Designing a Business Networking Campaign—Part 2

In Part 1 I introduced the concept of a networking campaign.  That is, an intentional, pro-active effort at using business networking to create and sustain “trusted sources” that can become referral partners with you and your business.

Today I’ll introduce seven of the elements that you will want to include in your networking campaign toolkit.  This is not intended to be a complete list of items needed to market your business.  The list is focused on enhancing your networking activities in a face to face environment. 

Also keep in mind that not every item will be used at the first point of contact with a potential client, or even with someone who can refer you clients.  Each item will address a specific area of information that you have to share about your business.  Today’s list will include items that you will most likely want or need in the early stages of building a relationship.

1. A One-Page Flier.  You should have a brief overview of your business ready to pass along at all time.  Have this available in hard copy you can fax and an electronic version to email.  This is in case you meet someone while networking who wants to quickly pass along your information to a prospective client she knows.

2. Question-Answer Sheet.  One of the quickest ways to share information at an event is make the initial meeting as organized as possible.  A sheet with questions that you can ask each other can ensure you don’t forget to find out important information about each other’s businesses—the information that could lead to a referral most quickly.

3. Testimonial Letters from Satisfied Clients.  Testimonials are one of the most effective ways to showcase the quality of the products or services you provide.  You can keep hard copies in a binder as well as create a page on your website.  If you use LinkedIn, you can ask clients in your network to “recommend” you.

4. Photos of Yourself, Your Office, Equipment, and/or Products.  A professional photo, or headshot, is important for promotional opportunities and social media profiles.  Photos of your office or business operation and products helps legitimize your business and gain credibility.

5. Current Brochures, Data Sheets, Catalogs.  This is almost too obvious, but many times I’ve noticed that business owners are too busy running their business and neglect these important collateral materials.

6. Items that Reflect Your ‘Brand’.  These can go a long way in building consistency and the recognition of your brand:   logos, trademarks, service marks, patterns, designs you’ve used, posters, banners, and display materials used at trade shows. 

7. A List of Key Customers.  You can put these on your website and/or LinkedIn profile to demonstrate the type of clients you have successfully served. 

In my next post I’ll continue with seven more pieces of collateral material you will want to have as a part of your Business Networking Campaign.

Posted in Branding, Expert Marketing, Selling