How to Land Your Dream Business Collaboration (and Double Your Revenue)
It’s a win-win.
Photo: ColorJoy Stock
The word collaboration is being thrown around like gifts in Oprah’s Christmas special. From brand-to-influencer collaborations to employee collaboration and collaborative playlists, there are so many contexts in which collaboration is used. However, when it comes to growing a community and a business, collaboration marketing is the strategy you need to know about.
If you’ve ever spotted the likes of Uber x Spotify, Allbirds x Shake Shack, or Rimowa x Supreme, you’ll know how brand collaborations have the power to spark interest and, in some cases, cause a social media frenzy. So, how do you find your own dream collaborator?
Much like networking, collaboration marketing can be likened to dating in more ways than one. You could say that a dream brand collaboration is like a “friends with benefits” for your business, and you’d be right. Collaborating with a complementary brand has benefits, for example, you can use them to:
Double your organic reach
Build buzz and engagement
Attract media attention
Boost a new or existing revenue stream
Grow your community across social media, event audiences, and email lists
Grow your network
In fact, Collabosaurus ran a research study that found collaborations to be up to 25x less expensive than digital advertising. Want to get on the collaboration marketing bandwagon? Here’s what you need to know.
1. Know your value.
Collaboration marketing is all about win/win value exchange, and you likely have a lot more to offer in a collaboration than you think. You don’t have to have an immense social media following, significant cash flow, or the ability to just give away “free things” in order to collaborate. Collaboration is about leveraging what your business already has to benefit another business and vice versa.
Perhaps you have a cool office or event space, content creation skills, excess product, an engaged social media community, or an email list—collaboration is possible for all brands, big or small, it’s about getting creative with value. Start conversations with what you can offer in a collaboration, then ensure that you’re communicating your marketing objectives.
2. Find the right partner and tie your collaboration to a marketing objective.
How do you find your dream collaborator? Start with complementary industry spaces. Look for companies that share values, objectives and have a similar brand aesthetic and target market to your business (so that any cross-promotion is super valuable).
Platforms like Collabosaurus are incredible for finding amazing brand collaborators for all sorts of campaigns in social media, products, or events. They also have a nifty idea and strategy generator that generates creative collaboration ideas for your business.
When it comes to finding a creative idea and executing your collaboration, don’t forget that it’s a marketing activity. Just like any marketing strategy, make sure you have a goal in mind, an objective that you can track against (such as growing your email list, getting content created, or increasing event shares on Instagram).
3. Leverage, leverage, leverage!
You could have secured the coolest collaboration in the world, but if no one knows about it, what’s the point? It’s crucial to have a promotional plan in place, for both yourself and your collaborator, that reflects a mutually beneficial sharing of marketing responsibilities. Identify all of the promotional channels and opportunities available to both yourself and your collaborator. Then, set a schedule so that everyone is on the same page when it comes to who is promoting what and when.
Want to keep things #legit? Consider signing a joint marketing agreement, or MOU document to keep things in writing, and using platforms like Bit.ly or Sked Social to track the impact of your collaboration against your original marketing goal.
4. Use collaborations in your broader marketing strategy.
Don’t be afraid to incorporate collaborations into your strategy frequently. Mix up your collaborators, as well as the types of collaborations (social media, product, event, etc.) you explore to keep your exposure opportunities fresh, and engaging.
The benefits of brand-to-brand collaborations are endless, and if you’re interested in giving it a try for your own business, check out Collabosaurus, a match-making platform for brands to collaborate for win-win marketing collaborations that help businesses grow. It’s free to start, takes less than five minutes, and from over 6000+ collaborators to choose from, including Porsche, ASOS, Olay, and RedBull, your dream brand could be waiting for you.
“You don’t have to have an immense social media following, significant cash flow, or the ability to just give away ‘free things’ in order to collaborate.”
—Jess Ruhfus, Founder of Collabosaurus
About the Author: Jess Ruhfus is the founder of Collabosaurus, a marketing platform that match-makes brands for clever collaborations and partnerships. With a background in fashion publicity and marketing education, Ruhfus was frustrated sourcing cool brand partnerships in events, products, and social media. So, she launched Collabosaurus in 2015, which has now attracted over 6000+ brands including Porsche, ASOS, Olay, Topshop and one of the largest global retailers in the U.S. Jess has also spoken for Apple, Vogue, and The College of Event Management, splitting her time between Sydney, New York, and Los Angeles as Collabosaurus continues to grow.
