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.