How I Host Virtual Speed Networking Events

Photo by Chris Montgomery from Unsplash

When COVID hit, our marketing organization had to leave behind in-person networking events of drinks, handshakes, business cards, and awkward small talk. In its absence, we discovered something more efficient and effective: Virtual Speed Networking. Like speed dating, Speed Networking gives you the opportunity to meet many different people in a short amount of time. As the host of speed networking, you’re in control of its success and the speed of which encourages attendees to be focused and make connections — a great thing for introverts.

I’m a to-the-point kind of host who loves meetings that run efficiently and on time, and I make sure that the speed networking is efficient and practical. I’m a no-nonsense, upfront sort of host.

My events require four things: Eventbrite, Zoom, Breakout Rooms, & Polls.

Let’s start with Eventbrite. This is a self-service ticketing platform that allows anyone to create, share, find and attend events. People can search and register for online and in-person events that they’re interested in.

On my Speed Networking Eventbrite page, I clearly explain the purpose of the event and include an agenda. This way people know what to expect to happen during and more people will register if they understand how it works. I try to remove any barriers or hesitation for the shy and newbie networkers.

Here’s my event description

Don’t love traditional networking events?

• Have you ever gotten stuck talking to someone and couldn’t get out of it?
• Didn’t know when or how to ask for someone’s business card?
• Do you want to meet new people but don’t feel like going by yourself?
• Only spoke to a few people or no one?

This event is like speed dating … for professionals! Meet people quickly, efficiently, and never get stuck talking to someone who isn’t a good fit. This is why we’ve limited it to six 5-minute rounds with 2–3 people each. This will allow you to meet at 5–10 professionals in 30 minutes.

And here’s my agenda

5–5:10: Welcome / How it works
5:10–5:15 — Round 1
5:15–5:20 — Round 2
5:20–5:25 — Round 3
5:25–5:30 — Round 4
5:30–5:35 — Round 5
5:35–5:40 — Round 6
5:40–5:50 Wrap up

When it’s time to start the Speed Networking, this is how I host it:

The first few minutes, I admit, are a little awkward. I might have some music playing and as people join, I welcome them by name making sure everyone feels seen. I’ll add my Linkedin profile link in the Zoom Chat and ask people to participate right away to do the same. I might also ask people to share their location. This gives everyone a feel for who is in the room.

As soon as I believe we’ve got the majority of the group in the event, I’ll start. I’ll jump right into explaining how Speed Networking works, who I am, and place everyone into Zoom’s Breakout rooms for 5 minutes. Any latecomers will network with me in the main Zoom room until the next round.

I choose to “randomly” pair people up into breakout rooms. This is the easiest and recommended way because you never know who will show up and who won’t. I don’t recommend creating breakout rooms manually or pre-assigning them, unless you know for sure that everyone on your list will show up.

After five minutes in the breakout room, attendees will automatically return to the main room where we started. To make things a little fun, I use the Zoom polling feature so everyone can interact and learn about other attendees. Some of my polling questions are practical, others are silly. Here’s a list of some of my polling questions.

Sample Polling Questions:

1. Why are you here? (Multiple Choice: to look for a job, to hire someone, to meet people, to learn more about the industry, etc)

2. How many years of experience do you have in the field? (e.g. marketing): (Multiple Choice: 0, 1–2, 3–5. 6–10, 11+)

3. What industry do you work in? (Multiple Choice: eCommerce, B2B, tech, education, etc)

4. Favorite board game? (Multiple Choice: chess, monopoly, risk, ticket to ride, settlers of Catan, etc)

5. Favorite weekend activity? (Multiple Choice: hiking, biking, shopping, hanging with friends, etc)

6. What languages do you speak? (Multiple Choice: English, French, Spanish, Chinese, Japanese, Farsi, Korean, Italian, Portuguese, etc)

7. What drink could you not live without? (Multiple Choice: coffee, tea, beer, wine, la Croix, soda, etc)

8. Typical Weekend Activity? (Multiple Choice: hiking, sports, cooking/baking, gardening, crafts, family time, movies, etc)

After the poll, we’re on to Round 2 for another five minutes of speed networking. After that, everyone returns to the main room for another poll. We go back and forth between a breakout room and a poll until the end of the event. People tend to loosen up and get more comfortable as time goes on, so the main Zoom room becomes chattier.

When it’s time to end the event, I usually have a little slide deck to promote upcoming events for our Marketing club, the next speed networking date, and I suggest signing up for our newsletter to stay up-to-date. Lastly, thanking everyone for coming and hoping they’ll join again.

Problems to Expect

A problem with Zoom Breakout Rooms is that sometimes people will randomly be placed in a breakout room with someone they’ve already talked to. The more people you have total in your Speed Networking, the less likely this will happen. If it does, I always recommend people leave the breakout room and return to the main room with me. (Zoom now allows participants to leave and join breakout rooms at their own will). I can network with them, or add them to another room.

