Strategic Networking vs. Random Networking: The Right Way to Get Clients for Your Agency
If you think networking is just about meeting as many people as possible, I’ve got news for you, that approach almost never works.
I get it. You’re new to the agency world, so you start going to every networking event, adding a ton of people on LinkedIn, and handing out business cards like they’re free samples at a grocery store. And then… crickets. No new clients, no referrals, just a bunch of awkward small talk that goes nowhere.
That’s because random networking doesn’t get you clients, strategic networking does.
Let’s talk about what actually works.
Strategic vs. Random Networking: What’s the Difference?
Random networking is like throwing darts in the dark and hoping one hits the target. Strategic networking is like using a laser to aim at exactly what you want.
So how do you make the switch?
Why Random Networking Fails (And What to Do Instead)
Most people assume that the more people they talk to, the more business they’ll get. But that’s not how this works.
Here’s what happens when you try to network with everyone:§
You waste time on people who don’t need your services.
You have a ton of conversations, but nothing actually moves forward.
You feel drained and frustrated because nothing is working.
What Works Instead?
Be intentional – Know exactly who you want to meet and why.
Talk less, listen more – Ask great questions and find ways to help people first.
Focus on quality over quantity – A few strong connections will take you further than 100 surface-level ones.
If you’re spending hours networking and not seeing results, it’s time to change your approach.
How Strategic Networking Gets You Clients
1. Become the Expert People Want to Work With
People don’t hire random agencies, they hire the go-to expert in their industry.
Instead of chasing potential clients, make them come to you by building authority.
Share valuable insights on LinkedIn.
Speak at events or host a webinar.
Get active in online communities where your target clients hang out.
If your agency works with restaurants, start showing up in hospitality forums, Facebook groups, and industry events. When restaurant owners see you helping others, they’ll start coming to you instead of you chasing them.
2. Build Fewer, Stronger Relationships
It’s tempting to try and meet as many people as possible, but that usually leads to a lot of forgettable conversations.
Instead, focus on:
Five key people who could introduce you to potential clients.
Meaningful follow-ups, not just “Hey, checking in,” but sharing something useful like a helpful article or an introduction.
Engaging with their content online, support their work and stay in their world.
A few solid relationships can open way more doors than hundreds of shallow connections.
3. Connect with People Who Already Work with Your Ideal Clients
Rather than trying to find individual clients one by one, build relationships with people who already serve them.
For example, if your agency does marketing for restaurants, connect with:
Restaurant consultants – They already advise restaurant owners and can refer you.
Food suppliers – They talk to restaurant owners daily and can introduce you.
Hospitality PR firms – They promote restaurants and might need marketing support.
By tapping into existing networks, you get warm referrals instead of cold outreach.
4. Use Social Media to Network (The Right Way)
A lot of people think networking only happens at in-person events. That’s not true, some of the best connections happen online.
Comment on industry leaders’ posts, not just “Great post!” but something insightful.
Send thoughtful DMs, instead of “Hey, let’s connect,” try “Hey [Name], I really liked your take on [topic]. What’s been your biggest challenge with [problem]?”
Share valuable content, if you post consistently about your industry, people will start recognizing your name.
When you engage consistently, people start noticing, and that’s how you build trust and credibility.
5. Become the Person Who Brings Others Together
One of the fastest ways to grow your network? Help others before asking for anything.
Introduce people who should know each other.
Share job or business opportunities that might be helpful for others.
Offer insights or advice when someone in your industry needs help.
When you help others, they naturally want to return the favor, and that’s how you start getting referrals without even asking.
Actionable Steps to Improve Your Networking
Identify five key people in your industry who can help grow your business.
Send one thoughtful message today (not a pitch, just a way to start a conversation).
Follow up with value, share a resource, an introduction, or helpful advice.
Engage on social media for 10 minutes a day, comment, share insights, and add value.
Your network is one of the most powerful tools for growing your agency. Use it wisely.
Final Thoughts: Network the Right Way and Watch Your Agency Grow
Networking isn’t about talking to everyone, it’s about building real relationships with the right people.
Show up where your ideal clients and industry partners already are.
Position yourself as an expert, not just another agency owner.
Focus on helping others first, and opportunities will come naturally.
Your next big client or partnership could be one conversation away. Make it count.
FAQs on Networking for New Agency Owners
1. What’s the biggest mistake people make in networking?
Thinking that more connections = more business. It’s actually about the right connections.
2. How do I know if someone is worth networking with?
Ask yourself: Can this person help me grow, refer me, or teach me something valuable? If yes, invest in that relationship.
3. Do I have to network in person, or does online work too?
Online networking is just as powerful, if not more. LinkedIn, Twitter, and Instagram are great for connecting with industry leaders and potential clients.
4. How do I follow up without feeling annoying?
Follow up by offering value, send a helpful article, make an introduction, or offer a quick insight they might appreciate.
5. How long does networking take to bring in clients?
It depends, but networking is a long-term game. Consistency is key, and strong relationships usually lead to business within weeks or months.