Let's Get Real about Networking
There are a few reasons one might choose networking as a form of marketing.
You’re new to an area and want to meet people in your industry.
You’re looking to develop a referral base for your business.
You’re looking to enhance your business through educational content.
Did I leave anything out?
What if I told you a networking group you belonged to didn’t believe in or offer you any of those and only appeared to? I hate to say it, but it’s true. Some organizations don’t have your business's best interests in mind.
Case in point. I recently tried to join a group, with the launch of my new business I felt it was time to expand my network and I love supporting my local the wedding industry. Only to be told “I did not meet the requirements”, when I pressed for clarification, I was told to check my email… which only told me I did not meet the requirements. Now… as far as I can find, the only two requirements are:
You work in the wedding industry- check
Have a business license- check
So, I was feeling pretty confused. Until it hit me… the idea of “community over competition” (this is not part of their mission, but you know what I mean), only applies to the members of the group- not to the group itself. How would you feel about your networking group blocking someone from joining whose presence might positively impact your business to preserve their agenda? Are you allowed to block vendors in your same specialty because you fear it might hurt your business? With this incident more than a week behind me, I can look at it for what it is… a blessing.
I want to participate in groups where the goal is to truly meet a need for my business or community, not one that only appears to. Make sure when you're investing marketing dollars you go beyond the surface of what a group says they do and dig for facts about how they meet your networking goals and by extension your marketing needs.
Here are a few questions I would ask a group before you join.
Are you a nonprofit?
How are membership fees and ticket sales used to enhance the group's agenda?
What are the educational goals for the year?
How many businesses in each category are members?
And remember there is more than one way to network.