The Networking Machine
The Networking Machine is a Revenue Typhoon-powered multichannel marketing campaign that builds your relationship with your contacts.
When to Use It
The Networking Machine can be used a few ways.
Networking updates
Networking home page
Networking updates
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Networking home page
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When Pay It Forward Dies
Most people network to Pay It Forward. If I help you, you'll help me. They bank that goodwill in the hope they'll receive future opportunities for business or jobs directly with a connection or indirectly through referrals. That works fine when you have just a few hundred people who know you. But it doesn't scale.
I should know. I've been #3 in the world on LinkedIn, which now has over 250 million users. I have over 30,000 connections there plus another 30,000 in my business group. I personally know both the cost to communicate with such a large network and the general failure at getting what you need out of it.
Here's why it doesn't work. This isn't your granddaddy's or even your daddy's business world. Today's technologies have fundamentally changed how we relate and communicate. Before the Internet, executives averaged 150 connections. Services like LinkedIn now enable personal networks with thousands, or tens of thousands, of contacts. While the network is much larger, it's also far more diffuse and difficult to engage. These are weak connections. You have permission to contact them. But that's about it and some contacts object to even that! That doesn't change the fact that they barely know you. As a result we vastly overestimate the value of the large network.
Look at it from a sales perspective. If have a large network, for virtually all these contacts you're near the top of the sales funnel, only a small step below knocking on doors. Your networking emails are essentially a Cold Call. You don't expect a random guy on the street to buy your product. You similarly shouldn't expect your weak connections to rush to help you.
I should know. I've been #3 in the world on LinkedIn, which now has over 250 million users. I have over 30,000 connections there plus another 30,000 in my business group. I personally know both the cost to communicate with such a large network and the general failure at getting what you need out of it.
Here's why it doesn't work. This isn't your granddaddy's or even your daddy's business world. Today's technologies have fundamentally changed how we relate and communicate. Before the Internet, executives averaged 150 connections. Services like LinkedIn now enable personal networks with thousands, or tens of thousands, of contacts. While the network is much larger, it's also far more diffuse and difficult to engage. These are weak connections. You have permission to contact them. But that's about it and some contacts object to even that! That doesn't change the fact that they barely know you. As a result we vastly overestimate the value of the large network.
Look at it from a sales perspective. If have a large network, for virtually all these contacts you're near the top of the sales funnel, only a small step below knocking on doors. Your networking emails are essentially a Cold Call. You don't expect a random guy on the street to buy your product. You similarly shouldn't expect your weak connections to rush to help you.
But There is a Way Forward
The solution, as in sales, is to build that relationship. The Networking Machine uses marketing automation to do exactly that. It's guided by Networking Best Practices so that the focus is on the connection, not you, and how you can help them. Whether you're setting up personal calls or sending emails you will see a far stronger and warmer response.
Tell YOUR Story
There has been a revolution as media consumption has evolved from the limited choice media push from Madison Avenue in the 1960s to the virtually unlimited customer pull of today. We live in a hyperconnected Twitterpated world. We're bombarded by messages, emails, and web pages.
Stories have similarly moved from single long play formats like an album, novel, or movie to episodic media like YouTube channels, TV series, movie franchises, and curated song playlists.
The lesson is clear. Consumers are taking back control. They still want that human connection. But they want it in small, digestible, and personal doses. That's how they make decisions. There is no one single decision. It's a series of decisions over time to accept your contact, become increasing engaged as they get to know you and build trust, and commit to take the next step. That's the foundation of the marketing maxim that it takes seven touches before the typical person will act.
That's the philosophy of the Networking Machine. We work with you to tell a compelling story over several emails that paints a personal and compelling picture of who you are. Each email stands by itself. It has its own unique message and objective to inform, entertain, or personally touch. It could share an experience that's interesting or compelling, show how you can help the recipient, point to valuable content, provide networking or other offers, etc. Plus there are direct suggestions for how the recipient can respond to learn more or act, such as providing a referral or setting a time to talk. The series as a whole tells an engaging story of someone the recipients want to know, help, and do business with.
Stories have similarly moved from single long play formats like an album, novel, or movie to episodic media like YouTube channels, TV series, movie franchises, and curated song playlists.
The lesson is clear. Consumers are taking back control. They still want that human connection. But they want it in small, digestible, and personal doses. That's how they make decisions. There is no one single decision. It's a series of decisions over time to accept your contact, become increasing engaged as they get to know you and build trust, and commit to take the next step. That's the foundation of the marketing maxim that it takes seven touches before the typical person will act.
That's the philosophy of the Networking Machine. We work with you to tell a compelling story over several emails that paints a personal and compelling picture of who you are. Each email stands by itself. It has its own unique message and objective to inform, entertain, or personally touch. It could share an experience that's interesting or compelling, show how you can help the recipient, point to valuable content, provide networking or other offers, etc. Plus there are direct suggestions for how the recipient can respond to learn more or act, such as providing a referral or setting a time to talk. The series as a whole tells an engaging story of someone the recipients want to know, help, and do business with.
How the Networking Machine Works
The typical campaign is email only since LinkedIn and most networks don't provide mobile phone numbers. But if you have them we certainly can enhance your Networking Machine with text and voice messages, as well as links to your own audio and video.
- Setup. We work with you to develop campaign materials and a contact list from your current database, LinkedIn connections, prospecting, etc.
- Initial email. The campaign sends an immediate, personalized, and networking-centric email to contacts that reminds them of your connection and asks how you can help.
- Campaign communications. The initial email is just the first in a series of messages that are sent over a week or even a month. The messages are brief, informal, and personal.
- Take action. If a contact emails or calls, congratulations! You have your connection automatically responding and being proactive. If not, your personal messages will have advanced your relationship. You're no longer one of 10,000 random connections. You've strengthened your network and prepared it to be more responsive in the future.
Network2Us to get the Networking Machine now!
Want Sales?
The Un-Cold Call Campaign is the sales version of this service. Avoid the miniscule response from knocking on doors and blind email mailings. Read more at UnColdCall.com.
