Combine Online / Offline Networking to Build Relationships, Trust

One thing I’ve realized in the last year is that online networking does not replace face-to-face networking. In fact, offline and online networking actually go together like peanut butter and jelly.

Rather than try and explain how it works, I’ll show you how it does with three examples:

Jill Whalen, SEO goddess — I first learned of Jill back in 2001 or 2002. I found her Website, High Rankings, and subscribed to her newsletter. I would catch glimpses of her at Search Engine Strategies conferences but was always too shy to introduce myself.

When she started SEMNE, I joined, and when I opened a Twitter profile, she was one of the first people I followed. We exchanged emails here and there and then met for the first time last year. We’ve since gotten to know each other more — in fact, I even follow her daughter, Corie Whalen, on Twitter.

What all of this networking online and off has resulted in is 1) a rewarding relationship with someone who is smart, out-spoken, and a personal inspiration to me and 2) a paying gig as Jill introduced me to someone at a company (that I’ve been trying to get into for a while now) at her last SEMNE meeting. Wow! I was rather blown away by this, to be honest, as it all happened so effortlessly.

Lois Geller, Direct marketing expert — I have “known” Lois since I started my business in 1998, although she never knew me. I used to read her Target Marketing column every month. Smart, funny and insightful, Lois always presented information I could use immediately.

I don’t remember how I found out about it, but I knew Lois had published a book, SOLD! Direct Marketing for the Real Estate Pro, and when I needed someone to interview for an article about direct marketing and real estate, she was the person I called.

Of course, she graciously gave of her time and expertise, and I ended up with a meaty article that pleased my client.

As with Jill, once I learned Lois was on Twitter, I started following her, and since then, she and I have traded DMs back and forth — and she’s even sent me brownies simply because . . . she’s a fabulous person. I’m sure I’ll meet her face-to-face one day and really look forward to it.

Matthew Nelson, Web Designer — I met Matthew while giving a presentation at the VT-NH Marketing Group meeting a few months ago. He started following me on Twitter (and I him) and just the other day left a comment on this blog as “Matthew Nelson.” Because I know him by his Twitter name, “nhwebdesign,” I didn’t “connect the dots” until I clicked through to his site.

Even better, I learned via a Tweet by Lois this morning that she had given him a scholarship years ago. On top of that, Lois and Matthew have connected on Google Wave and have invited me to connect with them. Is that cool or what? Not only do I now have a new connection with Matthew, but he also knows Lois!

These are just three examples of how I use online and offline tactics to expand my networking base — and this post doesn’t even address how I’ve been able to uncover relationships between people . . . Debra Helwig who knows Ardath Albee who knows Brian Carroll, Jill Konrath and Laura Ramos . . . whom Ardath told about my Smart Women on Twitter post, which then prompted Laura to write about me on her blog.

And Debra “met” me through Michelle Golden’s blog, started following me on Twitter and then hired me to speak at her IGAF Worldwide conference.

Do you see how this works? It’s about building relationships and trust over time, not posting “hit and run” Tweets or posts on LinkedIn Groups that say, “Hire me! I’m for sale!”

It’s about getting to know people, being genuinely interested in them and when possible, giving back in the form of quoting them in articles, books, or blog posts.

It’s about sending cookies just because (which is something I actually do myself), hand-writing thank you notes, meeting for lunch even when you’re swamped, and remembering to ask about spouses, kids and pets.

And yes, it all does take time, but trust me, it comes back to you in spades.

Why? Because people do business with people they trust.