How to find partners to perform co-marketing?

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The co-marketing functions as an additional channel for contacts through work with a partner or another company, in which both made an effort to distribute content to double the scope of the results.

It’s a great way to get new contacts without having to wait for organic search results … but it is not always an easy job.

The real challenge of co-marketing boils down to one thing: finding the right partner. How to find partners to launch campaigns with the same strategy and thoroughness you? 

When creating content using Inbound Marketing methodology,  it is important to focus on two pillars: quality content and distributing it. 

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In addition to creating own original content, methodology invites you to work with other companies to perform co-marketing efforts where both involved in the creation or distribution.

Evaluate possible candidates for co-marketing is a challenge. This publication will show you 10 tips to ensure a co-marketing stable and fruitful.

10 tips for finding the right partner co-marketing

1) Create a list of brands you admire.

First, create an updated version of brands and influencers in your industry that you admire from the perspective of marketing list.

For example, if you are an online distributor of wine, a good potential partner that could be included in this list would be a popular wine accessories company. It is very likely that your audience wants to get accessories and wine-related gifts for their families and friends, and wine accessories company want your audience are wine lovers to buy more accessories. We all are benefiting!

Here I present some questions you should ask yourself when creating your list:

  • Are there potential partners in your area that offer pleasant readings in their blogs and that could offer value to your audience?
  • Do you follow a brand on social networks that you create quality content that is also relevant to the needs of your buyer persons (consumer profiles)?
  • What app, tools or products make life easier for your customers?

Once you have prepared your list of companies set your buyer persons, it was time to delve into the matter!

2) Consider competitive match.

It can be difficult to assess the “competence” of a new partner. Common sense is not associated with direct competitors, but there is one area in which partner products differ enough to want to engage with him in a co-marketing.

My biggest advice to assess the undefined space is to make sure your competitor does not intend to classify with the same keywords. For example, if you are an interior designer based in Mexico City and try to grow in other Spanish-speaking countries, do not do co-marketing with another interior designer in Mexico that is contactable with the keywords “interior designer in Mexico” or ” interior designer in Mexico City. ” I would choose to associate with someone who is in the furniture sector or carpet and have a recognition in Spanish-speaking countries, since both can increase traffic and sales opportunities for both businesses without interfering with the other.

3) Deepening the profiles of social networks.

The first thing I do is take a look at the pages of a new partner company on Twitter, Facebook and LinkedIn.

When I analyze, I not only fixed the number of followers, but also observe interactions, responses and the type of content that publishes its team of social networks. Why? It is very likely that your content co-marketing is to advertise on social networks at some point. It is important to know the scope and potential interaction with social networking accounts of your partner to assess the exposure you get your co-marketing content on these platforms.

When you observe your social networking accounts, ask yourself the following questions:

  • Does your partner use graphics and high quality elements, aesthetically pleasing relevant to promote their campaigns?
  • Is the text is interesting and easy to digest?
  • Do people give “I like” mark as favorites and share your publications?
  • Your partner answers questions from customers and prospects?
  • Your partner joins conversations related to your industry?

Try to answer all these questions about your future partner to determine if it is in tune with respect to content on social networks.

Professional advice: when you’re on Twitter, take a look at the tabs’ Tweets and Answers “and” Photos and Videos “to better determine the interactions of your new future partner.

HubSpot Twitter account

4) Evaluate the overall scope of the website and the content of the company.

To evaluate how much traffic your new partner could lead to a landing page, analyzes its overall presence in and . These sites help you get a rough idea of traffic, bounce rates, keywords and sources that people use to find the site, as well as perform the next action after the visit.

In particular, Alexa is a great tool because it can help you find out where visitors click on the main website of a company. If you find that most of clicks are on the blog or in the pages of resources of a company, for me, that’s an excellent sign that your audience likes the content of the company. If most clicks occur in price pages or elsewhere that is not on the top of the funnel, is an indication that something is missing in your marketing and conversion path; it is likely that at this time the company is not the best co-marketing partner.

