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Companies are constantly looking for new tools to attract customers. One of them is collaborations. We will talk about them in this article. You will learn what it is and what benefits it brings to business.
What is it: definition of the concept
Collaborations are understood as cooperation between people or organizations with the aim of attracting new clients. This is a powerful marketing tool that allows you to tell the target audience about products or services in the most native way. The trick is to create a joint product, content or event. This is not perceived as advertising.
Such cooperation is always mutually beneficial. Often it is done free of charge, as there is an equal exchange. Both partners spend their resources and get a result.
Collaborations are an effective tool for promotion. That is why everyone uses them. It is not only about companies of any size, businessmen, entrepreneurs, but also about influencers, experts and people of different professions. The popularity has led to everyone giving such cooperation their own names. Some say it is a partnership, others - advertising integration or cross-marketing. In fact, it is all the same thing.
Fun fact: Collaboration is treason. Accordingly, this word used to imply cooperation with the wordpress web design agency enemy. But over time, it acquired a neutral meaning describing joint activities. This positioning spread in the early 2000s, as it began to be popularized in the fashion world.
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Seven reasons to do collaborations
Everything that brands do is aimed at increasing profits. It is logical that this tool is used for the same purpose. But how does it work? We have already mentioned above that the power of collaborations lies in the ability to attract the attention of the target audience natively. In essence, this is an exchange of target audiences between partners. But let's dig deeper and consider the reasons for the popularity of advertising integrations among companies.
Collaborations help businesses solve the following problems:
To attract attention to the brand.
To create an attractive, positive image in the eyes of potential buyers that will be remembered.
Reach a new audience and increase interest in products or services.
Achieve greater results by pooling resources.
Increase loyalty and trust.
Increase profits with minimal costs.
Exchange experiences and information.
The reasons listed clearly demonstrate the effectiveness of partnership. Joint efforts really allow achieving the set goal faster.
Types: How to choose a format
There are many formats of cooperation. They differ depending on the niche, scale, purpose, capabilities. Other factors may also have an impact. Advertising integrations are always something unique. After all, when there are two different businesses, you need to be creative to do something together that will work effectively. Therefore, there is no point in considering all possible types and kinds of interaction, this will only confuse you.
To choose a format, focus on who can give you the desired result. Depending on the subjects, there are 3 types of collaborations:
Brand and brand.
Brand and personality.
Personality and personality.
In the first case, we are talking about cooperation with companies that are developing in related niches. You can make a joint product, hold an event or launch a PR campaign. This option is suitable for audience exchange.
The second case refers to advertising integration with influencers. These can be not only bloggers, but also media personalities, experts, and specialists. It is important that they have your target audience. In this case, joint content will work most effectively. Consider not only one-time interaction, but also full-fledged ambassadorship. We recommend using this option to increase loyalty and trust in the brand, as well as to form a positive image in the eyes of potential buyers.
The third type is suitable if there is a person with a strong personal brand in the company. Then you can consider any format of interaction with another person who has weight in their niche. This will strengthen the LB, emphasize expertise and increase trust.
For a collaboration to be successful, it is necessary to choose the right partner. How to determine it? Regardless of whether you are going to collaborate with a company, an expert, a blogger or someone else, it is important to evaluate them according to a number of criteria.
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發表於 18:37:27