Networking is a little bit like marmite. People tend to either love it or hate it. But however you feel, the art of networking can be incredibly effective. In fact, 80% of professionals say networking is essential to business success.
Whether you want new clients, industry insights, potential partners or simply to meet people who “get it,” networking supports both your personal and professional growth.
In this post, we’ll answer common questions, clear up misconceptions, explore in-person vs virtual networking and share tips to help you build genuine, long-term connections.
What Is Networking?
If you prefer a dictionary-style definition, Unbiased describes networking as:
“…the process of building up mutually beneficial relationships with other businesses and prospective clients in the hope that they can benefit your business.”
That definition is accurate, but also a little dry.
My own view is simpler: networking is a chance to meet new people, learn from their experience, find opportunities to collaborate and connect with people who might benefit from what you do.
Does Networking Actually Work?
Short answer: yes. It’s been transformative for my business.
I’ve been a member of 1N and 4N for years, and I’d estimate that 80–90% of my current clients came from networking. Even better, I’ve met people I now call genuine friends.
So why do some people say networking “doesn’t work”?
Reason 1: Expecting instant results
Many people try one or two events, don’t get a client immediately, and decide networking “failed.”
But networking is a long game. Just like SEO, results take time. You wouldn’t try SEO for two weeks then abandon it — and you shouldn’t do that with networking either.
Reason 2: Outdated stereotypes
Some people imagine a room full of business cards, awkward pitches and people shouting over each other. That style of networking still exists, but it’s rare today. Modern networking is far more supportive, collaborative and relaxed.
In-Person vs Virtual Networking
Networking has changed a lot since 2020. During lockdown many events moved online, and virtual networking has stayed popular — which is great news because now you can choose the style that suits you.
Benefits of In-Person Networking
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Face-to-face conversations feel more personal
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Stronger rapport and deeper connections
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Fewer distractions
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Often includes coffee (and sometimes snacks!)
If you primarily serve local clients, in-person events in your area can be ideal.
Benefits of Virtual Networking
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No travel, parking or rushing across town
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Great for national or international reach
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Inclusive for those who can’t attend in person
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Easier to fit into a busy schedule
The main downside? You can’t always tell if someone is fully present or answering emails on their second screen. If you join virtual sessions, try to close unnecessary tabs — it makes a big difference to the quality of the conversation.
How Should You Approach Networking?
There isn’t one “right way” to master the art of networking. Everyone has their own style. What matters is finding an approach that feels natural to you.
Here are the strategies I’ve found most helpful after four years of consistent networking:
Be a Farmer, Not a Hunter
Networking works best with a patient, nurturing mindset. Plant small seeds about what you do. Build trust. Let relationships grow over time.
Be Authentic
People can sense when you’re genuine. Show up as yourself and build trust slowly and consistently.
Set Clear Goals
You can still have goals without being pushy.
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Long-term goal example:
“I want to find a business mentor and gain four new clients through networking in the next six months.” -
Session goal example:
“I want to ask Jenny how she creates strong social ads and ask Greg how to donate to his charity event.”
Small, simple goals make networking feel more purposeful.
Practice Your Elevator Pitch
Most groups give you 30–60 seconds to introduce yourself. Practising your pitch helps you stay calm and communicate clearly.
Be Proactive
Don’t wait for people to come to you. Ask for 1:1 chats. Start conversations with open questions. Being proactive shows interest and makes you memorable.
Don’t Forget the Follow-Up
Networking doesn’t end after the event. Keep conversations going with:
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A friendly follow-up email
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A connection request on LinkedIn
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A quick message if you see something useful to them
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Sharing resources or offering a freebie
Consistent follow-up is where most of the magic happens.
Networking Groups in the UK
There are far too many groups to list here, but these resources offer great overviews:
And here are four networks I know well:
4 Networking
My main networking home! I’m a VIP member, which means I can attend unlimited online meetings and get discounts for face-to-face sessions.
More info: https://4nonline.biz/
1 Networking
I’ve been a member for over two years. I see familiar faces each week, meet new people regularly and build strong, supportive relationships.
More info: https://1networking.biz/
BNI
One of the most established networks worldwide. Great for structured, in-person, business-focused networking.
More info: https://bni.co.uk/en-GB/index
Meeow
A unique online networking platform where small groups discuss a topic chosen by the host. Great for deeper conversations and learning.
More info: https://www.meeow.com/about
Need Advice on How to Succeed With Networking?
Networking can support your personal and professional growth in powerful ways. When you take a long-term approach and nurture relationships, you open the door to new opportunities, collaborations and friendships.
If you’d ever like advice or want to chat through your networking strategy — Just give me a call!
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