Another tool that works well to evaluate the potential scope of a new partner is Buzzsumo . The tool lets you find specific content types that have good performance in an industry, as well as show you who the thought leaders in this sector. This useful tool classifies the content by the number of times something is shared on social networks to provide information on what works well on the site of the company. This video is Buzzsumo capabilities and shows how to use the tool Matthew Barby, SEO guru of HubSpot.

Buzzsumo capabilities

Image source: SEMrush

5) Search the company Google.

To ensure you do not start working with a partner who is on the verge of bankruptcy, the company Google searches and take a look at the first few pages of search results, as well as the section “News”.

If the latest show nothing positive about this potential partner, maybe you should wait a few months until the waters subside. If it is too bad, you might consider deleting it from your list of partners that you’ll get in touch.

However, if the latest report their impending initial public offering (IPO) or a recent financing and growth, do not think about it!

6) Subscribe to their newsletters and your blog.

Sometimes the best way to find out if a company is marketing its brand and content is properly subscribing to updates. The following are just a few questions you should consider:

  • Is the content that promotes interesting potential partner?
  • How often sends emails?
  • Is there a link to unsubscribe?
  • Are your calls to action target landing pages and useful content or to materials that make no sense?

The importance of knowing how this future partner sells its own database is similar to the relevance of their interactions on social networks. Eventually, if you do co-marketing partner, this conduct its promotions through emails, social networks and your website. If you like how it creates marketing database for useful newsletters, publications for your blog interesting and relevant content, these are indicators that this company knows what they like your audience and how to make them delighted customers and developers. If you do not send emails or messages are irrelevant, that should be a red alert if you want to create a society of co-marketing with that company.

7) Check out the opinions about your product or service.

In the case of wine distributor that wants to partner with a company of wine accessories, I would review the opinions that have these accessories on Amazon or Google search ‘views on [insert company name]. “

One way to analyze customer and technical support of products and services this company is to find out if customers like what they buy because it reflects how the brand treats its consumers. If possible, make an extra effort and watch the views and experiences of customers of any potential partner.

8) Search Google to the person with whom you will work (if you know who it is).

Make a quick search to see if you have industry experience, recommendations of their work and a positive mark online. Not judge people for not having a YouTube channel on inbound marketing with more than 1,000 subscribers and hundreds of thousands of views on your videos, but I look at their LinkedIn profiles to see what experience they can contribute.

Ultimately, the person with whom you will work will be a determining factor for your marketing campaign co-factor. I did not discredit people or I choose not to work with those who have several years of experience, but it’s good to know if you’re working with someone industry expert or are just beginning to learn how everything works.

9) Ask for references in your network.

Do you have connections common on LinkedIn? Send your contact share a message and ask if they would recommend the person you think associate. If someone you trust can not recommend this person, consider it as a red alert.

The same applies to Twitter. If you are a walk dogs, you want to partner with a local company dog ​​biscuits and see that you have some friends in common on Twitter, send a direct message to the person who both have as a friend and ask about the owner of the cookie company dog with whom you want to work. Your friend recommended this person? Is worker, passionate about growing your company through inbound marketing, is in tune with your buyer individuals and delights its customers?

Good recommendations from your network are invaluable ways to investigate a potential new partner who will trust your brand.

10) Maintain a call presentation to ensure harmony between the two (and that person gives you good vibrations).

I firmly believe that first impressions are the most lasting. Having a call with a future partner is a great way to check the temperature of your energy and enthusiasm on the association of co-marketing. Then I’ll show you a few questions you should consider:

  • They seem to be excited about the campaign?
  • Are they good questions occurred?
  • Are they aligned with the objectives?
  • Is the conversation was flowing?

As a best practice, you should always schedule a half-hour call to introduce yourself and your future partner know before agreeing to campaign together. This will provide the necessary time to ensure that their goals are aligned with those of the campaign, the products and the timeline that was considered.

I try to be as natural as possible in the first calls. This gives the opportunity to the potential of getting a glimpse of my personality and lets him know that I’m interested in the possibility of working with your business partner. In addition, it also breaks the ice and allows the conversation more relaxed, which means they can really get to know each other and know what the other person has goals.

When you’re done with this process, you should have a much clearer idea of ​​whether it will be worth associated with this person, company or if you just wasting your time.

What other advice do you have to find and select your co-marketing partners?