With the shift to our new virtual world, you have probably found it more difficult to build and sustain professional relationships. Yet, the virtual technologies we are all using have actually expanded our opportunities to network and build connections. We are no longer limited to connecting with those in our local community as we now have expanded opportunities to connect with people from around the world. It is possible to build relationships by using virtual experiences. The challenge is, how do you do it?
Making Virtual Networking Connections
Some social media efforts seem to be a complete waste of time. But social media now provides new opportunities to make connections with others. The key is how you use social media to build and sustain your relationships with others in your network.
Finding people to connect with by searching the social media sites using keywords and company names is one way to identify new connections. An even better way is to take advantage of the various virtual meetings and events that you are already participating in and connect with those who are also participating in them.
If you have two monitors on your computer, use one monitor to participate in the meeting and your other monitor as your search engine. If you don’t have two monitors, use your smartphone or tablet. Pay attention to the people you are resonating with or those who are making thought-provoking comments in your virtual meetings.
On your other monitor or device, go to LinkedIn and see if you can find this person while you can still see their face in the meeting. You might be surprised at how difficult that can be, especially if they have a common name or have changed their appearance. By doing it while you’re still participating in the virtual meeting, you can double check that you have the right person before you send them a LinkedIn invitation.
When you send the invitation, be sure to personalize the connection message. Say something like, “Joe, I enjoyed your comments in the XYZ meeting today. I’d love to connect with you on LinkedIn to get to know you better.”
The goal here is to establish an initial connection, not to make a sale or have them do something for you. You have to earn that right. Do not immediately reach out and try to sell them something once they accept your connection.
Successful Approaches to Networking Virtually
Once you’ve established a connection with someone, begin to explore the opportunities available to you to get to know that individual better. It is easier to do than you might think.
The most effective way to stand out to a new contact is to engage with them on the social media platform. Start to regularly post comments on their social media post and when appropriate, share their post on your own social media profiles. Don’t just “like” something that they’ve posted. Likes, hearts, thumbs up and other reaction acknowledgments don’t make you stand out. These are just passive engagement reactions and do not get much notice.
Active engagement that gets your name in front of your connection will make you stand out and connect in deeper ways.
If your connection has shared something on social media that you find interesting, do your own post and tag them in it. Take a picture of you holding their book with a testimonial. Then post your testimonial on their book page on Amazon. The idea here is to stand out, especially if they are someone who has a very large social media following.
Engagement is vital to building relationships. It requires energy and effort just as it does in the physical world. It is important to take this slowly. Nothing freaks someone out more on social media than the appearance of having a stalker or someone who is only connected to sell to them. Look for opportunities that are appropriate, but not every day, especially in the beginning.
Taking Your Virtual Networking to The Next Level
If the person you’re connecting with is someone that you would like to know better and the feeling is mutual, suggest setting up a telephone call or virtual meeting. That will allow for deeper communication beyond the written word.
Explore opportunities that might be mutually beneficial or ask them if there is something specific that they need right now that you might be able to provide. For an author, it would be a testimonial. Or it might be making some endorsements on LinkedIn once you get a deeper understanding of their skills and strengths.
Leverage the combination of interacting with them on social media platforms, phone calls, virtual conversations and email as a way to stay connected. This needs to be organic and it cannot be forced. Too many people today make an initial connection on social media or in a virtual meeting and then begin to bombard their contact with too many emails or too many asks. That is not building a relationship. That is pushing for a sale.
Those who are successful at networking virtually are looking to expand their connections with those with whom they share mutual interests. Those mutual interests turn into opportunities. In the best of all worlds those opportunities are mutual, not one-sided.
One thing is certain, virtual interactions are here to stay. Those who are most effective at networking in this “new normal” will bridge the gap between connections and relationships by strategically looking for opportunities to connect. Remember, networking is about building relationships, not making sales. It is vital to keep this key difference in mind as you begin to take steps to use virtual opportunities to make new connections. Sales or jobs may eventually flow from these relationships, but the primary goal in networking is to make a casual connection and build it into to a deeper relationship. Then, you take advantage of the virtual world to help you sustain and deepen that connection over a longer period of time.
About the Author:
Jill J. Johnson, MBA, is the President and Founder of Johnson Consulting Services, a highly accomplished speaker, an award-winning management consultant, and author of the bestselling book Compounding Your Confidence. Jill helps her clients make critical business decisions and develop market-based strategic plans for turnarounds or growth. Her consulting work has impacted more than $4 billion worth of decisions. She has a proven track record of dealing with complex business issues and getting results. For more information on Jill J. Johnson, please visit www.jcs-usa.com.
