LinkedIn and Networking Group and Event Tips

Building a group is hard. It took me five years to build DallasBlue to 10,000 members. Your email list of interested people is your business lifeblood. Pay a lot of attention to building that list.

It's not cheap

One option is to buy a huge list or massive advertising. Typical list conversion is one percent on large lists and depends on the need, your offer, the group's value proposition. You'd need to buy a list of 1,000,0000 people to get 10,000 opt-in members.

If you're reading this, I assume that you and your group have limited or no funding and you're not going the buy-it route. So we'll focus on networking-oriented tips.

LinkedIn

LinkedIn is not a mass marketing channel. It's a low quantity (one to one message), high quality approach.

• GET A BUSINESS ACCOUNT. You should be able to reach 500 people a year if you actively manage the 15 Introductions and 3 InMails of a business account.

• GROW IT. A large direct network provides a captive audience to promote your group or events. See Quantity. Check GetStarted, GrowYourNetwork, and PromoteGroup for ways reach out to LinkedIn members.

• CONTACT. Send Introductions on an ongoing basis to top LinkedIn members. People have experienced an excellent response with LinkedIn introductions because 1. You're targeting ideal group members, 2. You're giving, not taking. Something valuable is being offered of value to the recipient (the opportunity to meet other LinkedIn members and often network in person), and 3. Such LinkedIn members are already active networkers so a networking group or event is an easy sell.

• LINKEDIN GROUP. Groups are promoted on LinkedIn through logo display and status updates when people join. They are free and easy to obtain.

• ANSWERS. Use LinkedIn Answers to submit appropriate questions. While you're getting help, you're also exposing your group to question readers and participants.

• UPDATES. Send LinkedIn updates to your local connections and highlight your work with your group or events.

Group and event planning and administration

• GROUP SITE. Create a group (Meetup, Yahoo, Frappr, MySpace, blog, your own web site, etc.) where you can list your group and events and provide email or web-based sign up.

• RELIABILITY. Whether it's a virtual or real-world group, maintain periodic communications or events to condition people that the group is solid, will be there in the future, and is worth committing to and referring others.

• MANAGE YOUR GROUP LIST. This is automatic if you use a web group service like Yahoo Groups. LinkedIn group members can be exported. Check Software for group email software and services to contact group members.

Promotion

• BRANDING. Always promote the group where appropriate in your business, email signature, any LinkedIn communications, etc.

• YOUR OWN CONTACTS. Create a marketing list from your own local contacts in your Outlook address, local professional organization membership lists, and your direct LinkedIn connections. LinkedInContactManager can easily extract group prospects by location or job function. Get referrals from friends and associates.

• NETWORK IN OTHER GROUPS. If you're planning local events, go to the events of similar groups. If it's an online group, participate in their forums.

• DISCUSSION GROUPS. Announce your group at the LinkedIn DiscussionGroups and invite interested people to join.

• FREE LISTINGS. Publicize your events in other appropriate group directories, forums, calendars, etc.

• EVANGELISTS. Make it viral. Turn your best group members and fans into evangelists. Have them promote the groups to their own contacts and groups.

• PARTNER. Partner with one or more area or industry business groups. Enlist them to promote your events through their mailing list and web site. Often they'll do it free, to get their name listed as an organizational sponsor, or you can comp their event admission.

Events

• VARIETY. Create different types of events or themes to keep them fresh, fun, and appeal to a wide group of people. Events can be purely social mixers or happy hours, honor top networkers, focus on specific LinkedIn topics like recruiting, and are educational, such as seminars.

• SPONSORS. Get sponsors and exhibitors and provide door prizes. That raises interest, makes meetings more valuable, and increases attendance. Plus sponsorship make events less expensive or lets organizer earn some money for their time in event planning, promotion, and management.

 Create your own business wiki!Help Add to Del.ici.ous Add to Digg Add to Reddit Add to fUrl Add to SpurlPublic, Silver wiki Privacy Policy RSS