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Partnerships are one of the most effective ways to boost your marketing activities. Most companies and startups know this and invest significant resources in collaborative activities. When they first hear about partnerships, many people immediately think of influencer marketing campaigns. They think about celebrities sharing products on Instagram and athletes endorsing sports brands. Although influencer marketing is a top form of partnership, there are more forms of partnership that can skyrocket your marketing efforts. In this article, we’ll look at five ways to use collaboration effectively:
1. Co-organization of webinars
Many companies do webinars. The problem is that most companies don’t understand how to do it right. They usually start with some general industry talking points and then go on to say how great their company is and why you should use their products. What they need to do is to focus completely on the consumer, provide as much value as possible and make sure to give useful information to their webinar audience.
To reinforce this, you can do a co-hosted webinar, meaning you can have someone else in the industry host the webinar with your leadership team. it can be a customer, prospect or top consultant in your industry. The idea here is that by co-hosting the webinar, you will be able to tap into a larger audience and distribution of the webinar will be more meaningful. The webinar itself will also be more prosperous as there will be more angles, opinions and insights to share, and this will lead to higher audience satisfaction as well as brand trust and authority.
Related: 6 Affiliate Marketing Tips From The Experts
2. Building a movement
An effective way to create awareness for something is to start a movement, and by adding partners to that movement, you can expand and reach more people. This creates a strong momentum and increases brand awareness levels. An example of this is what sales demo creation and optimization platform Walnut did with its #weareprospects movement, which aimed to effectively optimize the B2B buying experience.
Think of something your industry needs and find a way to create effective traffic that will contribute to your customers, prospects and brand.
Platforms like Substack have revolutionized the publishing industry. The ability to email newsletter articles directly to your subscribers has opened the doors for many writers who want to write freely without needing editorial approval. Substack has also become a great tool to bypass social media algorithms by sharing your content directly with your followers. Many companies sponsor newsletters to tap into a hyper-targeted audience. Authors were also able to monetize a brand’s contribution and the brand’s audience once the article was shared on social media.
Related: 5 Tips to Ensure Successful Brand Partnerships
4. Brand and media collaboration
This is probably one of the most well-known forms of collaboration out there. Brands actively promote content to media publications, TV channels, radio shows, etc. This is PR, and PR is a great tool for brands and media. Because this? Because brands can leverage the authority and audience of the publication, while editors and reporters are exposed to stories and article ideas that can contribute to their work. Today, there are far more public relations agents than reporters — this means that reporters think twice before deciding to write a particular story, and because they become very popular, they have to be very selective. It is vital to understand this and be able to create a proper narrative for your brand.
5. Shared Events
Earlier in this article, we talked about how you can organize a webinar together. Well, you can also do something similar in a physical space. It can be in the form of an industry meeting, conference or show. The idea here is to partner with other companies in your industry in order to deliver a great experience to your audience. Shared events are also greatly amplified on social media.
Let’s say you have 1,000 people attending your joint event and 20% of them share something on their social media channels. This could lead to millions of fans being exposed to the event. This is such a great marketing tool. My bonus tip here is to really make sure you incorporate the digital aspect of this. Social media can really amplify your impact with this.
Related: 3 Tips to Make Collaboration Fun and Productive
There are many ways to leverage partnerships in your marketing activities. You must remember that partnerships help you have a more significant impact by leveraging a wider network, audience and expertise. Partnerships must be properly structured and executed so that all parties involved are happy with the outcome. This is very important and will increase the likelihood that other people and companies will want to do business with you.