Since marketing is all about communication, and networking is at the heart of establishing critical communications links, no marketer can afford to miss out on networking opportunities, says Jonathan Gabay, marketing trainer and author of Soul Trader: the Truth about Marketing.
“Keeping an eye on business networking sites and official trade magazines is the first port of call,” he says. “But more importantly, start a little black book of contacts who may not be directly linked with marketing, but who could point to some events worth attending.”
Like Gabay and many other marketers, Sonia Job, who runs Reading-based consultancy Marketing in Practice, gets her networking “fix” at Chartered Institute of Marketing events.
“I usually attend them when they’re covering topics with which I’m unfamiliar, or when I need to update my skills,” says Job. “This is a conscious effort on my part to meet people who have expertise in the areas I want to learn more about and to stay in touch with the real world outside my own business,” she explains.
Job now has a good selection of cards from people she’s met and liked at Institute events and has found her way onto some useful newsletter distribution lists.
Talking shop
David Thorp, The Institute’s director of research and information, advises networking wannabes to join their local Institute branch to see what events are on in their area, including breakfast briefings. “The events always include a lively debate after a guest speaker, so there is plenty of opportunity to talk to new people,” he says. “As the events are regional, everyone you meet there is likely to be based relatively nearby, so you’re more likely to stay in touch. Going along to these events regularly will help you build up relationships quickly.”
For many people, turning up to the events isn’t the problem – it’s the idea of approaching complete strangers to “network”. Thorp advocates jumping in at the deep end. “Taking a genuine interest in the people there and the subjects under discussion will make you the kind of person people will want to talk to,” he says. “Join several groups and don’t just talk to people you already know. Try to talk to someone new at each event.”
Treat it a bit like a party, he says. “Have fun first, enjoy meeting people, don’t ignore people that you think might not be ‘useful’ to you – and have a good time. If business opportunities come your way afterwards, that’s a bonus. Also, do something for nothing. If you can help someone with a contact or a lead, they’ll remember you as helpful and friendly. You never know how that might come back to your advantage in the future.”
The very process of networking will help you develop your career, Thorp argues, because marketing is such a people-focused industry. “It’s about what makes customers tick, how they think and what they want. There’s a great deal of psychology involved.”
Dawn Holmes, continuous improvement manager and former head of marketing at Brother UK, believes in just going up to people to say hello in a friendly way. “Have a few questions in your head – “do you come here often?” always raises a bit of a laugh and breaks the ice – and don’t swap business cards unless you’ve got something in common. Good networkers don’t give out many business cards, going for quality not quantity. If you do swap cards, try and follow it up quickly. An e-mail the following day to say ‘it was good to meet you’ is always a nice touch.”
Holmes does most of her networking through Institute events. “Networking can be a long game, so don’t expect results after the first try,” she cautions. “But it does pay off. I’ve met new friends, people to socialise with, business mentors and I’ve even gained sales leads and opportunities.”
Many marketers use the internet to network – whether through a personal website, blog or social network pages. Holmes believes people should think carefully about which method suits them.
“Networking via blogs, for instance, is difficult unless you can dedicate time to it and have something to say regularly,” she says. “Social networking sites are better in my opinion, but I use them primarily for keeping in touch after I’ve made a contact – it’s a bit less random that way.”
Twitter away
For Job, who has joined a number of online networking sites, it’s Skillfair that stands out, largely because of its focus on freelancers like herself. “I’m on the Linked In network too,” she adds. Meanwhile, Jon White, marketing manager at Webcredible, has found the social network Twitter works best, “not least because Twitter allows you to microblog, 140 characters per entry, about whatever you are doing. This has helped me to gain introductions before meeting people in person at a later date.”
Many marketers say networking results can come from clients they’ve worked with, while Kevan Lawton, chief marketing officer at Kyp Systems, says most of his networking happens via colleagues.
“When they move on, links are extended,” he explains. “Additionally, trade association work, charity work, public speaking on a panel, and even social events and hobbies can offer people the chance to connect in a natural, yet effective way.
“But the best form of networking is when there is a natural reason for the contact – the ‘I guess I’ll go to that networking event because I need to network’ scenarios can seem very artificial.”
Regardless of the means you use to network, Rose Kindersley, managing director of JFL Search and Selection, cautions: “Never show off. It’s much better to listen, find points of commonality and build a foundation.”
Attending Institute branch events is a good way to build up contacts
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