The term “professional networking” can invoke a negative connotation. Images of puffed-up salesman, self-promoting gurus, and cringe-worthy events often come to mind. This simple fact is, professional networking is a vital component to almost any business’ growth. And, if done correctly, networking can help build beneficial long-term relationships and improve your company’s recognizability and reputation.

Givers Gain

This is the mantra of one of the largest organized professional networking groups BNI (Business Networking International). Simply stated, “givers gain” reinforces the idea that networking is about sharing, not taking. By continually supporting your contacts efforts and presenting them with opportunities, you strengthen trust in both you and your business.

Exposure to New Ideas

Who better than another business owner knows the struggles and challenges of business ownership? You may find the solution to a problem your own business is facing or inspiration for a new aspect of your business. Most business owners are happy to share and offering helpful ideas in return can build your own reputation as an innovative thinker.

Networking is a great way to learn about new techniques or the latest in industry developments. By following them on social media networks, you can what they are sharing. Comments or praise on a self-published article or blog are always appreciated by fellow business owners. Even if your contact’s business does not have a direct link to your own, you never know where a connection can be made.

Out of Sight, Out of Mind

Invisible businesses are soon forgotten. Attending networking events and keeping in touch with your contacts will continue to keep your business upfront in everyone’s mind. There is an art to maintaining a presence and includes becoming known as a listener, following up promptly, remembering contacts’ names, and offering creative solutions whenever possible.

Long Lasting Relationships

You will naturally gravitate to other business owners with similar interests and goals so it will be natural to start befriending some of these contacts as well. Some of the strongest and longest-lasting networking connections are made when contacts truly like and respect each other.

Where Can I Find a Professional Network?

A network can be started almost anywhere: friends and family, work colleagues, sporting teams, social-based groups, professional associations, religious communities or online using social media. It is important to join not with the attitude of using others to further your own business, but rather to find others with similar or complimentary interests to create mutually beneficial relationships (remember the “giver’s gain” philosophy).

If you are brand-new to networking, there are several professional organizations worth checking out and since they are being held virtually during the pandemic now, it is easier than ever. Local chambers are a great place to start. Professional organizations like BNI are another.

Social media offers a large amount of options. Check out LinkedIn or start to join various Facebook groups.

How To Network at an Event

If you do not have a natural inclination to network and the idea of starting a conversation with a stranger fills you with panic, you are not alone! The majority of us do not relish the idea but there are ways to make the situation a bit better. Preparation is key.

• Have business cards, brochures or other promotional material professionally made so that they show you make an effort and truly care about your work.

• Set a realistic target over how many people you would like to engage. If it is a large event, 15 might be your target. For a smaller event, perhaps 5 would be more realistic.

• You are not there to close a deal. You are there to meet valuable contacts so avoid any sales pitches or business propositions.

• Get up and move around. Do not sit in a corner waiting for someone to approach you.

• Take 2 business cards and put some serious thought about how you can refer the person you just met . Write details down if needed. Then follow up!

How to Network Online

Networking online follows many of the same guidelines as networking in person so preparation and being an active participant are equally important. Just like sitting in the corner in a live event, if you just wait for someone to approach you, it probably will not happen and you will miss out on countless opportunities.

• Post when asked (i.e. Website Wednesdays) and offer comments on others’ posts. Offer praise, creative ideas, or a solution to a problem you just faced.

• Considering sharing blogs that others in your networking group may find helpful or that tells more details about your business

• Take the time to get to know others in your group so that you feel comfortable recommending them to others. Check out their website or set up a time to talk. Perhaps you can talk about hobbies or other activities that someone might be interested in. The point is to just get a conversation going so it will be more comfortable to schedule future ones.

• Get the referral ball rolling. Check out your list of contacts and see if you can send out a legitimate referral. Avoid giving a cold or lukewarm referral. There is nothing more frustrating that receiving a referral for someone who does not even need your service or product. If you refer someone, be sure that you connect them directly to the provider and provide a warm introduction. If it not a fit, at least you tried your best and that will be appreciated.

• Follow up! The easiest way to lose trust of people is to not do what you said you would do in a timely manner. Even if it is only to touch base to let them know you are swamped, any contact will be appreciated.

Summary

Networking is crucial in any business’ marketing arsenal. The three keys to good networking are preparation, participation and follow-through. To learn more or find other ways to marketing your business, please contact me or subscribe to Charlotte’s Web Designs, LLC here.

5-star Google-rated Charlotte’s Web Design, LLC is a sole proprietor web design and digital marketing firm specializing in custom, professional websites, SEO, branding, logo design, digital marketing, content writing, and graphic design with over 35 years of technology experience currently working with over a hundred small businesses. Please contact me for a free consultation.

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