Growing Small Businesses

Lesson 4: Networking as a marketing tool

Join new networks

If the personal network that grew up at random works so well, how well would a network which was designed for small businesses work. It should work much more efficiently and it should be focused on getting you more business and good advice. Because, unlike your personal network, that would be its purpose and it would be designed to do that.

Once you've got your personal network in order, it's time to look further afield. A small business owner should be a member of at least one business networking group, if only for a bit of extra business and the support and advice. Most places have several kinds of business networking groups and you can try several out to find which one appeals to you. There are three main kinds of organization and two basic types.

1. One type of networking organization is open to anyone. Businesses join and find customers, suppliers, competitors and unrelated businesses among the members. These tend to be larger and less focused on networking itself.
2. A second type is only open to one particular business in any field. This kind of organization will only allow one lawyer, one florist, one of any kind of business. That way there is no competition among members and members can focus on networking and mutual benefits.

The three kinds of organizations are as follows:

1. Business associations like the local chamber of commerce. These are general business organizations which may also promote networking and can certainly be used for networking.
2. National business networking associations which are run like franchises and are organized on a local level exclusively for the networking activities of local businesses.
3. Local business networks, usually non-profit, run exclusively for the benefit of local businesses which are members.

All the types and kinds of organizations have certain benefits, advantages and disadvantages which only you can properly evaluate for your own business. The best thing is to join one of the less expensive ones and see how they work. You will pretty quickly become aware of many of the benefits of membership in such an organization as the existing members try to help you with your business and try to see how you can help them.

Once you have determined what kind and type is best for your business and you personally, bigger, smaller, exclusively for networking, more general, non-competitive, or all inclusive, then you can select the organization you want to stay with and start working on your business network in an organized and focused way. You'll get help with prospects, advice with problems, new business through referrals and a view on how other businesses do things and what works for them. Then you're really starting to network towards new business success.

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