APM Networking Marketing Tactic

Networking: A Marketing Tactic You Shouldn’t Ignore

For small businesses looking to establish themselves and grow, networking and strategic partnerships can be a game-changer. While digital marketing plays a crucial role in raising brand awareness, it’s just one part of a well-rounded marketing strategy. Nothing replaces the power of personal connections and mutually beneficial collaborations.

In the first of two blogs, we explore why networking matters, how to approach business networking effectively, and practical ways SMEs can use it to boost their marketing.

Why Networking Matters for Small Businesses

Networking isn’t just about making small talk at business events – it’s about building genuine relationships that can lead to new clients, partnerships, and opportunities. Here’s why it should be part of your marketing strategy:

  • Referrals & Word-of-Mouth Marketing – People prefer to do business with those they know and trust. Networking increases the chances of referrals, leading to warm leads instead of cold outreach.
  • Brand Visibility – The more people who know about your business, the better. Attending industry events, joining local business groups, or even engaging in online communities can raise awareness of your brand.
  • Collaboration Opportunities – Partnering with complementary businesses can expand your reach and provide new ways to market your services.

It’s important to find the right group that works for you – based on the time of day and location to name just two – as you’ll want to attend regularly to develop those relationships.

How to Network Effectively

If you’re not naturally outgoing, networking can feel a bit daunting. However, effective networking is more about listening and finding ways to help others than aggressively promoting yourself. Here are a few strategies:

  1. Attend Industry and Local Business Events
    Look for networking events, trade shows, and business groups in your area. If face-to-face events aren’t your thing, many networking groups now have virtual options. Chambers of Commerce, BNI (Business Network International), the FSB (Federation of Small Businesses) and industry-specific events are great starting points.
  2. Use LinkedIn for Professional Networking
    LinkedIn is a powerful tool for connecting with other businesses. Engage with posts from potential partners, join relevant groups, and share valuable content to position yourself as an expert.
  3. Join Business Associations & Mastermind Groups
    Being part of a professional group gives you access to new opportunities, insights, and potential collaborations. Mastermind groups, where business owners share knowledge and challenges, can be particularly valuable.
  4. Provide Value First
    Networking works best when it’s about give and take. Instead of approaching contacts with a sales pitch, look for ways to offer value – whether that’s making an introduction, sharing useful resources, or offering insights into their business challenges.

Local Networking Groups

Here’s a list of some of the local networking events in West Herts. If you’re outside of this area, just try Googling ‘local networking groups near me’ and/or adding your town or county. Eventbrite and town council websites are also good sources of business networking events.

  1. Tring BusinessMart
  2. Berko Interchange
  3. Hospice of St Francis Corporate Partner Network
  4. Connect Dacorum
  5. Business Buzz Hemel Hempstead

Networking and partnerships are often overlooked in marketing, but they can provide immense value for small businesses. Whether through attending events, forming strategic collaborations, or cross-promoting with a partner business, these tactics can help build brand awareness, generate leads, and create long-term growth opportunities.

If you’re not already incorporating networking into your marketing strategy, now is the time to start!

Look out for our second blog in this series where we explore the value of strategic partnerships for small businesses and what it might look like for you and your business.

Book a marketing consultation with APM or contact us to find out more on tel: 07963 002065 or email: hello@alisonpagemarketing.co.uk.