Designers should dump networking groups

For creative business owners, networking has always been a crucial way to develop new business. Traditionally, this means attending endless networking events.

Some are industry specific groups or community groups while others are more focused on referring work, and then you have the event based networking opportunities. No matter which type; you walk into a room full of strangers and immediately start the routine. You introduce yourself, shake hands, and dig for details. You subtly ask: Who do you work for? What industry are you in? What’s your role? What challenges are you facing? How do you win and keep clients? After all that back-and-forth you finally figure out whether the person in front of you could be a client. Perhaps a worthwhile exercise if you’re looking for social interaction but time consuming if you want more work.

The problem is most networking contacts are not qualified leads and that takes you away from your new business game plan.

So what’s the alternative

Identify the areas where you excel; your pillars of excellence and then use LinkedIn to find people in that field. Identify them by job title based on the title of existing clients. Qualify them. It’s then like walking into a networking meeting where every attendee wears a badge listing their role, industry, and professional challenges. Better yet, you can instantly see how they attract, retain, and grow clients—all without the awkward small talk or wasted hours. That’s how we recommend you use LinkedIn; a highly targeted, always-available networking tool designed to save time and sharpen your focus.

The cost of networking

Compare $39 per month for LinkedIn Premium to the combined cost of in-person networking (approx $1200-$2,500). Sounds a lot but consider membership fees, travel, event tickets and a few hours of your time. It all adds up. Also consider to get new business you only need a few hundred of the right LinkedIn connections.

The action

Networking is no longer about chance encounters it’s about precision. And LinkedIn is the tool that transforms traditional networking into a focused, cost-effective strategy for design professionals ready to grow.
We are keen to hear your stories. Let’s talk. Contact Greg.

Greg Branson

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How designers can use LinkedIn to find clients — explains how designers can build a profile and strategy on LinkedIn to target the kinds of clients and projects that suit them rather than relying purely on referrals.

The problem with referrals — offers insight into why referrals are not the best way to get new business.

What clients want from a designer — survey-based research that details the expectations clients have of designers, which helps designers use that knowledge

About Greg Branson

Greg’s passion is the research and development of methods that improve design management and the role of design in business.

His longevity is in his ability to change and adapt. Greg’s career as a traditionally-trained photographer; became an academic, teaching photography to design students. He co-founded and ran Mackay Branson design (for over 25 years) until, recognising an area that he loved – design management – was not an area traditionally covered in design education. This lead to him founding Design Business Council. Since then he has worked alongside hundreds of Australian creatives helping them manage their business better.

Greg has sat on the AGDA Victoria and National councils, on a number of University and TAFE Advisory Boards and helped rewrite the VCE Visual Communication curriculum.

Outside of DBC, he is a passionate analogue photographer who spends an inordinate amount of time in his darkroom. You can follow his work on instagram @gregurbanfilm

Always happy to chat, he can be contacted here.