It has long been accepted wisdom that the best way to market your business is to network yourself with others. This is especially true if your business is service related or if, in fact, you are yourself the “product” being marketed.

While there is some truth to the idea that networking is a key marketing tactic, conventional wisdom places too much emphasis on networking just for the sake of networking. Instead, a better approach is to select the best networking opportunities that give you the biggest return on the time and energy you invest.

Traditional networking is all about meeting and greeting, exchanging business cards and collecting contacts for your Rolodex or PDA. This type of networking is best illustrated by the evening or breakfast events often sponsored by your local Chamber of Commerce or other economic organization. At these events, you will find a room filled with people from all kinds of industries and businesses, some of whom might fit your customer profile.

It can be time consuming to attend such events on a regular basis, and often the return on your time investment is not as large as you would like it to be. Complicating things further is the fact that if you are in a competitive business with a large number of providers available, you will often find yourself in direct competition with those other providers during a traditional networking event.

Now of course there is a great deal of value to being involved with your local Chamber of Commerce or economic development organization, and we are not suggesting that you ignore the importance of such organizations. We are suggesting, though, that you carefully consider which events and networking opportunities are the best suited to your needs.

With all of the demands on your time and energy, you need to approach networking from a slightly different perspective. Look for networking opportunities in places where your target market is likely to be active and perhaps even passionate about the activity. For example, you might participate in a charitable function in your community, either by contributing products or services or, even better, volunteering your time. This gives customers and potential customers an opportunity to get to know you in an environment where there is much less “sales” pressure.

Another effective approach is to find opportunities to share your expertise through workshops or seminars. You can also look for public speaking opportunities with local service organizations such as Industry Trade Groups, Rotary Clubs or even teach a workshop or moderate a round table at your local SCORE or Small Business Development Center. The key is to get your name and face out and about in a way that people find positive and non-threatening. Sales and Marketing 101 says that people don't like to be sold, but they love to buy from people they know and trust. Give it a try and you will likely be surprised at the results you achieve.