Here’s the thing: I thought I’d be a lot further along in my business journey by now.
After all, it’s been over five years since that unexpected redundancy.
And even though I started working from home at the end of 2012, setting up my business Front Page Web Writing in October 2014, in many ways it’s as if my business journey only started about twelve to eighteen months ago.
If I knew then what I know now, there are two things I would have done differently – got me a business coach as it would have saved me years of having to learn the hard way; and got serious about networking much earlier, which is what I want to talk about today.
In the Beginning
When I started out, I was a bit of a “jack of all trades” in digital marketing. I needed work, so I offered a bit of everything: social media management, proof reading, editing, resumes, taking minutes, email newsletters, writing brochures, managing Google AdWords campaigns, building and maintaining WordPress websites, blogging, providing web content, search engine optimisation.
But it was near impossible for me, as a one man band, to keep on top of all the latest developments in such a rapidly changing industry. I knew I needed to “niche down” – to specialise in only one or two things, rather than stay up to date across a broad range of services.
It wasn’t long before I realised my passion was writing for the web, to get my clients’ websites on the Front Page of Google search results (now you can see where my business name came from!).
It was only about two years ago I realised that I had stumbled my way into copywriting, and specifically, SEO copywriting – I’d called myself a VA (Virtual Assistant) up to that point.
Back in 2012, I started my business with one client, and while that was great, I made the mistake of growing way too dependent on them.
While I did have other clients, it was only small fry.
The bulk of my income was coming from just one client, which is never a good idea. I was practically an employee, without the benefits. Then at the beginning of last year, that client had their own budget issues and drastically cut back on the amount they were spending on my services – taking the bulk of my income with them.
I hit rock bottom.
I had some very difficult conversations with the hubster, around the fact that I wasn’t making anywhere near the income I’d hoped from my business – and it wasn’t fair to him to be the primary bread winner. I felt terrible that my contribution had dropped so dramatically. Whatever happened to my dreams of going into business, and the sky being the limit? Why wasn’t I earning my true worth? How had I gotten to this point, despite being an award winning business woman?
I was devastated at the thought of giving up, and getting a “real” job.
Still, in my heart I knew I had it in me to make this business a success. So I asked the hubster to give me until the end of the year to turn things around.
And then?
I networked my butt off.
People get the wrong idea about networking. I know I certainly did. I thought it meant going to business groups, conferences, functions and the like, and doing the hard sell (ugh).
But that’s not how it is at all.
Simply by attending these events, meeting and mingling, I made valuable connections. Many I didn’t realise just how valuable they were until months afterwards.
The Benefits of Networking
Some folk have wanted to hire my services straight away, but the benefits extend far beyond that.
For example, around the time I decided that I no longer wanted to handle social media accounts, I met Ella from Social Cut at a networking meeting in the city and we just “clicked”. We discovered a real synergy between our businesses, as we both often have clients looking for help in the other’s area. Today, not only do we have a great referral system in place, but we each have a new ally as we navigate the highs and lows of business.
I’ve also connected with a local web designer, so that when I am asked if I still build websites, rather than disappointing the enquirer with a flat “no”, I refer them on. And he in turn, sometimes builds new websites for clients with no content, or in need of search engine optimisation – and suddenly his client, becomes my client too!
I’ve formed profitable collaborations with a fabulous branding photographer, and a Google Ads specialist.
I love being able to help others on their business journey. Sometimes I can link them with another business, or give them a referral, or just encourage them in our conversation.
Believe it or not, I have actually grown to enjoy networking. Usually there is an interesting and inspiring guest speaker, and I am able to build my business knowledge – and it means I don’t have to spend the whole meeting chatting to others, which while I enjoy in small doses, can be quite draining for a longer period.
Unlike my visions of “hard sell”, networking is simply about having conversations and building relationships. I love asking people about themselves and their businesses, and getting to know more about the community I live in. Sometimes we click, and sometimes we don’t. Sometimes they are in a related industry, often they aren’t. But it’s always interesting and I learn so many new things. I never know exactly what may come out of it – even the networking events I attend where I “think” it hasn’t done any good.
Networking for B2B
The fact is, I run a business which serves other businesses (or B2B in business speak). So business events and network meetings are the ideal place to meet my potential customers.
There’s no need for me to do a hard sell, because if these businesses need web content or help with SEO, they already know if they need somebody like me, before they’ve even met me! By attending networking events, I’m putting myself in the right place at the right time. I become more visible. I’m just letting them know I’m there.
Even Mr 23, now in his last year of a Bachelor of Commerce, was struggling to find an internship or part time position in finance. I was able to introduce him to a financial planner, through one of my networking contacts … and he is gaining and loving real world experience in financial planning. It really is a case of not what you know, but who you know as well!
Why Don’t More People Network?
So now when I say, I feel like I only really started my business about 12-18 months ago, you will understand why. Because that was the crucial time when I began:
- Actively networking;
- Building my client base;
- Specialising in SEO copywriting; and
- Practising what I preached – writing content and optimising my own business website! (You know what they say; a builder’s home is usually unfinished; a mechanic’s car is usually the last to be fixed …)
No matter how busy I am, getting out in the real world and mixing with my business peers is a priority.
Even though I know that search engine optimisation and content marketing generate customers, at the end of the day I still think nothing beats old fashioned networking. Getting off my computer, out of my office, and meeting up with others. It’s good for my mental health too, I’m sure!
I’m quite surprised by how few business owners actively network, considering all the great benefits. But then I remember how reluctant I was …
I also think networking is important no matter what you do for a living – have you discovered any of the benefits of networking for yourself?