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The 24/7/30 Rule

 

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by Mary-Rose Hoja in EPE, LinkedIn, Networking strategy

As you probably know, I’m a huge fan of using LinkedIn for networking, and today I want to share a secret strategy I use to form lasting connections.

The 24/7/30 rule is all about how to follow up with people and when to do it!  The main idea is that, after you meet someone – be it live, or digitally, or on the phone – you follow up with them at specific intervals. You find a way to touch base within 24 hours, again after seven days, and then again after 30 days.

Prefer this post in video form? We’ve got you covered:

This follow up can be direct or indirect, but the important thing here is that they see your name in a context that’s relevant to them.

The first touch point is after 24 hours. Follow up with your new contact right away, before you go off their radar.

If you’ve already connected with them on LinkedIn – for example, while they were in front of you – send a follow-up email or a LinkedIn message. Start the message by naming, for example, a mutual contact, or where you met.

If you hadn’t already connected with them on LinkedIn, do so now, as it is a fantastic channel for B2B. Send over a personal invite from your laptop, whenever possible, and skip over the impersonal default invite.

If you did happen to send an impersonal invite (because the pesky app can let you do that), send a personal email right now saying, “You just popped up on my LinkedIn, it would be great to connect here as well”.

Head over to to your own LinkedIn profile or company page, and observe what it is that you are scared they will see there. If you notice something, change one word of that right away – it will make you feel better!

That brings us to seven days after your initial contact. If they’re on social media, interact with their content. For example, comment on their posts and like what they like. Get on their radar, and be where they are and where their customers are. If you think about it, this is like being at the same networking event. 

If they aren’t on social media, there are still ways to interact!  Email them an article their organization just posted, or a link to follow up, a discussion from the event at which you met. Keep it simple. 

If you don’t want to email them, try emailing a mutual contact, or post the article online. And remember to tag their organization!

It’s completely okay to feel daunted here, but do it anyway!  You have tons to give and you will feel good to have taken action. 

Get a friend in your organization or an advocate of yours to like your post, because you need that social proof to start building. The acknowledgement will make you feel good, and that gives permission to other people to start commenting, liking, and so on. 

When you post, feel the temperature of the response. This gives you a lot of business intelligence here. 

30 days after your initial contact, observe who is tagging, who is mentioning these people, and how they’re responding. If there’s no direct response, keep going indirectly, because by this point there will be an upcoming event or another sharable article. Post about it and tag them, their organization, the event, or the event organizers. Email them about it, or call them if possible. Send group emails including them, or email them while you CC other people they know. There are lots of ideas here. 

Do limit how much you communicate, though, because remember, you are building both momentum and perception while reducing your risk of mucking it up. Success is in the nuances here at the very early stages when you’re getting in touch, especially with VIPs.

A bonus tip here is to also connect on LinkedIn with people they know and event organizers in their field, and make sure that they and their network sees this (if you want them to). To do this through LinkedIn, head to your privacy and settings and turn on your activity.

It is also a great idea to connect on LinkedIn with people that they know who are following, in the same way as outlined above. Rinse, wash, and repeat. Building your network and/or email list is harder than making the first contact. The initial steps are really where you need to get that oomph to stay on people’s radar – without selling them or asking anything. Simply be in their world in a relevant way that is potentially of value to them.

In terms of LinkedIn, the 24/7/30 rule means taking some action. This is a really concrete way to put that into play, to serve you and to serve the people who you want to be clients. It’s one thing to just have a LinkedIn profile – it’s another to have a LinkedIn profile or company page or attend events that actually get you sales. 

One of the things that our eight figure B2B clients tell us right away is that implementing the 24/7/30 rule makes a big difference in their business. It gives them a structured, simple approach to make initial connections on which to build a relationship. Have these specific time points to aim for keeps it very simple and structured.

After 24 hours, after seven days, after 30 days, keep things simple and moving.

On the flip side, when someone who, for example, you met at an event mentions you or your company in your personal or company feed, you must acknowledge that. This is a two-way street, and this might be a lead. If you’re going to be active in the sales process and active in these channels, you need to commit to taking action here. 

My name is Mary-Rose Hoja, and I am a specialist in inbound marketing and digital marketing, and my team and I help eight figure B2B businesses create cost-effective sales pipelines.

 

 

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