You’re starting a new business partnership. What are the best marketing tools to promote it?

Classic marketing channels are great (e.g., LinkedIn, email marketing, newsletters, content, etc.), but in my experience events (both digital/webinar and offline/in-person) is the most powerful marketing tool. Showing a presence in the market through presentations and panels gives you a direct connection to your target & current partners, giving you the best opportunity to make a strong impression.

One thing which I have seen over the years with partnerships being a failure / success is the goals and their metrics to achieve it . A best way to market your business partnership according to me is to ensure that your blueprint of vision and roadmap is clear . And the same is visible to the person investing in you and your idea . Flashy doesn’t work always but clarity does

Digital Presence: Establish a professional website optimized for search engines (SEO) and mobile devices. Utilize social media platforms to engage with your audience and run targeted advertising campaigns. Content Strategy: Develop a content marketing strategy to create valuable and relevant content, such as blogs, videos, and infographics, to establish your partnership as an authority in the industry and attract new customers. Email Marketing: Build and maintain an email list to communicate with prospects and customers related to your partnership. Performance Tracking: Utilize analytics tools to track the performance of your marketing efforts, enabling you to make data-driven decisions and optimize your strategies for better results.

Make Execs do the marketing first! Use their social media to spread the word of the partnership. Work with marketing to get messaging out from the company's official handle. Try participating in in-person events or jointly host client events.

Your partnership's success hinges on clarity of purpose. Define concrete objectives and KPIs to gauge progress effectively. Whether it's revenue growth, lead generation, or brand visibility, articulate your goals with precision. Define KPIs - Structure a process to capture data - Have the right tools to track, measure impact.

It's important to understand that different channels or platforms underlie a different logic. Things that might work on one platform, might not work (as well) on another. Hence, starting with one and then expanding step by step might be a great way to scale up a business with time most effectively used.

My channel expeience and partnerships are B2B, so there are multiple ways to communicate effectively depending on the relantioship, goal, product. Bulding a trusted network is crucial to get to know your channels and navigate the opportunities and challenges. I also try to stay active in meetings, emails, newsletter, but always try to give them customized communication and personalized service. Each channel and platform is a different world, so it is important they feel that way

Identify the channels and platforms that will help you get your message to your target audience. When operating in a B2B market your messaging and platforms will differ from that of a B2C industry. When referencing social media channels specifically, LinkedIn is great to reach your B2B audience, post content that is informational and educational that inspires your audience to want to learn more. B2C audiences will have a more engaging and entertaining approach specifically utilizing platforms such as TikTok, Instagram, Facebook will be great opportunities.

It depends on the partnership and type of business but for d2c e-commerce, for example, email announcements, newsletters, cobranded landing pages, sometimes a press release, paid ads and instagram/social can be very effective for amplifying your message and news of the partnership to the right target audience.

The most important factor in selecting the most effective channels and platforms for a project is whether they match the structure, role assignments and skills of the team managing the project. Therefore, the skills and role assignments of the team members need to be carefully considered at the outset, and tools should be selected that match these. In addition, by setting the ideal outcome in advance in line with the project objectives, the manager does not control the behaviour of the team members, but checks from time to time whether they are moving in the right direction based on the OKRs (Objective and Key Result).

Additionally, content needs to address the pain points of the audience you are trying to reach. Understand the market and where the partnership can add value. Then co-create content that helps identify and solve those specific challenges.

One example we applied when developing the content is to generate identification, supported by cases that demonstrate the authority of the Brand/company and thus develop urgency and curiosity in the public

When creating content, it is important to bear in mind that it must not deviate from the company's overall philosophy and direction, and that the message must be appropriate for the respective target audience. To avoid deviating from the company's overall philosophy and direction, it is important to first establish the core message in cooperation with the public relations department. The target audience demographics are then carefully studied and the words and phrases to be used, the examples to be cited and the competition to be compared, and the channels and media to be communicated are selected accordingly.

The single most effective type of content to help promote a partnership is a case study. Highlight your and your partner's benefits to the client. Then, show why 1+1=3. Plus, if you do the majority of the work and give your partner great coverage, it will show them that you're serious and create a stronger bond between you. Case studies for the win.

Your message will determine if potential partners are willing to partner with you. Your message must be clear, simple and must state what makes you unique and valuable.

