Networking is a key piece for success in entrepreneurship, especially for women who face additional challenges in male-dominated markets. Those who prioritize building a solid network have greater chances of reaching new markets, attracting investments, and expanding their impact, contributing to a more collaborative and innovative ecosystem.
Data from the Women Entrepreneurs Finance Initiative report shows that female entrepreneurs with robust networks have a 68% greater chance of increasing their sales and gaining new clients. In Brazil, where women already represent about 34% of business owners, strengthening connections is essential to reach new levels.
According to Carla Martins, vice president of SERAC, a corporate solutions hub and reference in accounting, legal, educational, and technology areas, networking, when executed well, goes beyond the professional aspect. ‘It’s about building genuine connections that generate learning, mutual support, and real opportunities. In 2025, the key will be balancing the use of digital tools with in-person interactions to create a strategic and diversified network,’ she explains.
Carla emphasizes that effective networking is intentional and continuous work. ‘It’s not limited to exchanging business cards but involves creating authentic and collaborative relationships that generate value for everyone involved,’ she notes.
The expert also advises that networking should be planned with a focus on business goals. ‘It’s not enough to attend events; it’s essential to position yourself as someone who adds value, whether by sharing knowledge or creating bridges between other people in the network,’ she highlights.
An important point, according to Carla Martins, lies in aligning short- and long-term actions in networking planning. ‘It’s a continuous construction where consistency makes the difference. Every conversation, email exchange, or digital interaction could be the start of a transformative partnership for your business,’ she concludes.
Check out seven strategies suggested by Carla Martins to expand networking throughout the year:
- Attend strategic events: Select conferences, fairs, and workshops aligned with your business goals. These environments are ideal for establishing relevant contacts and market updates.
- Expand your presence on social media: Platforms like LinkedIn and Instagram not only help with brand positioning but also in creating global connections.
- Offer and seek complementary partnerships: Identify businesses that can collaborate with you, whether in promotion, joint projects, or service exchanges.
- Be active in business groups: Participating in associations and communities focused on women-led businesses provides valuable exchanges of experiences.
- Organize your own events: Promote meetups and lectures to position your brand as a reference and attract strategic contacts.
- Value active listening: Demonstrating genuine interest in your contacts’ needs is essential for building lasting relationships.
- Build and maintain relationships: The success of networking, according to Carla Martins, lies in the constant follow-up of relationships, not just occasional meetings.
