Finding success in marketing strategies online can be tough a lot of the time. Part of what makes it even tougher is the fact that most of us are at it alone. This type of ‘alone’ doesn’t mean you have no help – you may have a great team supporting and helping you along the way. However, many of us find ourselves ‘alone’ in the sense that we’re not teaming up with other businesses and organizations as part of a mutually beneficial relationship. In her talk at Social Media Marketing World 2020, Stacy Tuschl taught her audience exactly how to change this state of online ‘loneliness.’
It’s important to note that when Tuschl gave this talk, she was bolstered by her own success. As the owner of a dance studio in Wisconsin, Tuschl has generated personal success through working with other businesses in her community. That success has allowed her to run her business fully remotely, with employees handling physical tasks on-site, and to explore other business ventures. With her process, she’s certain others can do the same.
Tuschl broke her talk down into four main sections: what types of promotions generate the most organic reach, how to leverage the social audience of local businesses and organizations, which partnerships bring in the greatest ROI, and tips for building these partnerships.
When it comes to what types of promotions you should be facilitating, the best strategies are quite simple. Tuschl recommends shining a light on others in the community – whether it be through featuring them on your page, reposting their posts, or writing about them in a blog post. She also recommends going out and doing philanthropic activities to give back to the community you rely on, and building relationships with philanthropic organizations around you. Additionally, hosting free events around big holidays or sporting events, or even just a giveaway, can be effective. All in all, it’s about giving the community something they want or need and making them feel amazing.
With these strategies on deck, the process of leveraging the social audiences of other businesses comes naturally. Essentially, you should be reaching out to businesses with audiences that you feel would resonate with your message and mission and ask these businesses to team up for a donation, event, or giveaway. Require some number of posts on social media, share the expense of hosting or paying for the event, and work together. Tuschl suggests, if possible, to be the one hosting or organizing. It’s certainly more work, but you’ll get to design the promotional strategy.
Working with others will increase your credibility, convert people into your own audience members, and it all comes at a low cost when the cost is split between partner businesses. Tuschl also made sure to address a very key aspect in this whole strategy: who to partner with. She recommends looking at your local community and going through each business asking yourself, “how influential are they?,” how likely are they to share my content?,” and “how hard are they to reach?.” Avoid targeting business who have historically been hard to reach or reluctant to participate in community events.
Even with these reluctant businesses eliminated, still be ready to receive no as an answer. Be ready to spend some money investing in this strategy. However, don’t give up. Be diligent and show prospective partners statistics about why the partnership could be beneficial for them. Be cordial and send prospective partners gifts with more information, or just a simple thank you for their time. Offer no-cost aspects, repost them before they ask you to, put their business cards in your office. Do all you can to be the best prospective partner, and success will come with time. When it does come, there’s no limit to the success you can find. Tuschl herself is an example of this, and soon enough you may be, too.