PR, Marketing & Networking Working Together

PR, Marketing & Networking Working Together

This article appeared in the September Issue of InBiz Magazine.

By Abe Kasbo

Even as high-tech has put networking into cyberspace—and into hyper-drive—it still boils down to one simple fact: people buy from people. The more people you know, the more business you’ll get. So a networking plan has to play an integral part of your overall marketing and public relations plans.

So what’s new that can push your business to the next level fast? Growth of business networks, both on- and off -line, offers great opportunities—if you know how to play the game. A Google search for “Business Networks in New Jersey” yielded about 4 million results. How could you possibly decide which ones are worth your marketing time and money?

Networking venues benefit small and mid-sized companies far more than large corporations, according to James Barrood, Executive Director of Fairleigh Dickenson University’s Rothman Institute of Entrepreneurial Studies. “ The right business network will help a business flourish,” he adds. First, however, you need to know exactly how the network will help your business. In other words, is it relevant?

Here’s how to navigate the networking world—and get results:

1. Do Your Homework: Learn about the network, its membership and business sectors before deciding whether it’s worth your time.

2. Develop a Plan: Before you attend an event, set goals—such as how many people you’d like to meet, what you’ll say, and how you’ll follow up. Drop the “businesseze” and forget about the 30-second elevator pitch. Focus instead on developing common ground and a personal connection.

3. You’re LinkedIn, But Are You Local? Having an online presence, no matter how popular the site, won’t help much if your work relies on local business and the people in that group are scattered from Maine to New Mexico. Listing 300 “Facebook” friends is great, but what if only 10 of them live close enough to meet in person? Banking, healthcare, law, financial services, hospitality, restaurants, and construction are just a few of the areas that rely on local connections.

4. Relevance Is Key: Invest in networks that work hard or your business that deliver highly relevant business matches on- and off -line, and bring you together with people most likely to need your services.

5. What will work? A local network that provides connections on multiple levels, online, in person and in print will deliver the flexibility you need to network on your terms.

6. Wave of the Future: Networking guru Ivan Misner of Entrepreneur Magazine sees the most growth in “private professional training organizations”. So ask about your network’s educational opportunities and how you can best leverage them.

Networking doesn’t happen in a vacuum. Ultimately, the most effective business networks engage their members by delivering highly relevant business matches, offering a variety of venues; for example, in-person events educational and online opportunities, and offline publications. Thee nature of this unique model allows members to make more relevant connections online, offline and in print media, thereby delivering more potential growth opportunities for businesses.