Regardless of what date the calendar shows, business is blooming – and the season for sowing success is officially here. The ways businesses can promote themselves is blooming, too – blogs, podcasts, social media, television, magazines! How can business owners, subject matter experts, and thought leaders weed out what will land on the rocks and what will bear fruit when it comes to publicity?
You see, a targeted publicity campaign is much like gardening. It requires an innate understanding of the medium where your expertise best fits, properly nurturing the attention that you generate, and reaping the rewards of increased awareness of your unique space in the business market.
So where to start? The soil, of course!
The Soil – Your Market
A successful publicity campaign starts with deep knowledge of where your knowledge works. Whether you excel at providing management solutions or the art of making the most of the clock, you don’t simply want to blast out your content like a defective garden hose. Just like different substrates, different avenues exist for your expertise – and you need to choose the one that’s best for your expressed goals.
Whether that means pitching your content out to a specific geographic area or DMA that pertains to a coming event, or providing comment on a national news story, you have to possess a keen awareness of where your knowledge best fits and the outcome that you’re hoping to elicit.
Sowing – Targeted Pitching
Just like you shouldn’t take a scattershot approach to planting seeds you hope will eventually produce fruit, you shouldn’t assume you can just cover each and every aspect of the media with a publicity campaign. It’s about targeted pitching of content to editors, writers, and producers.
Plant your expertise seeds where you have the strongest opportunity for success. That means having a firm grasp on your target market where you know you have a strong shot of developing enduring roots – not just a momentary glimpse of sunlight.
Nurturing – Building Relationships
Anyone who has ever seen that first seedling sprout in their garden or field knows that immediate feeling of elation. Things are happening! I wasn’t just tilling and watering this soil for no reason! It’s a burst of excitement in knowing that your work had paid off. But those same folks will can also identify with watching their work wilt on the vine and the inescapable thought that more could have been done.
Once you have started the process of pitching out your expertise – be it to daily newspapers in the form of interview availability, or articles to trade, industry, and association publications, it’s imperative that you nurture those leads by properly tracking and following up with the editors who have requested your comment or content.
One of the biggest mistakes that is made during a publicity campaign is fostering a one-sided relationship. Each one of those columnists and editors is looking to fill space with intriguing content on a consistent basis. Just like you wouldn’t prune your leaves or fertilize all at once when it’s convenient, you need to maintain a dialogue with those who are looking to you for answers.
That doesn’t mean to bombard them with emails or phone calls—it simply entails having a firm process in place to touch base on the status of your article or interview, and be ready to reach out when a mutually beneficial opportunity arises.
The Harvest – Frequency and Repetition
The pinnacle of sowing season is the harvest—where you can reap the rewards of your time, efforts, energy, and dedication. After months of tending to your crops, it’s finally time to take out your bushels and account for your yield.
In a PR campaign, the sowing season runs year-round as a well-targeted campaign means you’ll receive a bounty of coverage on a consistent basis – regardless of the date on the calendar.
To the Market – Benefiting from Publicity
Off to the market with your haul! This is where the hard work really pays off and you can assign a definitive, tangible value to the time investment to planting, tending, and harvesting your crop.
With publicity, post-placement marketing is a key, critical component in a campaign’s life cycle. Without effective marketing to the associations and industries who utilized your expertise in their publication you cannot truly capitalize on the commitment you made to growing your business or enhancing your audience at the outset.
Effectively marketing the publication that you receive involves outreach to the industries who found direct value in your content—be it your perspective in an interview or your unique selling propositions in articles. Without leveraging these placements and marketing to those industries, you’ll be left with a bounty without a buyer.
With business back in full bloom, events are currently being planned and organizations are seeking experts to enrich their audiences with their point-of-view. To enjoy the full range of benefits of a publicity campaign you must think like a farmer or gardener—determine the fertile soil for your content, sow the seeds of your expertise with targeted pitching, with a green thumb frame-of-mind (in a monetary context, of course), nurture the relationships built, and then leverage your placements to begin marketing your content.
As the gardeners and farmers among you know, it doesn’t happen overnight. But with time, care, and dedication you’ll enjoy the rewards of a fruitful publicity endeavor.
About the Author:
Russell Trahan is the Owner/President of PR/PR Public Relations and the Author of Sell Yourself Without Saying A Word. PR/PR/ Public Relations is a boutique agency specializing in thought-leaders and subject-matter experts. He positions his clients’ expertise in front of their target market. PR/PR Public Relations has a 20+ year history of getting 100% of their clients results. For more information, please visit: www.PRPR.net.
