Forget Solo Missions: Co‑Marketing for the Win

What is a co-marketing partnership?

A co-marketing partnership is when 2 or more businesses collaborate to promote their products or services. Instead of going solo, you share the work, split the costs, and reach each other’s audiences.

Co-marketing is different from co-branding, where companies create new products or services with both brand names on them. In co-marketing campaigns, you’re just joining forces for promotional activities—no new products are needed.

Take Red Bull and GoPro’s partnership. When they created that space jump video, they weren’t making products together. They combined their strengths with GoPro’s cameras capturing Red Bull’s extreme sports moment. Both brands reached new audiences while doing what they do best.

Compare that with Netflix and Ben & Jerry’s. Their Netflix and Chilll’d ice cream flavor is a perfect example of co-branding. They created a new co-branded product with unique flavor and packaging that reflects both companies.  

How co-marketing works

Co-marketing is all about teamwork. When done right, this strategic partnership helps both brands get more visibility, reach new audiences, and deliver extra value to their customers. Here’s how it works.  

• Shared goals: You and your partner work toward the same goals, like building brand awareness, generating qualified leads, or boosting sales.
• Split resources: You share the costs, efforts, and tools needed for successful co-marketing campaigns.
• Audience exchange: You promote your partner’s brand to your audience, and they do the same for you.
• Content collaboration: You work together to create something great, like a video or social media campaign.
• Mutual promotion: Each partner shares the co-marketing campaign with their audience.

Co-marketing turns collaboration into a powerful tool for growth. With the right partner, your potential for success is endless.  

Advantages of creating a co-marketing strategy

Wondering if co-marketing is right for your business? The benefits might surprise you.

Increase brand awareness

When you partner with another brand, you instantly tap into their audience. Your partner’s audience becomes your potential customers, and you get introduced to people who might never have found you otherwise. At the same time, your partner gets the same benefit by being introduced to your audience.

Unlock marketing cost savings

Co-marketing helps your marketing budget go further. Instead of handling all the expenses yourself, you share costs with your partner for things like content creation and email marketing tools. You get double the impact while splitting the investment.

Strengthen customer trust

When an established brand partners with you, they give you their stamp of approval. Their customers already trust them, so that trust extends to you. This seal of approval breaks down barriers with new audiences and makes them more open to your message.  

Successful co-marketing campaign types

Co-marketing efforts can take many forms. From social media collaborations to co-branded events, each type of campaign offers unique benefits for both partners. Here are the most effective co-marketing tactics and how to use them.

Content collaboration

Want to create awesome content that gets people talking? Combine your strengths with another brand and watch the magic happen. Together, you can create truly valuable resources that solve problems, answer questions, and build trust with your target audience. 

There are many high-quality content formats to consider:

• Blogs: Share practical knowledge through joint articles or guest posts. A marketing agency and email platform might write a blog post series about the top email templates for business growth.  
• E-books: Create complete guides that solve specific problems. A project management firm and productivity software company could write The Ultimate Guide to Refining Team Workflows.
• Whitepapers: Develop detailed reports that share industry insights. A tech company and human resources firm might explore “The Future of Remote Work 2025.”  
• Videos: Showcase your expertise with tutorials, product demos, or behind-the-scenes content. A local brewery and a restaurant might make a video on pairing craft beers with meals.  
• Livestreams: Interact with audiences in real time through Q&As or live product demos. A fitness trainer and health food brand could host a live stream discussing meal prep tips for workouts.
• Webinars: Run training sessions where both brands share expertise. A marketing platform and search engine optimization (SEO) tool could teach “How to Double Your Website Traffic.”
• Podcasts: Dive into conversational topics or interviews. A real estate agency and a home staging company might host a podcast called “The Art of Selling Homes.”
• Original research: Conduct a study together and publish the results. A travel agency and a tourism board could release a report on “Top Travel Trends for Next Year.”
• Interactive quizzes: Create a fun quiz that helps your audience learn more about your brands. A skincare brand and a beauty influencer might create “What’s Your Ultimate Skincare Solution?”

