伙伴关系营销终极指南-58页

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提取的文档内容：Ebook Partnership marketing How to achieve exponential growth and provide exceptional customer experiencesPartnerships are the smart strategy for modern businesses 1 Understanding partnerships: the winning strategy for modern brands 2 12 popular genres of partners: Affiliates, influencers, publishers, and more 3 Building long-term partnerships to increase market share and grow revenue 4 Make award-winning moves with the right partnership management strategy 5 The perfect management solution: In-house, affiliate networks, or SaaS platforms 6 ContentsPartnerships are the smart strategy For modern businesses CHAPTER 1 Marketing today is a bit like navigating a labyrinth. High customer expectations, shrinking budgets, and the demand for return on investment (ROI) mean teams must pivot and innovate to keep up with trends consistently. But partnerships allow you to meet modern-day challenges and continually improve customer experience—despite what’s happening around you. Partnership marketing encompasses any partners who refer and recommend you to customers. This could be creators who recommend your brand, publishing houses like Meredith and Conde Nast, who review your business, affiliates who link to your products, and more.Simply put, partnership marketing is about leveraging relationships with other brands to expand your reach and drive growth. It's about finding allies who share your values and can help you connect with customers on a deeper level. Partners also alleviate budgetary constrictions because they offer a cost-effective solution. You can achieve more with less by sharing resources and expertise with partners. It's about working smarter, not harder. And those high customer expectations? Collaborating with trusted brands can offer your customers more value and a better overall experience. This allows you to meet the needs of people who want authentic interactions, personalized experiences, and more value for their money. When building custom partnership programs for your business, you can drive ROI. Unlike paid advertising, where you’re at the mercy of Meta or Google, you can track every dollar spent and every outcome achieved. It's measurable, accountable, and, most importantly, delivers results because you’re in control of the outcomes. So, are you ready to take on the challenges of modern-day marketing with a new strategy? Here’s your definitive guide to understanding and implementing the right program for your business. Partnerships are the smart strategy for modern businesses (cont.) Partnerships are the smart strategy for modern businessesPartnership marketing is a collaborative relationship with other brands or individuals that mutually benefits both partners and helps them achieve their objectives. These partnerships are a creative, transparent, and relational way to reach new communities of potential customers. With it, your brand can strategically realize several benefits, including ● Increased revenue without increasing team size or budget ● Increased brand awareness to reach new audiences, regions, or market segments ● Improved customer retention and build strong brand advocates ● Gain higher market share by diversifying partner types ● Increased conversion rates by leveraging authentic relationships Understanding partnerships: the winning strategy for modern brands CHAPTER 2The partnership economy has rapidly evolved beyond traditional affiliates to include new partner types—ambassadors, social media influencers, content publishers, and customer advocates, to name a few—with unlimited growth opportunities. These collaborations encompass the full spectrum of business relationships and alliances. While ‘partnership marketing’ is commonly used, shortening this to ‘partnerships’ is a better term for how marketers leverage these relationships because: Understanding partnerships: the winning strategy for modern brands Understanding partnerships: the winning strategy for modern brands (cont.) People with marketing backgrounds can manage partnerships but also require input from sales teams, business development experts, enablement experts, and partner services and support Brands like Sephora, HubSpot, and Decathlon built bespoke partnership programs aligned with their brand values, marketing strategies, and customer needs. Amazon Music and Resident Home are building omnichannel strategies from their affiliate and influencer partnerships and collaborating with other marketing stakeholders to provide assets, data, and insights—proving that partnerships enhance what’s possible (and don’t rob other channels of their efforts). Partnerships represent an independent third revenue driver that can stand alongside traditional marketing and salesIn today's business landscape, capturing consumer attention and loyalty boasts a significant price tag. Recent studies show customer acquisition costs increased by 222 percent in the last eight years. As the costs of digital advertising