The key to brand success is, of course, awareness. But awareness can go both ways. A business can be “known” for shoddy workmanship, sloppy customer service, or quality of an unreliable nature. We can all agree those are goals that no company aspires to. Instead, it’s a commitment to excellence, being trusted and liked, and generally held in high regard that we want to be associated with our brand.
Businesses of every size must work to not only build a solid reputation but to be known because when was the last any of us placed sizeable trust in a stranger?
Today’s consumer is all about building relationships. Folks want to feel a part of something, to be included and connected. And that’s why networking can be a company’s best, low-cost marketing strategy. A focus on continually growing and nurturing relationships will expand a brand’s network, leading to new prospects that will drive revenue. Networking works.
What should networking look like in 2021?
1. Utilize social media
No business seeking brand awareness can afford to forego social media. But it’s essential to understand how each platform works and then strategize how each can benefit your brand. Study the nuances of each site before plunging in. And it’s OK to get comfortable with one platform before venturing onto other sites. The key to networking via social media is to spend time within the framework of each platform so you can build and then nurture a community.
2. Support the community
Whether via event sponsorships—youth sports teams, local festivals, underwriting free community events—or offering aid during challenging times, being a good neighbor is one of the best forms of networking. People notice and remember who steps up in good times and not-so-good times in support of the community.
3. Facilitate connections
The toddler mentality of me-only-me-first has no place in brand building. While we expect young children to have a bent toward selfishness, that trait will do nothing for companies hoping to build brand awareness via networking. Rather than circle your wagons in protection mode, look for opportunities to help others. By lending a hand, sharing ideas and expertise, and facilitating connections, your network will grow. Your brand will be recognized as a business that seeks to make mutually beneficial connections. Everyone wins when we seek to unify rather than divide and conquer.
4. Recognize and nurture the power of referrals
It’s pretty simple. People love recommendations. Now more than ever before, it seems they depend on reviews to guide their purchases and business associations. So, when your commitment to excellence stands out from the crowd, folks will notice. Your diligence will earn referrals and reviews that will multiply your network exponentially. And each new prospective client offers you another chance to tell your brand’s story. Whether by word-of-mouth—Ann tells Sue who shares with Bob who talks to Tom—or via the plethora of online networking opportunities, the ripple effect will be huge. So, first, fuel stellar reviews and recommendations with unparalleled products and service. Then, create opportunities for people to sing your praises.
At ASJ Partners, our team of dedicated professionals focuses only on the Staffing and Recruiting Industries. We understand your business and know how to engage and attract clients and candidates. It’s what we do, and we are the best. Reach out to us at weneedhelp@ASJpartners.com
