Every small business owner is looking for ways to increase exposure for their company without spending a lot of money. It’s time to get creative to reach new audiences and start familiarizing more people with your brand.
Something we do a lot of here at Conversational is collaborate with other brands through content and social media. We’ve collaborated and partnered with brands and influencers like Shep Hyken, Quicken, and ConsumerAffairs to reach new audiences and spread the word about Conversational.
We thought it would be helpful to show you how we reach out to collaborate with other brands to increase exposure. Keep reading to get started.
How to Collaborate with Other Brands to Increase Exposure
Define your collaboration goals
Let’s say there’s an interesting and helpful industry or company blog you follow. That gives you your first “lead” for potential collaborations. But before you reach out to any brand or influencer, you must think about your goals for the collaboration.
Do you want to drive traffic to your website? Do you want to familiarize more people with your brand? Are you looking for a partnership or a short-term collaboration? Do you just want to associate your brand with a trusted company or influencer? Knowing what your goals are before taking the next step is important. It will help you decide how to “pitch” the collaboration to the other party.
Make a list of potential collaborators
Going back to the first step – defining goals – we talked about coming up with the first “lead” for potential collaborations. It’s time to make a list of all the potential brands and influencers you could team up with to create content, partner long-term, or offer special promotions with.
Think about the blogs and social accounts you follow. Research influencers in your industry. Take a look at the companies and public figures your own audience follows. Look for brands that have done content collaborations with other brands in the past, or that seem to perfectly line up with your company goals.
For example, when we approached Quicken about a content collaboration, we did so because we knew many of our small business clients use Quicken for Small Business. Teaming up with the review website ConsumerAffairs was an easy decision because we know most small businesses are looking for ways to collect and respond to reviews of their business.
Develop your pitch
This could be the most difficult part of the process. Developing your pitch means you’ll be “selling” the idea of the collaboration as you’ve imagined it to the other party. You want to get them on board, so you have to find ways to make the collaboration mutually beneficial.
When persuading others, the main thing to focus on is how your proposal will directly benefit or affect them. Your pitch might look something like this:
I’m with Conversational, the virtual receptionist provider for small businesses. We’ve noticed many of our clients use and rave about your small business tool. After checking out your blog and the topics you cover, we think it would be a great idea to collaborate on a blog post, infographic, or guide about customer service in small business.
Would you be interested in writing and promoting this type of content with us? We think both our audiences would really enjoy it, and we’d be delighted to collaborate with you.
You can find examples of similar collaborations we’ve done with other brands here.”
Send your pitch to those on your list
Finally, it’s time to send your pitch to those on your list. Don’t just copy/paste the same pitch to a dozen different brands – personalize each one, using the pitch you developed above as a template. Sincerity is important here, because if someone opens your email and thinks they’re just one of hundreds who are receiving the same email, it won’t elicit a response.
Be sincere, friendly, and focus on the ways you think the collaboration will benefit the other party. Once you’ve sent out your first round of pitches, you can relax and wait for the replies to start coming in – we find that if we reach out to 5 brands about a collaboration, around 3 will positively respond and we’ll manage to actually collaborate with 2 of those. Don’t expect a yes every time.