Attending events, whether industry conferences, trade shows, or business meetups, can be a major investment. From registration fees to travel expenses, and the time spent away from work, it all adds up. However, the potential return on investment (ROI) from successful event networking can far outweigh these costs—provided you use strategic approaches to make valuable connections. In this article, we’ll explore the best event networking strategies to boost ROI and build lasting relationships.
1. Set Clear Goals Before Attending
Every networking effort should start with clear objectives. Before attending an event, ask yourself:
What are my primary goals for attending? (e.g., acquiring clients, meeting potential partners, learning from industry experts)
How many meaningful connections do I hope to make?
What type of people or companies would I like to connect with?
This will also help you stay focused and organized during the event. It also enables you to determine whether the event was worth your time afterward by relating it to specific objectives you may have set.
Example:
If it’s a networking situation, start your list with companies that you feel would align with your own business, and create those connections first with representatives. If you want to really build your knowledge base, identify some key speakers or workshops and look for opportunities to connect with these subject matter experts.
2. Research and Prepare in Advance
Once you’ve set clear goals, it’s time to do your homework. Thorough preparation can give you an edge when networking. Here’s what to focus on:
Review the List of Attendees: If the event you are organizing distributes a list of attendees, look for people or companies that correspond with your desired group. Sites like LinkedIn and other social networking mediums are excellent for researching individuals or companies. This will allow you to tailor your approach and make your interactions with them all the more relevant.
Understand the Event’s Structure: Knowing the layout of the event and the agenda is crucial for managing your time effectively. For instance, networking sessions, coffee breaks, and after-parties would come in handy.
Prepare Your Pitch: Have a good elevator pitch ready to explain who you are, what your business does, and how you might assist others. Make sure you customize your pitch depending on the kind of people you’re speaking to so you can make it feel even more authentic and personal.
3. Leverage Technology to Enhance Networking
Digital transformation has increasingly become a constituent of events. Thus, most events today deploy technology for the improvement of networking. Some of the tools that can help you streamline your networking efforts by using event apps, social media, and digital business cards are:
Event Apps: Many conferences and trade shows offer an event-specific app which may include attendees lists, messaging features, and schedules. These are super useful for setting up meetings in advance or identifying potential connections during the event.
Social Media: Utilize LinkedIn and Twitter to connect to the people participating in the workshop before it takes place. While tracking the right conference hashtags, engage in those posts so your face will be familiar when you walk into the room. At that point, the conversation will already be warmed up.
Digital Business Cards and QR Codes: Digital business cards can save on the use of paper and time. Some tools that facilitate scanning your business card on the spot include QR codes. It’s convenient and says a lot about a person.
4. Focus on Quality, Not Quantity
It’s pretty easy to get swept up in exchanging as many business cards as possible. However, that leads to rather shallow and forgettable interactions. Instead, focus less on how many people you can talk to and more on meaningful discussions with those you meet.
Be Present: Active listening will breed deep relationships. Don’t think of what you’re going to do next or worry about your phone ringing. Listen to that person across from you. Encourage the listening process by asking them questions and showing interest in their business or what they are working on.
Build Rapport: Great networking is based on relationships rather than transactions. Be sure, as you engage with the people you meet, to work up rapport with them by finding common ground – be it shared industry experiences, acquaintances, or even hobbies.
Follow Up Meaningfully: After the event, it is important to follow up so that an initial contact gets turned into a longer-term business connection. Reference something specific you discussed by way of an email or message on LinkedIn. These contacts will appreciate the interest and investment in continuing to stay in touch with you.
5. Position Yourself as a Thought Leader
Position yourself as an authority in your field. You’ll attract people who are interested in hearing you because you are the thought leader in an area that fits their interests. Here are a few ways to do this at events:
Speaking and Delivery: Speaking at an event or being a panelist gives you visibility and credibility. Besides, it is an opportunity to present in front of a targeted audience and demonstrate your expertise.
Contribute to Discussions: You can either do this during a Q&A session or in roundtable discussions, and you should be actively making contributions. Sharing insights, offering solutions, and engaging with the audience not only positions you as knowledgeable but encourages people to go up to you after the session.
Create Content: You are a thought leader if speaking is not your strong point. Write a blog post summarizing the key takeaways that were gathered from the event, or post live on social media. As you do this, you will share valuable information that will generate attention to open opportunities for networking.
6. Collaborate with Partners
Sometimes, networking doesn’t have to be a solo endeavor. Partnering with someone at an event can multiply your reach and create a win-win scenario. For example:
Co-host a Booth: If you’re exhibiting at a trade show, partnering with a complementary business can help attract more foot traffic and create more opportunities to network.
Conclusion
Event networking is a very valuable activity that can help you optimize your return on investment and create relations that can be very long-lasting after the event. The secret to getting the best out of it, however, lies in setting clear goals, preparation ahead of time, technology, and developing meaningful relationships. Remember to engage in follow-up activities and nurture the relationships initiated as well, for maximum fruitfulness from attending events.
Whether you are old news in the world of events or a newbie to the network game, these strategies will help you make the most out of your next event, ensuring you get your money’s worth in the form of solid, fruitful connections.
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