Business Networking – your silent audience

audiencebuilding

One of the things that I have really noticed over the last couple of weeks is that, in 2015, your network and your audience may well be bigger than you think, and you might not even know how close some of that network are to you.

I’ve been to a couple of business networking events recently where people who I thought were right on the outskirts of my network have asked for a 121 with me, and subsequently booked onto The Networking Retreat. These aren’t people I talk to regularly, they’re not on my Business Networking Not For Dummies mailing list, and I had no idea they were interested in what I was putting out there. Put simply, I had no idea they might be interested in buying from me. But in the background, they had been reading my blogs, watching my videos and making a note to talk to me when they next had the opportunity.

It used to be simple, you would have a business card holder and your network existed in there. Latterly you had an Email mailing list and you knew exactly how many people were on it, they were the people you were engaging with.

But now, a lot of your audience might be silent. They may have met you at a networking event, or connected with you somewhere on social media and that may have been the very last contact you had, or so you thought. They might not even have ever met you or connected with you, but are still looking at what you put out there.

The people who use some of their time to like, comment on or share your stuff are visible. You probably (and if you don’t you should) take the time to thank them and engage with them on their turf too. But there is also the silent army of people who might be reading your content, or watching your videos, or watching your Tweets, and never commenting, liking or sharing.

This is why passive follow up is SO important in 2015. Active follow up is where you know who the person is, they’ve expressed an interest in doing business with you and you follow up accordingly.

Passive follow up is where you put engaging content out there and then regularly┬áremind people that you have products or services they might want to buy. Passive follow up is where you continue to engage, even to those people in your network who aren’t responding and are silent.

I know it sounds a little 1984, but in 2015 you really don’t know who is watching you. The question is, are you giving them something to watch? Because if you’re not, someone else who does the same as you probably is.

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