Are you linked in?

“The area lacked a young professional’s group,” recalls Willse, who started ramping up her organization in February after moving back to the area. It now has some 230 members, nearly all under the age of 40. Groups founded online operate in a faster dynamic than their more traditional counterparts such as chamber of commerce or Rotary groups.

“Facebook is great for keeping yourself in front of those who you wish to stay in touch with,” says Willse. “It’s faster than traditional means of communication–you can learn so much more about a person or promote information about yourself and have it read much more quickly than a traditional way. It can give you a fast start.”

This was critical for Willse, who wanted others to know she’d returned to the area and was working to grow her financial advisory business. The group’s first social night, held at a local restaurant, had initially received some 30 electronic RSVPs. Ultimately, about 90 young professionals attended the event.

“Once others saw on Facebook who was attending, interest grew and more people made an effort to come,” says Willse. “You cannot duplicate this type of action with mailed invitations or cold calling. The social networking builds a kind of excitement and interest grows.” With social-networking sites, when one posts information on their profile, “friends” those who’ve asked to correspond with you and your network, automatically receive it, providing extraordinary marketing reach with minimal cost and effort.

Willse has yet to close any new business as a result of her online connections, but it has definitely made many more people aware of what she does and in the process, she’s had a lot of fun. “Face-to-face marketing is never going to go away, but with social networking,” she says, “things will move at an accelerated pace.”

Keep your eyes open
For Larry Kennard of Kennard Financial in Cleveland, Ohio, marketing has been about finding what works and using it … but always being on the lookout for something that might work better. The 30-year veteran initially entered the insurance industry after a short tenure as a school teacher. Despite limited industry contacts at the time, he firmly believed he could offer something to improve his prospects’ financial lives.

“The promise of better coverage for a lower premium was a reliable conversation starter,” recalls Kennard, who says he had those discussions with nearly everyone he knew, largely out of a need to jump-start his business.
“I had a family to feed. That was all the motivation I needed.” Like many of his contemporaries, Kennard exhausted his Rolodex of contacts but would ask for referrals nearly every time he met with someone. He later added financial services to his practice and earned his CFP designation.

“If I had my car in for service, I’d talk up the mechanic by asking what he paid for life coverage. I’d then tell him I could get him better coverage for less and that we could put the balance to work in an investment,” says Kennard.
That slow-but-steady, personal approach eventually paid off. Today, most of Kennard’s new business comes from two areas–providing more services to existing clients and through his ever-expanding referral base. “I advise new people entering this business to start marketing as soon as they can,” he says. “They need to find what works for them. It may not be what worked for me or for someone else.”