values | | Canadian Small Business Women

Apr 07 2015

How to Network when Networking isn’t your thing

You’ve opened your own business. You have hopes and dreams of hitting the big time or maybe you just have a vision, values and a commitment to a product that you want to share with the world. The problem is – you’re just not that comfortable sharing. You believe in your product and that YOU are the subject matter expert but talking to others makes you tremble in your boots. How do you overcome this challenge and get out there to meet, greet and network?

It all boils down to this: GET REAL and BE R.E.A.L.! (Be Realistic & Reasonable, Manage your Expectations, Develop a positive Attitude & Love what you do!) Too many of us spend far too long trying to be something that we’re not. If networking isn’t a strength, that’s fine. Some of us are experts at writing words and some are great at speaking them. Either way, OWN who you are and be proud of it. This one act alone will help boost your confidence. Getting R.E.A.L. is about acknowledging who you are and what strengths you have, then setting targets that are reasonable and realistic. When it comes to networking these first two elements are key: Be Reasonable and Realistic about your Expectations. If you’re a wallflower, don’t schedule a conference with over 200+ attendees as your first venture into networking. Rather, find something local, check in with your Chamber of Commerce or Small Business Enterprise Centre and connect with like-minded local entrepreneurs where there may only be 12-15 people in the room. Log in to “MeetUp” and search for groups that are within your specific market and consider attending one of these meetings just to observe how others in your field interact. If you work up the courage to engage even one person in conversation, distribute a business card or two, consider that the first step in your successful networking career! There are also many organizations that cater exclusively to networking for women and while cutting off 50% of your potential clientele is not a good long-term strategy, it is an excellent place to start and feel comfortable – in a nurturing all female environment. Before heading out the door on your first attempt, practice on family members, heck speak to the family dog or sit hubby or your best friend down on the couch and practice your pitch on them until it sounds right. Writing something down vs. saying it “in your out loud voice” are often two entirely different things so don’t just write a great intro for yourself, practice saying it out loud to see how it sounds.

Along with Reasonable and Realistic, make your first few networking experiences memorable by adopting a positive Attitude. This might sound simplistic but if you’re nervous going in it will show. Attitude isn’t just about the words you choose it’s how you carry yourself and the face you show to the world. Stand tall, put a smile on your face, project a positive attitude out into the room and you will receive it in return. Put your cell phone away and don’t rely on it as a crutch. I once watched a women at a networking event as she arrived, “reading” email messages, checked in, found a seat and cell phone still in hand, never looked up once. As others joined her table she would glance up briefly and smile but no words were exchanged. I purposefully approached to chat with her and it was obvious she was very nervous. I understand but never looking up and attempting to make eye contact or engage with others won’t help improve your networking skills. No doubt her overall impression of that networking event wasn’t positive but she did nothing to help herself. A positive “I can do this” attitude while you are at an event will help carry you through the event.

For women networking here are some other practical tips:

Ditch the purse or invest in a crossbody bag that keeps you hands free.
Find a small, easily opened case to hold your business cards and in which to store those you receive.
Put your cell phone away – unless it’s your kid calling from school or jail chances are you don’t need to take that call. Cell phones are a distraction and make it too easy for you to appear busy and not focused on the reason for attending in the first place.
Likewise – stash your coat, your nerves will keep you warm enough!
Networking isn’t about the coffee – make your goal to meet people first then suggest to someone you’ve just met “let’s grab a coffee and find a table.” It’s a great way to extend a conversation rather than fumbling to balance that coffee and extend your hand for a handshake when you are first introduced.
If you are more comfortable attending your first couple of events with another person that’s fine but agree to split up when you arrive. Maintain eye contact for mutual support and you can always join up later to sit together. You’ll have the confidence of knowing someone is there with you but the opportunity to meet other people too. You might even double your odds if you both meet others and mutually share the contacts and introductions you’ve just made!
Recently, someone suggested to me that you make a specific goal for yourself like “Meet three people” or “Exchange 4 business cards” and then you can leave. Having an objective before you head into the event will leave you with a feeling of accomplishment when you achieve it.

