Networking as a Marketing Strategy: Building Relationships That Grow Your Business. Here’s the transcript of this Better Marketing podcast episode for you. Whether you’re wondering how to start networking or you want to be more proactive with networking, this is for you.
Why Networking is Marketing
I’m Tracy Heatley, and welcome to Better Marketing: Marketing Magic in Minutes. The last episode was all about the real reason why your marketing isn’t working. In this episode, I want to share why networking isn’t just an add-on to your marketing — it is marketing when it’s done right.
So many people separate the two, saying, “I do my marketing, and I do my networking.” But the truth is, networking is one of the most powerful forms of marketing you can do. It’s not just about handing out business cards or making quick sales — it’s about building trust, developing relationships, and becoming the go-to person in your field.
Tracy Heatley’s Networking Background
I’ve been networking since 2003 and running networking groups for over 20 years. Through my Better Networking Hubs, I’ve helped thousands of business owners get better networking results. Also, I’ve seen first-hand what works, what doesn’t, and why. Networking has brought me a significant amount of business, and I’ve helped others achieve the same success.
Focus On Relationships, Not Sales When Networking
One of the biggest mistakes people make is treating networking like a sales pitch. They walk into a room asking, “How many customers can I get today?” But the real power of networking lies in shifting your mindset to:
- Who can I build a relationship with today?
- Who can I help?
- How can I support others?
As Zig Ziglar famously said, “If you help enough people get what they want, you will get what you want.” Lead with generosity and curiosity, and the business will follow.
Boosting Your Brand
If you’re in a service-based business, you are your brand. Networking enables people to see who you are, hear your voice, and gain a sense of your values. Every interaction reinforces your brand and shapes how others perceive you. Therefore, boosting your brand, if you get networking right.
Done well, networking creates a ripple effect of referrals, people talk about you when you’re not even in the room. That’s the kind of marketing you can’t buy!
Online and Offline Networking
Networking isn’t just about in-person meetings anymore. It’s about blending the traditional with the digital. Be consistent in face-to-face meetings and arrive online with a clear purpose.
Platforms like LinkedIn are brilliant for networking — but remember, it’s not just about posting. Comment, connect, and contribute. And when you meet people, always follow up, not with a sales pitch, but with a genuine message. Be memorable for being human and helpful.
And here’s a little tip: the fruit is in the follow-up. Some of my best business has come not from people who joined my networking groups, but from visitors I followed up with afterwards. Never underestimate the power of keeping in touch.
If you’ve not yet listened to the podcast episode with me and LinkedIn Trainer, Pam Case, go back and have a little listen. It’s packed full of action steps to boost your networking and get clients through LinkedIn.
Where AI Fits In With Networking
You might not think AI has much to do with networking, but it can be a brilliant assistant. I often use ChatGPT to draft tailored follow-up messages or to spark new ideas for my 60-second pitches. You just need to get trained in how to use it effectively.
Of course, I don’t recommend reading a script word-for-word at meetings, but AI can help you be more creative and consistent. Just remember: the message still needs to be personal, thoughtful, and genuine. Plus, it needs to fall in with your overall marketing strategy.
Quick Action Step
If networking hasn’t worked for you in the past, take a step back and ask yourself:
- Am I showing up consistently?
- Am I genuinely interested in helping others?
- Do I follow up in a meaningful way?
If not, that’s okay because it just means it’s time to change your approach. Try networking again with a new marketing mindset, and you’ll be amazed at the difference it makes.
Let’s Connect
If you’re based in Lancashire or Greater Manchester, in the UK, why not visit one of my Better Networking Hubs? You’ll find details at betternetworking.co.uk.
And if you’d like help with your networking/marketing strategy or confidence, I offer mentoring, training, and my Strategy Cycle™ Program as its specifically designed to help service-based business owners like you.
Also, let’s connect on LinkedIn! When you find my profile, hit “connect” (not just follow), and send me a message to let me know you’ve listened to the podcast or read one of my Better Marketing Blogs. I’d love to network with you there.
Finally, don’t forget to download your free copy of A Small Business Owner’s Roadmap To A Better Strategy from tracyheatley.com. Use the code POD2025 when you download it, and you’ll be entered into a draw to potentially win a free Marketing Power Hour with me worth £275. We can talk about anything to do with networking, marketing or AI Marketing.
Networking as a Marketing Strategy Key Takeaways
- Networking is one of the most powerful and cost-effective marketing strategies available to service-based business owners. When it is done right, it builds trust, strengthens relationships, and helps you become the go-to person in your field.
- Focus on people, not sales. Networking is about helping others, adding value, and building meaningful connections that naturally lead to opportunities. The real results come when you are consistent, authentic, and generous.
- Blend traditional and digital networking for the best impact. Attend in-person meetings, engage online, and follow up thoughtfully. Remember, the fruit is in the follow-up.
- Whether you are new to networking or looking to improve, approach it with a marketing mindset. Consistency, curiosity, and connection are the key ingredients that will help you grow your reputation and your business.
Wrapping Up This Networking as a Marketing Strategy Episode
I hope this episode has inspired you to see networking as a powerful part of your marketing strategy, not just something extra to do. Remember, it is about people first — building trust, nurturing relationships, and showing up consistently both online and in person.
When you network with purpose and authenticity, you build visibility, credibility, and confidence that grows your business from the inside out.
In the next episode, I will be talking about Understanding Your Ideal Customer: Beyond the Buyer Persona. We will explore how to go deeper than demographics to truly understand your customers’ needs, motivations, and decision-making drivers. It is an episode packed with insight that will help you create stronger connections and more effective marketing.
If you would like to learn more about networking or how to align it with your wider marketing strategy, visit BetterNetworking.co.uk or TracyHeatley.com to explore the full range of my marketing services and AI Marketing services.
Thank you for listening to this episode of the Better Marketing Podcast. I am Tracy Heatley, Chartered Marketer and Certified AI Marketing Specialist.
Until next time, remember — Better Marketing Means Better Business.