Connect with clients to stay top of mind

In today’s competitive business-to-business marketplace, professionals in service businesses – law, accounting, finance and technology – are often required to serve as ambassadors for their companies at events for networking in the community, and to speak and write to build reputation and presence. Some embrace the chance to meet new people and seek business synergy, while others find business-building a challenging endeavor that takes them out of their comfort zones.
However, when it comes to using social media as a tactical public relations tool, there is still a major tide of resistance. For many professionals, the thought that they may have to check something besides email on a regular basis and learn how to navigate a new technology program is daunting. Instead, professionals should love the chance to generate awareness, reinforce their brand, and keep themselves and their companies top of mind – easily and efficiently – through social media.
Return-on-investment
I find that the main barrier to entry for savvy and smart professionals is a lack of understanding of the benefits they will reap from a small investment of time. Yes, we know a legitimate LinkedIn profile, for instance, should have a photo and complete biographical information, including short descriptions of skills and capabilities. Yet, beyond just hitting the “accept” button when asked to connect, professionals often fail to grasp the amazing business advantages of social media resources such as LinkedIn: chances for fruitful follow-up from face-to-face meetings; increasing exposure and extending your reach to target audiences; and gathering of vital competitive intelligence and go-to-market material.
Fruitful follow-up
I often hear professionals lament that they have attended a seminar, event for networking or trade show but never “get anything from them.” They meet people and have a few significant conversations throughout the night and, sometimes, even send one or two follow-up emails saying how nice it was to chat. They might offer to rendezvous for coffee, lunch or drinks. After that, the relationship often loses momentum. No one wants to hard-sell newfound friends or harass them for a lunch date. This is where social media is a perfect solution. Sending an invitation to connect on LinkedIn, for instance, opens a door to keep in touch. The recipient of the invitation can choose to accept or not (and we know that you should not accept invitations from unknown sources). From there, if you occasionally share relevant information or invitations of interest to your connections, you can remain top of mind, build reputation and keep the relationship alive until your next encounter.
Increasing exposure, extending reach
With a carefully cultivated list of connections and friends, your inspired posts and “shares” of useful information go right to the people who matter. While most people will not be ready-to-buy, all of your connections and friends could influence others. Instead of hoping that your audience members are reading of your accomplishments only in a print or website, your news appears directly on their computers/phones/devices.
Repurposing your news via the social-share features on blogs, websites and e-newsletters is an alternative method to making positive impressions. Whether you are pontificating on laws that impact drugs in the workplace, offering advice about tax credits for small businesses, or inviting clients and friends to a seminar on 401(k) plans, social media is the hottest way to disseminate your message to your connections, and, hopefully, to the connections of your connections. Competitive intelligence, go-to-market material
People come and go in the B2B arena all the time, some with noncompetes and some as free agents. No matter the legal restrictions, it is interesting to watch for connections between former colleagues and current clients; it might be a heads-up that you need to undertake some client-retention activities. (Remember, current clients are yours to lose.)
Conversely, if you are pursuing a new client, it is always a good idea to check out the profiles of the decision-makers before your initial meetings or conversations. On LinkedIn, for example, you might find a “shared connection” that could be a stellar reference for you and your company. You might also find a common affinity for an alma mater, a sports team or charitable endeavor. LinkedIn offers us all a chance to read the online biographies of our professional colleagues so it instantly provides valid research in your go-to-market process.
Learn to Love Social Media
Social media has become the new public relations and, while the benefits of face-to-face meetings are enormous, social networking often happens right from your desktop PC or mobile device. As 2014 looms and you are called upon to create your own individual marketing plan or you are contemplating how to expand your marketing prowess, take the leap into social media to connect with clients and build business.


Carolyn Lavin is the president of Lavin Marketing Communications. She can be reached at lavinmarketing@cox.net or www.lavinmarketing.com.

No posts to display