The Power of In-Person Networking: Building Your Brand One Handshake at a Time

In a world where marketing feels increasingly digital, automated, and screen-based, I want to talk about something that might feel a little old-school but has been one of the most powerful tools I’ve used to build my business over the past four years.

In-person networking.

Now, before you scroll past this thinking, “But I’m already showing up online,” hear me out.

If you’re craving real human connection…

If you’re tired of shouting into the void on Instagram…

If you want to get out from behind the screen and stand in front of real people who can see your face, hear your voice, and feel your energy…

Then yes. In-person networking might be exactly what you need.

There is something deeply human that happens when you shake someone’s hand, look them in the eye, and have an actual conversation. Trust builds faster. Your personality comes through more clearly. Some of the most meaningful business relationships I’ve ever had started with a simple, “So tell me what you do.”

Today, I want to pull back the curtain on how I’ve used networking to build my brand as the new girl in town, what networking is really for, how to know which spaces are worth your time, what to avoid, and how to turn a single handshake into a lasting relationship.

Showing Up As the New Girl

Four years ago, I moved to Israel knowing absolutely no one in the local small-business community.

I wasn’t new to entrepreneurship, but I was new to the market, the culture, and the landscape. And I knew one thing for sure: if I wanted to understand the community I was stepping into, I needed to show up.

So six weeks after landing, I walked into my first networking event in Modiin.

And I loved it.

People were warm, curious, open, and genuinely interested in connecting. I left that event with a long list of people I wanted to follow up with, and that marked what I now think of as my “rapid-fire” season. I was getting my name into the market, building trust, sharing my work, and forming relationships that still support my business today.

Here's the thing: I always go into an event with the simple goal of making one great connection. Just one.

When you focus on quality instead of quantity, the pressure disappears. Networking stops feeling overwhelming and starts feeling doable.

The Real Goal of Networking

Let’s clear this up.

The goal of networking is not to leave with a new client.

If that’s your expectation, you’ll likely feel disappointed. You may also come across as pushy or transactional without even realizing it.

The real goals of networking are far more powerful.

First, visibility and brand recognition.
You’re planting seeds. Becoming a familiar face. Helping people understand who you are, what you do, and how you support others.

Second, refining your message.
Every introduction helps you get clearer on how you talk about your work. You learn what lands, what sparks curiosity, and what makes people listen.

Third, building referral relationships.
This is the long game and it’s where the real magic happens. These are people who serve the same audience you do in a complementary way. Months or even years later, you’re the name that comes to mind.

Networking is relationship building. Not pitching. Not hustling. Not convincing.

Just showing up consistently with curiosity and integrity.

Not All Networking Spaces Are Created Equal

One of the most important lessons I’ve learned is that not every networking space will be right for you, and that’s okay.

Here are a few common formats you might encounter.

Casual Mixers
Low pressure, high volume conversations. These are great for meeting lots of people quickly, but they can feel surface-level.

Structured Networking Events
These include facilitated introductions or breakout conversations that allow for deeper connection.

Industry-Specific Groups
Ideal for shared language, best practices, and community with people who truly understand your work.

Referral-Based Groups
Often highly structured, time-intensive, and fee-based. These can work beautifully if they align with your business.

Women-focused or Identity-based Groups
These spaces are often deeply supportive, energizing, and rooted in shared experience.

The goal is not to choose the “best” one. The goal is to experiment and notice how you feel.

What Not To Do When Networking

Let’s talk about the mistakes, because we’ve all made them.

Don’t treat networking like a sales marathon.
If you walk into a room scanning for who you can sell to, people will feel it. And it’s uncomfortable.

Don’t dominate conversations.
Networking is a dialogue. Ask questions. Be curious. Listen more than you talk.

Don’t collect business cards and do nothing with them.
The follow-up is where relationships are built.

Don’t see others as competition.
No one else brings your voice, experience, and perspective. There’s room for all of us.

And don’t say yes to everything.
Networking fatigue is real. Be intentional with your time and energy.

The Follow-up Is Where the Magic Happens

This is where most people drop the ball, and where you can truly stand out.

After events, I connect on social media and invite people for one-on-one coffee or tea chats. No agenda. No pitch. Just curiosity.

I also lead with value. I share ideas, offer support, or make introductions when it feels aligned.

When business relationships are built on generosity and authenticity, referrals tend to flow naturally.

Some of the experts I’ve hired, from brand strategists to web designers, started as networking conversations. Many of my referrals have come the same way.

What Happens When You Keep Showing Up

By showing up again and again, I’ve built a network that has transformed my business.

I’ve gained clarity, confidence, referral partnerships, collaborators, and friendships. I’ve refined my message. I’ve found community in a place that once felt completely new.

Networking is not a one-time effort - it’s a practice.

Your Next Step

If you’ve been hiding behind your screen…

If you’ve convinced yourself that digital marketing is enough…

If networking feels awkward or intimidating…

Try just one event.

Set the bar low. Make one great connection. Follow up with intention.

You never know where a single handshake might lead.

Want to learn more about how to approach networking in a way that actually works?

Tune into the podcast episode The Power of In-Person Networking for more insight into how to approach networking with intention, build genuine relationships, and grow your business through real human connection.

Listen now on Spotify or Apple Podcasts.