How to Build an Effective Network

I have been thinking much lately about how to build an effective network. There are so many ways to network with people now that it is easy to end up feeling like it is just scatter shot. For example, it doesn't make much sense for me, who sells art glass, to network with someone who sells milking machines for cows. In networking there is a relationship where both sides benefit. Networking means allowance for some competition, because there is balance -- I refer to you and you refer to me.

Tonight I was looking through some of my network. I checked sites that I had listed as favorites on FB and found that many did not refer back to me. That was okay because many of the stores were outside my realm to influence and I probably shouldn't even be linking to the store. There was not really much I could do for them.

I wonder if networking would not be more effective if it was targeted. And if it would not be more effective if there was communication between the networking parties. Networking is give and take. Both sides have something to offer the other. One side may give more at certain times, but there should be some kind of balance. Otherwise it would not be in the best interest of the giver to continue the relationship.

I wanted to ask here what things people considered in building their networks. Do you only network with people selling like things? Do you have personal relationships with your network? What do you do that helps each other? I am trying to get some ideas on how to organize an effective network that can be managed with everyone benefiting. I am new to this type of organization, so could use some good pointers.

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Permalink Reply by Out Of The Attic 2u on October 5, 2011 at 4:37am

To me networking is building relationships with diversified outlets, not just like-minded business'. That is how you learn and grow. If you sell collectibles and they have a legal law firm (so-to-speak) they can help you and you can help them , you both have a product to sell.

Most times if you sell cups and another person sells cups most likely you won't buy from each other (of course thats not always the case). Just trying to get my point across :)

Barbara

Permalink Reply by Charmed Life on October 5, 2011 at 12:09pm

I've been trying to figure out effective social networking online.

In our B&M shop, we do network with other local antique/collectible shops. If we have a customer coming in looking for a specific item that we may not have, we do send them to other local shops. We have an active tourist trade, also. So we're always telling folks where they might find other antique shops. It's good for business, and our "competition" does the same thing for us. I've had a phone call from another shop that says "We have a customer here looking for a particular item, do you happen to have one in your shop today?"

So, how do we translate that to our online presence?

I figure the wider I cast my "net" and the bigger network I have, the more likely it is that someone will find me and my fantastic treasures.

Who is to say that someone buying a milking machine might not also be a collector of antique glass milk bottles?

Wouldn't it be great if they were looking at a new milking machine and just happened to catch a glimpse of my little shop and notice that I have some antique milk bottles? As quick as the click of a mouse, and they're in my shop looking around.

Or that milking machine buyer might need a present for their Aunt Betsy for her birthday next week, and they see a beautiful glass vase offered by San Marcos Glass ... quick as a flash, they've moused over to your site and bought that vase!

While I might specialize in vintage costume jewelry, I often have some awesome pieces of glass, or a great vintage hat or purse. I want my fellow vintage sellers to link to me, just in case I have something one of their customers might be looking for -- but they don't have it.

A personal example: I collect eggs. Glass eggs. Egg-themed jewelry. Egg plates. Egg trinket boxes. I have a couple plates with eggs painted on them. Ceramic eggs. I even have some egg pendant necklaces. And fun egg earrings for Easter. So I am looking at shops that carry all sorts of items -- even a shop that might carry a display case so I can properly display my eggs. I've purchased an old wire egg basket. Antique advertising pieces for eggs.

My husband I collect Native American Pacific Northwest art ... and I like the jewelry made by PNW artisans.

And then there's his antique tool collection.

So, you never know where you might find us on the web.

Permalink Reply by San Marcos Art Glass on October 6, 2011 at 9:29pm

I appreciate the things to think about. I think the idea of limited networks is something most of us understand. When we have associates we know have something that someone wants, we tell the potential customer to the associate. Extending beyond this type of thinking is harder for me to grasp, but it may be that I am stuck in a rut in the way I think. My FB network is growing quickly now, so I am thinking a lot about the gives and takes, the pros and cons, and how to develop the network in a meaningful way.

Permalink Reply by Charmed Life on October 6, 2011 at 9:48pm

I am so new to all of this, that I'm just going with my gut.

Most of my life was spent working in an office, so selling is a new adventure.

