MHM#51 Are local business networking events worth the effort?

Sometimes therapists ask me whether it’s worth attending local business networking events.

Aside from the fact that networking often brings up feelings of awkwardness and forced conversation, a helpful way to assess any marketing activity is by comparing the effort involved with the results it’s likely to deliver.

Business networking events typically serve as a catalyst for local economic growth by connecting small- to medium-sized businesses, suppliers, partners, and customers in the local area.

The challenge, as a therapy practice owner, is considering how many of those businesses are realistically in a position to collaborate with you in a way that leads to your ideal clients booking appointments. A lot has to fall into place for that to happen.

Even if a business owner you meet is happy to promote your practice, how would they actually do that? Leaving your business cards or flyers around for their customers to see? Promoting you on their social media page? Maybe promoting you to their email list? You have no idea who their customers are, whether they’re even looking for a therapist, and if they are, whether they’d be your ideal client.

Plus, most businesses that offer to promote you will expect something in return. So, what are you going to offer them? You’re probably not going to want to display flyers for the local hairdresser, accountant or café in your therapy room, and you’ll definitely not want to promote other local businesses to your email list or social media followers. That kind of reciprocal promotion rarely makes sense for a therapy practice, and it can start to feel unethical and misaligned with your values as a therapist.

Sometimes a business will be more closely aligned with what you do, for example, a wellness clinic or another type of health practice. In these cases, there’s greater alignment and stronger motivation for them to promote you, because that alignment means potential clients could also flow their way. There are fewer things that need to fall into place, because people connected with these businesses are already engaged with something related to their health.

Maybe through connecting with them at a business event, you’re invited to speak at one of their wellness workshops or open days, where people are already looking for support with their wellbeing. Those attendees still might not be your exact ideal clients, but there’s a much greater chance your effort will translate into genuine enquiries, since they’re already interested in improving their health.

You might also feel more comfortable promoting these kinds of businesses in return. For example, a yoga studio, nutritionist, or massage therapist whose services genuinely support your clients’ wellbeing. In these cases, it might make sense to share each other’s offerings via email or social media.

However, it’s still likely to be a better use of your time to research and contact these local wellness practices and complementary health professionals directly, rather than hoping to meet them by chance at a general business networking event.

So, is attending local business networking events worth the effort?

In most cases, I’d say it’s not.

Investing your energy into building relationships with other complementary solo therapists is a much better use of your time. There’s a much clearer referral pathway between you. For example, connecting with a couples therapist if you don’t see couples, or a therapist who does ADHD assessments if you focus on ADHD but don’t offer assessments yourself.

These aligned relationships support both of you and your clients. And it’s always great to connect with other solo therapists and support each other as you navigate life as a solo therapy practice owner.

So, focus your efforts on other solo therapists first, and make building relationships with local health clinics or complementary practitioners whose work genuinely aligns with yours your second priority.