Whether you’re a newly certified doula looking for your first clients or an experienced birth worker aiming to expand your practice, effective networking can be the difference between struggling to get bookings and having a waitlist of eager clients.

In this post, I’ll share five essential networking strategies that have helped the doulas I coach create sustainable, profitable businesses. We’ll explore professional connections, community engagement, and digital networking approaches that generate genuine relationships and consistent referrals.

By Kristin Laffrey, business coach for doulas leading impact in fertility, birth, postpartum and motherhood.

Table of Contents

Why Networking is Essential for Your Doula Business

Before diving into specific strategies, let’s address why networking deserves your focused attention in the first place.

Building Trust and Visibility in Your Community

The intimate nature of birth and postpartum work means that families rarely hire doulas based on a Google search alone. Instead, they seek recommendations from trusted sources – their midwife, childbirth educator, friend, or healthcare provider.

When you network effectively, your name becomes familiar in birth and parenting circles. This recognition creates a compound effect – the more professionals who know and trust you, the more families will hear about you precisely when they need your services.

Collaborating with Birth Professionals

Midwives, OB-GYNs, lactation consultants, and childbirth educators often function as a connection to potential clients. These professionals interact with expectant and new parents daily and frequently make recommendations that carry significant weight.

In my experience coaching doulas across the world, I’ve found that those who proactively build relationships with clinical providers typically maintain fuller client rosters with less marketing effort.

Learning and Growing as a Doula

Beyond client acquisition, networking provides invaluable professional development opportunities. Every connection you make offers potential for:

• Mentorship from more experienced birth workers
• Knowledge exchange about local birth environments and protocols
• Shared resources and collaborative problem-solving
• Emotional support during challenging cases
• Perspective on different approaches to doula work

For many of my clients, I witness their network become their support community. 

Tip 1: Connecting with Other Doulas and Birth Professionals

Many new doulas make the mistake of viewing other birth workers as competition. This scarcity mindset limits opportunities and stunts professional growth. Instead, approach other birth professionals as potential collaborators and resources.

Join Doula Organizations and Groups

Formal and informal doula communities provide structured networking opportunities and professional legitimacy:

• National organizations like DONA International, CAPPA, or PALS offer directories, conferences, and continuing education events where you can connect with like-minded professionals
• Local doula collectives provide region-specific knowledge, backup support systems, and community visibility
• Regular meetups, whether formal or informal, build relationships that lead to referrals when colleagues are booked or when clients need specialized skills you possess

Collaboration Over Competition

Reframing your relationship with other doulas creates mutual benefit:

• Establish backup arrangements with 2-3 trusted colleagues who share your philosophy and professionalism. This not only provides security during on-call periods but introduces your practice to new clients when you serve as backup for others.
• Create mentor/mentee relationships where newer doulas can shadow experienced ones (with client permission) and experienced doulas can receive fresh perspectives and assistance.
• Share resources like client handouts, preferred provider lists, or specialized equipment.

One particularly effective strategy I’ve recommended is creating “expertise pods” – small groups of doulas who each cultivate different specialties (pelvic floor rehabilitation, VBAC support, cultural competencies, etc.) and refer to each other based on client needs.

Build a Referral Network

Expanding beyond doula circles amplifies your referral potential:

• Schedule brief introduction meetings with providers in your community. Come prepared with concise materials explaining how your services complement theirs and support their patients/clients
• Offer value first by sharing resources, research, or client feedback that benefits their practice
• Follow up consistently with thank-you notes, periodic check-ins, and updates about your availability or new offerings

Create a simple spreadsheet tracking your outreach efforts, including contact information, meeting dates, follow-up actions, and referral patterns. This systematic approach prevents valuable connections from falling through the cracks. Remember that genuine interest to connect is the most important aspect of your relationships, so ensure you are always approaching each relationship with a “connection first” approach.

Tip 2: Attending Community Events to Meet Potential Clients

While digital marketing gets significant attention, in-person community engagement remains extraordinarily effective for doula businesses. These face-to-face interactions build the personal connection that’s crucial in birth work.

