How to choose the right networking events for your business
Networking isn’t just about turning up at annual industry events anymore. It’s become something of a strategic exercise, one that takes time, intention, and, occasionally, a bit of trial and error. If you’ve ever left an event feeling like it wasn’t worth the early start or the awkward conversations, you’re definitely not alone. The key to overcoming this? Choosing better events – and here’s how.
Start with your business
Too many people work backwards. They find an event, and then try to justify going. But if you flip that around, and start with what your business actually needs, you’ll already be ahead of the curve.
Are you trying to meet potential suppliers? Looking for new clients? Wanting to connect with other people in your sector? Or is this more about learning -getting a handle on current trends, funding options, or competitor activity? You can’t judge the value of an event unless you’ve figured out what you’re expecting to get out of it.
Who’s going to be in the room?
It doesn’t matter how slick the branding is or how big the guest speaker’s LinkedIn following might be – if the right people aren’t in the room, it won’t deliver.
A tech start-up doesn’t need to network with twenty accountants. A sole trader probably isn’t going to benefit from a corporate banking panel. Try to get a feel for the attendee list ahead of time. Even a few examples can give you a sense of the crowd. If you’re unsure, contact the organisers – they’ll usually tell you if it’s not under wraps.
Format matters more than you think
Some events feel like a series of speed dates. Others are more hands-off, with panels, lectures, and product demos. You might prefer one over the other, or you might find that what you need changes depending on your goals that month.
If you’re there to pitch, you’ll want space for one-to-one chats, potentially requiring an investment in a stand from somewhere like Focal Exhibitions. If you’re listening for insight, a solid line-up of speakers might be the better fit. And if you’re just getting started with networking, smaller, more structured sessions can be less intimidating, and more productive.
Track what actually works
You don’t have to treat event attendance like a science, but you can learn from past experiences. Which ones gave you leads? Which felt like a waste of time? Were there surprises? Letdowns? Did anything unexpected come of it a month or two later? Over time, you’ll get better at picking what’s worth attending. And as a result, you’ll waste less time at the wrong events.
There’s no single right answer when it comes to choosing networking events. But if you pay attention to the details – your specific goal(s), the crowd, the structure – you’ll be in a much stronger position. Not every event will be a win, and you’ll leave some wondering why you went. But the right ones? They can change things for your business, incredibly quickly.