Who can doubt that networking is one of the pillars of business growth? And in this new normality we learned that we can also make new contacts online to have relevant conversations aligned to the interests of the company through social networks , messaging applications and other digital channels.

But, as the experts explain, it’s not just about making lots of new connections on LinkedIn or subscribing to every newsletter you’re invited to. It is about generating a strategy focused on authentic , lasting relationships in which everyone wins. Let’s see how to achieve it through these five practical tips.

1. Clearly define your target

Before starting to search for contacts , it is important to be clear about who we want to find . It’s best to be as specific as possible; For example, if you sell pastry supplies and want to expand your prospect base, is it better to contact the pastry shop owners, pastry chefs, or purchasing managers? What age and experience do these professionals usually have? What social networks do you use most frequently? With this data you will make your networking give better results and do not waste time in events or platforms where you will not find this type of profile.

2. Always keep in mind what you need

The second important point is to consider that we all network because we need something; That is why it is vital to have perfectly defined what we are looking for when generating new contacts. For example, selling, getting better suppliers or finding the best specialist in financing for SMEs. Don’t be afraid to say what your purpose is when you send a message to someone on LinkedIn or WhatsApp . No one has much time to waste when they are focused on their own goals.

3. Before jumping online, start with your community

It may seem strange to you that, with today’s access to the Internet, the third piece of advice we give you is to focus on your city or even your neighborhood. The reality is, if you’re just starting out, you’ll be better off generating your first contacts with people you might meet face-to-face at a local event: who might hear about you from a mutual acquaintance, or who would prefer to work with companies of your own. community. There are many advantages of this strategy to generate quality connections , to later follow them through digital channels.

4. Find common ground with your interlocutors

Another recommendation from the experts is to favor the first contacts with people with whom you have something in common, this will make the conversation flow more easily. Some selection parameters can be former students of your university or master’s degree, members of a club or other prestigious organization in your city, and even people who collaborate as volunteers in a foundation close to your heart. Always remember that professional connections are best when they are authentic, credible, and based on common interests.

5. Generate genuine conversations

Getting a potential customer or vendor to accept your Facebook or LinkedIn friend request is not the same as generating a valuable lead . If your intention is to share your product catalogue, ask for advice or access information about training, you need to talk to that person: preferably in person, or if not through a videoconference platform, to be able to see each other and have a first contact more genuine. The time will come later to share data by email or a WhatsApp broadcast list.