I've been doing this online for a while, but just with Ruby Lane/Plaza for a few years. All this new Interwebs Marketing Voodoo is brand-new territory!

Permalink Reply by JenniferLynn's Finds on October 7, 2011 at 9:21am

Wow. This was a really good post, San Marcos! I look forward to reading through people's responses!

I am a relationship networker. I build my network with people with whom I'm acquainted, so there's usually a dimension other than marketing to it. I'm friends with a number of my fellow artisans and vintage sellers, so we are connected. If I can't meet a client's need, I'm most likely to check my network and point them toward one of my connections, if I can. That said, most of the people in my network are similar to me--they may sell the same types of things or do the same types of jobs (I'm also a writer/editor,) but they are people I want to be connected to.

I haven't checked for reciprocation. I know there is some, and I realize there is probably some that I never even see or could know about, but for me, a network needs to be somewhat social.

Jen M.

JenniferLynn's Finds Vintage

Permalink Reply by JenniferLynn's Finds on October 7, 2011 at 9:25am

I wanted to add--Due to the organic nature of my networking, my network does include some past clients and some potential future clients--people who are not business owners within my fields.

Jen M.

Permalink Reply by Charmed Life on October 7, 2011 at 12:06pm

My online network consists of friends, family, customers who have become friends, friends who have become customers, online friends, other shopowners ... and who knows what else ...

I keep casting my net wider and wider. I try to promote other cool things that my friends share, whether they relate to the items I sell or not ... if a really cool item shows up in my newsfeed on Facebook or Twitter, I will re-tweet or like or share it with my friends. It might not be something I would personally purchase, but I know that there is someone out there in InternetLand who is in my network who would find it something they couldn't live without.

So I share ... and share ... and share.

Permalink Reply by San Marcos Art Glass on October 7, 2011 at 12:17pm

I share a few things, too. I limit how much I share to avoid being seen as a spammer by friends. What I do is share things that I think at least one friend will be interested in. I remember one time I shared a piece of jewelry and received a message from a friend saying they were surprised I would show it, even though it was pretty. He didn't like it that I had shared it. I understood, because FB pages can become unwieldy. I know that often I used to turn off people who advertised too much so I could get some sense of sanity back to my wall. Now I just don't include people who advertise too much in my main groups.

One thing I like about having a business page is that people can choose to look at what I add by clicking the like. And if they get tired of the ads, they can unlike. I try to keep my friend page free of most advertising unless there is something I think a friend would like.

Permalink Reply by Charmed Life on October 7, 2011 at 1:01pm

I think more about my profile page vs. my own personal news feed.

I do "like" a lot of things that come across my news feed.

Those "likes" don't show up in my friends' news feeds. Only if I "share" an image or a link.

All of my "business" related likes and shares are done only on my business page.

http://www.facebook.com/CharmedLifeCollectibles

When I first opened my business FB page, I let my friends know about it. Some of them "liked" it and followed it ... and I've noticed that some of them have dropped out of my "likes" list on the business page. Which is fine, because if you're not interested, I don't want to flood your page with stuff that doesn't interest you.

So, if I'm going to "share" anything about what someone has listed somewhere or what I have for sale, I do it all from my business FB page. My personal facebook page is just for socializing stuff. I do socialize with my business page, but I don't do "sharing" or "liking" of things from my personal page.

Clear as mud, I know.

Permalink Reply by San Marcos Art Glass on October 7, 2011 at 1:20pm

:) Yes, but I know just what you are talking about. I dread being labeled as a spammer by anyone, so walk carefully.

Permalink Reply by Charmed Life on October 7, 2011 at 1:53pm

I try to be careful, and I know if my friends thought I was spammy smelling, they would be the first to tell me.

My Twitter account is business only. I don't have a personal Twitter account ... none of my friends are Twitterers (did I just invent that word?)

Permalink Reply by San Marcos Art Glass on October 7, 2011 at 1:59pm

Tweeters maybe?

I don't tweet because I really, really don't like Twitter. Most of the things are mindless chatter that takes up a lot of time. I have an account that I never check or use. It is one of the new social things I refuse to jump into.

How to Build an Effective Network

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