3 Tips to Make Online Networking Work for You

Online networking. Long considered the domain of introverts and business owners who couldn’t find a sitter, online networking has since become the norm. 

Some of us love it. Others avoid it. But no matter how you feel about online networking, the fact remains that it’s a powerful way to build your business—if you use it wisely! Here are three actionable tips to help you make the most of every online networking opportunity.  

Online Networking Tip #1: Clarify Your Online Presence

To make sure each online networking opportunity really works for you, it’s helpful to begin with the end in mind. Ask yourself: What am I hoping to achieve by networking? What’s my goal?

Maybe your focus is bringing in new prospective clients. Or perhaps you want to develop relationships with potential collaboration partners and referral sources. (Or both!) Think about what you’re hoping to achieve by meeting up with other practitioners and business owners in your area. 

No matter what that goal is, eventually anyone you’re networking with will probably make their way to one or more of your online homes. Think of your website, your professional directory listing if you have one, and your social media presence. What will your networking partners see when they land there? While it’s true that all of these online platforms are essential tools for speaking directly to your prospective clients, they’re also tools for connecting with other professionals.

Before you devote time and energy to networking with other practitioners, take some time to ensure your online presence reflects your current practice, goals, and values. This will help avoid potential confusion and streamline the referral process once you start making connections.    

To make sure all your online homes are up-to-date, review each place your business currently is represented online, and consider:

• Is each platform clear about who you help and what you help them with? 
• Is your branding consistent across all your platforms, or do you need to make adjustments? 
• Is there relevant, valuable, and free content available on your platforms?
• Is it supremely easy to get in touch with you?

The beauty of an audit like this is that it’ll improve your online presence for clients and your professional network. Check all these things once, and you’ll be making yourself more accessible to two audiences that are critical to your practice. 

Online Networking Tip #2: Think Creatively About Your Network

Let’s do a little word association. When you think of “networking,” what comes to mind? Starched collars? Pockets stuffed with business cards? Sweaty plastic cups of warm pinot grigio balancing on cocktail napkins while eyes dart nervously around the room? If you said yes to any of those, you’re not alone—that’s what I used to think, too.

Happily, I’ve been proven wrong about networking with each thoughtfully organized event I’ve attended. And what’s more, I’ve learned just how valuable these opportunities can be—if I allow them to be.

At its core, networking is simply about relationships. Let go of the pressure you may feel to “move your business forward” or “generate leads,” and suddenly each networking event becomes an opportunity to simply connect with other humans. It’s really an interpersonal situation, and that’s where, as a helping professional, you already shine. 

So now, the question becomes: Who do I want to build a relationship with? To help answer this question, seek out (or create your own) online networking opportunities with the following people.

• Peers, colleagues, and other people (both local and remote to you) who do the same kind of work you do. We might call them colleagues or business buddies. 
• Professional partners who serve your ideal client in a complementary, but different, way than you do. We could call these people referral sources and collaboration partners. 
• Business owners with expertise that develops and strengthens your business—educators and mentors you can learn from.   

One simple place to start is by tapping into the networks you’re already a part of. For instance, if you’re attending a virtual conference or speaking at an online summit, scan through the list of speakers and attendees to identify folks you might want to reach out to.

But keep in mind, you don’t need to host (or even attend) a formal “event” in order to network. If there’s someone you want to connect with, send them a message, suggest a quick chat, or plan a virtual coworking session—whatever sounds best to you!       

Online Networking Tip #3: Build Genuine Connections Through Generosity

So, you’ve checked to make sure your online presence is clear and consistent. You’ve booked a virtual coffee chat, coworking session, or collaboration with someone in your community. Now, it’s time for the most important (and most fun, in my opinion) part of online networking: building genuine relationships by practicing generosity.

Once you’ve broken the ice and shown genuine interest by asking some good, open-ended questions, it’s only a matter of time before your new networking buddy starts talking about something they’re struggling with.

Maybe it’s a slower pace of new client inquiries, or a question they haven’t been able to answer for one of their clients. Maybe it’s a nagging feeling of worry, fatigue, or impending burnout.

Your job in this situation? To listen closely to their frustration as you silently let the wheels start turning on this question: how can you help?

Try not to focus on income or a future favor at this time—there may be opportunities for that later on. Just ask yourself how you can help right now. This offer of help doesn’t have to require a huge amount of time or resources on your part. But there are a few simple, genuine things you can do that could make your peer’s life a lot easier. 

Is there a link to a resource you can share? Do you know someone who could offer more support who you could facilitate an introduction to? Have you encountered a similar frustration yourself? Is there a simple clarification, shortcut, or encouragement you can provide? 

It’s easier and more important than ever to help each other out right now. So, give it some thought, and when the answer dawns on you, by all means, share it! 

Depending on your schedule, your personality, and your energy level, online networking might feel like a fun challenge—or the very last thing you want to be doing. Fortunately, even low-commitment networking opportunities can yield impressive benefits, both for your practice and for you as the human running it. With a little clarity, creativity, and generosity, you can make these virtual connections work for you. (No cocktail napkins required.)