Networking: the OG of Partner Marketing

Picture this: it’s 1988, and a savvy woman in a power suit is working the room at an event, exchanging business cards like currency. Fast forward to today, and instead of shaking hands in a conference hall, you’re DM-ing a fellow entrepreneur on Instagram or tagging a brand in your TikTok. The tools have changed, but the principle is timeless: building connections can supercharge your business. Networking, the OG of partner marketing, is still as relevant as ever. And ladies, it’s time we embrace its power in every form.

Traditional networking—grabbing coffee with a mentor, attending industry mixers, or chatting up colleagues—is like planting seeds in a garden. It’s personal, organic, and requires nurturing. These connections often lead to golden opportunities: partnerships, collaborations, and career-defining moments. The face-to-face interactions build trust and authenticity, the same way a heartfelt conversation can trump a flashy social media post. Sure, LinkedIn invites and Zoom calls might have replaced the office water cooler, but the essence remains the same: people want to work with people they like, trust, and respect. The difference now is that you can reach a broader audience.

Let’s talk about modern-day partner marketing* on social media—the TikToks, Reels, and viral collaborations. It’s networking with a twist: faster, flashier, and more public. While traditional networking might take months to bear fruit, a single Instagram shoutout from the right influencer can skyrocket a brand overnight. Partner marketing is essentially digital networking on steroids, connecting people and brands in ways that were unthinkable a few decades ago. But don’t be fooled: even in the fast-paced world of social media, authenticity wins the day. If your audience sniffs out a partnership that’s purely transactional, it’s game over.

So, what’s the takeaway? Networking and partner marketing aren’t rivals—they’re two sides of the same coin. Whether you’re sliding into a potential collaborator’s DMs or striking up a conversation at a local women’s business event, the goal is to build relationships that matter. As women in business, we have a superpower: the ability to create communities, lift each other up, and own our stories. Whether you’re rocking those digital collabs or making waves IRL, remember this: the OG strategy of connection will never go out of style and ladies, if we’ve got nothing else, it’s style!

*For the context of this article, partner marketing, refers to the strategic alliance between two or more brands or influencers, within social media, to promote each other's products, services, or content. The goal is to leverage each party's audience and strengths to increase reach, engagement, and brand awareness. In today's landscape, partner marketing often involves co-created content, joint promotions, giveaways, influencer partnerships, or collaborations on limited-edition products.