Depending upon who your audience is, this could be a straightforward rifle shoot comms to them - including good old telephone calls and other very direct comms. In my World a direct communication generally insights the best responses IF you have clarity of message and WHY they are interested

Once your content and messaging are prepared, proceed to launch and promote your campaign effectively. Ensure your campaign targets the right audience, utilizing tools like SEO, PPC, influencer marketing, and referrals for optimization. Leverage your partner's network and audience to extend reach and enhance credibility. Maintain open communication with your partner, coordinating efforts seamlessly throughout the campaign for maximum impact and success.

Check that the planned actions for each audience are progressing according to schedule and monitor each response to see if it is in line with the original plan. These results should be shared among the members in real time, and any differences from the original plan should be discussed, e.g. whether to try a different approach or repeat the same action.

I use hubspot and I recommend it. Hubspot is an amazing customer relationship management tool. Monitor your campaign but don't just stop at that, evaluate at intervals.

Data is your friend! Speak with him. Analyse all the steps of your partnerships: - How many customers reach your landing page - How many customers leave the funnel and at what stage - How many customers are using your service these are just few examples; make sure to know every step of the funnel metrics and conversion rates; in this way you'll be able to understand what is happening and take action. Share metrics with your partner and understand if you both need to work on marketing, a/b testing & more. Surveys to customers are foundamental, in order to get to know how do they felt during eg: onboarding, funnel and more; they can provide fruitful feedbacks and improvements. my 2 cents.

It is not enough to simply monitor and share plans and activities, but we must not forget to measure their effectiveness using tools. Effectiveness must not only be measured in terms of reactions, but also in terms of cost and time effectiveness, which can then be accumulated to verify effectiveness along various axes.

Defining clear objectives and key performance indicators (KPIs) is crucial for any successful partnership marketing initiative. Here's a breakdown of how we can approach this: 1. **Objective** 3. **Key Performance Indicators (KPIs)** 3. **Tracking and Reporting**: By continuously monitoring and optimizing our campaign, we can ensure that our partnership efforts are aligned with our objectives and delivering measurable results.

Cultivate a culture of appreciation and collaboration within your partnership. Celebrate milestones and achievements together, fostering a sense of mutual trust and support. Invest in nurturing long-term relationships for sustained success. A mere transactional partnership will not take off, even if it does, it will be short lived.

The best and often most successful partnerships are ones that are all year round in terms of growth, ideas, iteration. Unfortunately, I’ve seen situations where there’s a lot of initial investment to get a partnership launched and then it’s one and done or set it and forget it - without really investing in learnings and evolution post launch. Always play the quality over quantity game.

In my experience, "nurture partnership" should not only be considered at the end phase, but rather from the outset. Nurturing partnerships involves maintaining good communication, appropriate gestures, and staying aligned with the vision and mission of the partnership from beginning to end.

Share Results: Provide a comprehensive report on the campaign's performance, highlighting key metrics and achievements. Transparency builds trust! Co-Branded Content: blog posts, social media updates, or case studies - showcase the positive outcomes of your partnership! Team Recognition: Acknowledge the individual efforts of the teams involved! Publicly recognize their hard work and dedication in achieving the shared goals. Feedback Session: Conduct a feedback session to gather insights from both parties. Understanding what worked well and areas for improvement will contribute to the success of future initiatives. Continuous communication and a proactive approach contribute to maintaining a healthy and thriving partnership!

Moreover, maintaining a strong relationship with your partner is key. Regular communication and mutual support help solidify the bond formed during the campaign. Additionally, exploring new opportunities and ideas for future collaboration keeps the partnership dynamic and forward-thinking. Remember, a successful partnership isn’t just about the campaign—it’s about building a lasting connection based on trust, communication, and shared goals.

One thing is sure co-market your partnerships have never been so important ! Clients / customers seems to give more credit, and more trust to companies that know how to work together to create better products, services

Keep on communicating and use examples and Use cases to bring your partnership solution to life. And do it regularly with some additional online awareness comms here on Linekdin for example

1) Your story is your secret weapon. Use it wisely to connect, not just broadcast. 2) It's not about being everywhere; it's about being impactful where it matters. Know your audience, choose your platforms, and engage deeply. It's worth it. Segment, personalize, and for heaven's sake, be interesting. 3) Your new business partnership is a marathon, not a sprint. Same goes for you promoting it. Invest accordingly. 4) Analyze how your campaign performs. If you're not measuring, you're guessing. You want to know what works, and know what to optimise. Always remember: the best execution won’t save a bad strategy. Focus on creating value, understanding your audience, and building your comms as sustainably as your partnership.