Networking for small business owners
If you’d told me years ago that I’d spend Thursday nights at networking events on purpose, I probably would’ve laughed, or cried…
Back then, I got into networking in the hope one of them would lead to a job, but instead I got confidence and listened to some great journeys. Although I didn’t get the t-shirt, I did write the blog.
But running your own business shifts everything — not just what networking is, but how it feels.
When you’re a small business owner, you’re not just looking for opportunities.
You’re looking for your people.
The ones who get it.
The ones who cheer for you.
The ones who show up even when they’ve had a day.
The ones who make this whole “running a business” thing feel a little less like a solo sport.
And not a shock for use marketeers out there, but I like to back myself with a stat of two… for Australian small businesses, 65% of new business comes from word-of-mouth or referral.
So finding “your people” isn’t just nice — it’s commercially smart.
That’s the real reason networking matters.
So… what actually is networking? (Without the corporate jargon.)
Let’s skip the stiff dictionary definition about “interacting with others to develop professional contacts.”
A friendlier version — one I used in my original blog — still rings true:
“Networking is the exchange of information and ideas among people with a common interest, usually in an informal setting. It often begins with a single point of common ground.”
And for small business owners, that point of common ground is almost always the same: You’re both trying to build something from scratch.
That alone makes the whole thing feel less intimidating.
Networking isn’t about collecting contacts — it’s about building connection.
Somewhere along the way we learned to treat networking like a transactional sport.
Handshake. Business card. Elevator pitch.
(If you’re brave, the 15-second version.)
But that’s never what builds real momentum.
What actually moves you forward — in business, in brand-building, in life — is connection.
The kind where someone remembers your name.
Or sends you a referral without you asking.
Or messages you because something you said stuck with them.
Or tags you in a post because “this reminded me of you.”
And the data backs this up: 87% of professionals say networking creates new business opportunities and strengthens relationships.
Because small business isn’t powered by perfect pitches — it’s powered by people.
Here’s the truth no one really says out loud:
Networking feels different when you’re a small business owner… and it still takes courage.
Not the “stand up and pitch to a ballroom” kind. The quiet, behind-the-scenes kind.
The courage to walk into a room where you don’t know anyone.
The courage to back yourself and say what you do.
The courage to talk about your business without shrinking.
The courage to be seen — even on the days you don’t feel particularly shiny.
But this courage matters, because 70% of small business owners say networking reduces the emotional isolation of running a business.
And that’s where everything changes.
Because:
It’s community, not competition.
It’s conversation, not cold pitching.
It’s showing up — even when staying home feels easier.
Don’t underestimate starting small.
This was true in the job-hunting version of this blog, and it’s even more true for small business.
Your network grows through tiny, human moments:
A coffee with someone you admire.
A chat with a founder at a breakfast.
A post that nudges you back into your audience’s feed.
A DM that sparks a collaboration you didn’t see coming.
From a small spark, flames grow — and so does your confidence.
And it’s worth noting: Only 30% of small business owners actively network, but those who do grow their businesses faster than those who don’t.
In other words: the bar is low, and showing up already puts you ahead.
The traits of highly connected people still apply — maybe even more so for small business.
Here’s a reframe of the ones from your original blog, in a way that fits today:
Genuine interest in people
People feel the difference between curiosity and an agenda. Curiosity wins.A desire to help
Referrals and introductions compound.
And yes — karma is real in small business.Patience
Networks grow like gardens, not like overnight ads.A future-focused mindset
The people you meet today often open doors months (or years) later.Quality over quantity
This one is statistically proven: Referral customers have a 16% higher lifetime value than non-referral customers.
Depth > breadth.
Small business owners don’t need bigger networks.
We need deeper ones.
Most opportunities that move small businesses forward don’t come from funnels or polished LinkedIn posts.
They come from people.
The videographer you bumped into at breakfast.
The accountant who overheard your chat and said, “you need to meet Sarah.”
The designer who pointed you to a co-working space because she could tell you needed community.
The business owner who became a friend — and then a collaborator.
These aren’t “contacts.” They’re community.
A network you can rely on — not just scroll past.
And when 60–70% of new opportunities for small businesses come through their existing network, it becomes clear: Networking isn’t “nice to have.” It’s structural.
If networking still feels awkward… here’s your permission slip to reframe it.
Think of it as:
Showing up.
Not performing.
Curiosity.
Not selling.
Finding your people.
Not collecting business cards.
And more than anything — think of it as building something that will outlast algorithms, ads, and whatever chaos the internet throws at us next.
Because in small business, connection is the competitive advantage.
Networking isn’t a strategy. It’s a support system.
Not the fluffy “you’ve got this!” kind (although those people are lovely).
The practical kind:
“Here’s someone you should talk to.”
“I’ve been where you are — let me share what helped.”
“Let’s do this together.”
The kind of support that makes the entrepreneurial rollercoaster feel a little more manageable, and a lot less lonely.
Show up.
Start the conversation.
Build the community you want to be surrounded by.
Your people are closer than you think.
I urge you to dive in, the water is actually quite inviting and warm.
