I have used networking to grow my business ever since I set it up. However, it didn’t always work AND I didn’t always enjoy it. That’s not because networking isn’t good – I just wasn’t using it correctly. I didn’t have a networking strategy.
Not all networking events are the same – in truth, some are awful!
In my first year of business, I attended so many events – the opening of an envelope? I was there!
Some people might say that I wasted a lot of time in that first year, and in some ways they are right.
I attended lots of events where I felt like a square peg in a round hole. Spending hours talking to people who couldn’t help me, and I wasn’t the right connection for them. Events where I was stood in a room full of people with no clue who to talk to or what to say.
But… it wasn’t a waste of time
You might be thinking, “but, you just said you went to lots of awful events” and you’d be right.
However, amongst those awful events that just weren’t for me, I also attended some fantastic networking events, workshops and expos that were genuinely life-changing.
I discovered the type of events that were right for me, with the people that I gelled with and the results were AMAZING.
Things I learned in my first year
First of all, I learned that successful networking is all about finding the right events and creating a blended networking strategy that works for me.
I love networking in a structured environment – as a member
A structured networking environment with like-minded business owners and professionals works best for me. I like the way that a structured meeting allows me to speak and listen to the other attendees equally. The structure also helps to form conversation starters and provoke healthy debates and discussions about business.
As well as a structured group I also enjoy being a member and this delivers a far higher ROI than just visiting as a non-member.
I love building strong relationships where I get to know people, both personally and professionally. This means that they get to know me too and from here the referrals flow. This is so important to the ‘know like trust’ element of marketing a business.
Know, Like, Trust and Buy
I have found that women who network are particularly brilliant at this. They naturally do it as part of their day-to-day life. Women are interested in YOU, how you work, and what makes you tick. Once they feel they have gotten to know you better they are naturally interested in your business and helping you to succeed.
Community
Running a business can be a lonely place and you need fellow business owners to talk things through with, whinge to and generally feel supported. When you become a member of a networking group you have a ready-made peer group.
The Magic of the Follow-Up
The real magic of a networking meeting happens outside the monthly meeting. It’s so much easier (and more natural) to follow up with an email or a request for a 121 with a fellow member to really get to know them and find out how you can help each other.
I don’t like casual open networking
From a personal point of view, I don’t like the awkwardness of open networking. Walking up to a stranger and striking up a conversation just isn’t an easy or comfortable thing for me. When there is no structure it’s tempting to stick with people you already know and you often don’t speak to many people.
From a professional point of view, it’s not as effective when it comes to referrals or sales.
Nobody goes from meeting a stranger to buying from them. There is a process that they go through before they take the leap and make that purchase. And you can’t bypass this process. When you attend ad-hoc open networking you are unlikely to build a ‘know-like-trust’ relationship with that person unless you regularly attend the same meetings together.
Networking Isn’t All About Attending Groups
Another thing I learned in my networking journey is that I also love Business Expos.
You may have come across business expos and presumed they are only for big businesses. That’s what I thought too – until I attended one. How wrong I was. Expos are just another form of networking
Attending expos is free! I don’t normally advocate free events – if it’s free how good can it really be? However, Expos are the exception to that rule.
Why do I go to Expos?
You get to talk to as many people as you like – and I love people. Why? Because people bring you everything you need! EVERYTHING! Plus If you don’t like crowds it’s all 121 direct conversations.
Expos are also a good chance to take a look at the things other businesses are doing, get some inspiration and meet fellow business people from your area.
There are also some great workshops and seminars at Expos and you can learn so much – again, for free!
Events, Workshops & Seminars
Speaking of workshops and seminars, they are also an essential part of my marketing strategy.
When you are in business there is ALWAYS something new to learn and…
each person you meet knows something you don’t.
I regularly attend workshops and seminars to keep my business on track, learn new skills and develop my existing ones. I’ve also found that I meet some of my best networking connections at these events. I have met some amazing connections who have become clients, collaborators and suppliers at workshops and seminars.
You will find quality workshops and seminars at some of the better quality ‘pay as you go’ networking events, Expos and online events.
3 Ingredients for a Networking Strategy That Works
These are the three key ingredients for a networking strategy that really works for me.
- Networking as a member in a group(s)
- Attending Expos
- One-off events, workshops and seminars
It’s so important to remember that networking works when you feel comfortable and able to be yourself. What works for someone else might not work for you.
It’s all about finding the right people in the right place – and you might just have to kiss a few frogs until you find the perfect mix.