I spend a lot of time trying to generate web traffic, increase twitter followers, and make connections on LinkedIn. I also try to blog monthly and do other forms of online content marketing to help raise the awareness of both my personal brand and Deep Dish Digital. Despite all these activities the best connections I have made are through in-person speaking/training events and formation of the Saskatchewan Professional Marketing Association (SPMA) that meets monthly and has amassed 180 members in only one year. About two years ago I was relatively unknown and now I'm President of the SPMA, get speaking requests on a monthly basis, and am contacted by the media for interviews regarding online marketing. I'm not bragging, I'm just trying to illustrate that although my online activities create awareness it's the in-person stuff and community involvement that really provides dividends.
I guess I'm not surprised, but it just hammers home the point that if you want to form business relationships you really need to get out there and meet people. It's imperative that you try transition your online network into physical interactions or events. Get out there, be seen and provide something valuable to your community. There is no better way to establish your credibility than to walk the walk if you talk the talk. Turn followers, friends, and connections into acquaintances, relationships, and hopefully some customers. Hiding behind your keyboard will do just that, keep you hidden.
It takes a lot of effort to build a network and, like many people, I typically detest "networking events" since they often feel forced and you end up just hanging around people you already know. However, it needs to be done. Building your online network first is a great ice breaker and establishes familiarity so that when you finally do meet someone you can say "Hey, you're @MarketingGal, I think we follow each other on Twitter/LinkedIn/Facebook/Tumblr/Google+". Personally, I've used this as a conversation starter with many people, even if they're not part of my online network but they hang out the same places I do.
If there are no places to hang out for your industry, then create one. Myself and a few others did this with the SPMA but there's other options like simply creating a LinkedIn Group or having a casual in-person mixer every once in a while or hosting a industry training event by bringing in a notable speaker. It's important to create opportunities to meet.
The holidays are just around the corner, so if you need no other evidence regarding the importance of physically meeting people consider how important it is for families to spend time together during this time of year. Many families stay connected via phone and web throughout the year but it's when you actually spend time with each other that you truly feel connected. All the best to you this holiday season; have a Merry Christmas and fantastic New Year.
