Not everyone enjoys networking. Answering the icebreaker question in front of a room of strangers, or having the confidence to start a conversation, swap business cards, and sell yourself in a very short space of time.
And many business owners avoid networking because of this. The feeling and pressure that you have to be the most confident person in the room, attend every event, or constantly put yourself out there to build connections and grow business opportunities.
However, networking doesn’t always have to mean attending large events, where going around the room to introduce everyone is the norm.
In fact, in reality, successful networking is about building genuine relationships.
It’s about finding an approach that aligns with your personality, energy, and goals, which is much more effective than trying to follow someone else’s formula.
At Hello Business Support, our team is made up of a mix of personalities, and we all operate in different ways.
That’s why we want to challenge traditional ideas about networking and show that meaningful business relationships can be built in many different ways – there is no single right way to network.
Networking
Networking in business involves building relationships that will benefit both parties and help provide opportunities for growth and support.
It is not simply a collecting business cards game.
Often, when we think of networking in business, we think of large events that feel awkward, with stiff conversations with strangers.
However, sustainable networking should feel manageable, not exhausting, which means you must be intentional in all your interactions and find opportunities to connect in meaningful ways.
Networking for visibility = visibility is a way to build awareness; however, it can quite often feel more transactional rather than meaningful (think of those large scale events where you may meet hundreds of different people).
Networking for relationships builds trust and long-term loyalty, providing higher-quality opportunities and a stronger support system. Often this type of networking is through local meetups, coffee chats, online forums, etc.
Common misconceptions and challenges around networking
When it actually comes to attending networking events or thinking about ways to network, we talk ourselves out of it before we’ve even booked a ticket or tried it out.
We think about all of the possible outcomes, none of them positive, and scare ourselves into thinking networking is an awful part of growing business and brand.
However, the reality IS very different.
Some of the common misconceptions we’ve come across and even experienced ourselves, vs reality:
| Thought | Reality |
| Networking is draining because you have to do so much of it to be successful | Meaningful relationships are made through consistency and authenticity, sharing content, commenting on posts etc are all great ways to stay connected. |
| Networking only really suits extroverts | Shift from the mindset of “networking as an introvert” to finding a networking approach that works for you. |
| You only need to network when business starts to slow down (often seen as a chore rather than something enjoyable) | It’s important to network and stay in the “loop” all the time to stay connected, informed, and part of your community. |
| The more business cards you collect, the more successful you will be | Not all business cards will be meaningful contacts; focus on relationship building, and quality over quantity. |
| Networking means you have to be quite self-serving/pushy | Forcing human connections rather than these happen naturally is not the foundation for successful relationships. Look to nurture your network over time. |
| It can feel overwhelming, with lots of people in a crowded room | There are various ways to network, the best approach is to find a way that suits you and build from this. |
| Networking feels uncomfortable/performative | It is not natural to pitch yourself in 3 minutes; don’t put pressure on yourself; simply find a better network. |
These misconceptions about networking are what stop us from doing it; however, who said that there was only one way to network? Only one way to build connections, develop relationships, and grow business opportunities?
When we look at networking from a wider perspective, we see that there are numerous ways we can network that suit personality, behaviour, and also business values and purpose.
You need to find a networking approach that feels natural, and that is also sustainable.
Different ways to build relationships
How to find networking approaches that suit your personality and energy levels:
Build and join online digital communities
n the world of digital, networking no longer has to be face-to-face. It can be through online communities where people with similar interests can come together (through forums or webinars), share ideas, thoughts, and opinions, and support each other through drawing on their experience.
For example, LinkedIn is a great place for business owners to grow their network. Whether this is commenting on others’ posts or writing informative articles to support others, LinkedIn is a huge online network that, when used in the right way, can open up a host of networking opportunities.
Networking doesn’t always mean “big” events
Networking happens in all of our everyday interactions and doesn’t always mean large-scale events. It can, for example, mean a coffee in a local café with a client; it can be conversations that happen within the workplace, your local community, and even in your social circles.
These can all be opportunities to build professional relationships or expand your community and wider contacts – it’s about finding spaces and communities that are for you.
Attend local events
Why not start small and build up to large-scale events, pushing you out of your comfort zone as your confidence in networking grows?
Local events also help place you at the heart of the community. Find out what is going on in your local area, how you might be able to help, and also if you require additional support, find out what is available to you.
Personalise your outreach
Who is it that you really want to network with, and why? Identify who you want to include in your community and develop a networking strategy around them.
For example, what social channels are they on? What content, and valuable content we should add, could you share with people that would be appreciated and appropriate?
Don’t simply post content that everyone else is posting because it’s trending, or it has been stuffed with keywords to rank on Google. Instead, share your own experiences, offer your opinions, provide valuable solutions and help, and produce thought-led content.
Take the time to engage with people, reply to their comments, like their posts, ask questions, and more.
The focus is on offering help, support, and resources where you can
Build your community
The role of community in business growth cannot be underestimated.
Building your community and targeting like-minded people is the first step and can be done online through posting and commenting on content, hosting your own webinars, and joining others’ webinars.
It can also be through attending niche events, offering your services as a speaker, and much more.
By focusing on building your community, you will in return gain:
- Support when you need it.
- Brand advocates.
- Links to further opportunities.
Meaningful connections often develop through conversations over time, and by sharing common ground, you can build the emotional foundations that create stronger ties and a network that you feel comfortable and confident being part of.
More than one way to network
You don’t need to network in a particular way to be successful. Networking is about finding relationship-building approaches that are authentic to you. Making networking accessible to everyone, no matter your personality type.
Our advice?
Start small and start with focus. The best connections come from consistency and authenticity rather than visibility.
Looking for some further support?
Think about how you are currently building relationships in your business, and does this approach feel sustainable?
Book a sound boarding session with us today to explore how stronger relationships, partnerships, and community connections can support business growth.
Book now.
