WE’RE ALL IN THIS TOGETHER

Asks the experts how to best replace physical networking in a post-covid world

BEFORE the pandemic hit, many of us were ambivalent about big networking events. But whether you love or loathe a busy room filled with people showing off their business cards, it is hard to deny that they are a useful way of getting your business noticed, and growing your customer base.

But with meetings like this curtailed for an unspecified amount of time, many are wondering how to replace the serendipitous encounters at conferences, networking meetings and community events. After months on Zoom, online networking might not sound like a particularly palatable way to spend your time, but experts say that – if used well – it can still build contacts and, crucially, your business.

‘Online networking has always been a great tool to grow your business but, due to the events of 2020, it has become crucial to any business looking to make it,’ says Rebecca Morter, CEO of fashion design website the Lone Design Club.

‘Online networking is key to our business; we see a direct link between these activities and stronger business/ community relationships and sales.’

If you’ve not yet taken the plunge into online meet-ups and are wondering how to start, here is how to make the most of what is out there.

Finding the opportunity

With the whole internet spread out in front of you, it can be hard to work out which networking opportunities will best benefit your business. Ensuring you will have common ground with other attendees is a good start, suggests

Jon Baker.

‘Try a variety and select the ones that best suit you and your networking objective,’ he says. Professional associations, such as accountancy organisations, are an option, he adds, while there are also small business networking meetings based in local areas – despite the fact that they are currently online.

Picking a webinar on a subject that interests you and is relevant is a good start, especially if there is time for networking scheduled afterwards. ‘Large webinars and chats are a great way to connect people with mutual interests,’ says Francesca Baker, copywriter and marketer at So She Thinks.

Vix Meldrew, who runs online business network Grow & Glow, says that such events can offer more than you might think. ‘Online networks offer a mix of training, education, support and accountability so you can use the time you’re spending at home to further your skills among like-minded people.’

Rebecca at Lone Design Club says business accelerators are a good source of networking. ‘We would suggest you start by researching accelerator programmes and, if possible, join at least one – they’re brilliant for meeting other founders and connecting to experts for advice,’ she says.

‘Many businesses have chat groups for their communities, ask organisations that you’re part of if they have groups you can join and consider starting your own. These are great tools to reach out to other businesses that align with your business’ core values and team up on a group/pod to maximise engagement.’

Some online networking groups have moved from being physical.

Mark Harris runs a co-working group, Laptop Monday, which was working in seven areas across the Thames Valley. When it went online, he says, it moved from being more about co-working to being more about networking.

‘As with all things, there are pros and cons. I think the pros outweigh the cons, so that’s why it’s still going, and going pretty well,’ he says.

Preparing in advance

You no longer have to travel to a venue and ensure you’ve got your business cards printed, but there are other ways to make sure you’re ready for online networking meetings.

Jon Baker suggests sorting out your background in advance. He says: ‘Consider having a virtual zoom background, which shows your company logo or something relevant to your profession.

‘However, don’t do this if it will look blurred due to the lighting in your room.’

He adds that you should also think about what you are wearing. ‘Appearance covers dress code and your background. I’ve recently ‘met’ people who were apparently dressed for bed and one who was actually sitting in bed!’

It is also worth sorting out what you are going to say. Ceylan Boyce, co-founder of the Academy for Women Entrepreneurs, suggests that there is no harm in rehearsing your business spiel.

She says: ‘Have ‘who you are’ crystal clear. You may not get much chance to ramble on about you and your business, so rehearse what you want to say, and remember that may differ slightly depending on the audience on the event.’

Before the event even starts, you might also want to check that your social media is up to date, in case attendees have a look.

‘Social networking platforms can help you stay front of mind for your network. Be front of mind for the right reasons,’ Jon Baker explains.

‘Use LinkedIn to support any meetings you attend, or even instead of attending.

‘Keep in touch with and support people in your network, don’t sell your services. If you connect on Facebook with people in your professional network, consider all of the posts you make. Do they match your professional image?’

While you are ‘there’

Attending an online networking meeting can be daunting at first, and even for veterans, so it is important to remember a few simple rules.

The first is not to get stressed about trying to achieve too much in a Zoom meeting.

‘Online networking meetings are great for meeting people, but they’re not networking. They are meetings,’ says Jon Baker.

‘Use the meeting to arrange more detailed time to catch up with people you have met that might be of interest to you.’

Francesca Baker at And So She Thinks agrees that a good use of the time is to find a few people to follow up with.

‘Find common ground, and start up a conversation to build an ongoing relationship,’ she advises.

Ceylan Boyce at the Academy for Women Entrepreneurs says that contributing will mean you are remembered.

‘Have the objective of making a contribution that might help or support one other person on that virtual event,’ she says.

Often this can be easier in sessions with smaller discussion groups.

‘We find having breakout rooms – splitting down the group into smaller numbers – really gives people the chance to take the conversation deeper and supports relationships,’ says Rebecca at Lone Design.

After the event

Following up on social media or arranging one-on-one chats with those you have met at these events will help you to make the most of your networking. Jon Baker says that it is every bit as important to prepare for these meetings as the larger ones. He uses the acronym PAR (Prepare, Agree, Rules) to make sure these meetings go well.

‘To prepare, review their website and LinkedIn profile. Decide what additional information you want to learn in the meeting and then make sure you won’t be disturbed during the meeting,’ he says.

‘Agree: What’s the purpose of the meeting, how will you know it was successful and what do you need to do to make it successful? Rules: How long is the meeting, how is the meeting going to work and how will you jointly ensure it does?’

Jon suggests making sure that you have regular one-to-one meetings to get the most out of these relationships. He explains: ‘As the relationship develops, trust and understanding develop, which leads to results.’

Online networking might seem forced, but remember everyone is in the same boat right now. As spring comes and the vaccine is rolled out, you might be able to turn those virtual relationships into face-to-face ones sooner rather than later, and your business will benefit from your efforts in the meantime.