Business Networking Tips: 6 Secrets to Deeper Connections

You’ve joined a few industry groups, attended their conferences, and had drinks at the monthly after-hours mixers. You’ve also mastered your elevator pitch and are dutifully sending LinkedIn invites and meeting people for coffee. You’ve even forwarded relevant articles and sent thoughtful thank-you notes.

And here you sit wondering why you’re not getting close to meaningful contacts who can help you advance your business or professional goals.

So what are you missing? Perhaps the problem isn’t the width of the net you’re casting, but the depth.

All successful business people know how important networking is. Chances are your best professional relationships are with people you’ve worked directly with, either within or between firms. You’ve built close, meaningful professional relationships by doing great work, so don’t fail to maintain these.

But how do you grow your network outside the direct relationships that are already part of your work history? Here are six ways to take your networking game to the next level.

1. Get more involved

There’s nothing wrong with attending industry group events, but the key to truly taking advantage of them is the level of your involvement. If you’re just attending educational events, listening to speakers, and engaging in casual networking, you’re probably disappointed. Consider getting more deeply involved. Contribute as a volunteer or join the board so people get to know you and your abilities on a deeper level. They’ll be much more likely to think of you the next time they hear of a relevant business opportunity.

2. Step outside of your industry box

If you only join industry groups, at best you’re a big fish in a small pond. Think about it—if you’re an accountant and you join an accounting association, you’re mostly going to be meeting other accountants. How many new clients do you think you’ll find that way? Instead, get involved in a community, philanthropic, or other organizations where you might be the only accountant, interfacing with business leaders of other stripes. One of these might need a new accountant, or know someone who does.

3. Start your own meetup or group

Meetups have become an excellent way to network. Business people like their casual nature, in-depth discussions, and digital-first communications, and someday these could begin to make more traditional associations obsolete. Find a relevant one to join or, even better, start one. The same goes for Facebook or LinkedIn. You could start a new group and organize events through one of these networks. Participating introduces you quickly to new contacts, while leading one will boost your credibility as a subject matter expert. Also, an industry-specific group is a fine place to start, but you might be happier in one that isn’t limited in scope to your particular field.

4. Get attention

Again, you certainly won’t do yourself any harm attending conferences, but if you’re just another face in the crowd, how much good are you really doing? Find ways to make yourself a focus of attention (so long as it’s the good kind!) and voice of authority. Become a speaker or lead a roundtable discussion or workshop. If you do, others at these events will seek you out as an expert and remember you long after the event has concluded.

5. Keep the conversation going

After events, don’t let the conversation fizzle. Keep it going with thoughtful blogs and social media posts. Expand on debates and highlight the important points made by people you have met. Refer readers to research studies and other content relevant to the discussion. Both your new and long-time acquaintances will find your efforts valuable and memorable.

6. Talk to suppliers

If you use specialized suppliers or subcontractors, consider paying it forward. Take the time to find, qualify, and bring on new ones who might be well-connected enough to introduce you to some valuable new contacts. Business supplier relationships needn’t be strictly one-sided affairs. Don’t be afraid to ask your suppliers for a networking favor in return for your loyalty and support.

So, having tried the more traditional networking strategies and found them lacking, give some or all of these a shot. The reward for getting out of your comfort zone will be deeper, more meaningful relationships that bear long-term benefits for your business or career.