Some final tips and what to expect for your hosting your first Virtual Speed Networking event.

1. Prepare the poll questions beforehand. Create them and the answers in the Zoom settings.

2. Don’t expect to have all attendees show up if your event is free. All of mine have been free and I’ll get 40–50 attendees, but only 15–20 will actually show up. Bummer!!

3. Promote your event on Meetup (if you have a community), Facebook page (if you have one), through an email newsletter, and on Eventbrite. People can register on Eventbrite and will receive an email with the Zoom link and reminder emails about the Speed Networking Event.

4. The more people the better because it reduces the chances people will be paired up in rooms with the same person.

11 Marketing Tests for Startup Founders

It’s difficult to figure out what to test when you’ve decided it’s time to start marketing your product. How much effort and money do you spend? What message will resonate with your audience? How do you increase sales? You can answer these questions by experimenting with quick and cheap marketing tests. 

If you’re feeling unsure about your first steps, I’ve come up with 11 different marketing tests you can apply to your marketing mix today. If you’re a savvy and motivated startup founder, you definitely could try these yourself rather than hiring an agency or freelancer. However, don't spend too much money or effort on each test. The goal is to gather data and learn what makes your business profitable. 

Your Website

1. Generate More Leads and Sales by A/B Testing Webpage Elements

I recommend using Google Optimize to create a/b tests. This platform duplicates a page to make edits. You can change messaging, images, or colors or the layout. As soon as you set your test live, Google will automatically split half your traffic to the newly edited page and the existing page. You can then determine which version of your page performed better through Google Analytics. You will want to compare some key metrics, like number of leads, number of sales, time on page, clicks, and other engagement metrics.

Learn more about Google Optimize from one of my favorite how-to vbloggers, Julian Juenemann.

2. Write Useful Blog Posts for Middle of the Funnel Folks & SEO

Blogging, if done correctly, has many benefits for your business. Blog content helps your website appear in search results pages, teaches your audience more about your business, and gives your website fresh evergreen content. Blogging unique quality content is encouraged by Google and should theoretically optimize your website to appear on detailed search result pages.

Try writing about what your clients or customers are asking. Answering customer questions that are currently most pertinent to your business or industry. Getting this right repeatedly can result in some considering you or your organization to be thought leader in your industry.

Blog posts can also be repurposed. You can distribute them as email marketing material, share them on social media, and submit them to other bloggers who may reference your article and link to your website. This builds up your Google PageRank — your website’s SEO ranking.

TIP: Enable comments on your blog posts to interact with customers, answer questions, and show off your company’s personality.

Digital Marketing

3. Drive Traffic and Leads with AdWords

AdWords and Bing are sure fire tactics to ensure your business appears as a top search result. Your business will be seen, but you have to make sure that your ads appear for the right keywords because this comes with a financial cost. 

PPC ads can also retarget people who’ve already expressed interest in your website. You know when you look at a product page and then later see that same product as an ad on another website? Like it’s following you around? That’s retargeting. It’s one of the most effective and cost effective ways to remind your customers to come back to your online store. 

Retargeting does have some privacy concerns. The EU, in particular, has introduced new GDPR restrictions  that start on May 25th. I recommend following all of the required practices to be GDPR compliant. This includes, but is not limited to adding an “opt-in consent for collection and use of personal data” popup on your website. If your website isn’t compliant you can face hefty fines even if your market is primarily in the US. This is because your website is global and you can’t be certain any visitor is not an EU citizen. 

Learning Adwords is definitely something that takes time and practice, but very rewarding if you can do it. Here is a good place to start.

4. Increase Sales with Google Shopping Ads

If you run an e-commerce store, try taking advantage of shopping ads. I’ve noticed that Shopping ads tend to drive the most revenue for my e-commerce clients. They have all the right details: product image, price, and description to drive sales.

Shopping ads on Google

5. Increase Social Networks with Linkedin + Facebook + Instagram

Social platforms allow you to educate consumers, fans, and potential employees. These are fabulous and free ways to promote simple and digestible content while updating your fans on upcoming events, changes, and sales. 

Having a presence on Facebook and Instagram gives your brand more visibility, credibility, and promotional material. It is also an great way to genuinely connect with your customers. Linkedin is similar, but gives insight into company employees, job opportunities, and a way to announce company updates. 

TIP: Utilize social platforms to build an audience because, should you choose to pay for advertisements, you’ll have already have followers and possibly established yourself as a leader.

6. Find New Audiences with Instagram Influencer Marketing

Influencer marketing is when bloggers, or people who have a high number of followers, promote your product on their social media account. This is a way your brand can reach a new audience without giving folks the same type of initial impression that a direct advertisement right. It can seem more genuine and less intrusive.

To do this, try reaching out to folks on Instagram or bloggers who you think might be good fit. If that seems like too much work to take on you can hire an Influencer Marketing company who can source good influencers on your behalf.

