As I wind up my series on business networking, I’d like to share my observations on marketing strategy in 6 words: Most People Do Not Have One. On a cautionary note, please keep in mind that I am an immigration lawyer and do not possess a degree in communications or marketing. Additionally, as I list these unnecessary (I do it for the entertainment value only) disclaimers, I admit and concede that I have not conducted a study on the topic, have not read any scholarly articles on the subject, and that my remarks are drawn purely from a place of sheer inquisitiveness.

Over the course of the last three decades, I have attended thousands of networking events. From those experiences I have formed opinions, drawn conclusions, and asked myself the question whether the time spent networking has been worth it. In my prior blogs I have relentlessly pontificated and opined on the benefits and pitfalls of attending networking events and have compared and contrasted traditional networking with social media platforms such as Twitter. What I have not done is discussed what I see as the biggest mistake well-intentioned networkers don’t do—set and follow a marketing strategy.

Early in my career, I networked loaded down with business cards and my 60 second spiel. It was important, or so I thought, to articulate what I do, and for whom, in one fell swoop. This way, valuable time would not be wasted either by me or the other busy networker. Business cards would be exchanged, and if I could keep all the cards organized in my Rolodex (yes, I had one of those), the next step used to be the follow up phone call, assuming I got around to it. The accumulation of business cards evidenced my hard work and I deemed my efforts to be well spent.

By the time I ditched the paper system for the database I had learned that the hours spent outside of the office shaking hands and schmoozing, with more often than not the same people, could be better planned. I knew and understood the “what” of networking; it was the “how” I found troubling. Setting the goal was the easy part. Like everyone else, what I wanted was to meet new quality clients and those that could refer them. The obvious missing piece was the how. I didn’t know how to execute. Strategy is not set in stone. Rather, by its very nature is fluid and subject to change. Without one, though, whether the goal is actually reached is nothing more than a shot in the dark. It’s really no different than handling a legal matter. Every lawyer wants to win his or her case. How they approach the case is a matter of legal strategy. The same holds true in networking. If you want to meet the CEO of the company, then create the strategy around that. Be at the same event. Know what you want to say and how you are going to say it before you walk through the networking door. I find thinking before I speak actually works in my favor. I plan. I analyze. I strategize. I network.

Keil Hackley is the Founding and Senior Partner of Hackley & Robertson, P.A., a U.S. immigration law firm dedicated to helping individuals and companies navigate U.S. immigration law. With a team that includes former U.S. Immigration and Naturalization Service (INS) attorneys and investigators, Hackley & Robertson is skilled and focused on helping clients with their immigration law cases. While we are located in South Florida, we handle immigration matters throughout the United States.

The information contained in the blog does not constitute legal advice or any other advice and should not be relied upon as such. Learn more about the immigration law firm Hackley & Robertson, P.A. at www.HackleyRobertson.com. We invite you to follow Hackley & Robertson, P.A. on Twitter @ImmigrationPros and me @Keil Hackley. To see the more creative side of the Hackley & Robertson Team and track our efforts to secure equine assisted therapy certification for our mini horse follow us @GregoriousGus.