How networking can help you raise a brand?
Networking has always been central to landing new contracts and clientele for businesses for times immemorial. The utility of networking has only grown in the advent of the internet and social media. In the age of zealous entrepreneurs and start-ups, seeking growth by forging new partnerships with prospective investors is an important aspect that needs more emphasis. Be it expressing new business ideas or meeting the right people, building worthy relationships with industry experts and breakout businesses could be rewarding in the long-run. Moreover, young professionals must diversify their networking strategies, and these could range from spending resources on social media interactions, lecture series, online conferences to participating in offline events.
In the last few years, there has been an explosion of co-working spaces, civil society participation, and industry events, which indicates the energy within the ecosystem. Such uptick in activity has brought scores of enthusiastic professionals across several sectors together. It is, therefore, essential for brands to come prepared with a marketing and networking plan. By expressing themselves freely to the broader audiences, they can generate some value for their brand. The term brand recall is now in use in everyday parlance. However, there is limited attention given to adapting to technology and innovation in networking. The fast-paced changes taking place within the industry beckons emerging brands to be creative in their approach. For instance, the world of influencer and affiliate marketing has opened up, and the latest trends and digital tools are allowing brands to monetize the space as a result.
Adapting to changes around us and diversifying our approach to networking
Nobody anticipated the long-term impact of the COVID-19 pandemic to last as long as it currently is. The aftereffects of the pandemic felt by everyone in the industry are an indication of where things stand. However, it has not stopped everyone from working remotely and communicating. Instead of pouring resources into untimely events, everybody now has the opportunity to explore virtual sessions from the comfort of their homes. Add to this the advantage to small businesses and brands who need not shell out money to attend expensive conferences, investor summits, and VC events that go on for days at a stretch. The affordability and agility of virtual mediums have the potential to disrupt how start-ups conduct their business and build their networks.
Even at the individual level, one-on-one interactions are happening while we are on the move. We get confined to closed spaces for long hours, and the social instincts began to kick in as we weren’t able to keep-off our devices. Communication and community engagement form the very basis of our way of life. COVID-19 has presented an opportunity to reflect on the quality of our daily interactions with the outside world. It in itself entails adaptability in the current climate, considering that networking hasn’t stopped.
During the initial months of the lockdown, investors and VCs had the tough job of networking with entrepreneurs virtually, a makeshift of sorts to traditional in-person meetings. What hasn’t changed is the desire to know the people at a deeper level, as their decision to invest in the new enterprise relies on trust-building. Similarly, a plethora of webinars and discussions took place under the auspices of institutions and trade bodies. They brought the best in the industry opinions forward, and it presented itself as a go-to for several senior management of organizations to sell their ideas to virtual attendees.
Using networking as a means to reach out to larger audiences
The high level of engagement on online platforms is evidence of the ever-growing internet penetration in India, and the traction it is generating for businesses to flourish. With close to 700 million active internet users in the country, brands have a strong reason to engage with emerging players and influencers to build customer perceptions. However, to capitalize on the current phenomena, business individuals and brands must rely on new-age networking techniques to scour their social circles and databases for high net worth individuals and prominent pupils into the conversation. By doing so, new audiences are getting involved in the process, thereby increasing brand awareness.
However, effective communication, constant follow-ups, and using professional networks like LinkedIn, Meetup, etc., to initiate regular interactions can build a recognizable public engagement dynamic for a brand. One can begin the process by expressing a brand’s core values and principles, being up to date with the latest socio-cultural aspects of the business world, and possessing an empathetic and human-centered approach to doing business. Moreover, personalized messaging and a culture of individual outreach can build a brand image within the community.
Attaining a high social score is of primary importance for a brand, which shows the willingness to engage with the brand and the trust they built. It is therefore essential to have organic recognition of the brand, going beyond the social media following. While business pages on online platforms are one way to engage, investing in new avenues can help brands create a niche for themselves.
Partnering with influencers and promoting the brand through short videos and posts is the in thing of late. Interestingly, the dynamic has shifted from meeting corporates at official events to meeting talented millennials on impromptu occasions. Influencers have an astute sense of what their audiences like and what kind of content can help brands achieve organic sales growth. It is no surprise that they have begun to explore unique ideas to keep their processes free from old clichés and practices. Having the clarity and context about the marketing message can help businesses reorient their networking and business targets in line with the changing times and technology around us.
About the author:
Rohit Sakunia, Co-founder & Chief Business Officer, Art-E Media