You own a business. You know that you have to market it. You know that you ought to attend networking meetings. But how do you choose which to attend?
Recently, I chose to attend an event that promised networking opportunities and training.
Let’s just say I was highly disappointed.
This was a paid event, so I showed up expecting to hear great information that I could put to use in my business immediately. Also, one of the presenters should attract my ideal client with an advertised speaking topic of marketing automation.
Boy was I wrong! (At least about what was in store.) But, I don’t count it as a loss. On the contrary, it was a unique learning experience for me; one I very deliberately chose. You see, one of our marketing strategies this year includes hosting just such an event…and I walked away with a handful of new contacts and prospects.
I learned a lot about how to bore an audience, how to give different information than what was promised, and how some presentations formats really are past their prime. (What worked five years ago are not as effective today.)
I showed up because I was drawn by the marketing. You may find yourself in a similar situation. How do you know which marketing or networking meetings to attend? Make sure the event passes the 4xW test.
- First know WHY you are wanting to network. Do you want new contacts? Referral partners to help grow your business? Are you seeking knowledge for personal or professional growth?
- Then decide WHAT your objective is. Do you want to meet 5 new people, nurture established connections or learn new business practices?
- WHO is likely to be at the event? Will your ideal client be there? Will that person you have been trying to meet for the past six months be there?
- Then comes WHERE. Do a Google search for networking in your area. Read about the upcoming opportunities. Then filter the available events thru your WHY, WHAT and WHO to make your choice. If it doesn’t, pass on it.
Your time is too precious to waste showing up for anything that sends you home with no results.