This story was originally published on August 5, 2019, and has since been updated.
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How to Build an Amazing Brand When You Have Zero Budget
Yes, it's possible.
Photo: Kaboompics.com for Pexels
When you're first launching a business, it can be difficult to know where to spend money, where you can save money, and how to get a little scrappy. Do you invest in that pricier domain name? Do you hire a designer to create your logo? Is it really necessary to consult an SEO pro to hone your content strategy?
Thankfully, the folks at GoDaddy know all about building a brand (and websites). So we picked their brain for insider tips and tricks that will pay off in the longterm, including some freebies you should 100% take advantage of. Keep scrolling for 10 zero-dollar ways to get your brand off the ground RN.
Treat your domain name like an investment.
The longer you have it, the more value it holds. Links pointing to your site are a major factor in ranking on search engines. As you accumulate more links over time, your credibility improves, and so does your search ranking. The age of your domain is also a ranking factor.
Changing your domain name has serious implications; it’s like changing your business name. If you change your domain, you’ll need to rebuild the credibility with search engines (which takes time), and reach out to all of the sites that linked to you to get the links updated (which they may not do).
Register a domain name early on in your business and stick to using the same domain name as your business evolves.
Use the same username/handle everywhere.
These days, your username is a core part of your online brand. Your business should be using the same username for Facebook, Instagram, Twitter, YouTube, TikTok, Snapchat, Pinterest, Etsy, and so on. This demonstrates a strong, professional brand that’s integrated across all channels. As with your domain name, choose your business username early on and treat it like an investment—you’ll earn links and mentions over time, all of which contribute to your business getting discovered.
Deciding on a name for a new business? Google it.
See what comes up. If there are existing businesses using the name you want, or even individuals who have a similar username for their social media accounts, try a different name. One of the perks of starting from scratch is that you can see what’s available and lock in your usernames across multiple platforms before your new business has even launched. Tip: Namechk lets you quickly figure out if a name is available across different domains and social media platforms.
Use consistent branding everywhere.
Aim for as much brand uniformity as possible everywhere that your business is present online. Use the same profile pictures, colors, fonts, image styles, etc. If you’re doing offline marketing, like flyers or business cards, your online branding should be consistent with that. An easy starting point is to lock in your brand color guide. Find a set of colors that reflect your business. Coolors is a free tool for generating color schemes.
Invest in design.
Visuals matter more than ever. If you’re not artistically inclined, hiring a designer can do wonders to give your online presence a professional boost.
If you’re just starting out and have minimal budget, sites like Fiverr or 99Designs can connect you with designers in your price range. If you can afford local market rates, look for designers in your area, especially if you have an arts or design school nearby!
Start off with something small, like images for your website or social media, to get a feel for the relationship. Once you’ve found a designer that you’re comfortable working with, start exploring bigger projects, like branding or site (re)design. (Have zero budget to work with? Canva is a great DIY tool for putting simple visuals together.)
Invest in photography.
The need for strong visuals carries over to photography. Poorly-lit, low-resolution snapshots are good for authenticity on social media, but you still need crisp, professional imagery for other purposes. If you’re putting photos of yourself, your team, your workplace, or your customers on the web, take photos specifically for that purpose. Smartphone cameras have come a long way, so if you prefer to go the DIY route, read some introductory tutorials so you understand the basics of lighting and composition.
Use simple, clean templates and layouts for your website.
Too much visual clutter distracts and overwhelms. A simple website layout, combined with strong design (fonts, colors, branding) and strong visuals (images, photographs) works wonders. Plenty of margin and whitespace between elements lets the page “breathe” and makes it easier for site visitors to skim over your content. Speaking of content…
Use your website to answer questions before they’re asked.
When someone hits a website for the first time, they start judging it very quickly, taking everything in at once, trying to determine if the site is relevant to them. When you review the content on your site, put yourself in the shoes of someone who doesn’t know a thing about your business, and think of the questions they might ask.
How do you introduce yourself? How do you prove that you know what you’re talking about? What are the benefits of the things you’re trying to sell – why should the visitor care? Why should they trust you? What are others saying about the products you sell, or the services you provide? What about other FAQs, like return policies, or customer support? Use those questions to guide your site’s content.
