We all want likes, comments, shares, followers, and subscribers, don’t we? The more the better, right? But what if we shifted our focus to less, as in less is more?
What if having fewer connections actually meant engaging with people genuinely interested in what you have to say, and vice versa? Where both parties are actively engaged, even if they don’t currently need what you offer.
In a world where success is often measured by quantity, what if you prioritised quality as a key metric? Here at Troop&Co, we recognised long ago that understanding the power of small networks in brand engagement is crucial for remaining relevant and competitive. These networks enable you to truly understand the essence of your current and potential clients, as well as their audience, creating an environment of hyper-relevance and fostering enduring relationships. But why is this so important?
First and foremost, small networks provide a unique advantage by enabling you to be ultra-reactive. Unlike sprawling networks that can be challenging to navigate, small networks offer closer proximity and enhanced communication. This proximity allows for a deeper understanding of your audience’s wants and needs, so you can respond swiftly, effectively and with relevance.
One of the best places to start is with your existing clients and contacts. They should always be a top priority. While it’s tempting to chase after new business like a dog chasing a ball, the age-old adage rings true: the best kind of new business comes through referrals. By prioritising your current clients and contacts, you showcase your commitment to their success and create opportunities for sustained organic growth. Satisfied clients are also more likely to recommend your services to their own networks, bringing in new business that is almost certainly a pre-qualified culture-fit.
It’s important to remember though, that receiving a referral comes with increased responsibility. Referrals often carry a sense of inherent trust as they come from reliable sources. These referrals open doors to conversations with decision-makers, allowing you to bypass the tedious dance of cold outreach. Instead, you can immediately engage in meaningful discussions, building connections with those who have the power to make crucial decisions. It’s like being invited to the VIP section of a high-profile event, where you can engage with the people you really need to talk to.
Often, flashy campaigns and big numbers steal the limelight. While it’s still important to strike a balance and engage in targeted outreach, it’s easy to underestimate the power of small networks. Let’s not forget that “small” does not equate to insignificance.
By nurturing the contacts you already have, and harnessing the power of referrals, you will find yourself in a realm where decisive conversations become the norm, your current clients and contacts remain loyal, and they will be more than happy to introduce you to key members of their network should the opportunity arise.
Co Contributor – David Eccles