Networking and the Power of Follow-up

Networking is an essential skill for professional success. It is through it that we cultivate lasting relationships, increase our credibility and expand our business. However, many entrepreneurs have difficulty engaging in this practice. Have you ever returned from an industry event with a stack of business cards and a positive feeling from the conversations you had, only to return to your routine and struggle to prioritize connecting with the people you met? This is a common scenario, but this is where the power of an effective follow-up process becomes relevant.

In this article, we will address the two main reasons why follow-up is often not effective and provide practical tips for immediate follow-up after a networking event, as well and for the maintenance of the relationship in the long term.

What usually prevents effective follow-up?

In the world of networking, it is the long-term strategy that brings concrete results. We cannot expect that, by attending a single event, the people we meet will immediately start generating business for us. Initial connections are just a small part of networking success. What really makes the difference is the follow-up and maintenance of these relationships.

However, follow-up is often seen as less important and ends up being neglected or done hastily. There are two main reasons for this:

1. Lack of time after the event

It is common to return to the office and find ourselves faced with a series of urgent demands, which means that follow-up is left aside. It's natural for the mind to be focused on catching things up. However, it is essential to train ourselves to implement an effective follow-up process and hold ourselves accountable for it. After all, if we don't deliver on the follow-ups we promise during an event, this could negatively affect our credibility.

Let's imagine the opposite situation: you are talking to someone at an event and they show a lot of enthusiasm about your business. She says: "She asks: "Are you interested in finding out more about Artificial Intelligence? I know a great consultant who can help you understand and implement this technology. If you want, I can make some introductions." You agree excitedly, hand over your business card and... nothing happens.

The reality is that this person is probably as busy as we are and ended up leaving the follow-up aside. It's not something personal. But what would be your perception of this person? Maybe it's just "small talk" or that you don't do what you say you're going to do?

Don't be that person! Always deliver on the follow-ups you promise.

2. Follow-up seen as a task, not an ongoing process

This second reason is also related to lack of time. We often follow-up, but view it as a mere task to complete, rather than an opportunity to build meaningful relationships and demonstrate value.

Imagine that you have returned from a networking event with seven business cards after great conversations. You're busy and in a hurry, but you know that follow-ups are important for your credibility and networking success. So you send seven generic emails like:

"Hi, it was great meeting you at the event yesterday. Your business looks very interesting. If you need support in (your area of expertise), I believe we could work well together! We have more information on our website (www.exemplo.com). Let me know if you come to the next event, it would be great to see you again."

You send the emails and consider the work done. Follow-ups sent, productivity at a high. However, these emails are generic and don't add much value. They place the responsibility on the recipient to take the initiative to reach out, and that is not enough.

A much more effective approach is to personalize follow-up emails based on the specific conversations you had with each person at the event, trying to add value based on the opportunities or challenges they mentioned. For example:

"Hello (name), it was great meeting you at (event). Did you manage to attend that final lecture you were interested in? After our conversation, I attended a seminar on (x) which was very helpful. The slides were later shared online (www.linkdosslides.com) - well worth a look if you're interested in the subject!

During our conversation, you mentioned that you are thinking about bringing the management of your Google and Meta ads in-house. If you're looking to upskill your in-house team, there are great training and certifications available at:

Google Skillshop Certifications Meta

I'd be happy to talk about the different certification programs in more detail if it's helpful to you. And you know where to find me if you need temporary social media support! 🙂

Feel free to add me as a contact on LinkedIn."

This approach takes more time and requires you to be able to recall conversations effectively (this is where a note-taking app on your phone can come in handy!). However, it's a much better way to demonstrate value and show that you're genuinely interested in helping and building a mutually beneficial relationship with the people you meet.

In the short term: tips for follow-up after networking events

If you're looking for quick tips on how to follow up in the days following a networking event, the following suggestions will put you ahead of most people!

