Does the phrase “one is the loneliest number” resonate with you these days? Are you struggling to tap into new client groups? You don’t have to go it alone!
Give collaborative marketing (also sometimes called affinity marketing) a try and form mutually beneficial partnerships with complementary businesses. Think of a credit card that offers airline miles or a coffee shop that sells bagels from the local bakery. Both businesses are trying to reach the same audience and work together to do it successfully.
Affinity marketing gives you the opportunity to get creative, think outside the box with partnership opportunities, and share some marketing responsibilities. Bonus: New relationships with other business owners often reenergize your enthusiasm for your own business.
The simplest type of a collaborative marketing relationship is displaying another business’s marketing materials in your office and including their business on your website’s resource list and vice versa; they do the same for you and your business.
From there, the sky’s the limit! These types of business relationships lend themselves to creativity. Contact local businesses in your area and brainstorm ways you can work together to reach new clients.
- Befriend a photographer and be each other’s go-to.
- Pair up with a local massage therapist or esthetician to offer package plans.
- Join forces with wedding and event planners, skin care/makeup professionals, massage therapists, and nail professionals to offer special-event services.
- Offer reciprocal marketing and incentives with your local fitness center.
- Work with other local businesses to offer combined gift packages for holidays like Mother’s Day.
- Start with business owners you already know or have a connection to—friends, acquaintances, owners of business you frequent often.
- Put yourself in a position to meet other business owners through your local Chamber of Commerce and other networking events
- Make the first move! Once you identify businesses you’d like to work with, approach them, introduce yourself, and see what possibilities exist.
- Be sure the relationship is mutually beneficial and that both businesses have agreed to the ins-and-outs of the arrangement.
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