You might be using social media to build and grow your business but organic growth can only get you so far. Generating effective partnerships with other brands could:
- Help you reach out to six-figure audiences
- Increase sales and grow strength against competitors
- Save time by collaborating on ideas
Partnerships come in many shapes and sizes, especially on social media. They can involve limited communication between two brands or they can be actively nurtured and maintained.
Social channels provide brands with the opportunity to foster connections that they would otherwise have difficulty finding. While you should never automatically assume that others will want to help you achieve your social media marketing goals, it is always worth reaching out to collaborate with brands.
Build positive relationships with other brands and ask for their support. Of course, it’s a wise idea to be ready to offer something in return.
It’s worth remembering that a good partnership is beneficial to both parties. When it isn’t, one side will become unhappy and that partnership won’t work out.
#1: Create high-quality content
This is absolutely the best and most straightforward way to collaborate with other brands on social media. The best part? They will come to you.
Your content is the way that you effectively engage with and reach your audience. If your content is good quality, then other brands will become attracted to it as well. By taking and sharing great photos or meaningful words that have an impact, you will increase your chances of reaching a wider audience.
When other brands share your content on social media they will credit you. This will then drive traffic back to your page. Say hello to explosive growth.
#2 Get partners to donate giveaway prizes
Running a promotion with a prize giveaway can be an effective way to gain new followers on social media.
By working alongside another brand in that giveaway, you have the potential to vastly increase the amount of social media users you are able to reach.
Partners could also offer your audiences prizes that you might otherwise be unable to present them with. This could be a prize that is material or one that is experiential.
When multiple partners contribute to a prize this also enables collaborating brands to offer a bigger win for followers. The bigger and better the prize, the more likely you are to have entrants, which translates into more followers.
Be sure to encourage partners to share the competition across their social media channels. Cross-platform sharing by multiple brands could generate explosive engagement.
#3 Co-branding of products and services
One more traditional way to capitalize on a brand partnership is to find a brand that complements the products and services that you offer.
When you’ve done this, you could approach the brand with the idea that you offer a package of complementary products or services to your audience.
For example, if you are a personal trainer selling home workouts you could partner up with a brand selling sports equipment. When someone purchases your workout, they could also receive branded products from your partners.
Alternatively, you could work with partners by offering discounted vouchers to their customers. This is another great way to maximize growth via your partner’s customers.
#4 Service swap
Swapping services is a unique way to work with other brands. It can be especially useful when you are a small business with limited resources.
Put simply, this is basically the bartering of your services. It’s a give and takes style relationship in which you would provide a service in exchange for another.
If there is nobody on your team that is a graphic design whizz, reach out to your partner and swap those graphics for some of your own products – or a service that they might need help with.
#5 Partner with Influencers
Building a social relationship with an Influencer could result in instrumental growth for your online business. While a one-time share from someone with a big following can be a useful way to grow your audience in the short-term, fostering long-term relationships is the ideal goal.
When you have a sizeable following of your own, this will make the partnership more worthwhile for the Influencer you are working with. Otherwise, the relationship will look more like a sponsorship deal.
In order to collaborate with an Influencer in this way, you should first offer them something of value. This could be a review of their products or it could be a link to their blog posts. This way, the partnership has begun with you providing them with something and not asking for something from the off-set.
Be sure to engage with them and build up a good rapport. Before asking for them to promote you, you should have established yourself as a brand they can trust.
Keep engagement consistent and make sure when you do connect with them, you are offering high-value commentary and not just posting random emojis.
Finally, when you feel that the relationship is beginning to grow, request their help. This could be something as simple as a shout out to a blog post or you could invite them to collaborate with you on a new product.
#6 Create events together
When you have developed a strong relationship with another brand, creating an event together, either on or offline can be another great way to reach out to one another’s audience pool.
Social media users want to attend events that are run by a brand with social status. By collaborating with a brand that is reputable online you can reach out to and engage with a wider audience.
This could be done by partnering up and offering a free event. Alternatively, it could be used to generate revenue by selling tickets online.
Send out newsletters and hyperlink to both of your social media pages. You could use websites such as Eventbrite to sell tickets. The company has found that every social media share drives an average of 16 visits back to the original event page and generates approximately £2.41 in incremental revenue for the event organizer.
Follow the six steps above and you are on the right footing to begin your brand partnership journey. You will leverage the strengths of another business and offer the benefits of your own in return.
Some takeaway points to remember are:
Don’t compromise on your audience’s trust
Choose brands that positively reflect your own company. If you work with a brand that has a bad reputation, your social media followers might abandon ship.
Work hard to find a brand partnership that both you and your audience have faith in.
Make sure the partnership goes both ways
This relationship should be both give and take. When the balance of the relationship is tipped in one side’s favor, the partnership can grow bitter and ineffective.
Look for brands that are of a similar size to your own and deliberate on a plan that ensures the partnership will be a win-win for you both.
Make a plan
When you first begin working with a brand set out your expectations clearly. This way, if anyone deviants you can refer back to the original idea.
Make sure you know which party is responsible for which elements of the partnership – this will prevent disagreements later.
Stefanos Bournias is a content marketing consultant that specializes in SaaS businesses. He has worked with start-up founders, CEOs, content managers, and inbound marketers to deliver quality content that increases brand awareness, traffic, and qualified leads. https://stefanosbournias.com/