Networking is a powerful way to build your personal brand, expand your professional network, and discover new opportunities. But how do you find the best networking events for your goals, interests, and personality? Here are some tips to help you plan your networking strategy and make the most of your time and energy.
Before you start looking for networking events, you need to have a clear idea of what you want to achieve. Do you want to meet potential clients, partners, mentors, or employers? Do you want to learn new skills, insights, or trends? Do you want to showcase your expertise, projects, or achievements? Your purpose will guide your choices of events, venues, and contacts.
There are many types of networking events, such as conferences, workshops, seminars, webinars, meetups, socials, and more. You can find them online, through platforms like Eventbrite, Meetup, or LinkedIn, or offline, through local organizations, associations, or publications. You can also ask your existing contacts for recommendations or referrals. Research the events that match your purpose, niche, and location, and check their details, agenda, speakers, and attendees.
You don't always need to go out to an event to network. What you do need to do (as per my book The Financial Times Guide To Business Networking) is find, build and maintain mutually beneficial relationships. A great way to do this can be to use online and searchable tools to find the right people. LinkedIn is probably the best tool to find people in business. Then use off line means such as meeting at an event, having a phone call or meeting for lunch to strengthen the relationship.
Once you have a list of potential events, you need to narrow it down to the ones that are most relevant, valuable, and feasible for you. Consider the following factors: the topic, theme, or focus of the event; the level, quality, and diversity of the content and speakers; the size, profile, and goals of the audience; the format, duration, and cost of the event; and the location, accessibility, and safety of the venue. Choose the events that align with your purpose, interest, and budget.
Ask peers/colleagues about events you are considering and whether they have attended them in the past, and if so what value did they get out of it? was it a good use of their time? would they go again? Their perspective is generally more objective (than say event organizers or material) and more practical in terms of relevancy of learnings to day-to-day and growth.
Before you attend any networking event, you need to prepare your pitch: a short and catchy introduction of yourself, your brand, and your value proposition. Your pitch should answer the following questions: who are you, what do you do, why do you do it, and how can you help others? Your pitch should be tailored to your purpose, audience, and event, and it should include a hook, a benefit, and a call to action.
You will always be asked at a networking event the question: What do you do? It may not be in those words, but it will be this question. To answer this question means standing out and being memorable. To do this be specific about who you help and the value you bring. For example, if you support small business owners, what size, shape, location, business lifecycle stage or type?
At the networking event, you need to engage your contacts in meaningful and memorable conversations. You can do this by following these steps: approach people with confidence and courtesy; use your pitch to introduce yourself and your brand; ask open-ended questions to learn more about them and their needs; listen actively and show interest and empathy; offer value and assistance if possible; exchange contact information and follow up later.
A networking event is more fun when you know people at the event or have promised to connect with someone at the event. Before you go see if you can find out who is going - or maybe invite someone to join you. That way you will have some easy engagement
After the networking event, you need to evaluate your results and measure your progress. You can do this by asking yourself these questions: did you achieve your purpose and goals? did you make new or strengthen existing connections? did you learn something new or useful? did you provide value or support to others? did you receive any feedback or referrals? did you follow up with your contacts and maintain the relationship? Use your answers to improve your networking skills and strategy.