When I’ve thought of traditional marketing in the past, I’ve thought of a person with a very large megaphone a few inches away from my face trying to get me to pay attention to them. I can remember distinctly when I started to think of marketing as more of a relationship.
I was at a conference and this speaker was going on and on about tactics and tricks to get people’s attention. All I could think to myself was, “why don’t you just tell them how you’re helping?”
As I continued to ask myself this question, I started to ask the same question to our clients. The reality is that more small businesses start from a need or a passion but very few present it in a way that connects with their audience. So every site that we create tells the story with the user in mind and it goes something like this:
Intro: What does your business do?
Empathy: We understand where you’re coming from because we were there
Solution: This is why we created this product/service to help
Action: See how
If you are a visual person here is a quick video outline of the page structure I ran through on LinkedIn.
When you frame it more like you’re having a conversation or if you’re trying to build a relationship, then using a “cold” channel like a website doesn’t feel like someone is talking at me, but to me.
Here is an example of how we put that into action for our clients:
Here at RedTree, we use the word brand instead of marketing. By focusing on the brand for ourselves and our clients, we throw the megaphone away and start to have a conversation between businesses and consumers about problems and solutions. With this as the foundation of everything that we do, success is inevitable.
Networking is the single most important thing that you can do to differentiate yourself from others or to quickly grow your company’s exposure. People overlook just how important networking can be to your image. This can be in terms of your personal brand, or your company’s brand.
Networking helps to build relationships, both short-term and long-term and can be a shortcut to success for many. It’s one of those areas that many companies, and individuals, know they should focus on, but oftentimes fall short in actually doing. But how can you be successful in networking? And can networking have a direct benefit to you? Stay tuned to find out!
How Can You Be Successful in Networking?
There’s no secret route to being successful in networking. It’s just a daily routine that you need to get yourself into the habit of working at. The more effort that you put into networking, the better results you’ll see in the long run. Here’s some tips and tricks to get yourself into the habit of networking!
1. Utilize LinkedIn
Many industry professionals today overlook just how important LinkedIn is to their professional brand. They assume that by simply having a LinkedIn account and checking it periodically that they are setting themselves up for success. However, this couldn’t be further from the truth.
LinkedIn was created for the sole purpose of networking. Sure, it’s important for job seeking, but it’s also important for several other reasons. When developing your LinkedIn network, don’t just send people random connection invites to try to build up your following. Find good, quality connections that are similar to what you do career-wise and take the time to get to know them.
Speaking from personal experience, I have had several industry professionals with similar roles to me reach out and set aside 5-10 minutes to speak with me. The key here is that they weren’t just looking for a connection. They were looking to build a relationship, and ultimately expand their personal network. And in return, they helped me to expand my personal network, as well.
2. Attend Networking Events
Although it can oftentimes seem bothersome to attend networking events, they’re the easiest way to connect with new people within your local area. Not to mention, they’re the most fun option. Networking events typically consist of “mingles” where you’re given the opportunity to go to a restaurant or bar, grab a few drinks, and talk with other industry professionals in similar roles to you.
However, with the newfound state of the world, many networking events have transitioned into being virtual. If you find yourself struggling to get into the habit of attending networking events, start small. Many of these virtual events are taking place during your lunch hour at work, so it isn’t necessary to take extra time out of your day to attend them.
3. Make Networking a Priority
I’ve said it before and I’ll say it again, to be successful in networking you have to make networking a priority. Just like how you have a running list of tasks to complete throughout your personal and professional day, you need to make sure you toss networking onto the list, as well. You don’t have to dedicate an hour a day to networking. By simply taking 5-10 minutes per day to network, whether it be through a networking event or through LinkedIn, you’ll start to see a direct impact on your personal network. Think of it this way, if you take 5 minutes per day to network, and there are 7 days in a week, and 52 weeks in a year, you will have spent a total of 1,820 minutes networking by the end of the year. That’s over 30 hours. You can build a lot of new and valuable relationships in that amount of time, ones that you most likely would have never developed had you not set the time aside to do so.
How Can Networking Benefit You?
Now that you know a little about how to be successful in networking, I’m sure you’re starting to think, “Well how will networking directly benefit me?”. It’s a fair question, but one that can be easily answered. There are so many people you have yet to meet, and all of those people have something they can offer you. Whether it be something as small as developing a contact within a company, or something as large as a potential job opportunity.
Through networking, you’re given the opportunity to not only connect with people in similar roles to you but to learn something new from these individuals. When you find yourself stuck with an industry question, you can turn to your personal network that you’ve taken the time to develop and ask for their insights on the matter. You may not always know the answer, but there’s always someone out there who does. You can learn so many new and valuable things through networking if you do it correctly.
2. Developing Contacts
This is especially important for sales or marketing professionals. Developing contacts is the most common outcome of networking. You may not receive anything of direct value from the people that you meet, but you’re taking the time to learn about them, their current role, and the companies they work for. You never know if further down the road you may need to reach out to one of them, or their companies. Knowing someone on the inside always helps.
3. Job Opportunities
Although this is far and few, don’t count out the fact that you can find potential job opportunities through networking.
Speaking from my own personal experience, I attended my first networking event nearly 2 years ago. At that time, I was to be graduating college within the nearing month and I was looking for a Marketing job opportunity in the local area. Believe it or not, one of the first woman I met at the event was looking for an entry-level marketing professional. Our 10-minute conversation quickly turned into scheduling an interview to discuss the position.
Although it may seem far fetched to assume that you can find a job simply through networking, that is no longer the case. Many people today hire individuals because of just that. Or in another scenario, you may be applying for a job within a local company. What if you had already developed a contact within that company through a networking event? You could potentially use that contact as a way in. Just by simply knowing that contact within the company, you may be setting yourself apart from other potential candidates.
