Ways to leverage your connections at networking events
Networking has become a large part of marketing and extending my business’s reach. When I pivoted away from weddings and started working almost exclusively with businesses and brands, I knew that getting in front of the people behind those businesses would be super important.
So where do you start?
My advice is to find local organizations within your community, try them out, and then join a few! I personally have found the most success with local women’s business organizations, and my small-town chamber of commerce. I am a member of the Executive Club of Champaign County and the Mahomet Area Chamber of Commerce (where I also sit on the board).
Here are my takeaways from extensive networking over the past 4-ish years.
Networking isn’t just about meeting new people
The bottom line for networking is building relationships, not necessarily collecting contacts (or even new clients). For me, it’s staying “top of mind” (am I broken record yet?) and reminding (consciously or unconsciously!) my contacts and groups that I am still here, and I am always taking new clients. My utmost goal is to become the go-to brand and business photographer in my area, and not showing up doesn’t do anything for me.
The next time someone asks if they know of any marketing, product, headshot, or content photographers, I want to be the first person they think of. And that means showing up at networking events.
You don’t need to walk away with 20 new leads. Networking is sometimes about playing the long game. One good conversation can lead to an introduction, collaboration, referral, or future client. The real value often comes after the event. (The same could also be said for social media marketing… definitely a long game!)
Look for opportunities to refer each other
Learn what the people in your network actually do and who they serve.
When you hear someone say, “I need someone who…,” think about who you know. That street goes two ways! (As previously mentioned!) No one wants to be the person always referring, but no one ever gets referred back to them. Pay it forward!
Be generous with referrals, but only when it's genuinely a good fit. For example, don’t give my name to your friend who just had a baby for newborn photos, because I will NOT take that client. In less than a heartbeat I will send them on to my newborn photographer friends.
The bonus here is: the more you become known as someone who connects people, the more likely people are to think of you when opportunities come up. That there is the really good stuff.
Don't overlook collaboration opportunities
A connection doesn't have to become a client to be valuable. Some other ways to think about connections could be:
Collaborating on an event
Creating content together
Hosting a workshop
Doing a giveaway
Cross-promoting one another
Creating a styled shoot or creative project
Asking for a review
Directly asking if they know anyone who’d be a good fit for my business
Especially for small businesses, there is a lot of power in pooling audiences and resources.
Use your network to expand your network
The saying that “your network is your net worth” is kinda cliche, but also kinda true! Having an extensive network of contacts, former clients, collaborators, and acquaintances has definitely helped move the needle for my business.
Your existing connections can introduce you to people you wouldn't otherwise meet. I’m proud of all the relationships I’ve built in my local Champaign-Urbana community.
If you're looking for a particular type of client, collaborator, vendor, etc., ask your network who they know. Make your request specific rather than saying, “Let me know if you know anyone who needs photography.” For me, it would be mentioning a few business types that I’m looking to work with in the next few months (see IG story photo with text to the right!). This helps to get the wheels turning as I’m conversing with my fellow business owners.
Show up for other people's businesses
It’s all about being a good networker without being transactional. You don’t want to be constantly trying to sell to people (and generally speaking, I don’t think most people do this).
But have you ever had a friend from your distant past reach out and add you on social media? Then a few minutes later you get a long-winded message from them and they’ve started a new business, and they’re checking to see if you maybe want to buy from them! You know where this is going…
Don’t be that guy.
Instead, here are a few other ways to support fellow business owners when you’re networking (and hopefully they reciprocate!):
Follow their businesses on socials
Engage with their content (likes, comments, and shares go a long way!)
Attend their events
Share their announcements
Recommend them when appropriate
Celebrate their wins
Buy from them when you genuinely need what they offer
People remember the people who support them—not just the people who ask for something.
Keep the relationship going beyond the event
Make your networking events a priority. The free ones are great, but you should especially be attending the ones you are paying for.
For example, I pay an annual fee to be a member of both the Exec Club and the Mahomet Chamber. So those events get priority over other events that come across my desk. But especially if you’re just starting out or on a budget, take advantage of any free networking events when you can!
I know Champaign-Urbana has a meetup for new residents that happens a few times per year (hosted by Experience Champaign). And most chambers allow you to attend a couple of their events for free before you decide to join.
Another option is small private groups that generally don’t have a fee to join. In C-U we have Founding Females (with other chapters around Central Illinois and beyond now too!) and there’s also a newer group called the Creators Collective that meets a couple times per year.
A few reminders as you plan out your calendar commitments:
Networking shouldn't be a once-a-month activity
Invite someone to coffee (cost efficient & on your schedule!)
Send a resource to someone that you think they'd find useful
Check in when you see they've launched something new
Make an introduction of two people who you think could be a good fit to work together
Make a habit of nurturing your network rather than only reaching out when you need something
Turn connections into community
The best networking isn't about “What can this person do for me?” It works best when it’s about “How can we help each other?” Your network becomes more valuable when it's built on genuine relationships, trust, and reciprocity. You never know which casual conversation at a networking event might eventually lead somewhere unexpected.
You really never know where a connection will lead.
A person you meet might never hire you—but they might introduce you to someone who does. They might become a collaborator, refer you for a project, invite you into a new group, or simply become someone who's cheering you on.
That's the good stuff about networking. I’m over here cheering for you! 🎉