Baby Expos and Fairs

These large-scale events offer exposure to numerous potential clients in a single day:

• Invest in a professional display that clearly communicates your services and unique approach. Visual elements like before/after testimonial photos (with permission) or infographics about doula benefits capture attention effectively.
• Offer an interactive element at your booth, such as a “comfort measure demonstration” or “labor positions quiz” that engages visitors beyond brochure collection.
• Collect contact information through a simple signup form offering a valuable resource (e.g., “5 Questions to Ask Your Provider About Birth Plans”) in exchange.

Based on data from coaching clients, typical conversion rates from expo contacts to consultations range from 15-25%, making these events well worth the investment for most practices.

Prenatal Classes and Support Groups

Smaller, more targeted gatherings allow for deeper connection. Some options are as follows:

• Partner with childbirth educators to give short presentations about doula support within their classes. Aim to provide immediate value rather than simply promoting your services.
• Attend (don’t just present at) community groups to build authentic relationships. Regular presence at breastfeeding support groups, expectant parent meetups, or prenatal fitness classes establishes you as a committed community member.
• Offer expertise in group settings by thoughtfully contributing to discussions rather than dominating conversations.

Library or Community Center Workshops

Creating your own educational events builds authority and generates leads:

• Develop 45-60 minute workshops on specific topics like “Preparing for the Fourth Trimester” or “Partner Support Techniques for Labor.”
• Collaborate with complementary professionals like nutritionists, pelvic floor therapists, or mental health counselors to create more comprehensive offerings and expand your reach.
• Record attendance and follow up with value-added emails that nurture these connections until they’re ready to become clients.

When planning these events, select topics that address common pain points rather than generic information. Specificity attracts more engaged participants who are more likely to convert to clients.

Tip 3: Leveraging Social Media for Online Networking

Digital networking complements in-person efforts by maintaining visibility between face-to-face interactions and expanding your reach beyond geographic limitations.

Join Online Communities

Virtual communities offer access to both potential clients and professional connections:

• Participate in expectant parent groups with a service-first approach. Answer questions thoroughly, offer evidence-based resources, and avoid self-promotion until you’ve established credibility.
• Engage in professional development forums where birth workers discuss cases, share research, and request peer support.
• Contribute to local parenting pages by sharing relevant community resources, events, and information – positioning yourself as a knowledgeable local birth expert.

The key to effective online community participation is consistency. Sporadic engagement yields minimal results, while regular, thoughtful contribution builds recognition and trust.

Collaborate with Influencers and Bloggers

Leveraging established audiences accelerates visibility:

• Identify content creators whose followers match your ideal client demographics. Look beyond follower count to engagement quality and values alignment.
• Propose mutually beneficial collaborations such as guest blog posts, Instagram takeovers, or joint webinars that provide value to their audience while introducing your services.
• Offer your expertise for interviews or expert quotes when influencers create birth-related content.

For example, a postpartum doula client partnered with a local mommy blogger to create a “Postpartum Preparation Checklist” that has generated consistent leads for over two years through continued shares and downloads.

Showcase Your Expertise

Your own platforms provide controlled opportunities to demonstrate your knowledge and approach:

• Create educational content series addressing common questions or concerns from your target clients.
• Share “day-in-the-life” glimpses that demystify doula support and help potential clients envision working with you.
• Highlight client success stories (with permission) that illustrate the tangible benefits of your services.

Remember that consistency outweighs perfection. A simple weekly post maintained over time will yield better results than elaborate content published sporadically.

Tip 4: Building Strategic Partnerships

Strategic partnerships multiply your marketing efforts through aligned business relationships that serve shared client bases.

Partner with Local Businesses

Identify businesses serving your client demographic before or alongside their need for doula support:

• Prenatal fitness providers (yoga instructors, swimming coaches, personal trainers)
• Maternity and nursing wear boutiques
• Baby gear and natural parenting stores
• Prenatal massage therapists and chiropractors
• Birth photographers and newborn photographers

Effective partnership ideas include:

• Cross-promotional packages offering discounts when clients book both services
• In-store educational events where you provide expertise in their space
• Shared marketing materials like co-branded new parent resources
• Mutual referral agreements with transparent client handoff processes

When approaching potential partners, focus on the specific benefits their business will receive, including enhanced client experience, extended client relationships, and differentiation from competitors.

