Networking can be a forgotten element of the Marketing Mix. Marketing websites and books will often relegate the importance of networking. The reason is that networking can be hugely effective in some scenarios, but unimportant in others.

If you are in B2C marketing, and you are promoting a product to a national or global marketplace, then networking may be irrelevant (unless you are networking with buyers for supermarkets!).

Conversely, if you are marketing for a regional professional services company, then networking may well the most important marketing activity you do.

In my personal experience (B2B marketing for SMEs), networking has been vital, and has resulted in many new local clients and key contacts.

Two people who understand the power of networking are Lyndsey Clay (who has built her ‘Connected’ community in Brighton) and Nick Moore (who has built a similar community in Tunbridge Wells). Networking can also be vital for learning and sharing ideas, such as Vicky King’s in-house marketing group. 

The lesson they share is that it’s all about community…