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BOOK EXCERPT
📖 Make Networking A Marketing Priority
Excerpted and adapted from 3 Simple Networking Tactics book by Bart Smith
Reprinted by Permission
Most business owners think of marketing as advertising, social media, email, websites, direct mail or content.
All of those matter. But one of the most powerful forms of marketing is also one of the oldest: meeting people, building relationships and staying connected.
That is why I believe networking should not be something you do only when business is slow. It should be a regular marketing activity.
People are your market.
Customers, clients, vendors, suppliers, referral partners, affiliates, collaborators, friends and future opportunities all come through people. The more quality relationships you build, the more doors can open.
WHY NETWORKING BELONGS IN YOUR MARKETING PLAN
1. It creates real connections.
A conversation can build trust much faster than another advertisement. When people meet you, hear your story and understand what you do, they have a better sense of whether they want to work with you or refer you.
2. It builds credibility.
One of the fastest ways to establish credibility is to be useful. Ask questions, share ideas, offer resources and help people solve problems. People remember the person who helped them.
3. It generates referrals.
The person standing in front of you may never become a customer. But they may know someone who will. Every new contact comes with an entire network of people behind them.
4. It creates leads.
Networking puts you in conversations where people openly talk about what they need. Listen closely and you may discover direct business opportunities or people you can introduce to someone else.
5. It strengthens your brand.
Every event is another opportunity for people to see what you stand for, what you know and how you treat others. Over time, that visibility helps people remember your name and your business.
6. It opens doors.
A casual introduction can lead to a speaking invitation, media opportunity, partnership, referral, vendor relationship, client or new idea. You rarely know which conversation will matter most.
7. It gives you fresh ideas.
Listening to other business owners, professionals and entrepreneurs exposes you to new perspectives, products, services and ways of solving problems.
8. It creates partnerships and collaborations.
Joint ventures, referral arrangements, bundled offers and strategic alliances often begin with nothing more than two people realizing they could create something useful together.
9. It helps you build a stronger support network.
Business can feel isolating. Networking connects you with people who understand the challenges, opportunities and pressures you deal with.
10. It makes marketing more human.
At its best, networking is relationship marketing. You are not blasting a message at strangers. You are creating conversations with real people and learning how you can help one another.
PUT NETWORKING ON THE CALENDAR
If networking is important, schedule it.
Look for associations, chambers of commerce, trade shows, classes, conferences, workshops, MeetUp groups, clubs, community events, volunteer opportunities, speaking events and professional organizations.
Start with the people you already know. Ask clients, friends and business associates where they network and whether you can join them.
Then make a simple commitment: attend regularly, meet new people, help where you can and stay in touch afterward.
Networking is not an occasional interruption to your marketing. Done well, it is marketing.
(THIS CONTINUES IN THE BOOK)
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