1. Choose the right moment

My personal opinion is that sending an immediate follow-up on the day of the event can seem a little too eager, even if you have a little free time on the trip back. Generally, I choose to send my follow-up emails about 1 to 2 days after first contacting the person. It's recent enough that they still remember you, but not so quickly that it seems like you're too eager.

2. Personalize your message

This is really important so that people don't feel like they're getting a generic message. Including the person's name is an absolute must, but one of the things I often do is mention one of the topics we discussed or reference something they said they would do on a particular occasion. This shows that you were attentive during the conversation and makes a good impression.

3. Offer something of value

This could be as simple as sharing a relevant article about a discussed topic, sending a link to valuable resources based on a topic that sparked interest, or even offering to present the person to a useful contact. Be sure to end your message with a way to keep the conversation going. This could be an open-ended question about a relevant topic or asking if it's possible to connect on LinkedIn. Some best practice guides suggest asking if there's a good time for a follow-up call, but I would advise being cautious with this. For me, it can be a little too much too fast. However, use your own judgment. If a call offers mutual benefits, there is a clear reason for it, and you have a good impression from the initial meeting, it may be appropriate to suggest.

In the medium and long term: tips for cultivating your network of contacts

Sometimes we get lucky and are able to establish a mutually beneficial business relationship after meeting someone and sending a single follow-up email. However, most of the time, it is necessary to cultivate these connections over time for them to develop into solid relationships. That's why it's important to consider effective ways to nurture your network over the long term, and this is where the following tips can come in handy:

1. Set aside time every day to nurture your network

Most people who work in small businesses are always busy. It's often impossible to complete the entire to-do list in one workday, and often "non-urgent" things, like nurturing your network, end up being left on the back burner. So my tip is to set aside time at the beginning of the day to focus on this task. Maybe before everyone gets to the office or before the emails start arriving at a rapid pace. Just 20 minutes a day makes a difference and can bring big rewards.

2. Prioritize quality over quantity

Let's say you can set aside 20 minutes a day to nurture your network. This won't be enough time to engage with 100 people consistently. Be selective about the contacts you meet who you believe can develop a mutually beneficial relationship. Also consider personal and professional motivations and how they align with your networking goals. For example, there may be some people you met at networking events with whom you have a great personal connection, but whose businesses don't have a great synergy with yours. It's up to you to decide whether you want to invest the time and effort into nurturing this relationship. There is no "right" - if your motivation for networking is simply to meet interesting people, go for it! And you never know where an unexpected opportunity might come from. However, if you are short on time and your motivation for networking is to grow your business, you may be better off investing more time in connections that are more likely to be mutually beneficial.

3. Use LinkedIn

If part of your initial follow-up process involves asking to connect on LinkedIn, eight times out of ten the answer will be “yes.” By connecting on LinkedIn, you'll be more likely to see each other's posts in your feed. This is a great opportunity to have an engaging profile and regularly post valuable content. By seeing your posts frequently, your connected contacts will be more likely to remember you and consider possible opportunities.

4. Interact with others' posts on LinkedIn

In addition to making your own posts on LinkedIn, you might consider interacting with content posted by people you want to cultivate relationships with. You can set up notifications to receive messages from important people in your network, so you never miss an opportunity to interact. However, try to add value in the comments you make. All you can say is "Great post!" or "I agree with this" so many times before people think you don't have opinions of your own!

5. Share valuable content and resources

If you know that a contact in your network is interested in a certain topic, whenever you find a valuable resource related to it, consider sharing it. Don't wonder if they've seen this before - in most cases, they'll appreciate the effort.

6. Ask about participating in other events

If there are people you would like to meet again in person, ask if they will also be present at the next networking event you plan to attend. This is a way to keep the relationship active and create opportunities to meet again.

By putting all these tips into practice, networking can open unimaginable doors. The key to success is reciprocity: if you are willing to help others, there is a great chance that they will also be willing to help you. By embracing this philosophy, your networking can lead to practically anything!