An old advertising concept is making headway into today’s online marketing campaigns. The concept is so down-to-earth that many e-marketers have forgotten about co-op advertising.
Co-op marketing and co-op advertising frequently mean the same thing. One common definition is where two or more business entities work together, sharing in the expense of the advertising, consulting, fees or any other advertising or marketing expense that would be common to each of the partners.
In partnering with businesses that complement yours, you are marketing to a segment of the market that have pre-selected themselves to be interested in your related product or service. You will be able to drive targeted traffic to each others website.
Trade customer lists. You do retain control over how your list is used. Make sure those involved agree on what each other is going to do with their list. Take advantage of the innovative list building opportunity that the borrowed list provides.
Exchange links, especially if the two businesses complement each other. Be sure to check each other’s incoming links that may be appropriate.
Write a review for each other. Each of you will write about 250 words on what it is that you and your business do. Use the review in a link back to the other site(s).
Plug each other in social networking venues. Get together and talk about how both of you can benefit from shared social media marketing. What interests your customers when reading your website might also interest readers of the other (partner) site.
Don’t put all of your co-op marketing bucks into a single theme marketing approach. What portion of your SEO (Search Engine Optimization) expenses can you share? How about email marketing? Maybe just a small portion of each others mailing list complements the other business, but USE ALL of the co-op marketing strategies available to you. This is a no-brainer if you are just starting out and your budget can’t match your advertising needs.
And don’t stop there! Marketing costs can be shared making your offline advertising dollar go further. Share offline expenses, i.e. printing, office supplies, newspaper inserts, and the like. Buy your ads in a “bundle” and share the expenses and savings with like-minded business owners.
And for those of you who have tangible items to market, it makes sense to “partner up” with your supplier and/or your affiliate. Often shared ad campaigns can be focused on a topic such as PPC marketing. The costs, results and the rewards can be shared.
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