When choosing your content type, focus on your audience’s needs and what your brands do best. Pick a format that brings out the best of both sides and delivers real value to your customers. 

Joint giveaways and contests

Joint giveaways and contests are great ways to create buzz and get people excited about your brand. Teaming up allows you to offer bigger prizes and reach more people than you could alone.

For example, you might offer a $100 gift card on your own. But when you partner with another brand, you can provide a complete experience. For instance, a gym might partner with a juice bar to give away a 3-month fitness membership complete with post-workout smoothies.

The key to a successful giveaway is choosing a prize that excites your audience. Consider what your ideal customer would love to win and pick something that fits both your brands.

Once you’ve got the prize, keep the entry process simple. You can ask people to follow both brands on social media, like and share a post, or sign up for an email newsletter.

Don’t forget to promote the giveaway everywhere possible, like on social media, in emails, and on your website. Use attention-grabbing images, short videos, and engaging copy to get people dreaming about winning the prize.

When the contest ends, fairly pick a winner and announce it quickly. Deliver the prize immediately and, if possible, ask the winner to share their experience. This process helps keep momentum and shows others what they can expect from future giveaways. 

Bundled product or service offerings

Product or service bundles provide extra value to your customers while boosting sales for you and your complementary brand. And don’t worry—you don’t have to commit to creating a co-branded product.  

Instead, choose 2-3 products or services that work well together. Think about solving a specific problem for your customers. For instance, a graphic design agency might partner with a marketing firm to offer a logo design and social media strategy package.

Here’s the fun part: pricing. You want to make the bundle feel like a total steal. Drop the price just enough so customers feel like they’re getting a fantastic deal.

Show customers exactly how much they’re saving by saying something like, “Save 30% when you buy together!” Create an extra spike of excitement by adding a countdown timer to your promotional emails.

Cross-promotion on social media

Social media is the perfect place to start co-marketing. It’s quick to set up, costs nothing but time, and lets you test different partner approaches easily.

There’s some crossover with content marketing, like live streams and interactive quizzes. And, of course, you always want to promote your collaborative content on social media for added reach.

But here are some other effective strategies:

• Feed takeovers: Hand over your social media to your partner for a day. They could offer tips, share behind-the-scenes peeks, or show your products working together. 
• Shared stories/reels: Create short clips that give your audience valuable insights. For example, a pet store and a local dog trainer could create a series about solving common puppy problems.
• Social media challenges: Start a fun challenge that gets both brands’ followers sharing and connecting with each other. A plant shop and pottery studio might ask followers to share their potted plants with the #PlantMeetsPot hashtag.
• Partner shout-outs: Share each other’s content with your own expert take. A marketing agency might highlight how their clients met their goals using their partner’s email platform.
• Behind-the-scenes series: Show how your brands work together. A chef and local farm could document the entire farm-to-table journey through weekly videos.

For the best results, work with your partner to plan a content calendar. Start with 1-2 ideas to keep things simple, then track how your posts are doing to see what works best.

Email marketing partnerships

Email marketing partnerships help you reach new subscribers while providing extra value to your existing list. If you already send newsletters, it’s easy to get started, too.

Simply add a section featuring your partner’s products, services, or expertise. A home design blog might include storage tips from its organizing partner, or a pet supplies brand could share weekly advice from its veterinary clinic partner.

Want to do more? Create dedicated email campaigns together. A gardening center and weather app could send seasonal planning guides, while a wedding planner and florist might build a “Wedding Planning Timeline” series.

Don’t be afraid to experiment with different approaches. Continuously track what works and adjust to keep delivering value to your subscribers. When you put your readers first, both brands benefit from stronger engagement and email list growth.

Event sponsorships

In-person and digital events let you connect with people in memorable ways. Sharing costs and resources with a partner brand creates bigger, better experiences for everyone involved.

