I attended a networking event today and had four really great conversations.
Conversation 1: With an owner of an OSHA Safety Training business about the new OSHA safety regulations being put in place for restaurants.
Conversation 2: With an owner of a law firm about the best legal practices of the DBA or “Doing Business As” business entity.
Conversation 3: With the owner of a bookkeeping firm telling me how I can use Quickbooks Apps to solve a problem I am having with billing customers.
Conversation 4: With an owner of a chiropractor practice about why my right leg falls asleep just about every time I sit down for more than an hour (She said, by the way, that I should consider removing my wallet when I sit.)
In each conversation I learned something. In other words, I received value from these conversations.
Each of these individuals increased the likelihood of receiving a referral or direct sale from me. They did this by having a conversation in which they helped me understand what they do and in which they establish themselves as an expert in their field. I also know, like and trust each of these people more than I did when I walked in the door.
The Trouble With These Off-Line Conversations
The benefit of attending networking events is indisputable. There is no replacing the shaking of hands, the sharing of a meal or the discussion that goes on over a cup of coffee or a frosty beer. It is very powerful.
But these conversations have limitations. Here are a few:
- The conversation is between a finite number of people
- Once the conversation is over, it is over
- It can’t easily be shared
- It can’t be interacted with after it is over
- Google can’t find it
- A prospect can’t find it (unless they were there)
- Your existing customers can’t benefit from it (unless they were there)
These conversations you have off-line (while valuable) have no legs. Once they are over, they are over.
Give Your Conversations Legs
Every off-line conversation that you have with someone is a potential online conversation.
If a conversation was interesting and engaging off-line, there is a great chance that it will engage your customers/prospects/colleagues online as well.
- The OSHA Safety Trainer could write a blog post about the new restaurant regulations and how they will effect existing restaurant owners.
- The attorney could create a “talking head” video explaining the DBA business entity process and best practices, upload it to YouTube and embed it on his site.
- The owner of the bookkeping firm could start a discussion on a Facebook page about Quickbooks Apps and what problems they can solve and can’t solve.
- The owner of the chiropractic firm could send out a “tweet” via twitter that makes people aware that sitting for long periods of time with a wallet in your pocket isn’t a good idea.
Google can find this. Your customers can share it. Your prospects can engage with it. Even when you are not present.
The Internet gives conversations legs.
What are your thoughts? How do you leverage off-line conversations and content? What questions or comments do you have about this concept?
Photo courtesy of Franco Folini
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{ 16 comments… read them below or add one }
Russ,
but seriously, the concept is right on; “conversations can travel far when they are online”
A most funny vision; conversations with legs
Good thoughts here. Thanks!
Jennifer
@Jennifer — How do you like the picture on this post?
Thanks for stopping by!
Russ,
This is great information and an excellent reminder of how powerful a marketing, and networking, tool the Internet is. I am still surprised at how quickly the fast-food franchise responded to your recent message about your visit to one of its restaurants. If you had sent a letter, I’m sure it would still be making its way from office to office throughout the company’s headquarters.
I was actually thinking of a spider when I read this post because of its eight legs, but these legs do the job, too.
@John Gifford – The Internet is indeed powerful and smart companies are monitoring the web for mentions (good and bad) of their brands. When you make something digital it can be found easily and quickly with the tools we have available today.
Thanks for your thoughtful comment!
Russ, I like the blending of off-line and on-line networking. I think by far the off-line stuff helps me in my business because people get to know me and then feel comfortable referring people for counseling. I like the thought of following up with a blog or something based on content discussed in person.
I guess if you have nice legs, too, it would help people remember you!
Great article – thanks for sharing.
@Karen K. Walker — Awesome stuff Karen! I agree 100% that there is no substitute for off-line networking. I find that my strongest business relationships are with people that I communicate with both on and off-line.
Thanks for the great comment!
At first, I thought this post was going to discuss ways of increasing and deepening the connections made at networking gatherings (best practices and ideas to stay in contact). That said, I like your take on how conversations with contacts can be duplicated online: blog, FB, Twitter, etc. Since such conversations are typically laced with questions, the value proposition each party offers, and possible obstacles each party faces – it lays the foundation to get relevant information to your prospects. Great article!
(Oh, and nice legs
)
@Jamie Briesemeister — Absolutely Jamie — off-line networking is a great opportunity to discover what people in your market find interesting and challenging and gives us clarity about what value we could provide to them. Bringing these conversations to the web allows us to discuss and interact further with the topic.
Thanks for stopping by and for adding your perspective!
Russ, you nailed it again
great pic by the way! This has sparked new blog posts for me already as I’ve discussed and learned several things networking this week that my online community should hear. I appreciate the challenge to “grow legs” – though my real legs better not follow suit!
@Lakesha Brown — Thanks Lakesha! I am glad you have found inspiration in this post — this is one of those things that you can put to work right away for your business! Thanks so much for stopping by and leaving a comment!
Russ I love the idea I am all about conversations. I have had many that one day converted to sales but instead of agreeing I want to take it from an SEO perspective. In the case of my business my blogs are about beds, bedrooms, and the services and status of my industry. So my blog brings very focused, topic related, and search relevant traffic. The potential danger I see in this is skewing analytics, increased traffic that may or may not be interested in product, watering down my sites search relevance. Would such unfocused topics be best utilized for DougBelleville.com instead? Any thoughts?
@Doug Belleville — This is a great question Doug. In my opinion the best content designed for the web is not only optimized for search but also encourages interaction and sharing. People interact with and share only content which they find valuable. Read this post about Discoverability, Interactivity and Shareability here. Interactivity and Shareability lead to the building of permission assets — more Facebook Fans, more email subscribers, more RSS subscribers. These permission assets (over time) become a very powerful tool for generating sales, leads and referrals.
I am not sure what your plan is for DougBelleville.com but I am not a big fan of splitting your efforts (and links) between more than one domain. My 2 cents.
Nice post. I love the catchy title and picture. Now I need to find the time to write about those QuickBooks apps and continue the conversation on my blog.
@Louise Pooley – Absolutely Louise, you are filled with tons of great information about bookkeeping, taxes and Quickbooks. Let’s hear it!
Russ,
Well done! I appreciate your thoughts regarding making the most out of those types of conversations. I have had many and will definitely take your advice to heart.
Arnold
@Arnold Arnan – Hey Arnold! Thanks — I use my Meet Up group (which I can see that you have started) to “feed me” blog content all the time. Thanks for stopping by and for the RT!