Finally, you hear a great deal about passion these days. That is – hopefully, if you are a small business entrepreneur trying to grow your business, you LOVE what you do. If you love what you do your passion will shine through and that’s going to help you in terms of your positive mental attitude and your confidence level when walking into a room for networking purposes. Here is the most important tip – if you LOVE what you do, fine-tune your introduction so your love, commitment and passion shines through. We’ve talked in this space before about your “pitch” or “elevator speech” or introduction. Whatever you call it, it will only work for you if it truly resonates and you are comfortable both saying it and believing it. In my Communications Course I talk a lot about the rule of 10 and this can be applied to your introduction as well as any other areas of your business. Take the time to identify the top ten words that best describe your business and what it is you want to convey to potential clients. Once those words are on paper, play around with them to create one short sentence that acts as a great introduction of yourself and your business. Most importantly – it should be a sentence that invites and encourages conversation through questions. I learned a similar technique several years ago while attending an event hosted by The Leadership Forum in Caledon. Conversation engages and encourages and is so much better then throwing a business card at someone hoping it sticks. Engaging in a great conversation is what just might lead to future business.

In the end, being R.E.A.L. about who you are will allow your integrity to show. Trust and integrity are an enormous part of why someone chooses to do business with you. If you are not great at walking into a room – that’s fine – practice some of these tips and be passionate about what you do and that will help significantly. Maybe even admit your fears when you’re having a chat – chances are, the person you’re speaking with might be feeling the exact same way!

As Owner and Principal partner of “Writing Right For You” Sheralyn is a Communications Strategist – working together with entrepreneurs to maximize profit through effective use of the written word. Looking for web content that works, blog articles that engage or communications strategies that help you get noticed? Contact Sheralyn today. Sheralyn is also the mother of two children now entering the “terrible and terrific teens” and spends her free time volunteering for several non-profit organizations.

Sheralyn Roman B.A., B.Ed.

Writing Right For You

Communications Strategies that help you GET TO THE POINT!

416-420-9415 Cell/Business

writingrightforyou@gmail.com

LinkedIn / Facebook / www.writingrightforyou.weebly.com

Oct 21 2014

Your Brand Values and Governance Model: Developing Your Content Strategy

Part 2 of a 6 part series on Content Strategy for Your Business

In the first post in this series, I outlined what a content strategy is and why it’s a critical part of your digital business model. Over the next 5 weeks of this series, we’ll go through a full content strategy, but where to start? Sometimes it’s best to start at the end.

Governance: Start Your Strategy at the End

When it comes to Content Strategy, A Governance model is perhaps the most important factor. Why? Because if you understand up front what it will take to create, measure and maintain your online business communications, you will be more realistic and strategic when you develop your content strategy. In this post I’ll outline what your governance model will include, and then go into some detail on the creation of the first piece of your content strategy and resulting governance model.

What do I need to Govern?

Online business communications are the basics on your website, which might include

Your Home page
An “About Us” page or section
A services Section and/or product pages
Your contact page
Campaign based landing pages

Depending on your business goals, it might expand to include content marketing such as

Email communications such as e-blasts or newsletters
Blogging or articles
Info graphics or tools

And depending on your customers and where they are in the sales funnel, it might include brand awareness tactics like

Social media: Twitter, Facebook, Linked IN, Instagram, and Pinterest…
Influencer marketing

Governance of your content strategy means managing these communications, and it is like running a second business, your digital business. It is part marketing, part sales, and part corporate communications. And like any business, you need a plan: that’s what Governance is.

Your Governance model brings together all of the pieces of your content strategy into a structured, executable plan of action. Putting a realistic and actionable governance model in place means being very clear about your brand values and goals, your customer needs, knowing which platforms your ideal customers are using, and which blend of content types will give your brand voice consistency and regularity, and then putting it all in a calendar.

