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Should you be Co-Branding?

Online co-branding can be a little complicated.  If an Internet user clicks on a link on your website and is taken to a web page that has a different brand or company it can get a bit confusing.  They will wonder why they have been directed to an entirely different web page with unrelated content.  When it comes to co-branding you need to take partnerships that have something in common with the product or service that you’re selling. Co-branding can be very cost effective, especially for small online businesses. However, if you choose the wrong partner, or too many partners, it might be more harmful than beneficial. 

 

Adding Partners to your Website

As a small business you need to be cautious with your marketing budget. When you add a partner to your website you need to make sure that you’re going to see powerful and positive results from the union. These positive results can include more traffic to your website, increased online sales, or more contact with your customers. Online branding can be costly so be sure to choose partners that can benefit your business.

 

Co-branding is known by a variety of definitions that include:

  • Joint promotions
  • Value endorsements
  • Joint ventures
  • Alliances

 Co-branding works best when both you and your partner company each provide a related service or product to the same types of customers. 

Guidelines for Co-branding:  If you have the right partner you can split the costs of marketing as well as enhance your company brand. You’ll also have admittance to a larger customer database.  next are some important co-branding guidelines:

  • What does your co-brand partnership say to your customers?  Will it make your customers feel better about themselves?
  • What do you and your partner have in common?  Are both of your products innovative?  Are they dependable?  You want to make sure that your image makes sense for your current customer base.  You don’t want to lose your current customer base but rather you want to build on it.
  • How does your co-branding partnership benefit your customers?  Will it save them money?  Or will it save them time?  Your marketing campaign should make the benefit very clear to your customers.
  • Your goal with co-branding should be to find the best solutions for your customers.
  • There should be an equal value for both brands in the partnership. You need to have an equal partnership or your marketing strategy will be uneven.
  • Will your customers easily be able to recognize the connection and value of your partnership?
  • Does the co-branding partnership bring you into contact with additional customers?

The above guidelines need to be considered before you join in a co-branding partnership. Joint promotions take a great deal of time and planning to be implemented correctly.  However, when done correctly and accurately, a co-branding partnership can bring you results that are far better than other traditional online marketing methods.

Integrating Partnership Products

Co-branding that is successful never has your customers confused about what website they are on. Partnerships should improve a customer’s shopping experience by helping them to make buying decisions. You’ll want to exchange content with your partner so that you both expand your expertise in the industry. However, you’ll need to incorporate this content into your website so that it flows naturally and fits in with your own content.Complementary Partners:  Your website will be more legitimate and competitive when you have co-branding content that is well integrated into your own web pages. Co-branding will only help your business if it complements the business goals you have defined for your company. Always keep your business goals in mind no matter what online marketing strategy you’re trying to build into your business. This means that all your website content, promotions, and activities with your co-branding partners encourages your customers to follow through with the sales action.

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