Beware the Networking Group… July 24, 2008

First off, let me state publically that I am a huge fan of networking.  At best it’s a warm, fun and friendly way to find new clients, help others and make friends.  I advise my clients to actively incorporate networking into their marketing plans.  On the flip side, here are some experiences from the other side to prepare you for what you may find.  Anyone who rushed a sorority already knows what I’m about to describe or has blocked it out of their memory.  (Sorry for the flashback.) 

“Welcome – Love It – See Ya”
You are invited to a group meeting and are warmly greeted.  You may even meet a few nice, sincere people.  They seem to not only need your services, but actually say they know people who want your services.  Some people even call you to meet for coffee to “understand more about your business.”  You give the membership committee your application and check.  You attend for weeks as a visitor and have so many coffee meetings you start ordering decaf.  Each of these people seem very interested in your business.  DON’T BE FOOLED.  Although they approach you with the bait that, “we could be great business partners for each other” they are really sizing up the competition.  As members in one-member-per-profession they have black-ball authority.  If you really feel it’s worth it, try only to appear complimentary or better – weak.  I went through this with a group that wasted copious weeks of my time, strung me along and then killed my application.  Needless to say, I was too much of a threat to someone small.  Sad.  Here’s an even better one…

“Come Visit – Welcome - Whoa!- Bye”
I do not wish this on anyone, but it did actually happen to me.  I was invited by a member who raved about their group.  I drove a considerable distance – given the price of gas – was warmly greeted, signed in, lunch fee accepted, stack of cards added to the visitor box and met a few nice people.  Then before the lunch began, my sponsor took me aside and apologized that their “business consultant” was upset, escalated to the president that I was not only a conflict but could not introduce myself at all.  My embarassed sponsor returned my lunch fee personally, I gathered my things while the meeting began and left with 40 pairs of eyes wondering what just happened.  So you know, this seminar-hawking-consultant is about as much a marketer as Dr. Phil is a psychiatrist. 

“Like a Rhinestone Cowboy”
They are known affectionately as ”category cowboys” - those threatened by anyone remotely in their industry.  Construction contractors who blackball painters; graphic designers who blackball printers; business coaches that blackball marketers, you understand.  Just be ready because “professional business networking” is only a name.  In most cases, there is nothing professional about it.  It’s catty, cliquey and fake.  Behind the professions are still people: small minded, scared, insecure – people.  Take the time to find a group that’s real and will support you.

Just be prepared.  Think not just about your initial meeting strategy, but beyond.  Get everyone’s business card and load them into your Cardscan that week.  Send a bulk mail inviting them to receive your white paper, e-news, a free consultation, whatever.  Sometimes the group isn’t for you…or it is, but you aren’t.  Be ready – have a plan – touch everyone you meet one or two times more.  You may find a client or referral without the group drama. 

Now, that’s networking.

Do You Need a Big, Expensive Website? July 9, 2008

I am constantly asked about websites.  It’s common for companies to understand the importance of having a site, but it still amazes me how little they know about website strategy and conversion analysis.  Without this elemental insight you are wasting money every month it is up. 

Many companies feel they need to spend thousands on their site for results.  Instead of choosing a web designer from their approach, marketing insight and optimization skills they go with one that looks nice or has flashy graphics.  These can be good, but only when combined with the first.  I build small, basic websites for my clients who want a brochure or small storefront but I tell them up front that I will not do all the swirling graphics and glowing buttons that Flash provides.  Not that I can’t, but since search engines cannot read text embedded in a graphic I find it unnecessary. 

Do you need a big, expensive site?  That depends on the goal you have for your website.  If you are using it as a brochure or lead generating site – probably not.  A simple site with a few well-thought pages with consistent brand elements, a memorable domain and consistent optimization work will serve you well.  You may want to consider more if you want to sell a lot of products directly to your clients from your site, want customers or employees to have login access to certain information or you want to use CRM (customer relationship management) software.  These integrations are best left to professionals that can write clean code and manage the site.  Still, it’s the extremely rare web designer/developer that can advise you on marketing strategy and tie it all into your optimization strategy and traditional offline marketing campaigns. 

When it comes to website design, development, marketing and optimization it might serve you better to pay a little more by hiring a few collaborative professionals rather than one who claims to do it all.  Even I can only help clients along so far.  But if I had a dollar for every web professional claiming they can do it all…well, you know the rest.  If you can find two professionals that work well together you will get twice the brain power and twice the advice.