Pauline Martin-Brooks | How to Attract Strategic Partnerships

Step 1: Identify the types of partnerships that compliment your core offering.

• If you get creative, there is no end to the businesses you can partner with. Here are a few suggestions:
  • Affiliates – will work with you when they have the time and when they need the money.
  • Content Partners and Blog Contributors – you’re sending traffic to them and they’re sending traffic to you.
  • 2-Way Referrals – the perfect partner who you can help and who can help you.
  • Joint Webinars – where you present to someone else’s audience.
  • Speaking Opportunities

Step 2: Do these things prior to starting a partnership.

• Make sure you have a great Lead Magnet / Freebie / Opt-in / Taster, etc.

• Setup Facebook Pixel to re-target the people who don’t take action on your lead page.

• Create a nurture sequence – have a series of small emails which build trust and directs them to blogs you’ve written. The more you can automate this, the better.

• Video – have it on your About page and LinkedIn profile.

Step 3: Brainstorm your perfect product and services partners.

• Build a profile of your ideal partner.
  • What compliments your core offering?
  • What do people need before they need your products and services?
  • What do they need after they’ve had your products and services?

Step 4: Research providers – find out who offers these products and services in your area.

• Make a list with the providers of your perfect product and services and rate them from top to bottom.
  • Subscribe to their opt-in form.
  • Download their Lead Magnet. Would you share it?
  • Repeat for 10–30 prospective partners.

• Learn more about the prospective partners.
  • Do they email their lists? If so, how often?
  • Did they offer another product or service? If yes, make note of who they promoted as that may be another partner.
  • Did they provide value through their emails? Rate it from 1 to 10.
  • Did they provide value in their lead magnet? Rate it from 1 to 10.
  • Does their messaging feel right to you? Rely on your gut.
  • Does it align with their values? More importantly, does it align with yours?
    • Tip: Go through the journey you’re expecting your client to take.

• Shortlist the prospect partners that rate highly, has great lead magnets and provide value.
  • Suggestion! Once you do the whole process yourself you can outsource the research of the prospects, list creation and shortlist candidates.

Step 5: Connect with your potential partners.

• Engage on other social media platforms – Connect on LinkedIn, join Facebook groups – share, like and comment.

Step: 6: Create a pitch that outlines the benefits of them partnering with you.

• What are the benefits to you, to them and to clients? Win-win-win.

• Who are you?

• What are your values?

• Who do you help?

• What do you help them with?

• Anything else that stands out about your company versus a competitor?

Step 7: Prepare your post-call email template.

• Create a canned response:
  • Re-iterate the benefits of partnering – “I know who you are, I know the value that you bring and I want to share it”.
  • Ask about the next steps – how you can move forward.
  • Don’t sell the sausage, sell the sizzle. Don’t put too much into the email. Be respectful of people’s time and energy.

Example: Thanks for your time. It was lovely to connect with you. I’ve been on your list for 6 months and I’m really impressed with what you’re sending out. I particularly love your lead magnet. I’d like to talk with you about sharing it with my clients.

Tip: This kicks off the law of reciprocity. The response will be “… what can I do for you?”

Step 8: Call the company you’re pitching to.

• Refresh yourself with their website / LinkedIn / YouTube channel and look for: products or services they offer, about page, team, values and testimonials.

• You need to know:
  • What the company does
  • Who their raving fans are
  • The quality of their lead magnet
  • You are willing to share it
    • Tip! The more you know about each other businesses the easier it will be to create a win-win partnership.
    • Tip! Try to speak to the business owner. Call at about 8:15 am to avoid the “gatekeeper”.

Step 9: Build rapport – be conscious of the other person’s communication style.

• Wait for them to say hello, listen to how they say it – do they sound rushed? Do they speak slowly or quickly? Noises in the background – are they driving? The art of listening – pick up anything you can.

Step 10: Keep exploring and communicating – the fortune is in the follow-up.

• Send follow up emails – stay in touch

• Keep the communication open

• Make sure you both know what the next steps are

• When they are to take place

• Who is responsible

• Measure

• Tweak

• Repeat