Some say, “it’s not what you know but who you know”. In Bermuda, we find that to be a constant truth when it is impossible to be a stranger for too long on our tiny Island. From a business perspective, though, this can be a gift.Whether you are starting a new business or trying to expand an existing one, it is impossible to do it without networking. A, powerful marketing tool, networking can be the difference between people knowing you exist and not.It is proven that word of mouth counts exponentially more towards moving a potential customer to a paying one. Most people will make a decision to purchase based on a referral from a trusted friend or acquaintance instead of responding to that fancy ad that you may have spent hundreds of dollars on. Why do you think referral sites do so well? I don’t know many people who buy or purchase anything anymore without first checking online reviews. This same phenomenon is evident for local business as well, especially in Bermuda.So then, how can you as an entrepreneur ensure that networking can work for you? Here are five ways to network your way to success:1. Face — to face: Although it can seem archaic in an age of Facebooks and Tweets, meeting with people in person is just as important as tweeting about it. Utilise events to maximise your ability to network. There are always opportunities locally for you to reach potential customers.The BEDC is hosting its 3rd Annual Business Networking Event at the Hamilton Princess Hotel on Tuesday, October 16 from 4pm — 8:30pm. This event is a prime opportunity for new and existing business owners to network — all relevant bodies to help your business succeed will be gathered in one location, in addition there are numerous opportunities to expand your client base. Register to attend or be a vendor at the event at www.bedc.bm.2. Social media: Expansion of your network using social media can make what used to take years to cultivate happen in a matter of clicks. Sign up for tools like Facebook, Twitter and Linkedin to maximise the exposure of your business.The key to making social media work for you is to not just personally promote yourself/business but to expand your existing network of friends and colleagues and leverage their networks as well. For example, I have 200 friends on Facebook and each of my 200 friends has 200 friends and so on and so forth … get the picture?3. Toot your own horn: If you are an expert at something, then, leverage that expertise. Tell your clients and potential clients about it. Share your knowledge with them.The ideal result is that you will do this so effectively your name will become synonymous with whatever product or service your customer needs. Darren DeSilva owner of WaterNow (www.waternow.bm) does this very well.He provides updates and tips on his Facebook page and website, so now whenever I think of purchasing water or tank cleaning I think of him.4. Their opinion counts: Some say that the customer is always right. From one of my earlier articles, you will know that I agree with that assertion. Listen to your customers and potential customers. Feedback is an easy way to fix a broken business model or help you determine what you should be buying and selling. Don’t assume you know the right answer, let your customers guide you.5. A.K.I.P: Last but certainly not least, Always Keep It Professional.Remember every opportunity can be a networking opportunity. You are the best person to represent your business, so you can’t afford to get sloppy. This is especially important for social media. Your Facebook, Twitter and LinkedIn profiles must be professional. There need not be any personal rants or meaningless messages. Keep your messages informative and positive.Business networking is only as good as you make it. So keep the 5 points above in mind and start making those connections now to take your business to the next level.Business Buzz is a monthly column presented by the Bermuda Economic Development Corporation. Every month, read about entrepreneurship, obtain business management tips, and find out what’s going on in the small business sector.Jamillah Lodge is a Business Development Officer for Bermuda Economic Development Corporation. She specialises in providing aspiring and existing entrepreneurs with business development advice and loan guarantee assistance. The opinions expressed in this article are those of the writer and should serve a general guide and should not be considered as replacement advice from a lawyer, accountant or other professional service provider. Readers should consult with the appropriate professionals as necessary.If you have questions about starting a business in Bermuda, e-mail the BEDC at info@bsbdc.bm or call 292-5570.