Note from Jennifer: Networking at industry events is a very, very difficult thing for a LOT of people. While some people are just a little nervous about making small talk with strangers, other people need to make panicked phone calls to friends from their cars in the parking lot just to muster the courage to go inside. Not that I know anything about that. Adam Kimmel is a self-described introvert, and he recently bit the bullet and put himself out there at an event. He’s sharing his tips for “momentum-driven networking” on my blog today and I hope you’ll check out his website after his great tips! 

By Adam Kimmel

Momentum.

There I was, nimbly moving around a large conference room, business cards in hand. Potential client after potential client was coming up to me, as our time was nearly up. The networking machine was at full throttle. Writer (me) and client(s) were energetically exchanging contact info, verbalizing potential topics and sub-points, and outlining timing constraints on the fly. The energy and excitement from phrases like “YES”, “that works”, and “let’s do it” were everywhere. I was dreaming this: I – a classic introvert – could have never imagined myself in the middle of that kind of networking feeding frenzy. I can’t wait to share how the organized chaos of a conference networking event turned into rapid-fire, proactive engagement. I’ll get to that; but first, I want to share the journey that led me there.
Networking is an absolutely critical part of business, freelance or otherwise. It is the basis for relationship-based sales. Networking in content marketing allows you to expand the reach of the content you generate, bringing an exponentially higher number of viewers directly to you. I am a [twice] degreed engineer and have been writing content for engineering and technology companies for over 15 years. While I am nowhere near an expert, I found the following networking paths to be the most effective in growing my business.

Former Colleagues

Engaging colleagues from former companies and roles was the first step I took to build a network of freelancing clients. It makes sense: I already had a solid reputation with them, and I knew their objectives and work styles. The first former colleague I contacted was my immediate previous manager. I knew his pain points, making it easy to efficiently devise a content strategy that would quickly lift his brand. With intimate knowledge of the products, I developed content to maximize the strengths while minimizing the weaknesses of his company’s current product offerings. After working with two other former past colleagues, I have converted two of those three into anchor clients that provide a baseline of consistent income while helping me develop my portfolio. RESULTS: 3 recurring clients (2 anchor)

Local Connections

I am fortunate to live in the metro-Milwaukee area, which is gaining notoriety as a startup hub. As a result, I quickly found a local meetup group where I could meet in person with like-minded, supportive members. Groups like this are great for referrals, in-kind service swaps, and genuine positive energy. Freelancing is unique in that members of the same niche often help each other, as there is plenty of work to go around. Gigging is a momentum discipline, and surrounding yourself with local “co-opetition” definitely boosts my mojo to find creative ways to do what I love to do. RESULTS: 1 recurring client, 2 referrals, SEO training and small-business accounting support

Social Media

Social media is a powerful and well-known suite of platforms. I’ve used LinkedIn primarily, due to the large network of nearly 1,500 technical colleagues that now comprise my audience. Many in this group are engineering colleagues, other writers, and members of my professional organizations. Social media has been invaluable in the major re-brand I applied to my business from traditional engineering consulting to Engineering Content Marketing. I have been able to tailor my work history to focus on the aspects most applicable to content writing and strategy, optimizing it for keyword searches. Then, using posts and articles, I can offer content to my network, inviting them to engage with me on the very platform that describes my background and value I can bring to their business. I’ve used LinkedIn to invite my social network to my genre (Engineering Content) and to the niches listed on my website, where I have portfolio samples, testimonials, and a client list. RESULTS: 4 clients (1 anchor), niche definition, exposure to new professional organizations

Speed Networking

Freelance momentum requires a lot of work to re-direct, but once it’s moving in the right direction, it’s downright fun. Armed with a base of clients, colleagues, a portfolio, and a social media presence, I attended attacked a “speed networking” event at a conference. This was just what it sounds like: a series of seven 10-minute interactions with potential clients who wanted to learn how I could help them! This seemed unfair, as potential clients came looking for me. Before the event, we specified the type of professionals we wanted to meet. I wasn’t sure the format of the event lent itself to finding my target client; but going in, I thought it would be a great way to practice my elevator pitch, and to learn about the various roles who were looking for freelance engineering content writing. I set a goal to pare the seven interactions into five warm leads, and ultimately to convert at least two of those into clients. The great part of the experience was that after each interaction, my counterparts were actively trying to think of how we could work together. They were doing my networking for me. The energy of the event helped me reach my goal, and it definitely proved that networking is momentum-driven. RESULTS: 5 warm leads, 2 clients

The ‘So What’

Even in a digital world, networking is critical. It adds to the human side to what we do, and offers chances for us to help each other. The best scenarios are when both sides win; networking has helped me grow my business while letting me leverage my degrees to help others grow theirs.

What’s your best introvert-friendly networking advice?