Everyone these days is talking about social networking, and how you can build your business by using sites such as Twitter, Facebook, LinkedIn, and Active Rain. That's all well and good - you should spend a little time in those places. But building relationships in the "real world" is just as important as building relationships on line.
The whole point of social networking is to build trust and a friendship of sorts. That creates a friendly feeling that will cause your contacts to either do business with you themselves, or send referrals your way.
So how can you do it off-line? The same way you can do it on-line: By giving instead of trying to get. And in "real life" it's easier, because you probably know something about the individuals.
If you have the opportunity to send a referral to someone, do it. Then call or drop them a note and tell them that you gave their name to "Joe Jones" and hopefully he'll be getting in touch. If you've gotten Joe Jones' permission to do so, give them his phone number or e-mail address, along with a little note about why he might be interested in their services.
Take it one step farther...
Something else you can do that makes a lasting impression is to clip and send articles - or forward emails or site links - that you know might be helpful.
If someone told you they're having trouble getting ranked in Google, send an article about SEO. If they told you their roses aren't blooming well and you happen across a "how to" on growing roses, send that. If they're in the widget production business and you see an article with new news about widgets, send that.
The article may or may not be helpful, but the fact that you thought of them and took the time to send something will put you at the top of their list of helpful people. And that's a good place to be if you want their business and/or their referrals.
If you send a newsletter, which you should, be sure that it isn't only a promotion for your services. Include information your readers can use, a few good quotes that they'll enjoy, or even a joke that will make them laugh out loud. Make your newsletter something they'll look forward to reading - not something that gets labeled "advertising" and tossed immediately toward the round file.
Off-line social networking is merely a matter of thinking about the individuals in your network, and doing small things to help them build their own businesses - or enhance their private lives (as with the roses).
Marte Cliff is a freelance copywriter who specializes in web copy, email promotions, newsletters, postcards, sales letters, and news releases. She also helps small businesses develop marketing plans and offers marketing courses for real estate professionals.
Visit her at http://www.marte-cliff.com to see how she can help your business. While there, opt-in to receive one or more of her marketing ezines.
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