5 reasons for your company to do Co-Marketing – WAU

In the business world it is very difficult for a company to achieve success without partners. On many occasions, it is necessary to join forces to achieve the results, especially if the goal is quite ambitious. Your company already has some business partners, right? And if I said that there is a way, within Digital Marketing, to […]

In the business world it is very difficult for a company to achieve success without partners.

On many occasions, it is necessary to join forces to achieve the results, especially if the goal is quite ambitious.

Your company already has some business partners, right?

And if I said that there is a way, within the Digital marketing, that you expand your audience with the help of these partners?

We are talking about the Co-Marketing – which, as the name suggests, is nothing more than shared marketing.

To put it briefly, this is basically a strategy performed by two or more companies that have the same target audience aligning their interests and efforts to create an impact together that they would not be able to achieve alone.

In Digital Marketing, this is done quite frequently through the creation of joint content.

Two or more companies create an eBook, a webinar, a tool or other material and promote it to their respective bases.

As a result, we have both companies benefiting, since the two audiences are similar and the companies are not competitors.

As an example, it is quite common to notice airlines doing Co-Marketing with car rental companies.

The same goes for technology companies, such as Resultados Digitais and Websites Are Us, which have already done several Co-Marketing campaigns.

Some examples are the eBook “Content Marketing for Results”, the tool “The Fantastic Personas Generator” it’s the Content Marketing Quiz.

Below we will comment on 5 great reasons for your company to Co-Marketing with another partner company.

1. Greater impact on promotion

As stated above, Co-Marketing is shared marketing.

The union of two or more companies alone already has a greater impact on promotion than if done in a unique way.

That is, if Co-Marketing is carried out correctly, of course.

Ideally, your company should do Co-Marketing with companies that have complementary offers and that are not direct competitors.

It is much more advantageous unite two audiences that have a certain relationship for a launch.

This leads us to the second good reason for your company to do Co-Marketing.

2. Gain a new audience

Every company that is applying the methodology of Digital Marketing works to create its own asset, producing content and investing time and money in creating and expanding its audience.

And those already in the middle know that growth is usually predictable, but in many cases, especially in start-up companies, it happens gradually.

When doing Co-Marketing, your company not only gains access to new potential customers but also access to an entire base of another company, which has been building this asset in the same way as yours.

The result is that both companies better capitalize on your efforts and embrace the possibility of making a considerable leap in the reach of the offer.

3. Build Authority

Have you ever stopped to think about the influence that a certain company has on its public image if it appears related to its name?

If we see two celebrities together, the tendency is to recognize the strength that the union causes.

Or if there is an ordinary person with a public person, the fact that they are together already shows a certain relevance.

In business, a similar phenomenon occurs.

Each market has its own experts and also it is a way to position yourself and gain notoriety by joining them.

Of course, the concept of famous or celebrity is quite relative.

Especially in niche markets, where it is common to have companies that are very relevant to the public of company A, but that the public of company B does not yet know.

Thus, Co-Marketing appears as an excellent way to show everyone that your company is part of a select group of references.

4. Save / Reduce costs

Another prerogative of Co-Marketing is to do more with less.

Are companies sharing efforts and costs, even if they are not in the same proportion.

The point is to make a deal.

For example, one company may be responsible for the content and another for the design.

Or both can divide the tasks equally.

Anyway, the important thing is to realize that the result is much greater for a lesser or equal effort, which is doing everything yourself.

5. Link Building

More than promoting the campaign via E-mail marketing, social media, or other channels, you can also promote it on your company’s website.

This makes the Co-Marketing is also advantageous in terms of SEO.

Companies can each create a blog post about the launch and in the content quote and link to the partner company.

Or, still, make this reference on a material or download page.

The two companies can do this so that each contributes a little to the growing authority of the partner’s site on Google.

What’s more, with this relationship already built, you leave the doors open for this partner company to link to other posts or pages on your site in the future.

But don’t forget to give back!

Final considerations

We saw that Co-Marketing has advantages that can have a very positive impact on your company’s marketing campaign.

However, it is always worth remembering that this is a win-win relationship. That is, do not try to take advantage of the partner company.

Strive for the two companies to win, after all you are partners, not competitors.

So choose your partner well, because it is with him that you will share the Leads and, in the future, new customers!

To learn more about the topic, download the free eBook “Co-Marketing: the golden strategy to leverage the generation of Leads”.

This guest post was written by André Siqueira, from Digital Results.