How to Leverage Community and Your Network to Grow Your Small Business

Guest post by Andrea Casanova, viral marketer, content creator and public speaker.

I’ve always seen my ability to connect with others as valuable, especially when it came to building friendships. Growing up and moving around a lot meant I had to learn how to make friends fast. But I never realized that investing in my relationships with others—and with myself—would be the biggest asset for my business growth. When we hear “your network is your net worth,” many of us think of networking as purely transactional, where it’s all about what people can do for us. But in reality, it’s so much more. Whether you’re an entrepreneur, business owner, corporate leader, or just someone looking to grow, we’re all constantly searching for expansion. And yes, some connections may feel transactional, but when you look beyond that, networking is about two people bringing something valuable to the table to help each other grow. It’s a beautiful concept, really—two people sharing and expanding together. That said, as someone who used to skip networking events because I thought they were just full of people “trying to get ahead,” I now see the value of community and networking on a deeper level. Here’s how I’ve been able to leverage these connections to not only grow my business but also build a strong support network of people who I truly care about and who care about me in return.

1. Reframe networking as a connection

Forget thinking of networking as a “transaction.” Instead, think of it as a way to connect with someone else and learn—whether that’s learning from their experiences in business or just understanding their personal journey. When you approach networking as a form of curiosity, it’s no longer a chore. Now, when I walk into a room, I’m not thinking about what these people can offer me. I’m thinking, What are the stories behind their lives? What drives their passion? By approaching it this way, I’ve found that networking is less about small talk and more about gaining perspective and building genuine connections.

2. Come as you are

When I first started going to conferences, I used to rehearse my elevator pitch down to the last word. I would lead with my job title and my offerings, and, of course, I’d end up connecting with people only interested in those things. But once I started sharing more of my story—how much I love birds, my senior dog, or my journey with anxiety—I noticed a shift. People connected with me as a person, not just with my job title. When I spoke at the United States Hispanic Chamber of Commerce conference in partnership with Nationwide, I started by sharing a little about myself, not just my work. And the conversations that followed were so much more meaningful. I left that conference with connections that felt real and deep, not just surface-level.

3. Know that you have something to offer, no matter what

I remember attending events and feeling a bit out of place because I wasn’t making seven or eight figures yet or didn’t have the biggest clients. But I realized that I still had something valuable to offer. Whether it’s a unique perspective, insights into growing on social media, or my experience as a Latina entrepreneur, there’s always something I can share. Don’t underestimate your value in the room. You belong there, and you have something worth sharing.

4. Follow up with intent

So, you’ve made a connection—now what? Don’t let the conversation end there. When I connect with people, I’ll say, “Follow up with me on email—I’d love to share more on ____ topic.” It’s a way to keep the conversation alive. I also keep resources on hand, whether it’s a PDF of strategies I’ve shared on stage or a list of tools that could help them. This intentional follow-up not only keeps the connection going but also gives you a chance to add value to their lives, which can open up doors for future collaboration.

5. Be selective with your spaces

While I believe that everyone has the right to enter any space they wish, it’s also important to be intentional about where you spend your time and energy. Some spaces are more welcoming than others, and it’s essential to find environments where you feel comfortable and valued. The right setting can make all the difference in the connections you make. I do not go to every event I’m invited to, and that’s okay.

6. Don’t forget to talk about your business

Yes, while I’m all about authentic connection, I also make a point to mention what I do. This isn’t about being “salesy”; it’s about proudly owning the fact that I am a business owner. A good strategy is to always keep recent accomplishments or upcoming plans in your back pocket –– for example, if someone asks what I’m excited about, I’ll share recent highlights—like my TV show or being selected as a 2024 Latina Visionary Voice of TikTok. Talking about your work shouldn’t feel forced; it should flow naturally as a part of who you are. These are some of the ways I’ve leveraged community and networking to build my business, but more importantly, they’ve helped me connect with people on a genuine level. Remember that networking isn’t just about growth—it’s about building connections with people who understand and support you.