The Tips and Tricks of Effective Small Business Networking
There’s a very old-fashioned, stereotypical image of what “business networking” looks like — men in dark suits, shaking hands over drinks in a smoky room somewhere. But networking isn’t a technique only for the rich and elite; every business — but especially small and growing businesses — benefit from active networking efforts. Creating and nurturing connections within your community and your industry can increase brand awareness, open you up to new customers, provide guidance and support, and expand word-of-mouth marketing.
11 Networking Tips for Small Business Owners and Entrepreneurs
Sold? Ready to start building your business network? Perfect. Let’s take a look at some necessary steps and important tips for doing that.
1.) Start with a plan.
You’re going to see this recommendation at the top of almost every list we write because it’s the foundation for everything else. You can absolutely go about networking at random and just throw yourself into the fray, but you’re likely to waste time and energy and money without substantial results. So it’s important to sit down, look at your goals, and build your networking plan in step with that. Decide who is best positioned to be the point person and represent your company. And instead of saying yes to absolutely everything, measure every networking opportunity against whether it can meaningfully move you toward your goals.
2.) Utilize your warm market.
You likely already have the beginnings of a business network, even if you haven’t done much to cultivate it yet. Whether it’s someone you worked with before or a loyal and satisfied customer of your business, your warm market is the perfect place to start reaching out, even with just a quick message to see how they’re doing. It seems small, but it’s a low-effort step that can pay dividends in the future.
3.) Look for new opportunities and events.
At this point, it’s time to start branching out and creating brand-new connections. This can come in a variety of forms, which include local business organizations, small business associations, trade events and conferences, training seminars, and more. A lot of it will look like in-person, one-to-one interactions and relationship building because 77% of networkers prefer meeting face-to-face because so much of communication (as much as 70%) is nonverbal. If these aren’t skills that come completely naturally to you, the next few tips are especially for you.
4.) Practice your elevator pitch.
If someone at a conference asks you what you and your business do, do you have an answer for them? Something succinct and attention-grabbing that really sells what your company is aiming to accomplish? Before you hit the conference center floor, make sure you’ve honed and practiced your elevator pitch and the quick and memorable talking points that sell your business objectives.
6 Organizations Important for Small Business Networking
- Your local chamber of commerce — aimed at furthering local business interests
- SCORE — the nation’s largest network of volunteer, expert business mentors
- NASE — the National Association for the Self-Employed
- Business Networking International — a global networking organization
- Entrepreneurs’ Organization — a peer-to-peer entrepreneur networking group
- LinkedIn — both in regular posts and connections and in groups
5.) It’s about them, not you.
The same skills you’ve probably used to make friends over the course of your life are essential when it comes to creating business connections. You can’t go into these situations and dominate the conversation with talking about you and your business and what you’re accomplishing. You want to focus on the other person, really listen to them, and ask them questions about themselves.
6.) Just be yourself.
Trying to please everyone is a losing game; you’re never going to accomplish that, no matter how you present yourself. So your best bet is authenticity. People will easily sniff out if you’re working an angle or being too sales-y, so leave all the Glengarry Glen Ross tactics at the door. Just be a regular person, hanging out with other regular people, talking about the trials, tribulations, and passions of small business ownership.
7.) Community partnerships are key.
While national trade events and conferences are big and flashy, don’t overlook what you can do right in your community. Maybe there’s a kids’ sports team you can sponsor or an event you can cohost that connects and brings people together. “Buy local” is a growing rallying cry, which is an advantage for small businesses who are ready and willing to participate in what’s going on in their town.
8.) Have something to offer.
For better or worse, business relationships are transactional, and the more you can be helpful and demonstrate value to those you connect with, the more likely your network will grow. The easiest way to do this is to prioritize being a giver. Have some really clever tips or insights? Don’t gatekeep them; share them freely. Have two people you know who would really benefit from connecting with each other? Help get them in touch—like you’re Business Bumble. Want reviews and referrals? Start by giving them. All of this boosts your long-term networking potential by building trust and goodwill.
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9.) Get social.
While in-person networking is still huge, it’s important to note that online networking is also a major component of expanding your business connections. And that means your web and social media presence needs to be both easy to find and actively engaged. If you meet half a dozen great contacts at a meetup, but they look you up only to find your social platforms a ghost town and your site looking like it was built on Geocities circa 1999, your budding relationships are likely going to die off really quick. Make sure your digital face is as polished as possible.
10.) Relationships take work.
Business networking isn’t a one-and-done, set-it-and-forget-it deal. It’s important that you invest time in nurturing these connections once they’re made by regularly reaching out and staying in touch. These ought to be real, personalized messages and conversations, as well, not generic emails or pestering sales pitches.
11.) Step back, assess, and make changes.
Like any part of a marketing plan, you don’t just run with one strategy forever. You would never keep plugging away with an ineffective email campaign or throw money into social ads that aren’t producing results. You should do the same with your small business networking. Take a look at the events and trainings and meetups you attend during the year, the organizations you join, the online value-add content you produce. What was worth your time? What produced results? Shift those to the center of your focus and don’t feel bad about cutting what isn’t working.