Networking with Healthcare Providers

While sometimes challenging to establish, healthcare provider relationships deliver high-quality referrals:

• Pediatricians and family doctors frequently encounter families struggling with postpartum adjustment
• Mental health professionals working with perinatal clients often recognize the need for practical support
• Physical therapists specializing in pelvic health can be strong allies for postpartum doulas

When approaching these professionals:

• Prepare concise, evidence-based materials explaining how doula support complements medical care
• Reference relevant research studies demonstrating improved outcomes with doula support
• Clearly outline your scope of practice and commitment to appropriate referrals
• Establish communication protocols that respect patient privacy while facilitating coordinated care

Several doulas in my coaching programs have successfully cultivated referring relationships with healthcare providers through collaborations or participating in perinatal wellness initiatives.

Tip 5: Hosting Your Own Networking Events

Taking the initiative to create networking opportunities positions you as a community leader while building valuable connections.

Create Opportunities to Meet and Connect

Designing events that serve both birth professionals and potential clients establishes your central role in the birth community:

• “Birth Professional Breakfast” quarterly gatherings bringing together doulas, midwives, childbirth educators, and other perinatal professionals
• “Meet the Doulas” panels where expectant parents can ask questions and meet multiple local doulas
• “New Parent Resource Nights” featuring stations with different postpartum support professionals

Collaborate on Events

Sharing the planning responsibilities increases reach while reducing individual workload:

• Partner with complementary professionals to create more comprehensive events
• Rotate hosting duties among a cohort of birth workers
• Share expenses and promotion to maximize resources

Collaborative events also demonstrate your ability to work well with others – an essential quality in the birth environment.

Follow Up

The networking impact of events occurs largely in the follow-up:

• Send personalized notes to each professional you connected with
• Share event photos on social media, tagging participants (with permission)
• Create a post-event email with resources discussed and future event dates
• Schedule individual follow-up meetings with promising connections

One particularly effective strategy is creating a private online group for event attendees to continue conversations and resource sharing between in-person gatherings.

How to Make a Lasting Impression While Networking

Across all networking contexts, certain principles maximize your impact:

Share Your Unique Value

In a field with many qualified practitioners, clarity about your distinctive approach is essential:

• Develop a clear “unique service proposition” that addresses specific client needs
• Communicate specialized training or experience that sets you apart
• Articulate your specific philosophy without disparaging different approaches

This clarity helps referral partners match you with appropriate clients rather than making generic doula recommendations.

Connection First, Always

Authentic relationship-building outperforms transactional networking every time:

• Ask thoughtful questions about others’ practices, experiences, and challenges
• Listen more than you speak, taking genuine interest in others’ perspectives
• Find ways to support others’ goals without immediate expectation of return
• Remember personal details and reference them in future interactions

People refer to people they like. Always approach relationships with a connection first approach.

Bring Professional Marketing Materials

Polished materials reinforce your professionalism and make follow-up easier:

• Design business cards that reflect your brand aesthetics
• Create digital and print brochures outlining your services and approach
• Develop a one-page “professional reference sheet” specifically for other birth workers

Ensure all materials include multiple contact options and clear next steps for both potential clients and professional connections.

Summary

Effective networking transforms your doula work from a passionate calling into a sustainable business. By strategically building relationships with other professionals, engaging with your community, leveraging online platforms, forming business partnerships, and creating connection opportunities, you can establish yourself as an integral part of the perinatal support ecosystem.

Remember that successful networking reflects the same qualities that make an exceptional doula: attentiveness, responsiveness, reliability, and genuine care for others’ wellbeing. Apply these qualities beyond the birth room or the home of your postpartum clients, and your practice will flourish.

I challenge you to implement just one new networking strategy from this article in the next month. Track your efforts, note the connections made, and observe how these relationships evolve into referrals over time. The doulas I coach consistently find that dedicated networking efforts yield returns far exceeding their investments of time and resources.

Where to next?

Download this free weekly action plan that breaks down my Client Attraction Process with a clear action plan for intentional action you need to be taking each week to book clients into your business.

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Meet Kristin

Kristin has since supported over 300 businesses to solidify their business foundations, simplify their strategies and align their mindset to LAUNCH, GROW and SCALE their businesses for greater impact and income.

Learn more about working with Kristin