In-Person Marketing: Networking
Networking is fundamental to community development and community-based marketing. Many businesses find networks of local contacts a great platform for marketing their business. I found much the same as a community development worker, supporting community groups building their membership.
Businesses have enshrined the one-to-one over coffee, whilst as a community development worker I met a lot of people in their workplace or home.
The first step is to meet people. This can be hard if you are, like me, introvert. I can happily hide out in a crowd and not talk to anyone. This is never particularly helpful. There are broadly two ways to do networking.
The Networking Event
These are often advertised as network events but any events where people gather will do. At a big event you will speak to a small number of people, even if you are extrovert. So, the first point for my fellow introverts is you will never get to speak to everyone so don’t worry if it doesn’t feel as if you are meeting enough people. No one speaks to everyone at networking events.
Once you’re in a conversation and you’ve found some common ground, here are a few things to remember:
- Exchange business cards. These are the best way to maintain contact.
- Ask for a one-to-one and if they say yes either organise it on the spot or promise to call them within 48 hours (and do it!).
- Make a note on their business card of what you’ve agreed to do.
- Send a reminder of the meeting a few hours before.
- Think through what you want to find out at the meeting and mostly listen.
- Have some way to keep in touch, eg by signing up to your website, and
- Follow up with an email afterwards.
Referral Networking
Another approach to networking often used by community development workers is referral networking. You make first contacts and arrange one-to-ones with them. These might be members of a management committee or officers of local groups. Anyone who is willing to meet with you.
During the conversation you ask if they can think of two relevant people who might be willing to meet with you. Also ask if it is OK to tell the referrals they recommended them. This latter is your credentials. They are more likely to meet you if a friend or associate recommends you.
Get their phone number, call them and explain your previous contact suggested they might like to meet you. (Usually email is not a good way to make first contact.) The last four bullets in the list above can then be followed. Don’t forget to ask your new contacts for their two contacts and credentials during your meeting.
This approach works well if you are familiarising yourself with a neighbourhood. It can help you reach people you would not otherwise contact. You will eventually have more contacts than you have time to contact but usually some people can’t think of anyone or some contacts drop out for various reasons.
Both these approaches are good ways to make contact with people. What I haven’t really mentioned is what you discuss at the meetings. That will be my topic next time.
Do you have an approach to networking that works? What are your tips for making networking more effective?