Collect email addresses.
An email mailing list is one of the greatest assets you can develop through your website. And you can segment the list based on your relationship with the person.
Are they someone who follows you on social but hasn’t bought yet? Are they a customer? Are they a loyal customer who’s repeatedly bought from you? Maybe they’re an influencer with an audience of their own?
You can send out highly relevant, targeted messaging that’s unique to each segment. And the more targeted and relevant your messaging is, the more effective it will be. We’ve got a bunch of tips on email marketing in the GoDaddy blog.
Measure everything.
Sign up for Google Analytics. Google Analytics will give you visibility into where visitors are coming from, and what visitors are doing once they’re on your site. This guide walks you through the process, including setting up goal funnels. Review your Analytics reports at least once a month, alongside your email mail list reports and other reports, to inform your planning.
We’ve incorporated all of these top tips into the new GoDaddy GoCentral website builder. It includes clean layouts you can customize for your business; a library of beautiful photographs to pull images from; support for a wide range of content types; integration with GoDaddy Email Marketing to build your email list; and support for Google Analytics to monitor website usage.
About the Author: Andy McIlwain is a member of the GoDaddy blog team looking after content & resources for web designers and developers. You can connect with Andy on Twitter, Facebook, LinkedIn, Instagram, and his personal blog.
This story was originally published on April 30, 2017, and has since been updated.
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Hey Lauren: How Do I Become My True Self and True Brand?
Generation Instagram needs to know.
"Hey, Lauren" is our new bi-monthly column from licensed psychologist Dr. Lauren Hazzouri. Dr. Hazzouri is a TV show host and founder at Hazzouri Psychology, where she’s carved out a successful niche treating women who are psychologically healthy—but trying hard and not getting satisfaction in various aspects of their lives. Through her life experience and training, Lauren’s developed a program that allows women to live meaningful lives and feel fulfilled doing it. Lauren is founder of HeyLauren.com, a project for women, where she provides evidence-based insights on job stress, relationship woes and everything in between.
photo credit: Tory Williams
Hey Lauren,
How do we become ourselves and build a brand simultaneously?
Thanks,
The IG Generation
To do this discussion justice, let’s start with a short ( and necessary!) psych lesson. According to Carl Jung, Swiss psychiatrist and psychotherapist who founded analytic psychology, in order to become whole individuals, we’ve got to strike a balance among our personas, our egos, and our true selves. The persona, a mask we create and wear in public, is an expression of our egos—how we wish to see ourselves and for others to see us. The persona is not a problem, nor is the ego; they’re both necessary! The problem arises when we identify too much with one, allowing our personas to become our identities. When that happens, our true selves have little room for growth. The result is that we feel stuck and discontented, having a hard time integrating and becoming our whole selves.
BUT HEADS UP! WE BRAND OUR PERSONAS.
Much like identifying too much with persona, mistaking our brand identity for our true selves puts our personal individuation at risk. In short, individuation is a process of self-discovery and is said to be necessary in our quest for purpose and meaning in life. The answer is NOT to shy away from personal branding. Instead, to stay on track to true self while building a brand, a dose of objectivity is key. Your personal brand is merely a means to connect self and society. So, do your damnedest to keep your brand values in line with who you really are. This way, you’ll be sure to keep the discomfort that comes with cognitive dissonance at bay, and growth in one area won’t compete with growth in the other.
The process of building a brand and the process of becoming your true self look very different. Think about it—building is defined as constructing something, while becoming is defined as passing into a state. Believe me!—I know. Taking action is much easier for most of us than being passive. At times, the action is in the inaction. It’s easier to practice with the end-goal in mind. Remember—the reason you’re building your brand in the first place is in an effort to make your mark on the world—to meet your life’s purpose. Research on individuation tells us that you’re going to have to get acquainted with your true self first.
Therefore, creating an environment where your true self can emerge is necessary.
HERE'S HOW!
START WITH CHARACTER
On the path to becoming your true self, it’s important that you begin to act more like the wind and less like a weather vane. A ( not-so-easy!) way to do that is to hone your character through a steadfast commitment to: Honesty: Be honest with yourself and others, regardless of the consequences; Accountability: Always do what you say you’re going to do—no excuses!; Responsibility: Respond, don’t react to your environment; Integrity: Do the right thing—even when nobody’s looking!
