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Be a Better Marketer, Step 2: Strategic Networking

Get out from behind that desk!  Meeting and teaming up with other small business owners in your area might turn out to be the best thing you ever do for your business.  

 

Why network with other small business owners?

  • Local intelligence:  get on-the-ground information about good and bad vendors, local marketing opportunities that produce surprising results, and insights into what’s affecting business growth positively and negatively in your sector.
  • Team marketing: get together for cobranding opportunities, joint offers, or local media buys. 

 

Who should you network with?

We’ve heard it said that the most successful franchisees are people who could be the mayors of their town, but you don’t have to be a nonstop networker to build some key productive relationships.  Look for local businesses within easy driving distance that serve the same target demographic as your business.  For example, if your target audience is moms 25 – 45, then local coffee shops, hair salons and grocery stores might be good allies. 

 

So put optimizing your AdWords on hold for a minute, and get out there and meet some fellow business owners! The benefits to your business could be significant.

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Comment by John Shaw on February 6, 2012 at 12:36pm

I'd echo St. Jacques' article about "Why", and Greg's comment.  Note that neither mentioned networking events as a great place to sell.  Is it just me, or is there anyone else who gets the hard sell at an event and feels like they need a shower?   

Comment by Greg DeSimone on February 6, 2012 at 11:39am

This is overlooked too often.  We tend to look for the quick fix, but good old fashioned networking should be a part, not all, but a part of any marketing strategy.   The key is, as mentioned above, clearly identify your target market and find other companies that serve that same market in a complimentary way.  

Opportunities are out there if you are willing to get out and talk to people.

One last piece of advice. Networking is not selling. It's about making connections and nurturing those connections.    The best way to nurture is to give without the expectation of receiving anything.    I have found the more I have given to my relationships, the more I've received.

I have also found that the people I work with who complain the most about networking never give out a referral or make an introduction. 

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