5 ways companies can effectively collaborate on marketing

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Collaboration is 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 collaboration, many people immediately think of influencer marketing campaigns. They think of celebrities sharing products on Instagram and athletes endorsing sports brands. Although influencer marketing is a leading form of collaboration, there are several forms of collaboration that can skyrocket your marketing activities. In this article, we will go over five ways to use collaboration effectively:

1. Online seminars organized together

Many companies hold webinars. The problem is that most businesses don’t understand how to do it right. They usually start with some general industry talking points and then jump in to say how great their company is and why you should use their products. What they should be doing is focusing completely on the consumer, providing as much value as possible and making sure to provide actionable insights to the webinar audience.

To top it off, you can do a co-hosted webinar, meaning you can get someone else in the industry to host the webinar with your leadership team; it could be a customer, a prospect or a leading advisor in your industry. The idea here is that with them hosting the webinar, you will be able to reach a larger audience and the webinar distribution will be more significant. The webinar itself will also be more prosperous as there will be more angles, views 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

An effective way to create awareness about something is to start a movement, and by adding partners to that movement, you can expand and reach more people. This creates strong momentum and increases brand awareness. An example of this is what sales demo creation and optimization platform Walnut has done with its #weareprospects movement, which aimed to effectively optimize 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. Newsletter

Platforms like Substack have revolutionized the publishing industry. Being able to send out newsletter articles directly, by email, 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 for bypassing social media algorithms by sharing your content directly with your followers. Many companies have sponsored newsletters to reach a hyper-targeted audience. The authors have also been able to benefit financially from a brand’s contribution and from the brand’s audience when they share the article on social media.

Related: 5 Tips to Ensure Successful Brand Collaborations

4. Brands and media collaboration

This is probably one of the more well-known forms of collaboration out there. Brands actively push content to media publications, TV channels, radio programs, etc. This is PR, and PR is an excellent tool for brands and media. Why? Because the brands can make use of the publication’s authority and audience, while editors and reporters are exposed to stories and article ideas that can contribute to their work. Today, there are many more PR agents than reporters – this means that journalists think twice before deciding to write a specific story, and because they get pitched a lot, they have to be very selective. It is crucial to understand it 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 webinar hosted together. Well, you can also do something similar in a physical space. It can be in the form of an industry meeting, a conference or a show. The idea here is to collaborate with other companies in your industry to deliver a good experience to the public. Shared events are also strongly amplified on social media.

Let’s say you have 1,000 people attending your shared event, and 20% of them share something to their social media channels. This can lead to millions of followers 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 collaboration in your marketing activities. You must remember that collaboration helps you make a more significant impact by tapping into a wider network, audience and expertise. Collaboration must be structured and carried out correctly so that all parties involved are satisfied with the result. This is very important and will increase the likelihood that other people and companies will want to work with you.

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