The Importance of Networking

Walking into a room full of strangers or reaching out to someone on LinkedIn might not be everyone’s idea of a good time, but when done right, networking can be one of the most effective tools for business development.

How to Approach Networking Events

Attending networking events provides something that digital interactions often lack: face time with decision-makers. Unlike cold emails or LinkedIn messages that may go unanswered, a conversation at an event allows for immediate engagement. One main advantage of being present at a networking event is that you can ask questions you wouldn’t get a response to over email, such as company size, budgets and specific challenges they are facing. These conversations can also reveal gaps in your own business offering, helping you refine your strategy.

Being bold at these events will pay off. Rather than delivering a rehearsed pitch, focus on genuine conversations or recent examples of work you have been involved in. Show an interest, ask questions that encourage the other person to share details about their business needs and take the time to listen. The more information you gather, the better positioned you’ll be to tailor your follow-up marketing and outreach efforts. A great conversation at an event means nothing if you don’t build on it.

In addition to organised networking events, other opportunities, such as trade shows or local business meetups, can also be valuable for building relationships and gaining industry insights. It all depends on who you are targeting and whether they are likely to attend that event.

Using LinkedIn for Strategic Networking

While networking events offer in-person engagement, social media will support and scale those relationships. For B2B companies, LinkedIn is your best option to connect with industry professionals.

A strategic approach to LinkedIn means more than just sending connection requests. By targeting professionals within a company, you can gradually work your way to key decision-makers. Mutual connections often appear when engaging with a particular organisation, helping you establish credibility before you even reach out. Once connected, your marketing communications can be tailored, ensuring that any outreach aligns with their business needs.

Interestingly, research involving 2,000 connection requests proved that LinkedIn connection requests without a message have a higher acceptance rate (38%) compared to those with a message (33%), as people often assume the latter is a sales pitch.

Turning Networking into Business Growth

Many people try networking but struggle to turn connections into real business opportunities. The key is effective follow-up. Depending on your industry, two to three light-touch messages offering value work best, keeping you top of mind without being intrusive.

Aligning your marketing with a connection’s interests ensures that each interaction moves you closer to a meaningful business opportunity. Networking takes time, but for those who stay consistent, the rewards are well worth the effort. If you are looking to get involved in more networking events or would like to build awareness and increase your digital presence, speak with your account manager, and we can align this with your business goals to get you at the right industry events that are established and will be worth the investment.