Building Success Through Genuine Connections

Over the last year, I have learned first-hand that networking is a vital skill for any business professional, especially in today's oversaturated online and offline marketing environment. As the Founder & CEO of UPFRONT MKTG, LLC, I’ve seen how effective networking can propel a business - my business! - to new heights. At launch I was a solopreneur, and I had two clients my first month, May 2023. By December of 2023 I had grown to 6 clients, and two part-time contractors to support the business. By February of 2024, I was bringing on two more contractors to shoulder the workload. Today I have 17 clients (and growing) and a team of 7 to support the work. How did I do it? Through networking, and word of mouth referrals. As a marketing agency, I feel somewhat hesitant to admit that I didn’t grow through my own services - but it’s the truth. Yes, I launched a website with SEO in mind, and I did some advertising that got me leads and repeat customers, but the majority of our growth came through referrals.

With our company growing 90% through local networking and word-of-mouth referrals since its launch, I want to share three key tips to help you master the art of networking.

1. Be Genuine and Authentic

The most effective networking occurs when you build genuine connections. People can sense when you’re being authentic and when you’re not. Approach networking with a mindset of curiosity and a genuine desire to learn about others. Listen more than you talk, ask open-ended questions, and show interest in their stories and experiences. Authentic connections often lead to long-term professional relationships that are mutually beneficial.

2. Follow Up and Stay Connected

Networking doesn’t end when you leave an event. Follow-up is crucial to maintaining and nurturing the connections you make. Send a personalized message within 24-48 hours, referencing something specific you discussed to jog their memory. Use LinkedIn to stay connected and engage with their posts. Regularly check in with your network, share relevant information, and offer your help when possible. Consistency in your follow-up will set you apart and keep you top of mind. Ironically, and any of you who know me can probably attest to this, I am not the best at following up. I have done so with intention, but as my business has grown, and I have become busy with the internal needs of staff, and maintaining client relationships, these steps have fallen to the wayside. Shame on me! HA! Just kidding - if you don’t execute perfectly, give yourself grace.

3. Provide Value Before Asking for Help

This is a big one. I never approach someone at a networking event with the thought, belief, or expectation that THEY will be a future client. I expect that they may stumble on someone at some point who needs me, and I want to make sure that I have built a relationship, left a good impression, and treated them with the same level of importance that I will treat the future leads they send my way. Everyone is important, and should be valued in my book. Before you ask for favors or assistance, think about what value you can offer to your connections. Whether it’s sharing an interesting article, providing a useful contact, or offering your expertise, giving first creates a foundation of goodwill.

When you provide value without expecting anything in return, people are more likely to want to help you when you do need something. This approach builds stronger, more collaborative relationships. Sometimes this has even looked like giving my time, attention, and a listening ear. Running a business is hard, and many individuals at networking events are trying to start a business while still working, or juggling family and health issues. Showing compassion in those moments shows your character, and the quality of your character has a great deal of impact on whether someone may be willing to recommend you to someone else in the future.

These tips are just the beginning. To dive deeper into mastering the art of networking, I invite you to join us at the Romeo Network’s "Proven Success Skills From Business Women: Networking Mastery Forum" on June 27th. This event will be an invaluable opportunity to learn practical strategies from experienced business women and expand your own professional network.

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About the Author

Lorianna Sprague is the Founder & CEO of UPFRONT MKTG, LLC, a marketing agency launched on May 1, 2023. Under her leadership, UPFRONT MKTG, LLC has grown significantly through local networking and word-of-mouth referrals. Lorianna is passionate about helping businesses thrive through effective marketing and networking strategies. Learn more about Lorianna on LinkedIn and her marketing agency website.

Join us at the Networking Mastery Forum to gain more insights and connect with like-minded professionals. Visit romeonetwork.com for more details.