Enjoy this week’s guest post by Clare Parfitt, graphic designer!
As a business owner, the most formidable challenge I have experienced with working for myself is marketing. There are multiple methods of marketing: social media, email campaigns, google and Facebook ads, print and online advertising, phone calls, and networking. Statistics have shown that networking is by far the most effective way of attracting new clients. Somehow human nature is geared towards working with someone we know, or someone who has been referred to us. As such, it’s important to continually expand your network and meet people who could turn into new partners or clients.
I have belonged to numerous networking organizations over the last 23 years I have been in business. In pre-COVID times, all these organizations held networking events in person. Since the beginning of the pandemic–as we all have experienced–networking has shifted online. Some pundits believe that virtual networking, as well as remote work, is here to stay and will become more of the norm even after the pandemic ends.
I find it ironic then in my field (graphic design), which is a project-based profession in which many people wind up becoming entrepreneurs, the teaching of networking skills is virtually ignored in formal education programs. Many creative people, including me, are more introverted, and talking to strangers and “selling” doesn’t come easily. I have felt more comfortable with networking after years of practice and have learned how to be professional and what to say.
In many ways, virtual networking is easier than in person. You don’t have to approach people individually and strike up a conversation. Everyone during a meeting usually gets a chance to talk and share what their business is and what types of clients and projects they are looking for. This practice is the biggest benefit to me of virtual networking.
You should have a clear picture of who your “power partners” are. These are people in complementary industries as yours. They are people who you can work collaboratively with on the same client or project. For example, my power partners are writers, videographers, marketing consultants, printers, and web developers. In many situations I have worked on a website project and partnered with a writer to write the copy, a videographer to create a video, me to design the website, and a web developer to code it and build the site.
Where can you find virtual meetings to join? Many of these networking meetings are free. You can find virtual meetup groups online. I belong to an organization called BNI (Business Networking International). As a benefit of my membership, I can also research people in other BNI chapters anywhere in the world and ask them if they would like to set up a virtual meeting. Another organization I belong to that has people in complementary businesses is The Association of Women in Communications. You can also reach out to people who are LinkedIn connections and have the same conversation. Or invite people to become connections on LinkedIn who are power partners.
When I am in a meeting, I take note of who my power partners might be, and then I reach out to those people. I will send a note in a chat during a zoom meeting, saying “It looks like we may be able to work together collaboratively. Would you like to visit my website to learn about what I do and and then set up a short meeting?” When reaching out, it’s important to not make it sound like a “hard sell.” For example, I don’t say “I’m a graphic designer. Do you have any work you can give to me?” Making it equally about the other person as well as you makes it a “win win” situation. And finding work for other people creates gratitude and a desire for that person to help and refer you as well.
Now that things are opening up and in person gatherings are starting to happen, ALWAYS carry business cards and mention what you do when in a social situation. You never know what connections you may make. I recently got a new client who I met on a hiking trip who just happened to need a new logo and website.
Clare Parfitt is a graphic designer located in the Seattle area. She specializes in branding and marketing communications. Visit her website at www.clareparfittdesign.com.