Networking is important for your business, but your network can work for you – as long as you stay in front of them and share valuable resources and knowledge.
Networking is a verb. It’s the action of making connections and building relationships. A network is a group of connections you have an existing relationship with. These two words are very closely related, yet still different. Let me explain.
Networking refers to the act of interacting with others to exchange information and develop professional or social contacts, particularly in a business context through events and conferences (both in person and virtually). It’s building relationships and building trust through conversations and problem-solving. Professionals may network to find new job opportunities or to gain insights into their industry or market.
On the other hand, a network includes your existing connections with whom you already have a relationship. Your network is exclusive to only you. No one else has the exact same connections as you. This allows you a unique opportunity to help individuals in your network make connections with others in your network. You have your own built-in referral system. Your network is made up of different levels of connections as well. The individuals you spend the most time with (your core group) probably have a similar network to you, because you do the same things and go to the same places. Those individuals whom you may only see several times a year, however, have a very different network than you. This is where the magic happens! The people who know you but aren’t in your core group are the ones who you’ll often get the most referrals from. Your network can work for you, as long as you stay in front of them consistently and share valuable resources and knowledge.
Throughout the years, my network has continued to help me grow my own business. Recently, a connection I met many years ago through the Society for Marketing Professional Services reached out to me about proposal development for a contractor their architectural firm works with. We have remained connected through LinkedIn and also see one another at various conferences. Let me preface this by saying I have not done work directly with her or her firm. She introduced me to the contractor and told them they needed to work with me, because I was the best and knew the industry. The contractor interviewed me and hired me on the spot to consult for them. This is a prime example of my network helping me obtain a client. Wow! The power of your network is huge.
Fortunately, this isn’t the only success story of how my network has helped me, which motivates me to continue expanding my connections. Networking is important for my business, but I also simply enjoy meeting new people and strengthening the relationships I currently have as well. Let your network help you with your challenges. Life is too short to do it by yourself. Your network (tribe) will come through for you. You just have to ask!
Lindsay Young, MBA, FSMPS, CPSM is a marketing services advisor with Zweig Group and president and founder of nu marketing. She can be reached at lyoung@zweiggroup.com.
