For some, the thought of business networking conjures up awkward conversations in rooms full of strangers, swapping business cards. And, sure, there may be an element of truth in that, but it’s also a very limited view of what modern networking looks like and the benefits it can have for you and your business.
In this guide, you’ll learn where to find the right networking opportunities, how to prepare for them, what to say when you get there, and what to do next. In the age of AI, you may also be wondering how best to leverage the latest tools, so we’ll cover that too, alongside practical advice for networking online.
Key takeaways
- Learn which kind of networking events make sense for your goals, so you can meet the right people while making the best use of your time and budget.
- Get practical advice for pre-event preparation that sets you up for success and makes conversations easier on the day.
- Explore the best online and in-person networking communities in the UK and see where they might fit into your strategy.
What is networking?
Put simply, networking means intentionally connecting with relevant people, online or in-person, for business purposes. The goal is to build mutually beneficial relationships with industry peers, prospective customers, and potential investors. In other words, taking deliberate action to grow your professional network.
Business networking takes a variety of different forms, in-person and online, including:
- Attending trade shows or conferences
- Going to business breakfasts and founder meetups
- Registering with a local small business network
- Joining an online forum or Facebook group
However you choose to do it, the most important thing to remember is that networking is about quality over quantity. It’s better to attend one relevant event where you have a handful of meaningful interactions with the right people than to attend ten irrelevant events where you meet hordes of people you’ll never speak to again. Similarly, a smaller but highly engaged list of LinkedIn connections is better than an enormous online network that doesn’t deliver any real-life value.
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- What is a go-to-market strategy and why does it matter?
- Different types of addresses for your small business
Why is networking important for a small business?
So, does business networking actually work? Yes, when done right, it can be hugely beneficial in a variety of different ways. Let’s break down the potential benefits.
Networking with fellow founders, business owners, and entrepreneurs
Starting your own business isn’t for the faint of heart. While it can be incredibly rewarding, it can also be very challenging and sometimes lonely. By connecting with people on a similar journey, you can:
- Learn from shared experience and get practical advice for overcoming common challenges like managing cash flow, hiring, and marketing your business.
- Test ideas and compare approaches – hearing opposing views can be just as valuable as meeting like-minded people.
- Pick up recommendations when you’re looking for a new supplier or thinking of investing in a new tool or system.
- Feel less isolated. Simply knowing you’re not alone in the pressures you’re facing can be the reassurance you need to keep going.
Remember that all of these work both ways. You could very well be the person sharing recommendations, advice, and words of encouragement with someone else.
Networking with prospective customers
Whether your business is about to go live or just starting out, building a customer base is likely to be on your mind. Networking is a useful channel for:
- Increasing brand visibility and trust among your target customers.
- Gaining a better understanding of who your customers are and their needs.
- Improving your sales messaging based on real conversations and reactions.
- Generating warm leads and encouraging word-of-mouth referrals.
Networking with potential investors
Even if you’re not actively looking for investment right now, this kind of networking can help you put your best foot forward when the time comes. It’s an opportunity to:
- Make yourself known and build credibility before making a formal pitch.
- Have conversations that help you learn what investors are looking for.
- Practice your pitch so you can sell the opportunity when the time comes.
- Explore all your options, including grants, accelerators, angel investment, and venture capital (VC) funds.
A step-by-step guide to in-person networking
As the name suggests, in-person networking means attending an event and making new connections face-to-face. More informal examples include mixers and seminars, while trade shows, expos and conferences tend to be more structured and industry-specific.
If you’ve never done it before, in-person networking may feel a bit daunting, especially if you’re starting out with no contacts or you consider yourself an introvert. So, here are four simple steps to make the whole experience more manageable.
Step 1: Selection
Before you do anything else, you need to figure out what event makes sense for your business. There are thousands of in-person networking events held in the UK every year, and deciding which one to attend starts with narrowing down your goals. Ask yourself:
- Who do I want to meet – peers, prospects, or investors?
- What would make the event worthwhile – a useful conversation, referral, new contact, market insight, advice, or follow-up meeting?
- Do I want broad local connections or industry-specific contacts?
- Am I looking for immediate opportunities, or am I trying to build longer-term relationships?
- Would I benefit more from a structured event like a workshop, an informal event like a meet-up, or an industry-specific event like a trade show?
- How much time and money can I realistically commit to networking?
Once you know what you’re looking for, turn your goals into search terms. Google phrases like “small business networking events Manchester”, “wedding trade show Kent”, or “startup pitch night London”. Check platforms like Eventbrite, Meetup, and LinkedIn, where you can filter by location, date, price, and in-person vs online events.