SPEAK UP
Say what you mean, mean what you say, don’t say it mean. People pleasing is deceitful. You think you're being so nice. Agreeing when you don't agree, being okay with whatever when you're really not is stealing.
"Say what you mean, mean what you say, don’t say it mean."
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Social interaction—and that includes social media—benefits us in that it provides opportunities for us to learn about ourselves by comparing and contrasting opinions and viewpoints and allowing others to do the same. You're not only stealing a growth opportunity from you, but also from your followers, too. The path to true self requires courage.
TAKE NOTE OF YOUR HOT SPOTS
Having insecurities is part of the human condition, which is not only fine but expected! Beware of how your experiences and insecurities shape your perception. We have the tendency to morph into what people seem to like or dislike. Losing our way is rarely the result of accurate information coming in. Instead, it’s how we view the information coming in. In order to reach the ultimate destination ( your true self!), it’s important that you dismiss what feels like negative feedback by getting familiar with the irrational thoughts that perpetuate insecurity. Bottom line—look out for triggers! Monitor your thoughts. And remember, respond don’t react.
EMBRACE THE FULL PACKAGE
We all have many aspects to our personalities. Recognize and foster each one. A lot of times, it seems that personal branding leads women to pigeon-holing themselves into certain personas. We have a tendency to pick and choose aspects of ourselves that are seemingly more marketable and less likely to increase vulnerability. Your personal brand ( and personal growth!) can only be a success is you recognize and celebrate all that makes you, you.
JOURNAL IT (WITH PEN AND PAPER)
Becoming our true selves is a life-long process. There are no short-cuts, and there’s no easier, softer way. Journaling is the enemy of confusion. I recommend you journal for 20 minutes a day. The health benefits of putting pen to paper cannot be overstated. Even better, writing accesses the left hemisphere—the rational part!— of your brain. In an effort to combat outside influences, write down your thoughts. This way, you’ll be sure to take the lead from the part of you that responds with grace, rather than reacts in fear.
"Journaling is the enemy of confusion."
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Following these several tips is a part of a foolproof plan to grow personally and professionally simultaneously—a true win-win. Brand that!
###
Dr. Lauren’s on a mission to bring psychology to the public. She contributes to a variety of online publications, provides candid talks to women’s organizations across the country, and was recently cited in Forbes.
Dr. Lauren is the 2016 recipient of The Psychology in the Media Award from The Pennsylvania Psychological Association and is a member of The American Psychological Association. For more from Lauren, visit @dr_lauren and sign up for her weekly newsletter at HeyLauren.com.
TO SUBMIT QUESTIONS:
Five Ways to Make Your Nonprofit Brand Stand Out
How can you break through the clutter and away from the “me-too” marketing?
by: Julie Cottineau
The world of non-profit marketing has become much more challenging than it ever was. No longer is competition coming from other established non-profit organizations; now, it’s also from individual fundraising resources like Gofundme.com pages and requests on Facebook from friends for support in cause-related marathons, walkathons, etc. In some ways, social media has made it easier for your organization to connect with potential supporters; yet, on the other hand, it’s amplified the noise in the category, making it harder to get noticed and connect.
How can you break through the clutter and away from the “me-too” marketing to get the vital resources your cause needs and deserves?
It starts with better branding. And by brand, I don’t mean a more colorful logo or a catchy slogan. I mean the fundamental story your organization is telling – who you serve, what your promise is, and how you’re different — what I like to call your TWIST.
Here are a few tips you can implement right away for stronger non-profit branding.
1. YOUR BRAND IS THE EXPERIENCE YOU CREATE
Branding has become a buzzword and one of the most overused and least understood terms in marketing lexicon. Many people tend to limit the definition of brand to the logo, name, and website. These are important elements, but the real value of a brand is the experience you create. How you make people feel. It’s this relationship that creates long-term brand ambassadors as they rave about you to friends and family, and even strangers, on social media. How can you provide a better experience to your community? Not just an easier way to donate, but in all aspects of the brand journey. When I was VP of Brand for Virgin, we didn’t just think about the time in the air as the Virgin airline journey. We thought about the whole continuum. From when someone was considering a trip, all the way to when they got home and were telling their friends about the wonderful experience. Where does your brand journey begin and end? And how can you keep your organization top of mind and engage your stakeholders in between core events? Let your brand ambassadors be part of your ongoing story.
