5 Ways to Effectively Utilize Marketing Collaborations

5 Ways to Effectively Utilize Marketing Collaborations


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Collaborations are one of the most effective ways to boost your marketing activities. Most companies and startups know this and invest significant resources into collaboration activities. When they first hear about collaborations, many people immediately think about influencer marketing campaigns. They think about celebrities sharing products on Instagram and athletes endorsing sports brands. While influencer marketing is the most popular form of collaboration, there are many other forms of collaboration that can help you increase your marketing efforts. In this article, we will go over five ways to utilize collaboration effectively:

1. Co-hosted webinars

Lots of companies do webinars. Most companies don’t know how to host one. They often start with industry talk and then jump into describing how great their company and why you should use it. What they should be doing is focusing completely on the consumer, providing as much value as possible and making sure to give actionable insights to their webinar audience. To increase that, you could host a co-hosted webinar. This means you can have someone from the industry host the webinar along with your leadership team. It can be a prospect, a client or an industry expert. This is because you can tap into a wider audience and distribute the webinar more effectively by having them co-host it. The webinar itself will also be more prosperous, as there will be more angles, points of view and knowledge to share, and this will lead to higher audience satisfaction as well as brand trust and authority.

Related: 6 Marketing Collaboration Tips From the Experts

2. Building a movement

One effective way to generate awareness of 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 raises brand awareness levels. Walnut, a sales demo creation and optimization platform, has demonstrated this with its #weareprospects campaign. It aimed to improve the B2B buying experience.

Think about something your industry needs, and find a way to create an effective movement that will contribute to your customers, prospects and brand.

3. Newsletters

Platforms like Substack have revolutionized the publications industry. Many writers now have the freedom to send newsletter articles directly to their subscribers by email. Substack has also become a great tool to bypass social media algorithms by sharing your content directly with your followers. To reach a highly targeted audience, many companies sponsor newsletters. In addition to the financial benefits for the writers, the brand’s contribution has also allowed them to share the article via social media.

Related: 5 Tips to Ensure You’ll Have Successful Brand Collaborations

4. Brands and media collaboration

This is probably one of the more well-known forms of collaboration out there. Brands are actively pushing content for media publications, TV channels, radio stations, etc. This is PR. PR is a powerful tool for both brands and the media. Why is this so important? Because brands have the ability to tap into the publication’s authority and audience. Editors and reporters can also be exposed to stories and ideas that could benefit their work. Today, PR agents are more common than reporters. This means that reporters have to think twice before writing a story. It is crucial to understand that and to be able to build a proper narrative for your brand.

5. Shared events

Earlier in this article, we talked about how you can organize a co-hosted webinar. You can also host something similar in a physical location. It can be in the form of an industry meet-up, a conference or a show. This is where you partner with companies in your industry to provide a great experience for your audience. Social media is a powerful tool for promoting shared events.

Let’s say you have 1,000 people attending your shared event, and 20% of them share something to their social media channels. This could result in millions of people being exposed to the event. This is a great marketing tool. This is my bonus tip. Make sure you incorporate the digital aspect. This can really increase your impact on social media.

Related: 3 Tips for Making Collaboration Fun and Productive

There are many ways to utilize collaborations in your marketing activities. Collaborations can make your marketing more impactful by tapping into a wider network, audience, and expertise. Collaborations must be well-structured and executed to ensure that everyone involved is happy with the result. This is very important as it will increase the likelihood that other people and companies want to collaborate with you.

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