It's Not What You Know, But Who You Know: The Power of Networking In Small Town and Rural Businesses

“It’s not what you know, but who you know.” If you’ve ever started or grown a business in a small town, you’ve likely heard this phrase. In rural communities, relationships are everything, whether you like it or not. The connections you build, and how you nurture them, can make or break your business.

While large urban areas may rely on flashy marketing or big ad budgets, rural businesses thrive on personal relationships, trust, and collaboration. Building a strong local network not only helps you grow your customer base but also creates a support system that fuels long-term success.

Here’s an actionable guide to leveraging the power of who you know to build a thriving business network in your rural community.

Step 1: Start With Your Inner Circle

In rural communities, your personal reputation often precedes your business. The people you already know… friends, neighbors, family, and former coworkers… can be your most valuable advocates.

How to Do It:

• Share your vision: Let your inner circle know what your business offers and how they can support you.

• Make specific asks: For example, ask a neighbor to spread the word at their church or community group.

• Tap into existing connections: Do you know someone who knows a key local leader or influencer? Ask for an introduction.

Why It Works: People trust recommendations from those they know personally. Start small, and let word-of-mouth ripple outward.

Step 2: Build Relationships With Local Influencers

Every small town has its go-to people… the school principal, the volunteer coordinator, the barber who knows everyone, or the community Facebook page admin. These local influencers often hold the keys to connecting with your broader audience.

How to Do It:

• Get involved in the places where they are active: Volunteer for a community project they’re leading or attend the same events.

• Offer value: Approach them with a win-win mindset. Could you partner on an initiative or help solve a challenge they’re facing?

• Respect their influence: Don’t just ask for favors—build a genuine relationship by showing interest in their work and community impact.

Pro Tip: A personal introduction from a mutual connection can fast-track your credibility with these influencers.

Step 3: Attend and Host Community Events

Face-to-face interactions are especially powerful in rural areas, where in-person connections carry more weight than digital ones. Community events are fertile ground for meeting people, sharing your story, and becoming a familiar face.

How to Do It:

• Attend existing events, such as town meetings, fairs, farmers’ markets, or church socials.

• Host your own event, like an open house, workshop, or local business night, to invite people into your space.

• Collaborate with other businesses to co-host an event, strengthening both your networks.

Why It Works: Showing up consistently demonstrates that you’re invested in the community, making people more likely to trust and support your business.

Step 4: Join Local Organizations and Groups

Membership in local organizations like the Chamber of Commerce, Rotary Club, or agricultural societies puts you in direct contact with other business leaders and decision-makers. These groups offer networking opportunities and a platform to showcase your expertise.

How to Do It:

• Research active groups in your area and attend a few meetings as a guest before committing.

• Be an active participant—volunteer for committees, sponsor events, or share ideas during meetings.

• Join online community groups like Facebook or Nextdoor to stay informed and engage with locals.

Pro Tip: Don’t just join groups to network. Look for ways to contribute and add value—this builds goodwill and earns respect.

Step 5: Partner With Key Community Stakeholders

Local governments, schools, and nonprofits often have shared interests in improving the community. Partnering with these stakeholders can help expand your reach and credibility.

How to Do It:

• Offer your business as a resource. For example, a local café could partner with a school to provide coffee at teacher appreciation events.

• Attend town hall meetings to stay informed about upcoming projects or initiatives you can support.

• Build relationships with local government leaders by sharing how your business aligns with their goals (e.g., job creation or tourism).

Example: If your business focuses on handmade goods, partner with the town’s tourism board to create locally branded souvenirs.

Step 6: Create a Culture of Reciprocity

Small-town networking thrives on mutual support. A give-first mindset, where you help others without expecting immediate returns, can establish you as a trusted and respected community member.

How to Do It:

• Refer customers to other local businesses. For example, if you run a hardware store, recommend the local plumber or carpenter.

• Offer your expertise for free at community workshops or events.

• Share your platform: Feature other businesses on your social media or collaborate on projects.

Why It Works: Reciprocity fosters goodwill, making people more inclined to support you in return.

Step 7: Build Trust Through Authenticity

Rural communities value authenticity. Your reputation and success will grow if people see you as genuine, reliable, and invested in the community, not just out to make a quick buck.

How to Do It:

• Be consistent: Show up to events, honor your commitments, and deliver quality products or services.

• Share your story: Let people know why you’re passionate about your business and why you chose to be part of this community.

• Be approachable: Take time to chat with customers, neighbors, and colleagues. These small interactions build trust over time.

Pro Tip: Be transparent about your challenges or goals, it humanizes you and makes people want to root for your success.

Step 8: Celebrate Local Connections Publicly

Recognizing and celebrating the people who support your business strengthens your network and shows your gratitude.

How to Do It:

• Spotlight key supporters on your social media (with their permission), thanking them for their contributions.

• Host appreciation events for your customers, partners, or collaborators.

• Nominate other businesses or community members for local awards or recognition programs.

Why It Works: Publicly celebrating others not only builds stronger relationships but also reinforces your reputation as a community-focused leader.

The Power of “Who You Know” in Rural Business

In rural communities, who you know isn’t just a cliché, it’s the foundation for success. Relationships are your most valuable resource, providing access to customers, collaborators, and opportunities you can’t get anywhere else.

By focusing on genuine connection, mutual support, and community engagement, you’ll not only build a strong local network but also position your business as a cornerstone of the town.

So, who will you reach out to next? Start building those connections today—you never know where they might lead!