Love it or hate it, Networking is a powerful tool for business growth and opening doors to new opportunities. My business is living proof! By attending groups, nurturing relationships, responding to recommendation requests, making introductions, and referring business to others, I’ve built a steady stream of referrals.
But here’s the catch – networking only works long-term if you’re willing to give as well as take. I’ve been burned before by people who only take without giving back. At first, you may see some success, but eventually, a bad reputation catches up with you. People notice, they move on, and in some cases, they may even warn others against working with you!
So, if you’re wondering, “How can networking grow my business?” – whether you’re looking for the right group, trying to get more from your current one, or still need convincing about the power of networking – keep reading.
In this blog, I’m sharing my expertise on why networking matters for marketing your business and, more importantly, how to make it work for you.
Why is networking good for business?
You’ve probably heard the saying, “It’s not what you know, it’s who you know.” But when it comes to networking, it’s really about who knows you!
Of course, being great at what you do is essential for success. But networking helps you get out there and build genuine connections with professionals, potential clients, and suppliers. The goal? To be the first person who comes to mind when someone asks, “Do you know someone who’s great at X?”
Connections can open doors to new opportunities, and if you nurture them, they can also become a valuable support system for navigating the highs and lows of business ownership.
It’s about building relationships, not just contacts
Building business relationships is just like building any other relationship – so please do not go in with a hard-sell attitude. Networking isn’t about collecting contacts; it’s about fostering meaningful relationships.
Remember when I talked about the power of authentic marketing content? The same principle applies to networking. People choose to do business with those they know, like, and trust. So, relax and approach networking as an opportunity to learn about others – not just a chance to talk about what you do.
The competitive edge of networking
Yes, networking can feel daunting at first, but here’s the truth: meeting people – whether in person or online – can create opportunities that might never happen otherwise. Plus, it raises your profile within your industry and community, making your business more visible.
If your network already has you in mind, you’ll be the first person they recommend when someone needs your services. That kind of word-of-mouth marketing gives you a powerful competitive edge.
Tips for finding the right networking group for you.
There are plenty of networking groups out there, and every group provides something different. You may already have an idea about what type of group you’d prefer but these are just a few examples. Some are more structured like WIBN, some are more business focussed BNI, others are more sociable like LA23NET and some are focussed on guest speakers Unique Ladies.
Just like any relationship, it can take time to “find your tribe”. Some networks charge for membership, but some will let you attend sessions as a guest so you can get a feel for the group without having to commit straight away. So, try out a few different ones and see which is the right fit for you before committing to a full membership.
I have a fantastic VA called Natalie from M&M Business Support and she prepares a monthly newsletter which shares all the networking groups around Cumbria! So if you’re local to the area be sure to head over and get signed up. Another great place to start is your local chamber of commerce.
Get prepared ahead of your networking event
In networking, as with marketing, you need to pinpoint your purpose – ask yourself WHY you’re doing it.
Are you looking for partners to collaborate with? Do you want to get more bookings for a workshop you’re running? Are you looking to generate more sales? Once you understand your aims, you can start to prepare with a purpose in mind.
Here’s some useful things to work on before you attend your networking session:
- Leaflets and business cards – these more traditional methods of marketing can be really useful tools to drive connections and follow up calls. So, make sure you have plenty ready to hand out. Check them over first though and make sure all your information and links are up to date.
- Freebies – have a look at your offering and see if there are any freebies or special discounts you could offer to your fellow network members (remember they may even do the same for you).
- Research the group format – is it structured or sociable? (the latter will require more conversation starters), is there a guest speaker and if so, are there any burning questions you’d like to ask them? It’s also worth checking who the other group members are, there might be someone there that you’d really like to connect with.
- Your elevator pitch – this is a short less then 1 minute description of your product or service. Try to make it fun and memorable, and don’t forget to include a hook, and a sense of your values and business “why”. Here’s mine as an example:
“I’m Martha and I have a decade of hands-on experience helping businesses to amplify their impact through smarter Marketing.
My mantra is simple: less overwhelm, more clarity. In just two years, I’ve taken one client’s online shop sales from £24K to £204K. In just 2 months I’ve taken one clients organic Facebook reach from 4k to 707k.
If you’re looking for a simple but strategic way to get results like these then I’d love to connect! I offer training and consultancy for those who DIY their business marketing & done for you services like social media management and strategy work.”
Download my FREE Marketing Toolkit complete with Elevator Pitch Template.
Your goals and purpose for networking might change over time, so it’s a good idea to review them before each session and make sure you’re fully prepared for what you want to achieve.
Follow up with the people you’ve met
A few days after the networking event, take the time to follow up with the people you connected with. A quick message can go a long way in strengthening relationships.
- If you have a recommendation or referral, send an email or message to make the introduction and show your support.
- If someone expressed interest in your services, reach out and schedule a virtual coffee to continue the conversation.
- Even if you don’t have an immediate reason to collaborate, connect on LinkedIn or other social channels – you never know who’s in their network or how you might support each other in the future!
Networking doesn’t stop when the event ends; the real magic happens in the follow-up. Taking these small steps keeps you top of mind and builds stronger, lasting relationships.
Let’s connect!
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