Working Your Network: 5 Ways Networking Can Boost Business

A brilliant CEO said a perplexing thing to me once: "Deals are done on the golf course or at the bar."  Being a fairly new professional, working hard to create my meticulously "buttoned-up" persona to get ahead in the corporate world, I found this statement immensely confusing.

It was not until years later, as I gained experience in sales and marketing, that I learned one statement is the key to everything about growing a successful business or personal brand. It really is about who you know, who they know, and the reputation you build over time.

People do business with people they like and trust. Particularly in the art/craft world, the one thing many successful career artists and businesses have in common is that most were started with strong support from the founder's network. We've all heard their stories:

• The stay-at-home mom encouraged by her social group to sell those fabulous cookies she always gave as gifts and, through a connection, eventually got booked on Oprah.
• The software developer whose connections with college friends (who later became tech industry tycoons) helped him launch a software empire.
• The YouTube sensation who developed a fan base online, got a record deal, and was then catapulted to stardom.

No matter your industry, networking (online and beyond) is the single most powerful tool you have to grow your business.  Here Are 5 Proven Tips to Using and Developing Your Network To Grow Your Business:

1. How Can I Help You? The Golden Rule of Reciprocity

This is the single most important rule of networking. Being a helpful, honest, giving person really does pay back, especially if you own a business.  Find out about what people in your network  are working on and make sure you do all that you can to help them. If you have a friend, for example, who runs a corporate cleaning business, and perhaps another friend you met at a previous job who has gone on to manage commercial properties, it would benefit both of them if you made an introduction.  Both friends will remember this and think of ways that they can help you in the future.

If a friend gives you a great idea and you write about it in your blog, credit them! They will return the favor. Everybody wins and you will help each other grow.

Being helpful and gracious is never the wrong choice. Even consider partnering with your "competition" if the situation makes sense. A brilliant VP I know describes the philosophy this way: "Rising water floats all ships."

As the people you have helped along the way gain success, the more power (and broader network) they will have to help you as well.

2. Have Friends? Make Sure They Know What You're Working On

Often, artists and entrepreneurs get so wrapped up in worrying about their work or business and finding new supporters, that they forget to inform the supporters they already have.  If you let your friends, social acquaintances, former co-workers, and anyone else you've already built a reputation with know about what you're working on, they will be proud to tell their friends and their networks about it.

Fraternities and sororities, hobby-related clubs, church groups, and even parties can be huge opportunities to get face time with people that can help you. And by the way, keeping up with friends and acquaintances is actually quite fun – there is no reason not to do it!

3. Get Linked Up (on Linked In, Facebook, Twitter, MySpace, and more) And Get Out There

Make sure you are utilizing any and all popular social networks to keep communication ties open with people you know on and offline.  It's like the 6 degrees of separation/Kevin Bacon thing – the people you know certainly know someone else who knows someone else who could be a huge asset to your business.

I have read experts who recommend you be careful about who you link to on these sites.  Rather than limiting connections to only your 10 closest friends,  I would suggest you link to anyone you like, but be careful about the personal brand you are creating.  For example, if you have a business creating Christian art, you probably don't want to go crazy using profanity on your Facebook page. Your personal brand is your business.

Attend industry events and parties as well. Pop in on your contacts unexpectedly with cupcakes (no one ever gets mad when you bring cupcakes!) Being seen in the scene will make sure you are the first person the people in your network associate with whatever it is you are doing.

4. You Are Not Selling Anything, You Are Educating People On Your Passion

A huge mistake many new business people make with their existing networks is they completely lose their personality and start trying to spam them with marketing messages.  Instead, develop really exciting content around why you're doing what you're doing with your art or business. Remember, the key to networking is developing relationships – it is about people. Start a blog with information that is truly valuable to your network, share anything and everything that could be helpful to them.

5. Branch Out Into New Networks

Say your business caters to a specific market or industry, you should learn all you can about the current thought leaders in that industry network and see if there are ways that you can be helpful to them. Make friends. Read and comment on their blogs, join their networking groups (online social networks and trade groups) and think of ways you can help them on goals they are focused on.

Don't forget: everyone you meet, everyone you know, and everyone that knows everyone that knows you might be friends of, sister-in-law to, or otherwise connected to people that could be key to your success.  Living graciously, being helpful, and staying connected are the greatest tools you have as an artist or business owner.

Molly Fisher has more than 10 years experience building brands and social networks for leading companies such as Schooldude.com and Burt's Bees as well as several other clients. She currently runs Craft Ideas Weekly Facebook Community, the Craft Ideas Weekly Blog, and works as an eCommerce and Social Marketing Consultant in Chapel Hill, NC.

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