Tsavo Neal recently asked me to contribute to his upcoming book. His questions were all about how partnership marketing can be applied to consulting businesses, so I thought you might also like to know what I had to say about it.
Here you go:
What is partnership marketing, and what makes it such an effective marketing method for consultants?
Partnership marketing is when two companies cooperate to bring better marketing and information to one or both of their audiences. In the old days of PR, you had to buy mass media advertisements to show a message that was irrelevant to a lot of people. Now that every company can be their own media publisher, you can find partners who share your audience, and combine your marketing efforts to grow your reach and deepen your impact with your audience. This allows you, the content producer, to put your message in front of an audience that is already built and wants to hear what you have to say.
I’m a consultant, and I really need to step up my marketing. I’d love to give partnership marketing a shot. What is the method or process I follow to do it right (and well)?
First, identify who is in your audience. It’s not enough to list demographic information, so get specific on the kinds of problems you solve for people. Next, identify partnerships that allow you to give something valuable to both the audience owner and the audience themselves. Once you do, the big question is: what do you have to say that’s fascinating, unique, and helpful? If you can figure out these three big pillars of partnership marketing, you’ll rapidly extend your reach and client base. Once you solve the three big pillars, decide on your content superpower – writing, speaking, video – and begin to create!
What are some of the daily marketing habits I should be building if I want to make partnership marketing my primary marketing tactic?
As with all marketing and selling, you need to stay curious. Continually ask yourself, your clients, and your readers/subscribers what’s going on in their world. You can do the same for marketing partners.
As you identify questions and problems people have, save them! Daily habit #1 is to store marketing ideas as they come up; you can use anything for this, but I personally use Trello to store my topic ideas for videos, podcasts, webinars, articles, and more. Partnerships don’t happen without familiarity and relationships first, so stay on the lookout for potential partners and stay in touch with them. If you don’t already have a CRM – even if it’s just a spreadsheet to start – get one, and make sure you stay in touch with the people who matter most.
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