Marketing is a constantly moving world. It changes and grows over time to fit in with what the consumers, clients and general public need. There are always new things to try out and see if they work for you.   

One marketing approach that is often overlooked when marketing a professional service is partnership marketing. But, what is partnership marketing, and how do you make it work for you?  

What is partnership marketing?   

The idea of partnership marketing is a collaboration between two (or more firms) that will help them all reach their business goals.

These goals can vary; however, the primary goals that you will want to reach will be:  

• Creating more awareness of your brand  
• Extending your reach  
• Generating website traffic  
• Bringing more people to your social media platforms  
• Increasing conversions  
• Retaining existing clients  
• Acquiring new clients  

How do you make sure that you have the perfect partner?  

For partnership marketing to have the required effect, you must make sure that you team up with the right partner. Of course, the best way to do this is to get on with searching for them, but it is always a good idea to think about what you are looking for before you get to work.   

Once you have your goals in mind, you can start to find your perfect partner (or partners if you are going for a multi-firm linkup).  

You will want to ascertain whether or not they have the same target audience as you, as this is where you will be able to gain followers. More often than not, this will come from partners that offer a product or service complementary to what you provide.   

Another important thing is to make sure that your partners have the same values as you. This will help you align and make the entire process that little bit easier.   

Nurturing that relationship  

Once you know the partners you want to approach, the next thing to do is be brave and make that leap. For many, the first communication you will have with a potential partner is via email.  

You want to make sure that your email is short and to the point; you want to make sure that the value of the partnership to them is made clear; after all, this is what is going to draw them in. You want to showcase the research you have carried out and let them know that you are going to be a great partner to have.   

If you manage to get a response (which won’t always happen), then those initial discussions should be about getting to know one another and making sure that you will fit well together. It is always best to try and do this over the phone or on a video call, as this will give you both a better gauge than if you are on email alone.   

You need to take the time to find the right partner, and you also need to make sure that they feel that you are the right fit for them. Rushing this part of the process or simply jumping in with both feet and not testing the water first can lead to disappointment.   

You must remember that any relationship worth having takes time and patience, even when it is a business one.   

Setting expectations  

If you have come to the stage where you are both in agreement, you need to discuss what you expect. Having set expectations will help you in both the short and the long term, which means that it is worthwhile.   

You want to make sure that you are all happy with what is being put in place and planned. You also need to ascertain what possible hurdles are most likely to come up and what you will do to get over them.  

It is essential that everyone is in agreement and that everyone gets to have a say at this point in the process. If you don’t, you may find that there are some more significant issues in the future that could put a natural hold on the partnership and even stop it altogether.   

This part of the process is all about the finer details. Drill down into the who’s, what’s, when’s and where’s, and you will all be on the same page when it comes to getting down to work and making those plans a reality.   

Creating your partnership marketing opportunities  

When you feel ready to go, you can start to try out your partnership and see if it will work for you all. You can try out various opportunities between you; some of them may not work for you both, and some may give the perfect outcome.   

A few ideas on partnership opportunities include:  

• Hosting a joint webinar  
• Exchanging content   
• Conducting research and then sharing the outcomes  
• Producing premium level content, such as an eBook  
• Referring prospects to one another where it is appropriate  

It isn’t always easy to find the right fit for a partnership. However, it is worthwhile trying it out. It will help you grow your brand, but it will also help you build a network of like-minded business owners who could provide you with helpful advice and support in the future.   

Take a look at some of my other blogs you may be interested in:

Maestro your Strategic Marketing

Key ingredients for your firm’s marketing strategy

Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.