continue to rise, the effectiveness of these ads is diminishing. Here’s why they found partnerships reliable for their businesses: Offer low-cost and high rewards Understanding partnerships: the winning strategy for modern brands But unlike traditional or digital advertising, partnerships offer a cost-effective way to reach more customers, increase return on spend, and remain efficient as your brand expands. Instead of spending indiscriminately on traditional advertising with uncertain returns, partnerships work on a performance-based model. This approach aligns cost directly with results, ensuring every penny spent invests in tangible outcomes—increased sales, downloads, leads, clicks, or views. The low-entry barrier to initiating partnerships also means businesses of all sizes can take advantage of this opportunity with minimal upfront investment. Partnerships are a more significant growth driver for some organizations than paid search. The Performance Marketing Association found that the return on ad spend (ROAS) for affiliate marketing was 12:1 in 2022, a strong return compared to other digital marketing channels.After years of being hammered with thousands of ad messages daily, 69% of audiences distrust traditional advertising. Consumers today prefer to make decisions based on research and recommendations from trusted sources. Micro Biz Mag reported that UK consumers are more than twice as likely to trust product recommendations from people they follow on social media than a company’s website. Additionally, Adweek revealed that almost half of U.S. consumers purchase based on creator recommendations. That’s why partnerships cultivate trust by collaborating with reputable partners with established relationships with your target audience. Brands can leverage this trust to their advantage. This third-party endorsement is a powerful social proof, reassuring customers of your brand's credibility and worthiness. Establish trust with customers Understanding partnerships: the winning strategy for modern brandsModern shoppers [81 percent] rely on research from multiple trusted online sources before purchasing. Each interaction— reading product reviews through favorite publications, watching short-form videos on TikTok, or grabbing a coupon from a deal site before checking out—creates a unique touchpoint along the buyer journey. Connecting with your customers at each touchpoint maintains consistency, answers questions along the way, and creates a simplified experience for them. For example, if a customer is in the research phase and reading product reviews, influencer partners can offer product demos and provide detailed video reviews of your product in use. They can then find further validation on third-party review sites or in an editorial in their favorite publication. Connect with customers throughout the customer journey By strategically working with partners at different stages, you can stay top-of-mind as a customer moves toward conversion. Understanding partnerships: the winning strategy for modern brandsA diverse partner mix reaches audiences at every funnel stage, nudging them to purchase at every step. Some partners are better at building awareness and cultivating consideration, while others drive conversion or retain loyal customers. Here’s a quick look at different partner types: 12 popular genres of partners: Affiliates, influencers, publishers, and more CHAPTER 3 1 Traditional affiliates In the simplest terms, a traditional affiliate is a person or organization that promotes a company's products or services. They drive traffic to your brand through various channels like websites, blogs, social media, email lists, and more.Your brand provides a unique affiliate link for them to share with a specific conversion goal in mind—such as purchasing a product, filling out a lead form, or downloading an app. The affiliate earns a commission when someone clicks on that link and converts. The IG Group, a leading trading and investing provider, used a robust program of traditional affiliates to reach the top ranking in a Forex Broker Table with a long-term comparison table partner, leading to an outstanding 381% increase in actions. Strategic fit: ● Awareness ● Consideration ● Decision ● Retention2 Influencers and content creators An influencer or content creator is more than just a person with an impressive following. They're a powerful conduit in the marketing funnel—turning tuned-in fans into engaged customers. These content creators use their social media platforms—including TikTok, Instagram, and YouTube—to achieve the following: ● Amplify brand visibility at the top of the funnel ● Infuse credibility into the consideration phase ● Influence the decision-making process They humanize your products and embody your brand values, creating a relatable narrative that resonates with your target audience. [Image source: @chelseyexplores]BBQGuys built a campaign with influencers to share what made them #BornToGrill. These creators produced content the brand could