How to convert new business acquaintances to eager followers

Hands up if you’re sick of hearing about social networking.

If my hands weren’t on the keyboard typing this, mine would be up there with yours.

Because chances are you’re a small business operator or manager who, no matter how hard you try, you just can’t find the time in your day to explore and improve your social networking presence.

As we’ve discussed here recently, if your business revolves around billable hours, or quite simply you are simply flat out with the demands of your business, it’s virtually impossible to find the time to keep your various virtual vegie patches all flourishing at the same time – no matter how hot the phenomenon is.

But as is often common with a hyped-up trend, there are often some very tasty morsels just to the side of the main feast.

While many would consider it so last millennium, there are a number of ‘old world’ communications media – namely live networking events, email and a good list manager that can deliver a ROI many times that of this millennium’s social networking channels.

It’s simply all about leveraging the people you meet with a good email marketing strategy.

And it’s made possible, because unlike many of the contacts acquired via social networking, communicating with real live business contacts by email is exempt from Spam Act regulations.

And if used correctly, it can ensure the businessperson you met at that networking event you attended recently can become a lifelong ally, and potentially, a valued client.
Here’s how it works.

1. Plan an eNewsletter schedule

The details of this are the stuff of another blog, however generally speaking your eNewsletter plans don’t have to be too fleshed out to start collecting email addresses for when you do get to start your eNewsletter campaign. Generally people have pretty good memories when it comes to meeting people ‘in the flesh’ so start collecting business cards in preparation.

What’s important here is that unlike email addresses collected from the internet, a business card with an email address on it, is proof that you have a ‘business relationship’ with that person and contacting someone with who you have such a relationship is permitted under the Spam Act.

2. Schedule an hour of contact transfer time following the event

This is probably the most critical part of the process because if you are like I have been in the past, you will have a pile of business cards in a drawer somewhere that you have never followed up on, but who potentially represent significant new and ongoing business.

So when you pop a networking or training event in your choice of diary mechanism, make sure you also schedule an hour of contact transfer time and contact time to build your relationship with that person – no matter how remote the chances of business from them.

If you are lucky enough to have a PA or other assistant, schedule time for them to do the same on your behalf.

3. Email them your details

As soon as possible after the event, write them a friendly email letting them know what a pleasure it was to meet them and that you look forward to meeting them again. If there was potential to do business with them, suggest some meeting times for them to choose from – potentially over a friendly coffee.
If you are not planning to meet them, let them know that you are planning an eNewsletter and plan to send them a copy from which they can unsubscribe if they wish.

Or even better, if you already produce email newsletters, send them a copy of your last edition and refer to it.

If you do not have their business card, this very act would breach the Spam Act as even one ‘promotional’ email constitutes Spam under the Act. But because you do possess their card, it’s legitimate business contact.

4. Add them to your recipient list

Because you have a legitimate relationship with the contact, you can add them to your list of eNewsletter recipients.

However, just because you have such a relationship, doesn’t mean that the ‘Unsubscribe’ rules of the Spam Act don’t apply. You still need an unsubscribe mechanism no matter how legitimate your relationship is.

5. They stay on your list and get to know you

Of course, this whole process depends on your eNewsletter being valuable to the recipient. Again this is the stuff of another blog but lets assume it is.

If so, your new contact will not unsubscribe from your list. Better still, they may even respond to it with a chance to meet or even forward it to their friends. If so, make sure you provide plenty of opportunity for their friends to sign up too, usually by way of a clear invitation to do so on the front page of your website. Ideally this will be connected to a list manager or database which will save you from transferring them manually.

6. They become eager followers

Providing you complete the above steps correctly, you will soon find yourself with a loyal follower who is happy to keep receiving your emails. Better still, you become a trusted source of information for that follower so that whenever a contact of theirs has a need for your product or service, you will be the first person they recommend.

The result of all this effort is a list of followers that magically grows every time you distribute an eNewsletter.

It’s an effort well worth making!

I know of several business operators who have used this approach and taken their list from a handful to several thousand.

But like most successful marketing strategies, it takes time and discipline to ensure the pipeline continues to be fed and nurtured.

For more Internet Secrets, click here.

Craig Reardon is a leading eBusiness educator and founder and director of independent web services firm The E Team which provide the gamut of ‘pre-built’ website solutions, technologies and services to SMEs in Melbourne and beyond.