In-person events allow you to chat face-to-face with new customers. You might team up for networking mixers, like a business coach and coworking space hosting monthly entrepreneur meetups. Or share a booth at trade shows to show off your bundled products and services.

If you want to create buzz, try something unexpected. For example, a dance studio and local theater might organize a flash mob at a community event, like the local farmer’s market.  

Digital events work just as well. Run virtual workshops, webinars, or online conferences together. Consider what your audience might want to learn, then combine your expertise to create the ultimate learning sessions for your audience members.  

What to know about your brand before partnering up

It’s exciting to start thinking about partner marketing campaigns, but before jumping in, take time to understand your brand. Knowing what makes your business tick helps you find the right partner and build successful campaigns. Here’s what to think about.

• Brand identity: What makes your brand recognizable? Consider your logo, colors, tone, and overall vibe that set you apart.
• Mission and values: What drives your brand beyond just making money? What do you stand for, and what impact do you want to have?
• Unique selling points: What makes your brand different? Maybe your products are handmade, or you offer the fastest service around. Be specific.
• Target audience: Who are your customers? What do they need, like, or care about? Where do they spend time online?
• Brand voice and messaging: Think about how your brand communicates. Are you witty and cheerful or altogether serious and professional? What are your primary marketing messages?

To take it further, look at your strengths, weaknesses, opportunities, and threats (SWOT). A SWOT analysis reveals not just what makes your brand unique but also where you could use some help. With this insight, you’ll know what to look for in a partner and what you can offer in return.

Key traits to look for in co-marketing partners

When you’re looking for a co-marketing partner, alignment is key. Your audiences, products, and brand voices should complement each other. They should also bring something unique that makes your offerings feel complete.

Other things to consider are:

• Reach: Look for a partner with a large audience that expands on your own.
• Reputation: Check online reviews to confirm your partner has a good reputation.
• Chemistry: Think about whether you can work with the brand comfortably.

Take your time when researching potential partners. The right partnership can transform your marketing strategy, but the wrong one can be costly. Do your homework, trust your instincts, and don’t rush into a partnership just because it looks good on paper.

Steps to crafting an effective co-marketing agreement

Once you’ve found a partner, the next step is to create a co-marketing agreement. Think of it as your roadmap, ensuring you’re both on the same page about your first campaign. Here’s how to get started.

Step #1: Define shared business goals

How will you measure success? Spell out what you both want to achieve, whether expanding audience reach or boosting sales. Set specific, measurable targets that excite both teams. Also, decide how and when you’ll track and report your progress.  

Step #2: Choose a campaign type and activities

Create a shared Google Doc and start brainstorming. Decide on the type of campaign you’ll run and the activities involved. For your first co-marketing campaign, choose a low-risk, high-reward activity, like a social media challenge or podcast episode.

Step #3: Determine resource contributions

Take inventory of what each team offers, including budget, marketing tools, creative talent, and strategic expertise. Be clear about who’s responsible for each task, ensuring the workload feels balanced and fair.

Step #4: Establish a timeline and milestones

Create a realistic project timeline that gives both teams breathing room. Set clear milestones to track progress. Build in buffer time for revisions and unexpected challenges. Agree on how you’ll communicate and adjust if things don’t go as planned.

Step #5: Sign the co-marketing agreement  

Now, it’s time to make it official. Grab the agreement you’ve crafted together, have the right people review it, and sign on the dotted line. Remember to check the agreement every 6 months or before starting your next campaign to keep everything current.

Key takeaways

• Think strategically: Two or more companies can team up for co-marketing campaigns to reach a broader audience and add value for customers.
• Partner up, win big: With a partner, you can expand your audience, save on co-marketing resources, and build trust quickly. 
• Collaborate creatively: There are countless ways to collaborate and stand out together, from giveaways to social media takeovers.
• Know your worth: Knowing your brand inside and out ensures you’re ready to find the right partner and set the collaboration up for success.
• Find the perfect partner: The best partner aligns with your brand’s values, complements your strengths, and shares a similar audience.