"Branding has become a buzzword and one of the most overused and least understood terms in marketing lexicon."
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This could mean providing regular opportunities on social media for them to share their own experiences related to your cause. It could also mean inviting some of your more loyal members in to create the next chapter of your story. What do they hope for the future? What do they love about your brand experience, and what do they wish could be different or better?
2. BRAND BLINDERS GET IN THE WAY. TAKE THEM OFF!
If you printed out the websites of your organization and other non-profits in your sector and covered up the names and logos, could you tell who was who? The answer is probably not. That’s because many non-profits spend too much time trying to look “legitimate” that they end up using the same words and imagery as everyone else. The problem with this is your important message won’t cut through. Take off those blinders and question the “givens” in your category. Look for outside expertise and new perspectives whenever possible.
3. LOOK BEYOND YOUR CATEGORY AND TWIST FOR INSPIRATION
How do you create a brand that has tangible value, is authentic, and stands out? How do you TWIST? It starts with looking at your story from new angles. Cast aside the do’s and don’ts, colors and imagery and so-called best practices of other non-profits in and out of your sector; find fresh ideas by using an out-of-category perspective.
Think of brands that you love in all areas of your life and learn how to use these brands to inform and influence your own branding strategy and execution. Get inspired by a brand like Apple with its empowering Genius Bar, or Starbucks with its focus on customization, or Amazon, who helps customers with suggestions for additional products. How can your non-profit take these lessons and TWIST them for a stronger, more distinctive brand experience? For example, think about the fun moment when you open a Snapple and look under the cap. What kind of inspiring and unexpected message could you include in the flap of your fund-raising mailers that could create a moment of surprise, delight and connection?
4. USE YOUR BRAND AS A DECISION MAKING FILTER
I’ve worked with several large non-profits and one thing I’ve noticed is that many organizations, in an effort to please everyone, take on too many initiatives. Their websites become overwhelming with a hodge-podge of programs and messages and it's difficult to determine what they really stand for. Brand building is not easy. Many organizations have great ideas, but what will make you successful is your ability to bring your idea to life, into the communities you wish to serve. Identifying your brand TWIST can help you say yes to the right opportunities and stay focussed. But just as important, it can also help you say no when necessary to ideas that distract from your core resources and cloud your message.
5. MAKE SURE THE ORGANIZATION "WALKS THE TALK" OF THE BRAND
A clear brand TWIST is also critical for internal alignment and guiding behaviors. Writing and sharing your TWIST within your organization helps ensure everyone from the Executive Director to the part-time helper is presenting a unified vision of the brand. Your employees and volunteers should be able to answer the question, “What does your organization do?” highlighting your unique TWIST. Make the brand story part of the on-boarding of everyone who is a key resource for the organization, including staff, volunteers, and key partners.
"Make the brand story part of the on-boarding of everyone who is a key resource for the organization."
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One of my Brand School graduates makes brand a part of their weekly staff meetings. He repeats the core brand promise and values and leads an interactive discussion on how each individual is living the brand promise in their specific role and what kind of actions they should stop or start doing to make sure their actions, and not just their words, are bringing this promise to life. Your brand promise is not something that should be sitting on a plaque in a conference room. It should be felt in every interaction and every brand touch point.
A strong brand can be a non-profit’s secret weapon. It can help you make the most of limited resources and share your story more effectively with those who can help make your mission a reality.
Julie Cottineau is the bestselling author of Twist: How Fresh Perspectives Build Breakthrough Brands, founder and CEO of BrandTwist, and creator of Brand School Online, an actionable branding class for entrepreneurs, small businesses and non-profits. She is the former Vice President of brand for Richard Branson’s Virgin Group and served in executive positions at Interbrand and Grey Global. She has taught integrated marketing communications at Columbia and Cornell universities, and is a frequent commentator on brand strategy and innovation in top business media.
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How to Use Public Speaking to Build Your Brand
Is this thing on?
Have you ever looked at speakers on a stage and thought – how do I get there? How can I become confident, clear on my message, have the courage to stand in front of so many people and share what I love and what I know?
