Building Community: Creating Authentic and Supportive Connections for Sustainable Growth
Building community is essential for small business owners who want to establish meaningful, supportive relationships rather than simply building a customer list. At the heart of growth strategies that genuinely work—both for my own businesses and my clients—is the philosophy of creating an ecosystem where people genuinely care about the work you do and naturally keep you top of mind. This isn’t about exploiting email lists or driving hard sales; it’s about cultivating a network of engaged, like-minded individuals who not only support what you do but can confidently recommend your services when opportunities arise. Done right, this approach builds a lasting, holistic support network—a dream come true for any small business owner.
Avoiding the Common Pitfalls of Networking
Not all networking is done right, as I learned early on in my business journey. At my very first networking event, I was overwhelmed by a marketer who quickly added me to her email and call list. Despite my best attempts, I couldn’t escape the relentless messages until eventually the problem resolved itself after both phone number and email migrations. That experience shaped my approach to building community: rather than creating transactional relationships, I aim to build a network rooted in genuine, mutual support.
Starting Fresh: Building Community from the Ground Up
Recently, I began creating the kind of network I’ve always envisioned in a new town, where I only knew a handful of people and lacked a local business reputation. This journey had its challenges, particularly with today’s social media algorithms that often limit visibility in local Facebook groups. Here’s how I approached it:
Utilizing Local Facebook Groups: I started by waiting for a “self-promotion” day in our town’s local Facebook group. I posted about the community group I wanted to form, designed a simple landing page on my website for sign-ups, and encouraged interested locals to join my newly formed Facebook group.
Tapping into Existing Connections: To build initial momentum, I invited all the small business owners I knew locally and reached out to friends who could help boost the post by commenting, making it more visible to others.
Finding the Perfect Partner for a Kickoff Event: Once I saw interest building, I combed through the members for someone with a unique space or service ideal for hosting an event. I partnered with a soap-making workshop owner and organized a kick-off event at the local library. We charged $20 to cover supplies and refreshments, and more importantly, to encourage attendees to commit to their RSVP.
Hosting the First Event: Our event drew 12 enthusiastic women, all ready to connect, learn, and grow together. Throughout the evening, we shared our business stories and aspirations, and I encouraged members to take and post photos on social media to continue generating interest.
Learning from Proven Models of Community Building
In designing this group, I took inspiration from a community I joined when I was first building my business: Chicago Moms in Business. The connections I made there were invaluable, and the friendships were irreplaceable. One of the original members even attended the recent event in my new town, and we’ve already begun discussing collaborations that will benefit both our businesses.
Tips for Building a Strong Community Network
If you’re someone who could benefit from a community like this, here are some suggestions:
Seek Out Existing Groups: Look for similar networking groups in your area, especially those that focus on genuine support over direct selling or fees.
Consider Starting Your Own Network: If you find there’s no such group, consider creating one! Even if you’re reserved or unfamiliar with the local scene, taking the initiative can pay off in amazing ways.
Set Clear Guidelines for Authenticity: Establishing no-sell and no-fee guidelines sets the tone for meaningful, supportive connections.
This type of network can be the best asset for a small business owner, helping you establish a presence, grow a support system, and build relationships that go beyond a business transaction. As we continue to grow our community, I’m excited to share more tips and ideas. Remember, if there’s a gap in your area, don’t hesitate to put yourself out there. The journey may not be entirely comfortable at every step, but it’s 100% worth it.