later turn into user-generated content (UGC). The goal was to attract new audiences outside its standard backyard grilling dads. Influencer partnerships are gaining popularity as businesses look to connect with Gen Z shoppers. Younger consumers look to their peers and opinion leaders rather than advertising for product advice. Strategic fit: ● Awareness ● Consideration ● Decision ● Retention3 Content partners (aka commerce content) Commerce content is a potent blend of content marketing and ecommerce. It's all about creating engaging, relevant, and valuable content that captures your audience's attention and drives product sales. Think blog posts, articles, video content, social media posts, and shopping guides that provide honest feedback about products or services with the opportunity to purchase through affiliate links. It’s effective because today's customers crave authentic interactions. They want to be educated, entertained, and informed— commerce content offers value, builds trust, and gently nudges readers towards purchasing. It does this by weaving a compelling brand narrative that resonates with your customers on a deeper level. Brands can address critical issues in the buyer’s journey through content partners in the following ways: ● Increases your brand exposure by placing your brand in front of a new, engaged audience. ● Improves credibility as your partner’s endorsement acts as a powerful testimonial. ● Contributes to a significant boost in your sales pipeline, increasing revenue and business growth. Cozy Earth created a content powerhouse through partnerships with publishers. The bedding and sleepwear brand even features a towel bundle among Oprah’s Favorite Things.Content partnerships brought in 55 percent of the brand’s revenue thanks to a 92 percent increase in online store traffic. Overall, commerce content provided a 912:1 return on investment for the brand. “We really do see a lot of value in approaching customers through media publishers, and find it works well for our top-of-funnel approach.” Strategic fit: ● Awareness ● Consideration ● Decision ● Retention [Image source: Cozy Earth] Owen Turner Affiliate and PR Manager Cozy Earth4 Customer referral or advocate A customer referral program leverages your existing, satisfied customers to attract new ones. It's simple: your customers refer their friends, family, or colleagues to your brand, and in return, they get rewards. These could be cash rewards, discounts, or exclusive perks—for both the customer and the person referred. By using existing customers to spread the word about your brand, you are able to reach potential new customers who may not have heard of you before. This can greatly increase your brand awareness and presence in the market. Additionally, since the referrals come from known sources (i.e. friends or family), potential customers are more likely to consider and trust your brand. For example, Flytographer connects customers to local photographers globally, with 20 percent of bookings coming from word-of-mouth referrals. The brand partnered with SaaSquatch to launch a refer-a-friend program. The referrer received a $25 credit toward their next shoot, and the newly acquired referred customers got $25 off their first shoot. The referral program drove over 2,500 new customers and raised over $ 1.2 million in word-of-mouth sales. Strategic fit: ● Awareness ● Decision ● Retention ● Advocate5 Brand ambassador Ambassadors involve partnering with individuals, often influencers or experts in your industry, who genuinely love and share your product with their audience. They tell a story and connect your brand with their followers. Ambassador partnerships give you access to a new, engaged audience that trusts the ambassador's recommendations. This can lead to increased awareness and, ultimately, sales for your brand. Additionally, brand ambassadors can help with retention by building a strong relationship with their audience and promoting repeat purchases from your brand. The skincare and beauty brand Glossier knows the power of ambassadors. [Image source: @erindevilbiss reshared by @glossier]Glossier embraces the art of customization by branding its products with whitespace and shipping stickers with each order. This allows users to personalize their experience and create content. Strategic fit: ● Awareness ● Consideration ● Decision ● Retention The brand frequently reposts it on its social media feed, reaching millions of followers with each post.6 Strategic B2B partnerships Strategic B2B partnerships are collaborations between two businesses with a shared goal. Whether reaching a wider audience, launching a new product, or enhancing customer experience, this partner type can be a real game-changer. They can extend your reach, bring fresh perspectives, and even share the risks and costs. Plus, they can supercharge every stage of your marketing funnel: ● Tap into new audiences with a guest blog feature ● Strengthen credibility with a testimonial ● Influence a purchase with