Types of Outreach You Should Be Trying Today

As a business owner, you probably get dozens, if not hundreds, of emails each day. Many of these emails may be from other businesses wanting to form partnerships or trying to pitch opportunities. It’s true that when you’re running your own business, you have a lot on your plate — and the last thing you probably want to think about is what you can do to help someone else’s business. However, ignoring these emails can be a major mistake.

Forming a strategic partnership with another business can be a great way for you to grow your own business. Major brands out there routinely team up with other brands to more effectively promote their own products, improve their visibility, and tap into new markets. However, when it comes to forming strategic partnerships, you need to be smart. You need to cultivate partnerships that will be mutually beneficial to ensure both you and your business partner stand to gain.

If you’re considering do outreach to form strategic partnerships and pitch opportunities to other entrepreneurs, there are a few things you should know to maximize your shot at success. Be sure to keep the following tips and tricks in mind.

Pitching Partnership Opportunities  

One of best ways to get in on strategic partnership is to reach out to other businesses and pitch opportunities. Talk about what you’re looking for here and what you have to offer. The key here is to be clear about what you have to offer the other businesses and how the plan will be mutually beneficial. After all, you are probably much more likely to get a positive response if the other businesses understand up front that they have something to gain.

A great example of a strategic business partnership is that of Apple and IBM, bringing together Apple’s skill at delivering a truly excellent user experience with IBM’s expertise in analytics and enterprise-scale computing. “The alliance will draw on Apple’s consumer experience, hardware and software integration, and help invigorate IBM’s image, which has sagged a bit in recent years,” Michelle Greenwald, an expert in marketing and brand building, explained in Forbes. “The partnership will leverage IBM’s big data analytics and more than 100,000 industry sales consultants and software developers, to help Apple penetrate the global corporate enterprise market.” In other words, both Apple and IBM stand to gain from this partnership. IBM will gain brand visibility, while Apple will get access to better big data analytics capabilities.

When crafting your own email pitch, be sure to consider this example. In order for a strategic partnership to be compelling, you need to clearly outline the benefits it will bring to each business in your pitch.

White Offering Your Label

If you have the resources and capabilities to do so, white offering your label can be an excellent way to grow your business. “Strategic partners want to increase the strength of their own brand, not yours. White labeling your product is one method of making their relationships with their customers stickier because they are creating more perceived value by including your offering under their brand umbrella,” Bill Carmody explained in Inc. “As a supplier to a strategic partner, your job is to enhance relationships between your partners and their customers. The more you build your partners' value, the more valuable you become to your partners.”

Of course, the downside with this kind of outreach and partnership is that you will lose out on the ability to build your brand visibility and recognition. However, with white labeling, you can grow your sales very, very quickly. Depending on your business goals and objectives, the tradeoff could very well be worth it. Just make sure you evaluate the pros and cons.

Offering up Guest Posts

A great way to get your own brand in front of new customers is by guest posting on another brand’s blog. A great form of outreach is offering up guest blog posts on your own blog in exchange for a post on another brand’s blog in return. Research pretty consistently shows that guest blogging is an excellent way to significantly increase traffic to your website. And with increased traffic comes increased brand awareness and increased sales. An added bonus? This type of outreach is pretty easy, and tons of businesses out there are very receptive to these kinds of guest postings schemes.

Providing Referrals

A great thing to do is to approach other businesses to see if they can refer customers to you and vice versa. The key here is to approach businesses who are in your same niche or sector but that don’t directly compete with you. For example, someone who owns a swimming pool cleaning business could pursue this kind of relationship with a swimming pool supply store. When people come into the store for pool supplies, the clerk might recommend the cleaning business for customers’ cleaning needs, while the cleaning service can send customers to the pool supply store if they need pool supplies. The great thing about this kind of partnership is that it is pretty low maintenance and informal. You can drive business to your brand with a fairly low amount of effort.

Exchanging Resources and Information  

Businesses, particularly small businesses, often lack the time, resources, or personnel to take on new opportunities that could lead to growth. At this stage of the game, it can be beneficial for small businesses to reach out to other small businesses to see how they can exchange resources and information for mutual benefit. 

“I believe we’re going to see more enthusiasm and growth in the marketplace than in the past few years. That should mean more business, which should present more opportunities for alliances,” Jim Blasingame, the creator and host of The Small Business Advocate Radio Show, explained in Forbes. “Before giving up on a project because you don’t have the in-house resources, look around for ways to create alliances that allow you to take advantage of an opportunity.”

Don’t be afraid to start emailing around to other small businesses to explain what it is that you can offer, whether it is an inside scoop on a target industry or access to your web development team in exchange for help with customer service. However, make sure you chose whom to reach out to wisely. Ideally, you want to cultivate a strategic partnership with a brand that shares your core values and whose own goals and objectives align with yours.

Outreach to Strategic Partners: The Pathway to Growth

In conclusion, a strategic partnership is an excellent way to improve your brand visibility, accrue new customers, and, ultimately, grow your business. However, remember that partnerships don’t just develop overnight. You will likely need to dedicate quite a bit of time to identifying appropriate strategic partners and then conducting outreach. And even once you’ve found a willing partner, you will need to spend time nurturing the relationship before it reaches its full potential. 

As a business owner, you probably get dozens, if not hundreds, of emails each day. Many of these emails may be from other businesses wanting to form partnerships or trying to pitch opportunities. It’s true that when you’re running your own business, you have a lot on your plate — and the last thing you probably want to think about is what you can do to help someone else’s business. However, ignoring these emails can be a major mistake.

If your company is deciding on one of these different types of outreach, contact us today for more information and guidance in the right path for your company.