In part 1 and part 2, we covered how networking events, matched with paid marketing can be a powerful combination. Now let's take a look at an often forgotten channel, which is partnerships! Often times we leave partnerships to "chance", but as you'll see, being strategic can make a huge impact on your firm or practice.
In this lesson, we're going to review three types of partnerships: Service Providers, Content Providers, and Product Providers.
Service Providers
Service providers can be a great resource for ongoing leads and referrals, however, never approach a partner with an "ask". Instead think through the benefit you can provide to them. For example, Sandi Holst created an excellent partnership with local firms by providing a "wow" factor by way of creating a robust, easy to use client binder and packet. This made the workload significantly less for her partner, so of course, they were happy to work with her! With that in mind, here are some service providers to connect with:- Legal
- HR
- Banking and Finance
- Wealth Management (or you can start your own like Chris Regain)
- Marketing Companies
- Design Companies
- Website Companies
- Consultant and Advisors
- Commercial Realtors
- Personal Trainers
- Personal Chefs and/or Cooks
- Mortgage Bankers
- Realtors
- Car dealerships and mechanics
- HVAC companies
- Plumbers and Roofers
Content Providers
Content providers are often one that is left behind, but bear in mind that many will be writing content directly for your audience! Here are some content providers to keep in mind:- Target industry bloggers (like Josh Baurle did with entrepreneur on fire)
- Local Newspapers
- Local business journals
- Industry magazines
- Industry journals
- Service and product provider hubs
Product Providers
Finally, remember about all the vendors and product providers your target market will interact with. For business clients, software is an easy one to start with. I would recommend reaching out to their CRM, project, task, accounting software, budgeting software, reporting software, and even their marketing software providers! Here are a few software categories to get started:- CRM
- Project and Task Management
- Accounting Software
- Budgetting software
- Marketing Software
- Sales Software
- Office supplies and suppliers
- Caterers / Food services
- Employee Training Companies and Products
- Industry specific vendors (ie part companies for manufacturing, etc)
- Technology providers (phones, tablets, computers)