social media and in person, you just have to know which pitfalls to avoid. Not having a clear goal when meeting new people will almost always doom your efforts, just as is being too “salesy” and pushy will scare potential connections away. Take the time to know people, and you’ll be rewarded with valuable, loyal connections that will be instrumental to your growth and reach.