Networking is so powerful and can have so many direct benefits to you. By simply dedicating 5-10 minutes a day to expand your personal network, you’ll be setting yourself up for success down the road. Take the time to meet new people and learn from them. You never know what they may have to offer you, or what you may have to offer them.
Marketing Mondays: Holly Wilbanks, of The Wilbanks Consulting LinkedIn Level Up: Think you’ve got your LinkedIn brand down? Join us as award-winning career coach and talent strategist Holly Wilbanks of The Wilbanks Consulting Group uncovers the biggest wins and fails she sees (yes, even marketing) professionals make via their digital billboard.
Resumes vs. LinkedIn Profile – Which is Better for Job Seeking?
LinkedIn first made its debut in the social media industry back in 2003 and has been soaring ever since. It was created to be the first-ever of its kind; a professional networking site to establish connections, seek jobs, and meet other industry professionals throughout the world. Very similar to a resume, your LinkedIn profile provides you the opportunity to promote yourself, your professional achievements, and your work history. When compared to a resume, they each have their own distinct benefits when seeking a career.
Benefits of Resumes
Resumes have been around for centuries and have always been the go-to for employers seeking out qualified candidates. What are the distinct benefits of applying for a position via resume, as opposed to through your LinkedIn profile?
Resumes are considered to be a more private option when applying for a position. Many people today don’t like to put their personal qualifications and achievements out there for anyone and everyone to see. They prefer to keep their personal achievements to themselves, and to promote them when necessary.
For individuals who fit into this category, they tend to prefer resumes over establishing themselves on LinkedIn. In the case of a resume, the distribution is controlled, meaning that you ultimately get to determine who receives it. You also can put more detailed information on a resume that you wouldn’t want to put out on the internet for anyone to see.
2. Can be Tailored:
Because not every position is the same, it’s no secret that your resume may alter based off the position you’re applying for. In this scenario, LinkedIn can be viewed as a downfall. Resumes are easily editable and alterable, dependent upon the position that you’re applying for. However, LinkedIn is stagnant, meaning that you most likely wouldn’t change your entire profile to fit the qualifications needed for each position you’re applying for. If you find yourself applying for several different unique positions, then a resume may be your best bet when applying.
3. More Formal and Sincere:
Resumes can be considered to be more formal or sincere. This is especially true because, as stated previously, you can tailor your resume to the specific position you’re applying for. Not only that, but many hiring professionals view it as a more personal way of applying, as opposed to simply sharing your LinkedIn profile that anyone and everyone has access to. You may make a better first impression when you customize a resume to the specific position you’re applying for.
4. Cover Letter/References:
When applying for a position with a resume, you’re also oftentimes provided the opportunity to include a Cover Letter or a page of References. This can be especially beneficial, because you can create a customized Cover Letter expressing your interest in the position. You can also include a reference sheet where you are able to list off personnel who may provide you with a positive reference as to why you’re a good candidate for the position and what sets you apart from others.
Benefits of LinkedIn
1. Personalization Factor
A very important feature provided by LinkedIn that many people oftentimes overlook is the fact that your profile is created and customized by YOU! You have a profile picture, which oftentimes helps recruiters and HR professionals to put a face to a name.
The personalization factor of LinkedIn is extremely beneficial when being considered for a position. They can even look through your profile and view your interactions with other industry professionals or previous posts you made to see what kind of person you are. When utilizing LinkedIn, they’re able to get a sense of who you truly are, which sometimes lacks when applying with your resume.
2. Common Connections
When applying for a position, references and common connections are extremely important. On LinkedIn, you’re able to build your own personal network and connect with other industry professionals within your local region. Oftentimes, hiring professionals may have an interest in hiring you simply because you have similar connections on LinkedIn, which could serve as a good connecting point. This provides them the opportunity to reach out to these similar connections to use them as a reference when hiring.
LinkedIn has multiple different sections within your profile that allows you the opportunity to show off your qualifications and certifications. When you list a certain area as a “Skill” within your LinkedIn profile, there oftentimes is a short quiz you can take to show that you are LinkedIn Certified in the area. This shows that your skills are accurate, and that you’ve proven your expertise on the topic. After passing the short assessment, the skill will be displayed on your profile.
4. Job Listings
LinkedIn can be thought of as an “all in one” site when it comes to finding a position. Not only do you get the opportunity to build your personal network, but job listings are posted on the site, as well. This means that you can find jobs within your local region, or the specific area that you’re targeting, and apply directly through LinkedIn with your LinkedIn profile. It’s a very unique and relatively new way of applying for jobs, as opposed to the traditional job listing sites like Indeed or Monster.
There’s a feature on LinkedIn where you can request, or give, recommendations to your network. If you had a former boss or colleague who would provide you with a positive recommendation, you can request one from them, and provide them one in return, as well. These recommendations could prove to be a good reference for employers when they’re considering you for the position.
Another key benefit of utilizing LinkedIn is that recruiters can find you. Your profile is searchable, and you may find a potential job opportunity without ever having to apply for it. Recruiters are very common on LinkedIn. They able to search for candidates based off their industry, work history, and skills and may view you as a qualified candidate. This is extremely beneficial while looking for a job because you don’t have to do all the work and may have someone reach out to you about a position that you wouldn’t have known about otherwise.
When it comes to applying for a job, there are distinct benefits associated with using Resumes and LinkedIn. Dependent upon the position you’re applying for, and your own personal preference, you may find a direct benefit of utilizing one over the other. Regardless of the route you choose to take, ensure that you’re keeping your content up to date and relevant to the position you want. And as Steve Jobs said, “If you haven’t found it yet, keep looking”.