31 May The Fifth Step in Your Marketing Campaign: Discussing Collaborations
By: Julie Goode
Collaborating with other businesses is a great marketing strategy as it allows you and another brand to expand your brand’s audience. In our opinion, this is a very important step in your campaign, which is why we place it as our fifth step in developing a marketing campaign.
Keep reading for tips on creating partnerships and how you can utilize technology for these. If you missed any of our previous four steps, check back to our earlier blog posts after you are done reading this for more advice!
Your company supports nonprofits! Wahoo! To take those relationships to the next level, consider this advice:
-Discuss cross-promotion collaborations. Perhaps it’s by including YOUR logo on their flyers, website, and social media posts.
-You can also level it up by sitting next to them and talking about your collaboration. Record a video explaining why you chose them and have them respond with why they chose you and place that on your website and social media!
Collaborations provide a great opportunity for you and the other business to expand your target audience. It’s important to ask yourself and the other business certain questions before starting any for-profit collaborations. This will help try and eliminate any hiccups and make sure you both are on the same page so the campaign will run smoothly.
Questions to consider include:
– What are your shared goals?
– Who is doing what?
– How long will the campaign be?
– What will the project be?
Paid Promotion Rules
The Help Center page on the Meta Business Suite website states Meta Advertising has specific standards, “which are designed to help protect people from poor experiences and support meaningful connections between people and businesses across our technologies.”
It is important you comply with these rules to make sure you run a successful ad that doesn’t get flagged. There are specific policies on promoting specific information on personal attributes, sensational content, social or political issues, and other additional information.
Learn more about Meta’s Advertising Standards here: Meta Ad Standards
When working with another organization, consider providing them with ready-to-post graphics and verbiage copy that they can easily plug and play into their feeds.
We recommend 3-4 different post ideas for each topic, so they can have a variety of post options. A benefit is that since you’ve provided the content, you know it’ll be on brand with the partnership!
Tagging a Partner in a Post
When collaborating with another brand, you might want to tag them on Instagram in the post. If you want a nice demonstration click here: Demo for a video demonstration on how to do so from our social media feed.
Have you seen posts on your Instagram feeds with two usernames above a single post?
This Instagram ‘Collab post’ feature allows you to share a SINGLE post on TWO Instagram feeds (yours and the other organization you are collaborating with). We shared a video on how to do this, you can click here or follow the steps below:
On the Instagram app, you can do this by:
1. Posting as you normally would
2. Tag the Instagram handle of the account you are partnering with, as if they are in the photo
3. After you choose their username, click the button at the bottom of the screen that says ‘Invite As Collaborator’
4. Once you post the photo, the other account has to approve the post before it is shared out to their feeds as well
NOTE: If you choose to utilize this feature, is important to communicate who is going to take the initiative and follow the steps above to create the post. If both of you do this, it will be ineffective because a single post will be posted on your feed twice.
Review Campaign Metrics
To determine the success of a collaboration, set up routine meetings to go through the campaign metrics. You may not be able to see what they can on their end, due to access settings so sharing screens and discussing spikes in campaign posts can help the conversation move forward. Or if performance is not ideal for both parties, the partnership might need to end.
Remember, it’s okay if a collaboration doesn’t perform as best as you’d hoped. You tried! And moving forward, you tweak things along the way with the next collaboration!
If you have any questions on any of our tips explained above, or just need marketing advice, send us an email at email@example.com.