exclusive offers ● Build loyalty with co-created content and events [Image source: SitePlug]SitePlug’s B2B partnerships on impact.com drove more than $35M in sales for over 400 brands. The brand also grew sales by 142 percent and enjoyed a 70 percent commission increase, year-over-year. Strategic fit: ● Awareness ● Consideration ● Decision ● Retention 7 Native software integrations Native Software Integration merges your software or platform into another brand's product or service. It's like a mutual partnership, where both brands benefit from each other's audience and capabilities. Think Spotify music on your Uber ride or Instagram shopping with Shopify. Integrating your software natively into another brand's offering gives you direct access to their customer base. You're also enhancing their user experience with your unique features, making it a win-win situation. Your brand could add a new feature, enhance an existing one, or create a new user experience. For example, Ticketmaster has native software integration with Spotify. These integrations are not advertisements but rather an enhanced consumer experience. The native software integration links Ticketmaster event and venue data with the artist the user listens to on the Spotify app. Strategic fit: ● Awareness ● Decision ● Retention8 Loyalty programs A loyalty program is a rewards system for repeat customers. However, the benefits go both ways. For customers, it's about earning rewards and feeling valued. For your business, it's about fostering customer loyalty, driving repeat sales, and gaining valuable insights into your customers' behaviors and preferences. For instance, passengers can travel, earn, redeem, and repeat with Air Canada’s Aeroplan program. The more travelers fly, the more Aeroplan points they earn, introducing them to greater benefits, including flight rewards, exclusive car rental rates, and hotel discounts. Strategic fit: ● Consideration ● Decision ● Retention9 Corporate social responsibility (CSR) partnerships Modern consumers are more socially conscious than before. 70% Almost 70 percent want to know how brands address social and environmental issues 46% A reported 46 percent of consumers consider a brand’s social responsibility efforts when purchasing. Many brands boost their corporate social responsibility by partnering with a non-profit organization that aligns with their values and addresses important issues.Corporate social responsibility (CSR) / charity partnerships allow companies to embrace a purpose-driven brand strategy. ZeroCo's 100Yr Cleanup is a shining example of its commitment to a more sustainable future. The project is fueled by a simple yet powerful promise: for every $100 raised, ZeroCo pledges to remove the equivalent of 1,500 single-use plastic water bottles from the environment. That's an impactful initiative that helps clean our planet and raises awareness about the plastic problem. Strategic fit: ● Awareness ● Consideration ● Retention [Image source: ZeroCo]10 Mobile partners These partner types help you reach your audience and achieve your marketing goals through mobile platforms. They could be app developers, mobile advertising networks, or influencers with a significant mobile presence. The key difference from regular partners is their focus on the mobile medium, where today's consumers increasingly spend their time. Mobile partners can help you tap into new audiences, boost engagement, and drive conversions—all on a platform in your customers' hands. Spotify and Uber teamed up in a strategic business alliance. Their partnership lets users link their Spotify and Uber accounts within the app. So, riders get to create their music playlists while taking an Uber ride. Strategic fit: ● Awareness ● Consideration ● Decision ● Retention11 Review and comparison sites Review and comparison sites are the partners who evaluate, assess, and compare different products or services. These sites break things down for consumers, making it easier to make informed decisions. For brands, they're a valuable source of unbiased feedback and a powerful tool for gaining visibility and credibility. These partners can fuel the marketing funnel in the following ways: ● Places your product or service in front of relevant, engaged audiences ● Moves potential customers from consideration to purchase with detailed, positive reviews ● Encourages repeat purchases and keeps your brand top-of-mind with regular features CardRatings.com provides comprehensive credit card reviews so that customers can be confident in their card selection. Strategic fit: ● Awareness ● Education ● Consideration ● Decision Some successful review and comparison sites include Dog Food Advisor, which offers expert opinions and trusted advice to help consumers choose the best food for their furry friends12 Deals and coupon sites Deals and coupon sites are partners that offer promotional codes, discounts, or special offers for your brand. Sites like RetailMeNot, Cou

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