Networking is the deliberate process of creating, developing and maintaining mutually beneficial relationships with other people. In business it is not merely “collecting business cards” but a strategic exchange of information, contacts and experience. In digital marketing, networking plays a key role above all on LinkedIn and in building a personal brand.
Networking works on the principle of reciprocity: give first, receive later. It is not a short-term sales process but a long-term investment in social capital. A good network of contacts lets entrepreneurs and marketers solve problems faster, find trusted suppliers or reach information that is not publicly available.
Today networking divides into two main forms:
In the B2B sector networking is often more effective than paid advertising, because a sale built on a personal recommendation carries far more trust.
The owner of a software company attends a technology conference. Instead of pitching his services to everyone, he takes a genuine interest in other attendees' problems. He meets the marketing director of a large bank and, during the conversation, recommends a free tool for organising her team better.
Three months later that director is looking for a supplier to develop a new mobile application. She remembers the company owner who helped her with nothing expected in return and invites him into a closed tender. Thanks to one informal conversation and good networking, the company wins a contract worth tens of thousands of euros.
