Expand Your Horizons: The Overlooked Value of Attending Conferences Outside Your Industry

Attending an event geared toward a different industry or role can unlock surprising opportunities to increase awareness, make strategic connections, and gain insights you'd never glean among industry peers. Of course, with so many options on the calendar, choosing the right conference is key...

The overlooked opportunity: connecting with your audience at conferences outside your industry

Rather than only attending the usual conferences in your field, look for events catering to your target customers and stake your spot on the attendee list. Don't wait around expecting your ideal clients to cross paths with you and your competitors at industry events. Instead, identify the leading conferences in their industry and meet them there. 

Also, look at conferences centered around your brand's core values. Showing up at conferences that align with your business' priorities— like sustainability, diversity, or corporate social responsibility— will help you find "your people" in potential customer form. 

Step out of your comfort zone

It's easy to stick to industry conferences because they're familiar. You may attend the same conference every year, reconnecting with old colleagues and members of your network. This can often be a great experience, but it's time to branch out if you need more than getting the desired results. 

Stepping out of your comfort zone will give you more networking and business opportunities. It's an opportunity to build confidence and practice adapting to new situations. Remember, your job at a conference is to spread your message, so don't be humble. Everyone is there to network and make moves toward their business goals. Ultimately, the worst thing that could happen is that they don't want to give you their business card. Seize the day!

Gain new insights

Conferences in other industries will expose you to different ways of thinking, new trends, and innovative ideas you can apply to your industry. Learning in an environment that exists outside of your niche will prevent insular thinking and open up new possibilities for your business.

Educate yourself on adjacent industries, innovations, and approaches to apply lessons to your work and avoid stagnation. This is a great place to learn from others' successes and mistakes. Find out the pain points from leaders in the target industry for your products or services so you can enhance them to serve your audience's needs best. 

Be a panelist

At LM, our team seeks opportunities to share our marketing knowledge by being on conference panels. In our experience, it's a great way to have a purpose and sense of place at a conference outside our direct industry.

Find ways to solidify your place at a conference and share your expertise with potential connections. This will also open the door for conversation with people after the panel. If someone resonates with something you say, it's all the more reason for them to connect with you. 

Build brand awareness

Conferences offer unparalleled opportunities to boost brand recognition among pivotal prospects outside your usual circles. The more aware people are of your company, the more likely they'll think of you over competitors when needing related products or services.

Make a bold first impression when introducing yourself to attendees. Confidently communicate what sets you apart to build credibility and trust in your brand. Ensure your business cards, marketing collateral, website, and social media channels are consistent and cohesive, so people easily recognize you when seeking you out later online.

While everyone in your niche knows your name, many viable customers in complementary industries still need to be made aware. Attending their conferences allows you to step out from the shadow of competitors and establish your brand directly with those you want to reach. 

Get excited to expand your network

At other industry conferences, you will meet people you wouldn't encounter at industry events. Take this opportunity to talk to decision-makers, influencers, vendors, and more, adding them to your contact database. Connections like these will be helpful when you're working on a new marketing campaign, are looking to launch a new product or service, or need assistance with your business. The road goes both ways, and they can contact you for similar needs.

Don't lose momentum 

The most important thing when it comes to networking is continuing the connection post-conference. Connect with people on LinkedIn and send them a personalized message with details from your conversation. Remember to avoid copying and pasting the same message to everyone; people are likelier to ignore a bland introductory message. 

Pass out your business cards and collect them from others during the conference. If they don't move to give one to you, ask them for it (business cards are not dead)! This way, you can add them to your contact database and leverage email to maintain your relationship. If someone seems interested in your products or services, add them to a sales sequence. But of course, only do this if it feels appropriate, as it can sometimes be deterring depending on the nature of your relationship.

If you make a solid personal connection with someone, maintain and grow it. If they live nearby, ask them to join you for coffee or dinner. If they live far away, schedule a virtual call to chat. You never know when a potential collaboration will arise.

Leverage these pivotal networking opportunities to raise brand awareness, gather contact details to build your database, and gain firsthand insights into customer needs. And without your direct competitors crowding the scene, you can focus entirely on connecting with potential clients and learning about adjacent industries with fresh perspectives to inspire new ideas.

The personal interactions at cross-industry conferences unlock doors that usually stay closed. And it's time for you to walk through them!