Choosing the Right Networking Groups for Your Business

Processes and SystemsPlanningStrategy
Written By Kathleen Lawson
3 woman at a networking event

Visibility is the key to consistent business. Networking is still one of the most reliable ways for small business owners to generate leads and build visibility. 

Over the years, I’ve participated in many different types of networking groups, and I wanted to share my perspective on the pros and cons of choosing the right networking groups for your business.

I have worked with some business owners who rush into networking, joining a bunch before they know if they are a good fit. Then, when their business gets busy, they don’t have the time to show up consistently and maintain relationships. You don’t need to be everywhere, but you do need to be consistent in the groups that are best for your business growth. 

All networking groups and events are not the same. You should think about how much you’re willing to spend, how much time you have to go to meetings and maintain relationships, and if you prefer in-person or virtual. 

Let’s start with:

Structured Referral Groups (e.g., BNI)

BNI groups provide consistent referrals and strong accountability. Their membership and meeting structure have clear expectations and requirements. And they are great for certain industries, like real estate, finance, and sales.

I have visited a few different BNI meetings. Although I made a few connections just as a visitor, their structure is too rigid for me personally. 

  • There’s a heavy time commitment. 

  • Most groups meet early, before the 9-to-5 workday. 

  • The structure can feel more transactional, which isn’t how I personally build relationships. 

  • There can only be one person per industry, limiting choice when it comes to giving referrals.

Relationship-based Networking Communities

I have been a part of many different groups in this category. I recently ended a two-year stint as a co-leader for Women’s Business League. I’ve been a member of Boston Business Women, and have participated in industry-based masterminds and curated entrepreneur communities.

These groups and meetings are great for getting to know people and creating strength through collaborations. They can attract growth-minded entrepreneurs who are happy to support each other.

Referrals tend to come more slowly and are built through trust over time. Coaches, consultants, and other service providers find success here, where trust and reputation matter more than in transactional industries. 

Industry/Association groups 

Local Chambers of Commerce and professional associations can provide 

visibility in the broader business community and opportunities for learning, speaking, and sponsorship. They’re wonderful for getting to know other local business owners.

  • Referrals may be slower to develop and require consistent attendance. 

  • You won’t see the same people every time, which has its own pros and cons. 

  • Sometimes events are large, and there’s less opportunity for personal connection. 

These are excellent for visibility and connection, though referrals tend to develop more gradually.

How to Choose the Right Fit

The best networking group for you isn’t necessarily the most popular one - it’s the one that aligns with how you actually build your business.

Ask yourself:

• Are my ideal clients or referral partners in this room?
• Does the structure match how I prefer to build relationships?
• Can I realistically show up consistently?

If the answer to those is yes, you’re in the right place. If you want another perspective on what makes a networking group valuable, this outlines three key factors: shared interest, diverse perspectives, and a culture of helping each other.

Whatever you decide, networking needs to be part of your weekly business development routine - not something you squeeze in “when you have time.” It’s best to visit a number of meetings and events, then choose two or three groups, commit to them, and then build your routine around them. 

One of the reasons I emphasize a weekly planning routine like CEO Hour® is so that business owners can plan their networking, relationship-building, and business development activities. 

I started the CEO Momentum Membership to help business owners like you go from reactive to rhythmic in your business so you can plan, prioritize, and move forward. The membership includes a weekly CEO Hour, quarterly CEO Power Planning, and group accountability, support and understanding.

Learn more

FAQs

I’ve been to a new networking group two or three times. How do I know if I should officially join?

You should create a checklist that meets your networking expectations, like:

  • Is attendance required? 

  • Are referrals required/tracked? 

  • What is the time commitment? 

  • What type of business owners typically join?

And anything else that’s important to you when it comes to visibility and business building.

What networking groups have you personally found valuable? 

I’ve participated in many different networking environments. A few that I have personally enjoyed and still attend:

Kathleen Lawson
Next

This Spring, Work With Time, Not Against It