Scaling a business takes more than a great product or service. It depends on building the right relationships that open doors, create opportunities and speed up growth. Most business owners don’t use strategic networking well, and they leave a lot of revenue on the table.
In this episode of the Scaling Business Podcast, we sit down with Simone Douglas, a marketer, multi-business owner and industry advocate who has built her businesses on strategic partnerships. From turning around struggling businesses to building a marketing agency and owning multiple pubs, Simone explains the networking approach that actually drives revenue, rather than just collecting business cards.
If you’re tired of networking events that lead nowhere and want a practical approach to scaling through good connections, this guide is for you.
Business Growth: Simone’s Path into Networking & Strategic Partnerships
From Hospitality to Entrepreneurship
Simone’s path into business wasn’t a straight one. She started in hospitality management, later moving into training and counselling, before launching her social media marketing agency.
Some key lessons from her story include:
- Business came later in life: She didn’t start as a “lemonade stand” entrepreneur but found her way into business through experience.
- Learning to market struggling businesses: Her experience fixing broken hospitality businesses taught her how much marketing matters.
- Taking a leap of faith: She moved from side consulting to running her business full-time despite the uncertainty.
“I wasn’t a networker then. I didn’t know about strategic networking or referral partners. But I stumbled into it and quickly realised its power.” (Simone Douglas)
Building a Business Through Strategic Networking
Simone’s business growth came from relationships as much as from good services. She shares how networking and partnerships helped her scale her businesses.
1. The Power of Referral Networks
One of the key breakthroughs in Simone’s story was joining BNI (Business Network International).
- She asked for help: When she needed 4 new clients, she told her network, and they delivered.
- Found complementary businesses: Partnering with a web designer generated consistent referrals.
- Learned the rules of networking: BNI taught her how to build structured, high-value relationships.
“If I hadn’t asked my network for help, I would have failed. The biggest mistake people make is not asking.” (Simone Douglas)
2. Using Industry Associations
Simone’s strategy included joining industry associations to build credibility and connections.
- She partnered with organisations like Tourism Industry Council, Master Builders, and Australian Hotels Association.
- Year 1: She showed up and provided value (workshops, training, content).
- Year 2: She started getting clients.
- Year 3: She became a recognised industry leader.
Key takeaway: Strategic partnerships take time, but when done right, they position you as the go-to expert in your industry.
Creating a Strategic Networking Action Plan (SNAP)
Simone follows a SNAP (Strategic Networking Action Plan) to make sure her networking is effective and intentional.
Step 1: Identify Your Ideal Clients & Target Industries
- What industries do you have the most experience in?
- Which industries convert the fastest or have the highest pain points?
- Where do these businesses network?
Step 2: Find Industry Associations & Events
- Research which associations your target clients belong to.
- Offer value (free workshops, insights, guest speaking).
- Be visible and consistent. Networking is a long game.
Step 3: Implement a Multi-Touchpoint Strategy
- Connect on LinkedIn and engage with their content.
- Attend events regularly to build credibility.
- Follow up and schedule personal meetings.
- Position yourself as a problem solver, not just a salesperson.
“Your network will open doors that marketing alone cannot. But you need to consistently show up and deliver value.” (Simone Douglas)
Why Networking & Partnerships Drive Business Growth
Networking pays off over the long term, not through instant gratification. Here’s why it matters:
- High-quality leads: People refer businesses they trust.
- Credibility & influence: Being in industry circles builds your authority.
- Bigger opportunities: Public speaking, media exposure and partnerships emerge.
- Customer loyalty: Clients acquired through networking tend to stay longer.
Tip: Networking efforts take 12-24 months to pay off, but the ROI is significant.
Common Networking Mistakes to Avoid
- Being too transactional: Networking is about relationships, not just sales.
- Not following up: Most people fail because they don’t stay in touch.
- Only attending events: You also need content marketing & digital engagement.
- Failing to offer value: Always ask how you can help before expecting anything in return.
Final Thoughts: Scaling Through Strategic Relationships
If you want to scale your business effectively, you need to focus on long-term partnerships and strategic networking.
Rather than chasing quick sales, invest in real relationships. The right network can do more for your business than any marketing campaign.
“Your network is your net worth. If you build it right, it will open doors that you never imagined possible.” (Simone Douglas)
Action Steps
- Identify 1-2 industry associations to join.
- Attend at least two networking events this month.
- Follow up with 5 people in your existing network.
- Engage on LinkedIn and create useful content.
For more insights, follow Simone Douglas on LinkedIn or visit Social Media AOK
