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5 tactics to boost collaborative marketing success

by Casey Schmidt  |  October 1, 2019

4 min. read
A large meeting room with many workers at a table.

Collaborative marketing opens possibilities for your campaigns to thrive. Reaching target audiences is more accurate with the latest technology. Furthermore, modern marketing collaboration utilizes the right tools to reach a wider market.

What is collaborative marketing?

Collaborative marketing is a marketing strategy that involves working in unison with similar companies to promote brand, minimize costs and increase sales. Collaborative marketing bolsters exposure through side-by-side advertisement with competitors. It is a popular and effective system, especially in online presences.

Here are five unique tactics to make your collaborative marketing a success.

1. Utilize the power of consumers

Collaborative marketing is more than collaborating with other organizations. Modern technology gives us better outreach to capture the voice of your target audience. This continues to develop as the use of social media and wide-reaching digital reviews expand.

Two workers review a laptop.
Use technology to better understand your audience.

Put this concept to work for your organization. Continuously assess the involvement of consumers in your brand and marketing campaigns to reinforce relationships to the level of your organization’s needs. Try to collaborate with your target market by utilizing user generated content.

Organic growth in your brand and marketing campaigns is the result of user-driven collaborative marketing. Consumers boost your campaign naturally through word of mouth, social media and blogs – so give them the platform to interact. This is one of the simplest tactics for collaborative marketing but it’s also one of the most effective.

Two marketers collaborating on mobile devices.
Evaluate team relationships to boost collaborative marketing.

2. Fulfill campaign goals

Use collaborations to strategically mask your weaknesses or promotional shortcomings. Broaden your outreach with collaborative marketing that syncs with your organization. Relatable organizations will have similar goals, marketing campaigns and target audiences. Create mutually beneficial marketing promotions with these companies to fulfill the needs of your team.

When you bring this idea to modern collaborative marketing, you’ll need systems in place to enable this creative collaboration. The marketing technology stack your team is using should be configured to make this process as smooth as possible.

It’s essential to have the basic collaborative tools in place. The most important solution for marketing collaboration is digital asset management (DAM). This used by modern organizations for optimal brand management and asset storage. With DAM, you can easily collaborate on projects with externals through features like collection links and portals.

An outdoor meeting between two coworkers.
Collaborative marketing is the optimal path to campaign success.

3. Align with like-minded businesses

Increase your brand awareness with collaboration. Work with other brands to promote similar products, which increases the outreach and strength of the advertisement. The marketing powers of numerous brands come together to bolster your business and minimize budget spending.

Here’s a real life example of this in action. Two different reputable Hollywood companies produce a movie. Though they are competitors, they solidify the quality of the film by collaborating. The brands build off each other this way, masking weaknesses and developing strengths in the eyes of consumers.

A man and woman sharing a tablet on a staircase.
Work with like-minded businesses to accomplish more.

4. Plan the entire collaboration process

A strong collaboration is preceded by a systematic planning of the entire collaboration process. Begin by researching companies that have similar goals, marketing, brand and products. Especially online, marketing collaborations are more effective with higher amounts of collaborative companies. The next step is meeting with the collaborators and setting guidelines and agreements with each of them.

After the partnerships are formed, ensure all agreements are in place before launching the marketing advertisements. Finally, re-evaluate your campaign to ensure you’re constantly getting the most value from it. Ensure the companies you partnered with don’t change their goals or branding values without your knowledge.

Business workers shaking hands.
Plan the entire process of your collaboration.

5. Adapt to evolving organizational needs

Your collaborative marketing campaigns thrive when internal audits of collaborative relationships are routine. The needs of your organization are dynamic and the digital landscape changes constantly. In order to stay relevant and keep the collaborative marketing campaigns prosperous, regularly reassess both your organization’s needs and changes to the relationships with externals. Ensuring the relationship is still viable and beneficial to your organization will garner success.

Elevating your marketing campaigns begins with internal evaluations of collaborations. Keep your organization focused in order to succeed in collaborative efforts. Help your team feel responsible for taking ownership of collaborative marketing relationships.