Of course, to know this you have to measure it. If the results are negative, you will have to analyze what failed: whether it was your team or that of the allied brand.
I recommend you create a comparative table to measure individual efforts versus collective efforts .
In your table you can record, for example, sales opportunities achieved email database lists australia through cooperation with the other company versus sales opportunities achieved alone, as a result of your own marketing actions.
Now, if the results together do not exceed those you achieve individually, this does not mean that co-marketing is not for you, but that you should look for another better-qualified allied company to help you exceed those results.
How to Choose a Good Co-marketing Partner
These are the recommendations that Hubspot makes to companies that are interested in finding quality partners for their co-marketing strategies. Below I will discuss each one:
Create a list of brands that you admire and that have a similar community to yours.
This is where the complementarity that they can provide to the user within your sector or industry comes into play.
Evaluate whether potential partners have blogs and offer engaging content. You can also see which brands on social media create interesting content for your buyer personas and which tools, or applications, make life easier for your users.
All of this will help you put together a quality list to choose the best partner for your co-marketing campaign.
Consider the competitive advantages that the company can offer you as an ally.
You can choose brands within your sector because they are complementary and will help buyers in both sectors. However, you should try not to have them compete with the same keywords, that is, they should not be in direct competition to avoid overlapping.
Explore the social networks of your potential allies and evaluate the quality of the content they share on each of their profiles.
Remember that the shared content you create will be on those platforms and you need to determine if it will actually have a positive response.
Check the interactions, likes, comments and shares rates. If it is an account with good engagement , it will be beneficial; if not, evaluate other candidates.
Evaluate each prospect's web and content reach . There are online tools like www.alexa.com that can help you get a general idea of the traffic they receive, bounce rates, keywords and sources that users are using to reach that page.
Partners don't necessarily have to have millions of Internet users on their site, but there must be a good fit between their audience and yours. Try to find something in them that you don't have that will help boost your brand.
[Tweet “Partners don’t necessarily have to have millions of Internet users on their page, what does need to exist is a good fit between their audience and yours”]
Search for the company on Google because there isn't much that the king of search engines misses. I suggest you look in the news option to evaluate which are the first results it returns.
If the ratings are not positive, you may want to consider crossing it off your list. If, on the other hand, it has good reviews , you may have a great prospect for co-marketing partnerships.