Building Community Connections in Tech

For technology enterprises to thrive, engaging with their communities is essential. About six months ago, a valued client in the private education sector approached me with an opportunity to sponsor a conference for private schools. Although our company typically doesn't participate in many roadshows, this client, who has consistently been one of my top partners, had recently been promoted to a leadership position for this event. Committing to a sponsorship like this entails significant risk—convincing my boss to allocate funds, uncertain returns, and extensive preparation.

When the call came, my response was an enthusiastic yes. Not only did I agree, but I was also determined to be one of the leading sponsors at the event. Sponsorship packages varied from $1,000 to $10,000. While it would have been easy to opt for the least expensive option out of courtesy, I recognized this as a chance to provide value to the entire private education community in South Florida. During the pandemic, private schools had been our strongest clients, and this was our opportunity to give back.

The preparation took approximately 200 man-hours, but last week we successfully collaborated with Lenovo for the Schools United professional development day in Florida! Over the years, we have worked with schools across the state, and this event was an excellent opportunity for us to contribute financially, donate prizes, and provide valuable educational resources. In fact, we were the only IT provider among approximately 50 sponsors.

As a result, our phones have been ringing non-stop! Such experiences remind me that the tech industry transcends mere negotiations and strategic maneuvers. In sales, many approach it as a mental contest to secure the lowest price. Genuine care for the customer is often overlooked.

However, thriving in the tech sector should not be solely about tactical planning. Like life, business revolves around community.

Strategies for Growth Through Community Engagement

These are three effective methods I have identified for fostering business growth via relationship-building and community involvement:

#### 1. Participate Where Your Customers Engage

One certainty in the tech sector is that companies often squander resources on ineffective events. While tech enthusiasts enjoy hosting extravagant trade shows and networking functions, these events rarely contribute to generating new business opportunities.

Conversely, very few tech firms attend the events their clients organize. This is why we stood out as the sole IT provider at a gathering filled with EdTech clients. Many technology companies are unaware of where to find such events, but the solution is simple: get to know your customers and ask about their professional development activities. Opportunities to contribute and add value exist in every industry.

Here are some examples of events worth attending:

• Trade shows relevant to your target market.
• Community events that your company could sponsor, like robotics competitions in EdTech.
• Networking functions your customers frequent.
• Fundraising events.

Once you are present at these gatherings, maintaining proper etiquette is crucial. Your objective is to offer value, not to engage in aggressive self-promotion. When creating marketing materials for these occasions, focus on providing support. Show up for the community and help them reach their goals. This mindset can transform events into a rich source of leads.

#### 2. Share Stories Instead of Just Calls-to-Action

To establish yourself as a trusted partner in your target market, it's vital to communicate as part of the community. Traditional tech marketing often emphasizes promoting the product, with companies investing heavily in polished flyers, presentations, and social media ads that highlight their offerings and their superiority over competitors. The message is often pushy: buy, buy, buy. While every business must ask for sales, an excess of calls-to-action can be counterproductive.

Tech firms that connect with customers on a deeper level through storytelling can stand out amidst the noise. By becoming part of the customers' community, you can share your stories authentically.

It takes time to master storytelling. A resource I've found invaluable is "Storyworthy" by Matthew Dicks, which teaches that life is filled with stories and offers strategies for effective storytelling. Many people mistakenly believe they need to include a call-to-action in every narrative. However, simply sharing a compelling story or providing a genuinely helpful resource will encourage customers to engage with you—without the need for manipulative tactics.

Another aspect of this strategy is to position yourself as a thought leader. Creating educational content demonstrates that your business genuinely cares about helping customers—not just selling products. Always aim to weave stories into your educational posts for maximum impact.

#### 3. Cultivate a Network

As you immerse yourself in your customers’ communities, you'll find yourself becoming a crucial link for connecting individuals. Every day, when I arrive at the office, I think about how to connect people. In conversations, I consider how I can provide value—what resources can I share? Who can I introduce? How can I help them become more engaged in our shared community?

As you participate in community events and share stories from within that context, your network will naturally expand. However, being a "network builder" isn't about advancing your own interests; it's about enhancing the community as a whole. A well-networked individual understands that true networking is about facilitating connections for others, not just for personal gain.

Chapter 2: The Importance of Community in Tech

In this video, we explore why being part of a tech community is crucial for achieving success in the industry.

Chapter 3: Upskilling and Career Development

This video delves into how upskilling can enhance your tech career journey, emphasizing the importance of continuous learning and community support.