Five tips to networking during a pandemic

In a world where businesses thrive on customer interaction, physical touchpoints and getting out there to show off their business, networking is crucial to nurturing those relationships.  With the ongoing pandemic however, there is increased concern as to how businesses can effectively network during this ‘new normal’. 

Investing in an online presence is certainly recommended as it is reported that the global digital population now stands at 4.66 billion active internet users.  Consider these additional online statistics from www.statista.com as well:

-      Unique mobile internet users – 4.28 billion

-      Active social media users – 4.14 billion

-      Active mobile social media users – 4.08 billion

However you spin it, that is a lot of people, businesses, non-profit organizations, charities etc., using the online space.  This provides an opportunity for businesses to network not only within their locale but reach potential customers, investors and partners in other areas, regions and countries.

 

Using both online and offline tactics, the following are five ways that businesses can continue the networking process even though COVID-19 is still a present force.

1.    Talk to strangers – It may sound shady to just begin a conversation with someone you don’t know but isn’t that how the idea of networking came about!  Use this tactic both online and offline.  In online spaces, join relevant business groups, introduce yourself and your business.  Use every opportunity to talk about your business and what it offers.  In conversation, provide solutions, don’t just sell.  Show, don’t just tell the customer group why your offering is better than the competitions’.  Online provides the opportunity to showcase product videos and tutorials, use those opportunities to provide relevant and engaging information.  For offline spaces, it may mean striking up a conversation in the supermarket or at the pharmacy or at any other business space that may be open at this time.  Again, don’t just sell, offer solutions.

2.    Get comfortable with technology – With all the online platforms that have come to the fore since March 2020, it may be hard to keep up but your networking life depends on it.  In addition to engaging on social media, use platforms such as Zoom, Webex and Google Meet to host meetings and virtual events.  Virtual meetings keep the lines of communication open with your existing stakeholders and virtual events keep the business visible while allowing it to attract additional customers outside of its usual space.  Incorporate mobile in your suite of technological … as many more persons are accessing events using this device.

3.    Remain visible online – In the absence of physical interaction, it is recommended that small businesses remain visible online.  The business’s social media must be updated consistently with relevant, uniform information across platforms.  The website should be the ‘go-to’ space for information therefore it too should be updated regularly.  If there is an e-commerce platform, ensure that sharp images and pricing is available online; if the customer has to reach out to ascertain the cost of an item, you may lose the sale.  Be sure to optimise your website for mobile, 55% of customers who buy online do so from a mobile device (Pixel Union).  Additionally, extend the lines of communication with your existing client group through email marketing.  Good email etiquette suggests that emails are not sent too often to prevent messages being delivered to junk or customers unsubscribing from your content. 

4.    Invite feedback – Don’t forget to listen to and get feedback from your customers and stakeholders; it is important especially when having virtual conversations.  Set up systems that allow for ease of communication; online and mobile surveys, customer reactions post sales and online events or simply using traditional media outlets to invite views and opinions on specific activities.

5.    Provide contact information & follow-up – Just as you would provide an actual business card in the physical networking session, provide your new connections with ways to contact you and ensure that these phone numbers and email addresses work.  Additionally, follow-up, especially if you promised to.  Be the man/woman of your word.

A 7-step guide to launching a new business, product or service during a pandemic

Even in a pandemic, people will require new products and services to fulfil those new needs that will emerge during this time. As COVID-19 continues to rage across the world, everyday new businesses are opening and new products and services are coming to market.  How then do businesses open or launch new product offerings during a pandemic?

1.    Establish a need – Ensure that that the new product or business is solving an urgent customer need. Opening a business or launching a new product now should not be a casual effort.  Ensure that the decision is informed by research or a glaring need that cannot be ignored.

2.    Recognize that the product, service or business need may be temporary – The new product, service or business may just satisfy customer needs during the pandemic.  Be okay with that.  It is advised that the new venture should be able to stand alone so that when it comes to an end, your main business remains unaffected.

3.    Try new ways of marketing – Online marketing is the new normal but traditional and electronic media is still a great way to get the word about your new product or business to your ideal customer.  Don’t underestimate the power of an interview or paid traditional advertising, just ensure that you target, target, target.

4.    Focus on customer relationships and building credibility – The new product or business is not just about fulfilling the customer’s need, it’s also about building lasting relationships and establishing yours and your business credibility.  It has been said before and bears saying again, customers buy from people they like but more so from people they trust.

5.    Align with a cause – Even though most people are enraptured by all the happenings surrounding COVID-19, they still have a heart for their fellow citizens so aligning with a cause will allow them to ‘give’ to something beyond themselves.  And, especially during a pandemic, supporting the needs of others feels good.

6.    Embrace the digital movement – Since the emergence of COVID-19 more people have migrated online.  This means that the likelihood of being noticed by your ideal customer group online has increased considerably.  Share content, advertise and build consensus online.  Incorporate as many platforms and devices in your strategy as possible.  Social media is a great place to build a tribe, get attention and increase visibility likewise, in sharing online content, ensure that your platform is optimized for mobile as 51% of the global base of internet users access online using mobile devices.

7.    Utilise Public Relations – Public Relations is a strategic communication process that builds relationships between a business and its stakeholders.  It helps to build reputation and positions the new business or product in a positive light.  PR is a great method to gain further visibility for the new venture.  Utilise elements such as interviews, print media ‘write-ups’, press releases and speaking opportunities to achieve additional visibility.