Networking for Small Business Owners (Without the Ick Factor)

Small businesses don’t usually win on budget, but we can win on relationships. If you’re not getting new clients from massive ad campaigns, where are they coming from? The answer is simple: referrals and networking. Here’s how to make the most of that second one, even if you’d rather not go to a thing and talk to strangers.

Where does new business come from?

We can’t compete with bigger, more established companies when it comes to ad spend (whether that’s billboards, ongoing SEO, full-blown marketing campaigns, or a dedicated social media team). Our new clients come from two places: referrals (eternal thanks to my existing clients who keep recommending our services), and networking.

Not groundbreaking news – we all know this.

But it’s a real challenge for small business owners, because every hour spent at a mixer is an hour not spent getting your billable hours done.

It’s an even bigger challenge for introverts who’d love to never attend anything with name tags again.

Personally, I love connecting with people, but I’ve always struggled to find someone to talk to in a room full of strangers. And then promoting your own business right away? Ew, gross. 🙂

Here how to ease into it. You don’t have to love it, but these might help.

1. Think about where YOUR potential clients gather.

Depending on your audience, that could be anything from local parenting groups or the dog park to specific industry meetups.

It could also be online spaces: Facebook groups, subreddits, Discord or Slack channels.

Once you’ve figured that out, join those communities. Observe. Participate. Look for ways to be helpful without pitching. It builds trust.

2. Be visible

You don’t have to work the room with a stack of business cards. There are subtler ways to show people what you do.

Depending on the setting, you could be dressed in something with your logo on, or change your profile picture to something that promotes your skills or services.

That said, it never hurts to have fun business cards on hand, or something else that people can take home. I carry astronaut girl stickers everywhere now. If you run into me in public, ask for one. 🙂

3. Build a cheer team

Remember that referrals thing? If you keep showing up in the spaces where your existing clients hang out, you’ll often have a built-in supporter nearby.

Instead of you having to introduce and pitch yourself, a happy client might just do it for you.

For example:

• My clients often tag Almostronaut on Facebook when someone asks for marketing help.
• At in-person meetings, when everyone goes around introducing themselves, they’ll sometimes use that time to shout me out.

Importantly, I try to do the same for them. It sets the tone, and if you lead by example, others tend to follow. It’s magic!

Not sure where to start?

If you’re in B2B like me, here are some groups worth checking out:

• Your local chamber of commerce
• … or even the next town’s chamber (you’re allowed to crash theirs too)
• Groups for more specific demographics – “Sooke Women in Business” has done the absolutely most for me!
  If you’re an immigrant, queer, Indigenous, a single parent, or part of any community with shared experiences, look for a local mutual support group. These networks can be incredibly powerful. And if one doesn’t exist yet, consider starting one – you’re probably not the only one looking!
• BNI and similar networking orgs (not for everyone, but works great for some!)
• Industry meetups…
  … even those outside your own industry. For example: Want more plumber clients? Look for a local tradesperson meetup or beer night.

Networking really isn’t about suits and sales pitches, it’s just about being in front of the right person at the right time. It can be quiet, creative, and authentic. If you show up consistently, support others, and make it easy for people to talk about what you do, the business will follow. And once you’ve made a friend or two, you’ll even start enjoying yourself along the way!