Similar Influencer options:

• Buy ad space on a blogger’s website. These ads usually display on a side bar that appears on the right side of page.

• Sponsor blog content. Have your product featured in a blogger’s post.

• Bloggers write a testimonial or review of your product.

• Blogger can host a product giveaway. 

What I like about influencer marketing is that brands can gain exposure through someone else’s network and seem less intrusive than a promoted ad. Want to know more? Read this.

7. Connect with your Customers with Email Marketing

Email marketing is one of the most cost effective ways for companies to generates more sales and leads. It’s an essential way for your current and potential customers to engage with your business on a deeper level. Your homepage should ask users to subscribe to your company’s email newsletter. Be sure to let visitors know the benefits of subscribing. For example, “sign up for new products, and special discounts.” 

Not sure what kind of email newsletter should your write? Learn more about drip and nurture campaigns.

8. Increase Word of Mouth with Contests/Giveaways

Another good way to reach new customers is through your current followers and fans. Contests and giveaways let your current audience spread the word about how much they love your products. For example, you could ask your current followers to post a picture with your product and tag a friend with the hashtag like #tshirtlove. One person will be chosen to win a $1000. Get creative.

Offline

9. Meet and Learn About Your Customers at Networking Events

Networking makes great word of mouth marketing and enables you to get a better understanding of your audience. It’s also an important way to understand your customers problems and current solutions. To find networking events near you check out eventbrite.com, meetup.com, List of networking groups, Mac’sList (pdx only), Your Local Chamber of Commerce, Rotary, OEN, Business Networking International, Young Entrepreneurs Council, American Marketing Association, or just search the web for networking groups.

10. Speak at Events and Gain Recognition

Speaking at events, conferences, or meet ups is good publicity with little cost or risk. Like networking, speaking in front of your audience provides an opportunity to show expertise. It gets people asking questions and lets your audience get to know you on a personal level. The goal is to tell memorable and useful stories, apply your expertise, and show some of your personality. This should authentic. It should not be a sales pitch.

11. Create Delightful Experiences for Happy Customers

Did you know that customers are more likely to remember their feelings than what you said or did? You know the quote, "People will forget what you said, people will forget what you did, but people will never forget how you made them feel" by Maya Angelou.  This is what Starbucks does, they not only make coffee, but people love the experience they have at each store.

For your business, you might write thank you notes, cleverly package your products, or just provide really great customer service. Make your customers happy and give them something they’ll have to talk about.  

Conclusion

By testing new and different marketing tactics, you’ll discover what generates leads or sales. My last tip is that not all marketing tactics work for everyone, and eventually your marketing may go stale after a while. This is why it's so important to always be test new marketing tactics.

Do you test other, more interesting, marketing tactics? If so, share below! 

5 Ways Marketers Use Psychology to Write Stronger AdWords Ads

Bored of writing ads? Bored of reading ads? Ok, me too. Let’s make your AdWords ads more interesting for your target audience and start driving more real website traffic. Use these tactics to strengthen your brand, gain audience trust, and ultimately entice searchers to click on your ad — not someone else’s. 

1. Fomo 
The fear of missing out prompts people to act. Adding a countdown timer, a limited time sale, or a limited product in your ad copy may encourage people to act rather than hesitate.  Asaptickets does a great job at this. The brand gives us a price and two fomo messages: "1 Day Sale" and "Ends Sep 24". It's informative and makes me crave baguettes and fromage.

2. Include Social Proof
The "everyone is doing it" messaging creates social proof. If everyone already trusts this brand, then it must be good. Right? Make your ad copy have a sense of popularity and belonging. Wording such as "Join 1633 customers who rely on...." or "Over 1633 five-star reviews...." will gain your audience's trust and make them feel comfortable choosing you, especially if you show that others have already done so.

3. Create Exclusivity
Ads that create a sense of exclusivity may make brands appear more desirable and attract your target customer. For example, Zegna writes, "Formal Attire for Elegant Men" which not only targets men who want (or think) they are elegant but also makes the brand exclusive for men in this mindset (and income level). If you are an elegant man, this might be the store for you. 

4. Educate & Solve Your Customer's Problem
NerdSkinCare educates the visitors with ingredients information while including the solution "Clear acne naturally." Simple. Easy. (Not to mention this ad has social proof with a review from Refinery29!). 

5. Differentiate yourself from competitors
StubHub standouts from their competition (and they have A LOT of competition) by saying, "the world's largest ticket marketplace." Who else would you want to buy from? Make your brand stand out by being a leader in your industry or showing what makes you different from your competitors. Messaging like, "#1 in the NW," or "Best in Class Since 1999" might give your brand a little edge.

Interested in more ideas and examples? Here are a few to get you started:
• 189 Powerful Words That Convert: Write Copy That Gets Your Customer’s Attention Every Time

• How to Write the Highest-Performing AdWords Ads, Ever

• 4 Simple but Powerful Tactics for Writing Compelling Ad Copy