As the owner of a small company, you might struggle to gain some footing within your industry, particularly when more established companies already populate it. How can you secure your brand despite these challenges? The secret lies in developing an extensive network filled with meaningful connections.
As a small business consultant, I quickly learned the value of creating and growing my network. I’ll share what I’ve learned below. Then, you can use this information to improve your own network with helpful connections.
What Does Networking Really Mean?
Networking refers to developing business relationships with people whose experiences and capabilities could benefit your business’s growth. These people may work in the same industry as you, or they may offer services or products that help you meet your bottom line.
While networking includes other small business owners and service providers, it should involve other people with a myriad of insights and experiences. A strong network includes organizations or groups with common goals of improving industry or business connections. Many business owners, especially those just starting their journeys, fail to recognize the importance of a strong and diverse network.
This line of thought is particularly prominent in a modern culture that emphasizes independence. However, no one is an island. Let’s dive into the importance of a network and learn how to build one below.
Why Is Networking So Important?
Networking builds new connections that you might later utilize to grow your business. Your network might currently include your staff and customer base, but although these two groups are essential to business survival, they can’t guarantee it.
Your network should include people beyond your business. A strong network often includes:
- Other business owners within the same industry
- Creators and collaborators who understand industry-specific and broader marketing efforts
- Influencers who cover topics within your industry
- Consortiums within your local community or industry
- People who provide products or services related to your small business
You can gather advice, news, assistance, and further connections from these people while expanding your business. Their insights and experiences could help you avoid their mistakes and make better business decisions for your brand’s future.
Places To Build a Strong, Diverse Network
So, where can you go to grow your network? First, you should outline the physical and online venues where your potential connections spend time. Explore the following avenues:
- Restaurants: If you live in an area with numerous local businesses, you might discover that the owners collectively hang out at a specific spot. Often, these places include restaurants or sometimes bars. Pinpoint the specific restaurant and spend time getting to know and trading contact information with new connections.
- Local organizations: If you provide services within a specific area, join local business organizations within that region. Represent your business and spark conversations with other members.
- Online communities: The internet is a fantastic resource for business owners. You can find niche groups on innumerable platforms. Glean information from and contribute to conversations within the communities that resonate with your business.
- Social media platforms: Engaging your brand with the right social media platforms has two benefits. First, you’ll craft a more informed marketing strategy. Second, you’ll discover where like-minded people and potential customers spend their time digitally.
- Conferences: Conferences offer dynamic advantages. You can attend digital ones or travel to events held at physical locations. Explore industry-specific conferences to develop a more niche network.
- Events: Business events go beyond conferences. Job fairs, community events, fundraisers, and other gatherings present endless opportunities to extend your network.
Branching Out With Organized Groups
But how do you strategically use your time, energy, and other resources without spreading yourself thin? Start with organized groups that meet both online and in person. If you are unsure of whether a group matches your specific goals, join more generalized groups and work from there.
Create some business cards with your basic business contact information for organizations that meet in person. Dress to impress without going overboard. Craft a first impression that demonstrates your individuality and competence.
As a small business consultant, I usually recommend researching local organizations or asking friends for suggestions. You already have a foot in the door in your community, making networking feel more approachable and familiar.
Leveraging Digital Platforms
When you interact in online spaces, draft posts that demonstrate your knowledge and increase engagement. Ask and answer questions among your peers. Pay attention to what other members say.
In both physical and digital arenas, stay vigilant for people who seem authoritative, experienced, and interactive with others. These people will likely make excellent connections within your network. Strike up conversations with them one-on-one to see if you click.
How To Create Meaningful Connections
When you begin your networking journey, identify opportunities that seem more accessible to you. For example, commit to a couple of digital forums and one or two in-person organizations. You’ll avoid overwhelming yourself with too many extracurricular networking activities. You can always adjust where you place your energy as you learn.
Next, set aside the time necessary to interact, engage, and join conversations. Physical events will have set times and dates you can add to your calendar. When you make a few consistent connections, you can organize weekly or monthly meetups for discussions over dinner and a drink.
Creating digital connections often requires a daily engagement habit. Start with a 30-minute time block dedicated to scrolling through the discussions of the day and commenting on topics with which you feel comfortable. Take note of the people you most frequently interact with. Ask for their contact information and strike up conversations with them.
Making Your Expertise Shine
After gauging a group or organization’s culture, nurture conversations accordingly. Write topical posts demonstrating your personal experiences and knowledge within your industry when participating in digital forums. For example, you could publish a post about sales strategies that did or did not work for you. Ask participants about their sales approaches at the end.
For meetups, identify something you recently experienced in your field. Craft a topic surrounding this experience and what you learned from it. Invite others in your circle to share. Although creating topics before a meetup might seem awkward, remember that you can use them to fill in conversational gaps. This frames you as bold, intuitive, and capable of enriching a social setting.
Nurturing Your Professional Relationships
So, you established yourself and your brand within a few professional social circles. Now, what do you do next? You nurture the new connections you make throughout your interactions.
One of the main benefits of a diverse network is that some business connections you make could double as friends. Spend one-on-one time with the people who click with you most. Learn more about them as you share information about yourself.
Explore their brand’s strengths, weaknesses, and growing pains. If you have solutions, suggest them. Otherwise, you can help them brainstorm. Your new connections can do the same for you.
Additionally, you should also attend business events together. Invite the people within your network to participate in conferences, local events, and digital meetings with you. This approach strengthens your professional relationships while giving all parties something new to discuss.
Consistent Contact Is Key
Igniting and stoking the flames of a productive network is only the beginning. Identify the people who:
- Are most open to new experiences
- Consistently contribute to conversations
- Have a wealth of resources to offer
- Reach out regularly
Put the bulk of your social efforts into this group. Be the first to strike up conversations or send out invites. People who check these boxes will likely open new doors for your business growth.
Return the favor by proactively adding value to these relationships. Find solutions when your connections voice issues. Use your own experiences and insight to help them expand their business. Even if your suggestions don’t outright solve problems, your network will notice and appreciate your effort.
Making Your Network Work for You
What do you achieve from what seems like lots of time, effort, and energy? You’ll enjoy a group of like-minded people prepared to help you navigate your business’s growth. Every brand encounters successes and failures.
Only a few businesses will experience the growth needed to ensure their longevity in any given industry. A large part of securing that longevity involves a diverse community of professionals voicing their experiences and helping others learn from their mistakes. Although your network may start small, you’ll inevitably create a safety net of individuals who notice your efforts and care about your success.
You become a part of their communities as an equally valuable resource with unique insights, experiences, and capabilities to help their businesses flourish.
Start Your Network With a Small Business Consultant; Contact Me Today!
Hiring a consultant is a great way to kickstart your network growth. As the owner and operator of Susan Giddings Consulting, I’ll put my experience and resources to work for your business. Call 561-468-5831 to book a consultation and leverage the power of a committed small business consultant.
