Business Networking is one of the Most Inexpensive Forms of Marketing
You’ve likely heard about the benefits of business networking, but did you know it’s one of the most inexpensive forms of marketing available? For business owners just starting, tapping into a network of mentors, peers and customers helps introduce you to your local community and grow your name recognition.
Although many local networking groups and national conferences turned to online events during the height of the COVID-19 pandemic, many are returning to regularly scheduled face-to-face options. Northstar Meeting Group’s most recent Pulse Survey of meeting planners showed approximately 80% plan to hold networking events in-person this year.
Only you can decide if it’s better to build connections online or offline. However, many people feel digital meetings don’t hold the same level of personal involvement as in-person. Whether you network online or offline, there are some rules of thumb to keep in mind when networking.
Do: Introduce Yourself
If you have a tendency to be introverted, putting yourself out there and saying hello first may seem like a nightmare. However, you can take various courses to help give you the words and courage to approach potential mentors or clients.
If you truly can’t bring yourself to overcome your fears, invest in a salesperson who is willing to sell your company’s many pros to other people. Having a spokesperson may help you break the ice with bigger names.
Don’t: Stalk Your Heroes
No matter what industry you’re in, there is probably a big name you’d love to have in your corner. A local celebrity, the go-to person in your field or the client everyone wants to land. Keep in mind they have many people approaching them regularly. Introduce yourself, but then step away.
Don’t do things like slide sales materials under a bathroom stall when they are next to yours. Don’t interrupt their private conversations, show up at their home uninvited or barge into their office expecting a meeting.
Treat the person with respect. There’s a huge difference between being bold and stepping over the line into creepy. One might land you a sale and the other a restraining order.
Do: Build Relationships Online
Another option for those unable or unwilling to go to in-person networking events are Facebook and LinkedIn groups. No matter your niche, you can find one pertaining to your business. Join it and start sharing and getting to know fellow members.
Online networking offers some powerful positives other forms don’t. You may reach people you’d otherwise never meet from halfway around the globe.
Don’t: Shamelessly Plug Yourself
Your first instinct when you get admitted to a networking group may be to share what you do and why you’re the best. Refrain from this unless specifically invited to share your business link. People are in the group to learn and many will be like-minded business owners. They don’t really care about your latest sales special, and sharing it is seen as rude according to online netiquette.
Instead, offer valuable advice where you’re able. Show your expertise through your knowledge and words. If people like what you have to say, they’ll look up your business and you’ll gain clients. In the meantime, you’ll avoid ticking off fellow business owners and may form some valuable relationships.
Do: Be Helpful
When you join a networking group, don’t just look at it from the perspective of what you can gain but also what you can give. Start by being helpful to other business owners. Does someone need to borrow a wet/dry vac in your area? Go ahead and loan yours out. Look for ways to be a friend to others and you’ll naturally build relationships.
Don’t: Only Use
We’ve all met the person who takes and takes and never gives. They aren’t much fun to be around and the same is true of a business owner who never gives but only takes. Don’t jump in and take advantage of free offers or promotional opportunities without offering something in return.
Networking is very much a give and take forum. Try to give at least as much as you take from the group and your fellow people in the group.
Do: Reach Out to Locals
Red Egg Marketing surveyed 1,600 Americans for their Local Business Consumer Sentiment Survey. They discovered 83% of people prefer to do business with a local company rather than a global one. Don’t be afraid to reach out to local contacts about your business. You already have something in common because you live in the same community.
You also have the advantage of teaming up for promotions with other business owners, sharing mailing lists and talking one another up to your customers.
Don’t: Forget Follow Up
People are busy and inundated with technology from sun up to sun down. Look for ways to stand out when meeting new people and then follow-up and remind them about your initial meeting. Send an email, make a phone call or mail a letter.
The person may find you intriguing. However, once they leave the networking event, they may forget who they spoke to and about what. Following up jogs their memory and makes it much more likely they’ll team up with you.
Be Yourself
The best thing you can do when networking is be upfront and authentic. Many people put on a face and aren’t their true selves. If you’re open and honest, you’ll stand out as different and people are much more likely to remember you. Share what you’re passionate about, listen as much as you talk and collect information for follow-up. With a little effort, your networking attempts will be highly successful.
Author Bio
Eleanor Hecks is editor-in-chief at Designerly Magazine. Eleanor was the creative director and occasional blog writer at a prominent digital marketing agency before becoming her own boss in 2018. She lives in Philadelphia with her husband and dog, Bear.
