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Exchanging business cards at conference

Networking is one of the most popular ways to promote you and your business but if you don’t understand the science behind it, you could be wasting your time.

In fact, if you don't know how the human brain works to block out anything that even remotely sounds like a sales pitch, you might as well give up networking and stay home.

You might think that using your own name to brand your business is a no brainer.

Although it appears to be a simple solution, in the long term, using your own name is a much more difficult way to create a meaningful brand.

What about Lorna Jane, Donald Trump, Pete Evans or Coco Channel, I hear you say?

Of course it has been done and there are well known 'name based' brands, but what may seem an easy way out at first, could create a rod for your own back.

You see, the human brain ‘sees’ brands with emotion and attaches these to a memory in order to recognise and recall a brand when the need arises.

When you use your name as your brand name, any emotional connection is based on your personal behaviour rather than on a meaningful brand story.

Social media marketing may be sexy but email marketing is likely to get you more bang for your buck.

Not only is email a more active channel, compared to social media, where your message is sent and responded to compared to something that sits there waiting to be clicked on, a recent report in Chief Marketer indicated that it’s a channel with the most economical conversions, where the average email marketing campaign raises $40 for every $1 spent.

In contrast to the eye-candy of moving images and sound broadcast on Facebook, Snapchat and Twitter, email has some limitations in the creativity department, but it can be more specifically personalised to your target audience than social media, making it better way to engage. Communicating with an audience using their name, geographic location at the best time of day for them to open your message, massively increases open and click through rates.

So you’ve got a Facebook Fan Page or a Linked In Company Profile...now to start getting some content in there…

What do you post?

We’ll if it’s Friday, you could post a TGIF image, or there’s that cartoon your BFF sent you that really cracked you up, surely people will love that?... then there’s that industry report that has some great stats people would find interesting, wouldn’t they?...And I need to tell everyone about my special offer too...

One of the most important factors to knowing what will work on social media is knowing your target audience and knowing them so well that you post information they will resonate with, react to and interact with.