Photo / Tim Greenway
Nancy Marshall
June 11, 2025
How To
How to make it easier for new business contacts to find you
By Nancy Marshall, Marshall Communications
We’ve all had this happen: You meet someone at a chamber of commerce event, networking mixer, or local business gathering. You had a great conversation. They offer a service you think you might need someday. You exchange business cards.
Fast forward a week — suddenly, you do need what they offer. But you can’t remember their name. Or their company. Or what you did with their card.
Frustrating, right?
Now flip the script. Someone meets you. You’re friendly, professional, helpful. A week later, they’re ready to buy — and they can’t remember who you are. That’s not just frustrating — it’s a missed opportunity. One that could have been avoided with a simple, proactive outreach strategy.
As a PR professional who has worked with Maine businesses for decades, I can tell you this: If you want to grow your business, you can’t just hope people will remember you. You must give them reasons to do so. You must be present, visible and findable.
The power of the ping
One of the most effective — and underused — tools in your marketing toolbox is regular communication with your network.
I’m not talking about spammy sales blasts or generic company updates. I mean real, valuable, consistent contact that puts your name and expertise in front of people who might need you — now or in the future.
This can take many forms:
- A monthly or biweekly email newsletter with helpful tips or resources
- Regular social media posts that demonstrate your knowledge or show off your work
- Thought leadership articles or blogs shared through LinkedIn
- Direct mail pieces that bring your brand to their mailbox in a memorable way
The common thread? Consistency. A system. A schedule. If you say you’re going to send an email newsletter every fourth Monday of the month, then make sure it hits inboxes every fourth Monday of the month.
My favorite saying is that people must know, like and trust you to want to do business with you. Staying in touch regularly helps accomplish all three.
Create a newsletter
Many businesses I work with worry that a newsletter might seem too promotional or self-serving.
It’s kind of a Maine thing to be humble and understated, not salesy and promotional. But here’s the secret: the best newsletters don’t talk about the business — they serve the reader. They offer insights, solutions, news, or tips that help recipients do their job better or live their lives more easily. They help solve the problems that keep your audience awake in the middle of the night.
When your newsletter becomes something people look forward to — because it’s useful, relevant and even enjoyable — it subtly positions your business as a helpful expert in your field. When the time comes for them to hire someone who does what you do? You’ll be the one they remember.
Build your digital Rolodex
Let’s talk about your email list. You're missing out on your most valuable marketing asset if you’re not building and nurturing a list of customers, vendors, brand ambassadors and community influencers.
Social media platforms come and go. Algorithms change. But your email list? That’s yours. You own it. In my mind, it’s as valuable as the real estate you own or the trademarks and patents. (It may be even more valuable.)
It doesn’t have to be fancy. Just start with a spreadsheet or basic email marketing platform. Collect contact info at events. Ask happy customers if they’d like to receive updates. Add local leaders and referral partners. And make sure every new connection — whether in person or online — ends up in your system.
The goal is simple: when you meet someone, you want to be able to reach them again, stay on their radar and make it easy for them to remember who you are and what you do.
Be the person they can find
Back to that scenario: you meet someone who does something you might need. A week later, you need it — but you can’t remember who they were.
Now imagine this instead: the day after you met, they sent you a helpful email with a few tips or a link to their blog. You connected on LinkedIn. A few weeks later, you got their newsletter with an article that made you think, “These people really know their stuff.” So when the time comes? You remember their name. Their company. You can find their contact info in your inbox. And you reach out.
That’s the power of proactive outreach.
Don’t wait for people to remember you. Don’t hope they’ll track you down. Reach out. Offer value. Stay in touch. Because in today’s crowded, fast-paced business world, being findable is half the battle — and often, the difference between a missed opportunity and a new customer.
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