A Governance Model Outline

Your governance model will be made up of:

1) A clear statement of your brand purpose. This can be in the form of a mission statement, or it can be in the form of a message map, elevator pitch, or Value proposition (also sometimes called a unique selling proposition or USP).

2) A customer avatar or persona that describes your ideal customer

3) A clear idea of the conversion funnel for your ideal customer and which content types, on which platforms are likely to reach them.

4) An editorial calendar outlining when and what you are going to create or curate and some handy tools to keep it all running smoothly.

These things need to be written down! Don’t keep it all in your head. I keep my governance model in front of me in the form of sticky notes and charts pinned to a large piece of foam core that serves as my content strategy whiteboard. Knowing that these are the building blocks of your content strategy governance model, you can sketch them out very high level, and over the next 5 weeks we’ll fill in the blanks, starting this week with Brand Values.

Your Brand Values: Let’s Clarify

What are your brand values, and what are your business goals? By getting this down very clearly you will have some good material for your About Us page and a guide that will help you with your future content, customer, and platform decisions. The problem with typical mission statements is that they are very high level and often include a lot of jargon. For this reason I prefer to create more tactical artefacts, such as a Message Map or Value proposition.

Build a Message Map

A message map is perhaps the most tactical artefact you can create. It is quick and relatively easy to put together and is a good guideline document if you need to write something quickly such as a product launch announcement, or if you need to give something to your employees so they know the talking points on a particular product, initiative, or your business generally. CEO’s or PR writers use message maps if they are preparing to do a media interview, for example, or write a press release.

Watch this video about message maps, or use this basic formula, starting with a Twitter-friendly headline. This means a short, maximum 140-character statement about your brand or product. Then, write down 3 key points about your brand or product, making sure they are short bullets. Finally, for each of those three points, come up with a few supporting facts, statistics, or stories that bring the point home.

Clarify Your Value Proposition

Creating a value proposition using this template from copyhackers will give you a little bit more range of options in terms of how you might talk about your brand as a whole. Copyhackers has an excellent suite of worksheets and tools for all aspects of content strategy and a great process for figuring out your value proposition, that has you think about your brand and your service(s) or product(s) by filling in this grid. In the left-most column, write down all of the statements you can come up with that describe the benefits or features of your brand, service(s) or product(s), then really ask yourself if that statement gets a “tick” in the boxes to the right. When you have a statement that ticks all the boxes, you have a great value proposition!

My favourite tool is taken from the book “Gamestorming” because it brings customer target into the mix, and it is visual and easy to fill in the blanks. Try to make a few of these until you find a combination that feels right.

Once you have a clear idea, or collection of ideas and statements on what you have to offer as a business, the next step is having a very clear picture of your customer: knowing what they want, and where they are going to find it.

Over the next 3 installations, we’ll cover

Your Customer: figuring out what your customers want, who they are, and where they are.
Social media strategy: we’ll answer the question: do I need a website AND do social media? (The answer is, yes!)
Editorial and Content types: we’ll look at creation vs curation and finding the right balance for your brand and your customers, and why you need a schedule. Regularity and consistency is key to building audience.

This sounds like a lot of work

I could spend all of my time on creating and maintaining content. But obviously then I wouldn’t be running my business. Every business owner has to be a sales and marketing pro these days, however, and much of that sales and marketing activity is contained within the governance model of your online content strategy. It’s important to find the right balance-or governance model-for your business.

For more resources and information on Content Strategy and to download a detailed description of what content strategy entails, go to analyticalengine.ca/resources or download a Content Strategy Info graphic at http://bit.ly/1qY9tYp.

Christine McGlade is a Business Analyst, Content Strategist, and Usability Consultant. With over 25 years experience in the media business, Christine helps small business, social enterprise, and Not for Profits how to leverage the power of the Internet to grow their business. Learn more about Christine at analyticalengine.ca