Financial Marketing

I boil it down to in to six essential steps:

1. Choose the right events – There are plenty of networking events, but finding the right opportunities can take a little time and research.  Consider the groups in which your best clients are active and then look for ways to get invited or get involved.  When you’re marketing, always keep your target audience in mind.

2. Decide on your objectives – The next time you decide to attend an event with the goal of networking and building connections, ask yourself how you will measure your success.  It could be as simple as counting the number of business cards you collect or the number of phone numbers you have beamed to your PDA.  Some advisors count the number of coffees or lunches they’re able to schedule during the networking event.

3. Work precedes play – When you’re attending a networking event, don’t immediately head for the bar or the buffet table.  Don’t seek out conversations with people you already know.  You need to meet strangers or at least folks you don’t know well.  Remember your objective and get to work.

4. Make your conversation more memorable – Be direct!  Tell your networking contact what you do for a living and that you would like an opportunity, at a more appropriate time, to see if they would benefit from your expertise.  Most people prefer directness.  Beating around the bush is a sign of weakness; it leaves a bad impression.

5. Don’t trust your memory - I recommend keeping a small notepad or a PDA in your pocket so you can record your notes as soon as you leave a networking event.  Debrief your conversations and pay particular attention to personal information you have learned.  Then, when you get back to the office, you’re better prepared to follow-through.

6. Keep the momentum going - Nobody likes doing business with people who don’t do the things they promised to do.  If you commit to following up with someone you meet during a networking event – just do it!  Make it personal.  Don’t make excuses.  Don’t put it off.  Don’t let your leads grow cold.

Networking can be a great strategy for filling your future client pipeline with worthwhile prospects.  But you have to pay attention to the details.  Good luck!