Well you’re not alone. As we move into the era of what I like to call the ‘Power Personal Brand’ where we follow people who have something to say and who say it so well, the personal brand has become the visual connector that we have to people and content that we love. In this digital age, having something to say and saying it well can be the difference between mega success and getting lost in the crowd.
Now when I talk about public speaking and presenting I think of it as speaking to a group from 2 people to 200,000 people. It doesn’t really matter the size, your ability to impact and connect with 1 person is just as important as the masses.
So if owning the stage is something that you would love to do here are some of my tips on presenting with power and purpose and getting the gigs that you want.
BE CLEAR ON YOUR MESSAGE
One: decide what your message is. This may sound simple, but what will you talk about exactly? If you can decide on 1 – 4 topics that you cover then it makes easy for event managers and hosts to know if you’re right for their business, event, and audience. If you’re able to give a clear outline then it makes for an easy decision. I’m sure that you already have a number of topics that you focus on in your business, so go with those. Consistency of message across all your platforms is what builds brands, so bang that drum!
"Consistency of message across all your platforms is what builds brands, so bang that drum!"
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SHOUT IT OUT
If you want to be a speaker then let people know by creating a speakers page. Creating a speakers page means that it’s easy for those who come to your website or blog to see that you’re a speaker. They can see what you talk about, where you’ve spoken before, and they can see what others have said about their experience with you as a speaker.
TESTIMONIALS
If you’ve spoken before and have testimonials then those are also a great thing to provide event organizers. Knowing that you’re an engaging speaker whose personality is congruous to my brand is really important to me as well as an event organizer. My brand personality is bold, fun, and focused on educational content, so my speakers need to be like that as well. If you’re able to show the type of content you share and the way in which you share it then you’ll appeal to the right event organizers.
GETTING STARTED & FINDING GIGS
So where to start? There are a couple of things you can do to get started. One of the easiest things to do is to run your own event. This means that you could have from 5-50 people, whatever works for you and test your message and talk it out. This could be free or charged. By doing this you’ll get a feel for what works for you when you’re speaking and what doesn’t. It may also mean that you’re able to get testimonials for your speaker’s page.
CONNECT WITH EVENT ORGANIZERS
If running an event sends you into cold sweats then it’s time to connect with others who run events and see if you’re the right type of speaker for them. I’ve spoken in paid and unpaid workshops and events for other women who run networking groups and events and that’s worked well for me. As an international conference speaker I also connect with those who run large scale conferences to ensure that I build a relationship with them for future events.
GOOGLE IT!
I secured a speaking event this year by Googling – ‘speaking opportunities in Melbourne’ and applying when I saw one that I thought was a good fit for me. Not only did I make some awesome connects at this event but I also gained a number of new clients. The event was unpaid but is still benefiting my business today.
PROMOTE YOURSELF
I saw a video on Facebook recently of someone advertising that they are open to speaking at events. It shared some information on where they had spoken before and what they speak about. Now you may not want to go that far (or maybe you do) but like anything in your business, if you want to build up your reputation in a certain area then you need to be out there sharing it. Social proof is always a great way to do that. When I get the professional photos back from places that I’ve spoken then I put them up on my social channels as well as my website to build up the social proof of what I’ve done. I always connect it with a testimonial where I can so that there is a visual as well as praise for a job well done.
HAVE A GOAL
With any speaking gig I do, I have a clear goal. The goal is convey a specific message, to connect with certain people, to entertain, educate or inspire. Know what your goal is and ensure that you set yourself up to be successful in achieving that goal. I’ve worked with women who have no idea what they want to get out of the experience and therefore miss an opportunity.
Speaking is one of the quickest ways to reach a large audience in a single instant, so if it’s something you’re looking to do, I would say go for it.
I’d love to know - what’s your biggest fear, worry or barrier to speaking?
An original version of this article appeared on Blog Society.
Suzanne Chadwick is a Business & Brand strategy coach and the CEO of The Connection Exchange providing coaching, training & events for women in business and supporting them to build their business, brand and bottom line. As an international conference speaker and trainer, Suzanne also coaches women to create the ‘Power Personal Brand’ through public speaking and Owning the Stage. You can find and connect with Suzanne on Facebook and Twitter.
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