Building a business, and the marketing needed to do it, are all about multiple touch points.
Yes, you should be promoting your products and services through advertising, publicity, Web strategies, etc. But networking is often the most effective tool to grow your bottom line. Ask anyone who has made it in the business world. They’ll tell you that strong relationships and being in the right place at the right time factor into success. Networking will help you accomplish both.
First, make the commitment. Don’t join the chamber or other business association and then never show up for events. If that ends up being the case, you’ll likely skip renewing the following year. Being a marketer means not just throwing money at it, but making time to market. If you have no time, hire someone who can do it for you. Without that investment, you will run in circles managing your business and likely never grow.
Join the right groups
Maximize your time and financial resources by joining the right groups. Target membership organizations that provide you contact with end users for your product or service, or connect you with referral sources. It’s simple. Don’t be an ice salesman at an Eskimo convention. I know it sounds elementary, but always evaluate how you are spending your time and money.
Besides connecting you with potential customers who may be looking for what you offer right away, networking and being present in the particular communities of people you need to know create top-of-mind awareness. Plant seeds now to reap the benefits later. Shaking hands, doing the elevator speech and connecting others with people you know will build relationships that will pay off.
Partnerships develop
Networking relationships can turn into partnerships, too. I have a relationship with a firm that offers a different type of professional service. As advertising and public relations needs arise for their clients, they refer my firm. But the relationship is mutually beneficial, as I often do the same for them when I have a client with a need that they can service. If we each do good work for the referral, this relationship fosters future opportunities for both our firms.
Finally, always do good follow-up. If you meet someone you would like to keep in touch with, connect with them with LinkedIn, Facebook or a simple email or phone call. Sometimes that follow-up can really connect the dots to a deal or referral.
When building your business, building contacts and relationships is essential. Networking should be a priority tool in your marketing tool box.
Josh Sommers is president and CEO of Focus Media, a leading Hudson Valley advertising and public relations agency. He can be reached at josh@advertisingandpr.com or 294-3342, ext. 303. Read his blog at www.advertisingandpr.com. His column appears Fridays.
