In 2020, many of us got a bootcamp in how to build online relationships. World events forced us to head home from the market place and suddenly, there was a screen between me and thee that made it all… different. As we struggled ourselves figuring out how to build relationships online, we developed a 7-Step process that would allow us to be intentional as we set about to meet new people and be memorable to them.
Take a look and start getting the most out of your DM box!
Step 1: Connect
You have to start somewhere and that is going to be an action on your part. Reach out! Use whatever social media platform that aligns with your ideal client.
We know that’s easier said than done, but after 100 new connections, you will be a pro. Introduce yourself and tell them why you are interested in connecting. Keep it simple. Here’s an example of a conversation with someone we’ve named Mary:
“Hi Mary! I’m a coach interested in the automobile industry and would like to follow you.”
That’s it! You’re clear. and say what you do and what your interest is in following her.
Building online relationships starts by saying “Hello!”
Step 2: Express Gratitude
If Mary accepts your invitation, send a thank you! You are grateful for the connection and look forward to learning more. In fact, this could be your response:
“Thanks for connecting, Mary! I look forward to following you and learning more.”
That’s it! Mary will be grateful that you kept it simple and that you didn’t immediately start spamming her for business.
Step 3: Research
Do a little research on Mary’s profile. What kinds of things might she find helpful? What positions has she held in the past? What would she be most interested in around her current role?
Chances are, if you reached out to connect with Mary, you already believe she’s in your target market. What kinds of challenges might she have and what solutions might you already have to offer?
Step 4: Engage
Now that Mary is your new friend, engage with her! The way to build online relationships is to let your presence be known. Find Mary’s posts and start commenting. Build value. Share a post from her feed that is relevant to the rest of your audience.
The whole point of social media is to be social and engage with the people you are connected to and with whom you have common interests. Return to Mary’s page every few days and make note of what you find. Is Mary active? Does she post good information about her industry? Is she inspiring, or does she whine and complain?
Use your judgment every step of the way to discern if Mary is still the right client for you. If she’s unresponsive after a few weeks, move on and check in on her in 90 days.
Build your online relationships by participating on their posts.
Step 5: Give Value
By this step, you are well on your way to building a new relationship! You have made the connection, you have done your research, you have begun to hang out on Mary’s social media page. You’re getting a feel for who she is, what is important to her, and what she might need.
What can you give Mary that she would find valuable? Do a quick search for an article, a video or an inspirational meme. Send it directly to Mary’s private message box and say something simple like:
“Hi Mary! I thought of you when I saw this and wanted to share it. Hope you find it helpful!”
One important note: do not try to pitch Mary or share anything about your own products or services. It is time to give value, and while we know that what you offer is valuable, Mary is probably not ready for it.
Step 6: Invitation
Within a short period of time, you will know if what you have to offer is in alignment with what Mary needs. Because you have built trust, Mary is likely to respond positively to your invitation. Now is the time to reach out and make your first offer.
Maybe you have a free training or webinar that would be perfect for her to see? Or maybe you want to have a Discovery Call for a deeper conversation to see if there is an opportunity to serve her directly? Whatever it is, you should feel free to share it in a meaningful way. After all, you now know Mary! She is no longer a cold contact.
Again, keep it simple. It might sound like this:
“Hi Mary! I thought you might enjoy a free webinar I have coming up on Friday about onboarding and coaching new employees. Here is a link to register. Would love to see you there!”
Simply send the link and keep moving. Whether Mary attends or not is not up to you. You have done what you needed to do — invite!
Step 7: Shampoo, Rinse, Repeat
So what happens if you suddenly hear crickets from Mary?
Awkward.
Hearing crickets when you reach out? Don’t despair!
And if you are like most, your mind gets hijacked with thoughts of what you did wrong, how you blew your chances, and on and on, chipping away at your confidence. STOP. Just stop. You are jumping to conclusions that are probably not there!
So what do you do now? To borrow an old phrase, you “shampoo, rinse and repeat.”
Review the steps. Which step in the process should you enter into next? We recommend you go back to Step 3 and do a little research. Or maybe Step 4, and continue to actively engage with Mary’s posts. Or possibly Step 5, and give Mary something else of value — perhaps the replay of the webinar, or another article or video.
What matters most is that you continue to treat Mary with dignity and respect and read nothing more into her lack of response. You are building a relationship. While it may seem like a dead end right now, you may be surprised when an opportunity arises later.
Keep Building
If you want a thriving pipeline of potential clients, build online relationships. It’s the “long game” and takes time. Follow each step and keep those relationships in motion. You never know what a single connection might bring!
Check out The Coach Business Guide: The Path to Launch and Grow your Coaching Practice, Chapter 25 – Networking for more information and help.
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