Before LinkedIn, business cards were the way that most of us exchanged contact information - but are they still relevant? Should you recycle or redesign?

Have a look at your own card:

• Does it look current, or old fashioned? Do they sit in a drawer or are you proud to hand them out?
• Does your card actively market you, and your business, and promote what separates you from the competition?
• Does it actively generate referrals?
  
  

How to turn your card into a lean, mean, business development machine

1. Start with the front of your card

   This needs to be a statement of your personal and company brand positioning.

   • Take inspiration from an online search of modern card designs.
   • Consider adding an engaging picture of yourself.
   • Use colour creatively if appropriate.
     
     
2. Use the reverse to encourage referrals

   Don’t make the mistake of wasting the marketing opportunity of the reverse side. Have a look at this example.

   • It gives the card £20 of charity value and so is unlikely to be discarded.
   • It actively encourages referrals.

   Referral marketing is about keeping your business top-of-mind and making sure that people are proud to recommend you. Your business card can play a big part in achieving this.
   
   

3. Activate your card to get a response
   • Use it, for example, to get contacts to view your introductory video on YouTube.
   • Use it to encourage them to connect with you on LinkedIn.
   • Consider adding something of value, for example a link to a useful download, or an offer such as a free consultation to review and check their existing policy compliance. Developing trust and credibility can quickly turn into new business.
     
     
4. Invest in quality print and production values

   When I’m given a business card I immediately generate an opinion about the company.

   • Is the card flimsy or printed on thick textured cardstock?
   • Is it embossed?
   • Has someone spent time and energy on the design and layout?
   • Does it use one or four colour print?
     
     

To many people the perceived quality of their business card generates preconceived expectations about the quality of their work.

The point of any marketing is to inform, inspire and encourage people to engage with your business. At events, conferences and other networking opportunities a business card is still the simplest way to exchange contact information. Cards act as a physical reminder of who you are and can spark a positive memory of the time and place you met. Add good marketing to this and you have a potentially very powerful business development tool.