What are the best networking groups in the UK?
There are also specific networking groups that host events in the UK. Here are the best examples for new founders and small business owners:
- The Federation of Small Businesses (FSB) runs online and in-person networking events across the UK, so you can find one in your local area.
- The British Chambers of Commerce (BCC) can help you find your nearest local Chamber for events like breakfasts and workshops with other founders and owners.
- BNI UK runs structured local chapter meetings with a strong focus on building referral relationships.
- Enterprise Nation hosts meet-ups, workshops, and online events for founders and small business owners.
- Barclays Eagle Labs offers both events and other kinds of support, such as mentoring designed for founders and early-stage businesses.
- Tech Nation brings together founders building high-growth technology businesses through a range of networking opportunities.
Step 2: Preparation
If you’re feeling a bit nervous about attending your first networking event, preparation is one of the best ways to ease your mind. Even if you’re not feeling nervous at all, solid preparation ahead of the event allows you to make the most of your time while you’re there. Here’s how.
Research the event and attendees
Look at the event page, speakers, organisers, exhibitors, or attendee list if available, so you know who you might meet and have a few conversation starters ready. Think about what you might gain from building these relationships, as well as what you have to offer. If you’re short on time, prioritise who you’ll speak to first based on your goals.
Get your business ready to be found
Make sure your website, online store, LinkedIn profile, social media pages, and contact details are up to date before you start sending people there. Even if increasing brand visibility isn’t your primary goal, you should be ready for anyone you meet to look you and your business up after the event – and be impressed with what they find.
Practice a short elevator pitch
Regardless of who you’re planning to connect with, chances are the first thing anyone will ask you about is your business. Practise a short, natural explanation of what your business does, who it helps and what makes it different. Test it on a friend – if they can easily understand and repeat what you say, then you’re on the right track.
Have a few business cards printed
Business cards might sound a little old-fashioned, but don’t underestimate the power of a physical thing your new contacts can put in their pocket. You’ll meet a lot of people at a networking event – and the same goes for the people meeting you. A business card is a low-cost way to avoid being forgotten. You can always include a QR code for those who would rather scan and connect with you straight away.
Plan how you’ll collect contact details
The last thing you want when you’ve made a good contact is to be fumbling around looking for a pen and some scrap paper to note down their number. Decide ahead of time how you’ll record names, contact details, and notes about the people you meet and want to follow up with after the event. It doesn’t necessarily have to be an elaborate automated spreadsheet – a simple paper notebook will do.
Step 3: Conversation
You’ve found the right event, done all the right preparation, and the big day has finally arrived. What are you going to say when you get there? Here are some dos and don’ts for business networking conversations.
Networking conversation dos
| What to do | Why you should do it | How you could do it |
|---|---|---|
| Have the confidence to start the conversation. | Everyone is there for the same reason: to meet people. Think of making the first move as doing a fellow networker a favour. | “Hi, I’m Lee. Mind if I join your table? I’m here by myself today.” |
| Start with a context-based question. | This is a natural way of breaking the ice that takes the pressure off both of you. | “Have you tried the chocolate croissants over there? They’re delicious.” |
| Listen and respond to what people say. | Letting the other person shape the conversation makes it feel genuine rather than rehearsed. | “Has that been difficult for a while or is it a recent issue?” |
| Look for ways to be helpful. | Sharing a tip or recommendation makes the conversation mutually beneficial and more memorable. | “I know a local electrician who specialises in that. I’d be happy to introduce you.” |
| Explain your business in one sentence. | A simple, clear explanation helps people understand without feeling like they’re being pitched to. | “I run a bookkeeping service for small creative businesses that don’t have an in-house finance team.” |
| Leave with a reason to stay in touch. | A specific next step gives you a reason to keep the conversation going after the event. | “Do you have a business card? I’ll send you that link we were talking about when I’m back at my desk.” |
Networking conversation don’ts
| What not to do | Why you shouldn’t do it | What you should do instead |
|---|---|---|
| Don’t treat every conversation like a sales opportunity. | People are more likely to remember an engaging conversation than an unsolicited sales pitch. | Focus on getting to know people first. If there’s a natural opportunity to mention your business, then go ahead and explain what you do. |
| Don’t keep steering the conversation back to your business. | Good networking is a two-way conversation. The goal is to build mutually beneficial relationships. | Listen to respond instead of waiting for your turn to speak. Ask follow-up questions and show genuine interest. |
| Don’t dismiss someone because they can’t help you. | You never know who they might be able to introduce you to further down the line. | Treat every conversation as an opportunity to build your network, even if there’s no immediate payoff. |
| Don’t check your phone or scan the room while someone is talking. | Giving someone your full attention helps build trust and leaves a better first impression. | Stay present until the conversation reaches a natural end before moving on to speak to someone else. |
| Don’t make promises you can’t or don’t intend to keep. | Failing to follow on through on what you say makes you seem unreliable and damages trust. | Only offer to send something, make an introduction, or arrange a follow-up if you can, and genuinely plan to do it. |
| Don’t force a conversation that’s reached a natural end. | Ending on a positive note is better than letting the conversation become awkward or repetitive. | Thank them for their time, swap contact details if it makes sense, and move on to meet someone else. |
Step 4: Continuation
The event is where you lay the groundwork for new relationships, and the follow-up is where you begin the process of building them. Here’s a framework you can use:
- Note down who you met – jot down what you spoke about and any next steps you discussed before you have a chance to forget.
