Building a Network: How to Connect with Industry Leaders and Peers

Create and maintain relationships in your field by joining local groups, attending professional events, and meeting people online

When it comes to networking, professionals in the self-care industry are in an unusually good position. After all, building relationships is a core part of the job. Workers in beauty, haircare, medspas, and similar fields learn just about everything there is to know about their clients. Over time, these connections foster gratitude, trust, and even reciprocity.

At its core, networking is simply taking those same principles and applying them to colleagues rather than clients. To build and maintain a successful network, you’ll need to identify your peers, make contact with them, get to know them, and stay in touch with them over time. Like any other business skill, networking requires commitment, creativity, and refinement — as well as a bit of courage. But if you do it right, you could learn about exciting industry trends, discover new business opportunities, or even develop lifelong friendships.

Why is networking important?

When you think of “networking,” you might think of professional schmoozers handing out business cards while wining and dining on someone else’s dime. Ideally, though, networking isn’t just shameless self-promotion. It’s a way of creating connections between individuals and a sense of community throughout an entire industry.

Substantive networking encourages professionals to share their knowledge and experience, to collaborate with one another on inventive projects, and to extend a helping hand when needed. If networking at its worst is an exercise in selfishness, networking at its best is an expression of solidarity. Good networking relies on curiosity, empathy, openness, and cooperation. 

How to network effectively

Before we discuss how to network effectively, we should point out that it’s not only possible, but extremely easy, to network badly. Exchanging a few words and handing over a business card is not an effective way to network. Neither is cold-messaging dozens of strangers on social media, pestering popular influencers, or ignoring your contacts once you’ve secured a favor from them. If you view networking exclusively as a way to better your business prospects, then you may come off as inauthentic, selfish, or even desperate. Networking is a two-way street. Remember that every new contact is a real human being and you’ll be on the right track.

Identify peers and influencers

You can’t connect with your colleagues until you know who they are. The first step in building your network is to identify the important people in it. Suppose, for example, that you run a local beauty salon. Do some research to discover other salon owners in your area, as well as hairdressers, stylists, cosmetologists and other people who work in the field. Even if they’re your competition, they’re still your professional colleagues.

Once you know the locals, it’s time to think bigger. Do some research and discover the movers and shakers in your industry. Who writes for the important publications? Which influencers have big social media followings — and on which platforms? Look for names that come up again and again, then read or watch their content. You won’t necessarily network with every single one of these people, but you may learn a lot from them. You may also wind up connecting with their followers.

Attend industry events

Professional events and trade shows are some of the best places to build your network. These conferences bring hundreds or thousands of like-minded professionals together to learn about the latest products and services in self-care. You can introduce yourself to people on the show floor, forge relationships with vendors, or meet speakers after a panel. Many trade shows also offer meals and mixers where networking is the primary goal. Some popular trade shows in self-care include the International Beauty Show in New York, Data-Driven Salon Summit in Scottsdale, and The Medical Spa Show by AmSpa in Las Vegas.

Join local business groups

Self-care businesses thrive on patronage from the local community. That’s why it’s a good idea to network with other professionals in your area. If you live near a city, you can find organizations that cater to every type of self-care worker, from nail technicians to spa owners. These groups can be anything from casual meetups to labor unions.

If you live in a suburban or rural area, you can still find opportunities to connect with other workers. Many neighborhoods have a Chamber of Commerce, a small business association, or even just a social club that organizes charitable events. Connecting with other small business owners and entrepreneurs is a great way to expand your network. Even if they’re not in your particular industry, you may still be able to learn a lot from their experiences.

Meet people online

Social media makes it easy to connect with other self-care professionals even when you’re hundreds or thousands of miles apart. Platforms such as Reddit, Instagram, and TikTok have dedicated groups and pages for just about every profession in existence, self-care included. Join one and see what people have to say. If you find interesting, intelligent, and respectful discourse, consider making a few posts yourself. You never know who might respond or how the conversation might evolve.

As a platform dedicated to professional networking, LinkedIn is also worth checking out. By making connections and expanding your network, you can find out what industry leaders have to say and perhaps even strike up a conversation with them. Just be aware that having tons of LinkedIn connections whom you barely know is not an effective way to use the platform. Contribute to conversations and offer help when you’re able; don’t just ask for favors from influential people.

Maintain your connections

Don’t assume that a professional relationship will last forever just because it started off on the right foot. Just as with your friends and family, you need to take an active role in nurturing networking relationships. You don’t have to text them as soon as you wake up every day, but you should take an interest in their professional lives. Pay attention to what they post online. Congratulate them for work milestones, offer intelligent responses to questions they pose, and check in if you haven’t spoken in a while. Most of all, if they ask for help, do what you can for them — even if it’s just a kind word. If and when you need something in turn, your colleagues may be happy to assist you.

Build your network and your brand

Your self-care business is more than just a brick-and-mortar location. It’s also a brand. As you build your network, you may also find a whole new audience that wants to learn about what you offer. The name of your establishment should be synonymous with quality, service, and style. That’s why you should nail down your brand’s values, aesthetic, and communication style. Clients and colleagues alike should know exactly what you stand for.

Boulevard’s Brand Building Guide has everything you need to know about defining your style, putting together your portfolio, and growing your audience. Be a part of the conversation — or lead it.