Business Community Networking 
by Abe Cherian,

The most effective form of advertising is also the oldest: word-of-mouth. Bright ads and slick brochures don't compare to an informed recommendation (or warning!) from someone trusted and respected by potential customers...

Word-of-mouth can be just as effective when the information comes directly from you. By networking with colleagues, allied businesses, and potential customers, people can learn more about who you are and what you do. Networking is also a great way to become more attuned to the issues that affect your customers needs, concerns, and preferences-giving you a better chance of being in that proverbial "right place" at the right time.

Networking is no different than attending a social gathering. In fact, it's better because you already have something in common with nearly everyone you meet. Of course, you should never adopt a "who are you and what can you do for me" attitude. Networking works best when there's no pressure to make a sale. Ask questions and always listen. First impressions are important, but they also can be enhanced or changed over time.

To begin building your business network, consider the following: 

Use offline situations to network.

- Approach people in a friendly and positive manner.

- Have information on your business to give to those who show an interest.

- Spend time listening rather than speaking and get people's business cards.

- Make sure you follow up any interest from the people you meet with a phone call or email within a day or two.

Professional societies. Nearly every type of business has a national association that represents their members' interests; most have local chapters with regular meetings and activities. Along with providing a great source of contacts, professional societies offer volunteer opportunities where you can demonstrate your initiative, cooperative spirit, and leadership qualities.

Customers' professional societies. If you really want to know what your customers are thinking, get involved in organizations that represent their interests. Do some research before you sign up, however. Some groups may have restrictions on membership, while others may have fees that exceed your expected returns. On the other hand, many groups may encourage businesses such as yours to advertise in their publications or participate in special programs.

Chambers of Commerce/Business Roundtables. These groups offer valuable exposure within a particular community or region. While other members may not be in your target market, they can provide valuable leads and referrals (there's that word-of-mouth advertising again!). Many also provide opportunities for small businesses to "show their stuff" via trade fairs, demonstrations, and media features. 

Community service organizations. This is a great way to combine a personal interest with your business. Many groups may have a need for your type of service, giving the opportunity to do pro bono work in return for free visibility. What's more, your fellow volunteers may also be potential customers.

Online Business Networking 

No person who ever became wealthy did it on their own. Networking can outstrip every other method of marketing. To be an effective net worker you need to cultivate the right mix of friendliness and salesmanship.

It is a simple fact that people like to buy off of people they like, know and trust. 

- Contact and introduce yourself to other webmasters. Join in at discussion groups and forums. 

- Start your own newsletter, discussion group, forum so that people can come to know you and build a relationship with you and your business.

- Test and measure actions implemented.

Get Referrals

Referrals are one of the most powerful lead generators and having people spreading the word is a cheap and effective way of marketing your business. It also goes without saying that this is achieved by offering exceptional value and service. 

The idea of referrals can be promoted further by offering special referral programs and incentives. The key is not taking referrals for granted and rewarding those who are your best ambassadors.

Any scheme should let the person know what they get for a referral think of what you would have spent on advertising to get the same results. Contact other businesses that compliment yours and do a little reciprocal referring. As always, test and measure.

Have a Good Database

A targeted email marketing database of contacts is one of the best assets your business can have. This is especially so if it contains lots of detail and email addresses you can use to develop and maintain relationships.

With a database you can:

- Sell to your customers

- Prompt customers back for repeat sales

- Survey your customers

- Cross and up market your services and products

- Test the market

- Get further referrals

This is by no means a complete list of marketing strategies however they are a starting place and when used correctly can make an enormous difference to the long term viability of your business by providing some solid foundations on which to build your business empire.

It is important to take the longer term view to marketing rather than rely on the various short term marketing methods that rapidly become outdated in the fast paced world of the internet and do not stand the test of time.

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