"Drilling Down" - Taking Good Care of Your Network

If you want to go fast, go alone. If you want to go far, go with others.
African Proverb

by Skip Cohen

​I've written a lot over the years about taking care of your network. Spring seasonality is on your doorstep, essentially marking the end of the "slow season." But your network needs care year-round. Without care and feeding, like a house plant, your network will simply die!

Before business explodes and you get too busy, check out the suggestions below. Just as your network needs ongoing attention, think of it like the plant I mentioned earlier: it needs water, light, fertilizer, and space to grow. Your network is no different.

With your network in mind, remember that building relationships is your greatest marketing tool. As Scott Stratten says in his book UnMarketing, "Stop marketing and start engaging!"
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• Pick up the phone: What a concept - the telephone! Seriously, keeping in touch through social media is excellent, but there's nothing like a phone call. Review your network and set a goal of several calls each week.
• Be active in FB forums/groups: There are so many different Facebook groups focused on photographers staying in touch. Some of my favorites are Mentor. Photo, Facebook Wedding Photographers, Advanced Wedding Photographers, AIBP,  Gary Box's Inside the Box, and the list goes on and on.
• Join PPA National: I find a lot of support for their programs, especially in their email blasts. Similarly, join your local photographer's guild or PPA affiliate to stay in touch with artists in your community.
• Collaboration is also key. Retweet and share each other's tweets and posts. Work with other artists in your network and exchange content.
• Track birthdays, anniversaries, events in each other's lives - I love Facebook for this, and the birthday list is my first stop every morning. Take your top clients and make sure you know key dates in their lives. Don't forget LinkedIn, which helps keep track of business anniversaries and job changes - stay involved!
• Organize a networking luncheon: Here's an opportunity to bring together your counterparts from other companies with the same target audience. For example, a wedding photographer might bring together a wedding planner, florist, caterer, bridal studio, bakery, tux rental, limo company, and entertainment company.
• Share content for your blogs and social media: You don't have to write everything yourself, but you do need to be consistent. If you're not posting at least twice a week, same day, same time, then stop blogging/posting. Sharing content with another member of your network helps you create great content for your readers, and both of you benefit.
• Identify twenty people in your network who you really can't live without. This isn't just about respect and friendship; it's about people with skill sets that complement your own. These are the twenty rockstars you want to be able to count on. Make it a point to keep in touch with them.
• A great network goes beyond friends and associates. Make sure you have contact information for the key staff at the vendors whose products/services you use. In your network, you should have at least one person representing every piece of gear and software you use - retailers, distributors, sales reps, your lab, accountant, attorney - they ALL play a role.
• Stay in touch with your network using quick, thoughtful emails. It's easy to send a one-liner to keep relationships going.
• Websites and Blogs: Make a point of following the work of people in your network. It's not that hard if you set aside time each day. It's a great break from the stress of deadlines and projects. Spend a few minutes looking at images a friend in your network has recently shared and follow their blog.
• Breakfast, Lunch, and Dinner: I consider myself the biggest "lunch slut" in the industry. Think about your next convention! Plan to take time with people in your network over any meal of the day. NEVER eat alone! Being able to catch up with friends and associates over a meal is a great way to build your network and expand your knowledge of each other's expertise. And keep in touch over lunch when you're NOT at a convention. All of you have associates you're in touch with, and lunch with another member of your community will always prove beneficial.
• Be generous with your time. When someone in your network asks for help, do your best and give them as much time as they need whenever possible.

All in all, the expression "It takes a village" rings true for your network. Start by giving your village the support it needs. Remember, your willingness to help makes your network your best resource when you need help in return! 

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