We all could use a deep breath.
Most teams and companies are still figuring out how to help support their people and engage with them remotely, in hybrid settings, and in-person gatherings. With all that businesspeople have been navigating: differing modes of communication, the expansion of remote workers, global health, issues of racism, social injustice and equity, political and economic uncertainty, they are also expected to maximize the experience, product or service that you are delivering to the marketplace. Deep breaths are needed.
The process of breathing for the human body is “the process of moving air into and out of the lungs to facilitate gas exchange with the internal environment, mostly to bring oxygen and flush out carbon dioxide.” The leaders role in teams and organizations is to breathe oxygen into their people with mindsets and actions that fuel energy, possibility, connection and progress while flushing out negativity, blame and toxins.
The best leaders and teams on the planet understand their role is to help breathe oxygen into their people that helps give energy, hope and life so that all are able to thrive in a complex environment. These leaders and cultures are intentionally inhaling and exhaling with their people. The air they breathe and the mindsets they bring to stimulate action is everything.
6 Mindsets To Breathe Oxygen Into Your People and Culture
- Clarity — Vision + Direction is air that all need to breathe. Is your Mission clear? Is your Vision clear? Are you Values for how your team is committed to travel clear? Is your Strategy for the next priorities clear? If not, your team may be gasping for air. Every time you breathe oxygen into to these mindsets and concepts as a team, the air is easier for all to breathe. The path forward becomes clearer. Your team may not have all the answers, but they’ll have energy and clear direction on how to take the next step.
- Inclusivity — Leaders in the world play an enormous role in widening the circle so that more diverse backgrounds, ideas, perspectives, and experiences have a seat at the table. Teams and organizations will lead the way forward in society by modeling how to have civil, respectful dialogue and educate people on the strengths of diversity, equity and inclusion. When our teams are inclusive and welcoming, it breathes life and energy into all. We’re stronger together.
- Agility — Possibility + Adaptability is the name of the game in a changing world. Leaders have to practice breathing oxygen that allows their mind to find new ways of doing things and the courage to adapt to opportunities that emerge. If leaders return to the “this is the way we’ve always done it” mindset then they will sit back and watch the oxygen leave the room (and their people).
- Grit — Resolve + Toughness is critical to help people navigate their way through obstacles, challenges, negativity, finger pointing, and division. Leaders help their people breathe oxygen that stays focused on the present moment and the actions that are needed in order to take the next step. Toughness isn’t about being physically stronger than others, it is about being able to be vulnerable with your people and still have the resolve to find solutions, together.
- Rest — Teams and organizations have an unhealthy association with the concept of rest. Americans last year left 768 million days of vacation on the table with their employers. That equates to nearly $66 billion of lost benefits. We’ve forgotten that the research actually shows that deliberate rest is essential to elite performance. When we allow our bodies, minds and hearts to deliberately rest, we breathe more efficiently and are better at everything else.
- Ownership — Accountability + Action are mindsets and oxygen that the best leaders and team cultures on the planet breathe. They connect the things they say they will do with positive accountability and action. Accountability isn’t a negative word, it’s a positive mantra that all take ownership of. In a world where people are quick to gossip, point fingers, and be critics about what isn’t working, the best leaders breathe oxygen into their people and shift conversations from blame to solutions-focused.
The best cultures proactively help their people breathe and navigate through obstacles, together. They intentionally choose to inhale positivity and the 6 mindsets above and exhale negativity, blame, gossip and division. The air they breathe dictates the quality of air for all. The ecosystem of their culture is grown, developed, cultivated and led with intentionality, one breath at a time.
The process for developing high-performing and engaged teams never stops and the best leaders, teams and organizations are committed to breathing oxygen in how they hire, onboard, do performance evaluations, develop emerging leaders, and recognize excellence. The best leaders invest in their teams and the air they breathe, together.
If you’re experiencing a lack of energy, passion or hope for the road ahead, it may be the air you’re breathing.
About the Author:
Jason V. Barger is the globally-celebrated author of Thermostat Cultures, ReMember and Step Back from the Baggage Claim as well as the host of The Thermostat podcast. His latest book Breathing Oxygen is set to be released in the Fall of 2021. As Founder of Step Back Leadership Consulting, he is a coveted keynote speaker, leadership coach and organizational consultant who is committed to engaging the minds and hearts of people and growing compelling cultures. Learn more at JasonVBarger.com