- Follow up within a day or two – connect on LinkedIn or send a quick email while the conversations you had are still fresh in your mind (and theirs).
- Make it personal – refer to something that came up in conversation or simply say ‘it was nice to meet you’, so your message comes off as natural rather than pushy.
- Keep your promises – if you offered to make an introduction, share information, send a recommendation, or arrange another conversation, make sure you do it.
- Read the room – if it feels right to ask for a meeting or start progressing towards a sale, then go for it, but let your new contact’s response sets the pace and tone.
- Stay in touch – keep the relationship alive naturally with an occasional LinkedIn comment, milestone acknowledgement, or catch-up chat at another event.
Online networking for small business owners
If you’re introverted or find networking awkward, exploring a few online options is a great place to start. Online networking is also helpful when you’re short on time – or keen to reach people both within and beyond your local area.
8 ways to network online
Online networking can be split into a few broad categories. Let’s take a look at what they are and where they might fit in with your goals.
Being proactive on LinkedIn is one of the simplest ways to build connections online. You can follow people in your industry, join relevant conversations, and stay visible to founders, customers, or potential partners. Even a small amount of regular activity can get your name out there and expand your professional network.
Online communities
Small business communities are useful when you want advice from people dealing with the same kinds of challenges. Enterprise Nation Groups is a good example of this kind of networking.
Online forums
Forums are great when you have a practical question and want answers based on firsthand experience. Most cover a wide range of topics relevant to running a business in the UK, so you can search past discussions before posting your own. UK Business Forums is a good place to start.
This might sound a bit unconventional, but Reddit is increasingly becoming a place to connect with other founders. The best approach is to contribute to discussions and be helpful, rather than turning up only to promote your business. Start by browsing r/smallbusinessuk to see the kinds of questions people ask.
Facebook groups can be particularly useful if you want to find people in a specific area or industry. Try searching by location, profession, or business type, then check how active the group is before joining. A smaller group with regular discussion will usually be more useful than a large one full of adverts.
Founder networks
These are designed for people building and growing businesses, so the conversations tend to be more focused. For example, Startup Networks combines founder discussions with mentoring and events, which may suit you if you want more structure than a general forum provides.
Private Slack, Discord, and WhatsApp groups
These are a bit trickier to come by and often invite-only, but benefit from being more personal than large public platforms. Slack Groups, like the one managed by the Fintech Marketing Hub, give you a spam-free virtual environment where you can ask for advice or recommendations, get involved in discussions, and share ideas.
Online networking in the age of AI
With so many tools at your fingertips, it can be tempting to lean on AI. But it’s best to apply caution here. While AI can save you time, it shouldn’t do the networking for you.
Use AI to research the people you’d like to connect with – find common ground or identify areas where a relationship with you might add value. You could also use it to polish a message you’ve already written, being careful not to lose your voice in the process. But don’t, under any circumstances, use AI to generate dozens of identical LinkedIn connection requests or automated follow-ups.
People are getting better at spotting AI-written outreach and can often find it immediately off-putting. The messages that stand out are the ones that are uniquely human, refer to a real conversation or use a shared interest authentically to connect on a personal level.
You are your biggest asset when it comes to online marketing. Allow your personality and unique world view to do the heavy lifting, while AI speeds up a few of the mundane or behind-the-scenes tasks.
Ready, set, network
There’s no time like the present to start business networking. Like any new experience, it may feel uncomfortable at first, but you’ll gain confidence with every event you attend or connection you make online. Be clear on your goals, selective in the opportunities you pursue, and bring authenticity to every interaction.
Building a network is part of building a credible business. If you haven’t registered your company yet, explore our company formation packages to get started the right way.
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