Networking has always been an integral piece of any digital marketing strategy.  Having a diverse and resourceful network is not only easier with digital avenues, it’s become more important.  Building genuine connections with people you may have never met in person can be a challenge and just like any other relationship, it needs to be a two way street.  Nurturing your network and keeping in contact with them on a somewhat regular basis can be time consuming but the long-term effects include increased page and website traffic, expanded reach and a more refined audience.  This will in turn help you generate leads and build new connections, thus continuing the cycle.  Whether you’re a seasoned social media user or a fresh face, building your network will rest on 5 key categories.

Connections

LinkedIn is a tremendous resource for marketers at the B2B level.  There are a few different types of connections you’ll want to seek out.  Assuming that you’ve already connected with those within your company, first you’ll want to establish a base of educational contacts that will help you to build your skill-set and give you insights into trends and topics of interest within your industry.  Next you’ll want to seek out influencers and social media mavens to increase the reach of your posts.  Once you’ve created this foundation you now want to turn your focus towards your target audience.  It’s important to be upfront and honest with all of your connections in order to build a thriving network.  Introduce yourself in a professional manner, let your intentions be known and engage in natural conversation.  Make sure you clearly communicate how they stand to benefit from your connection.

Friends

Facebook has more of a reputation for entertaining content when compare with a platform like LinkedIn or Google+.  This provides you an opportunity to build more personalized connections that can serve as evangelists for your brand.  Each relationship represents an opportunity to expand the reach of your content exponentially.  Every like and share your posts receive help to put your company in front of a whole new audience.

Followers

Twitter is one of the more rapidly moving social networks and each post can have a very short shelf life.  This being the case you’ll need your tweets to be engaging and shareable.  Building a Twitter following is actually easier than with other networks.  Simply following the same people you are looking to reach will encourage them to view your page and follow you.  There are tools such as Twiangulate that can help you easily locate your targets based on keywords, company affiliation and location. 

Groups

LinkedIn and Facebook groups are an efficient way to put your content in front of a large and highly targeted audience.  Searching keywords related to your industry and solutions will help you find the groups that best fit your needs.  Utilizing an account based marketing approach by joining groups comprised of those within a specific company or vertical can provide you a more refined audience.  When posting to groups you’ll want to make sure your content is educational and relevant to your audience.  Be sure not to inundate your groups with too many posts or overly promotional material as this can get you kicked out and hurt your reputation.

Events

Non-digital avenues still present a great opportunity to build your online network.  Conferences and trade shows can be fast moving and many times you only have a chance for a quick face to face.  Exchanging social media contact information throughout any event gives you the opportunity to have more in-depth conversation with those prospects or connections that piqued your interest.  A simple business card or a branded piece of merchandise can go a long way towards expanding your digital network.

Founded in 1990, Winn Technology Group is a leading provider of global, multi-channel marketing solutions for the technology industry.   For both direct and channel sales, Winn supports demand creation, account-based marketing, channel management, digital marketing, social media, teleprospecting, lead nurturing, event marketing, database services, and inbound response management.  

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