A strategic partner is a business that is involved in improving or contributing to your business and your clients’ experience. This partner can be a distributor, supplier or sub-contractor. Think about all the various products that you offer or the services you provide to your clients. You should improve your working relationship with these businesses and create a partnership. In fact, I think you should stop using the terms “subcontractor” and “distributor” and call all of these companies “strategic partners.”

From the Remodeling Blog

Shared Goals
The best business marketing model is one that is consistent and on message. I talked about this in a previous blog. Meet with your strategic partners and share with them your marketing message and vision. Talk about how much you value your clients and want the companies you work with to help serve the needs of these clients. When I ran a remodeling business, I held an annual meeting with my strategic partners in our showroom. I thanked them, read our mission statement, and shared our annual goals. After the meeting, I met individually with each partner to review their positive contributions and any areas of concern.

Marketing Together
Co-hosting an event with your strategic partner can be a win/win situation that stimulates brand awareness and sales for both companies. I worked with Pinnacle Renovation’s owner Paul Klassen to set up an event at Jerome’s Appliance Gallery’s showroom. About 45 guests attended the successful Evening to Remember. The event provided a chance for past clients and those new to the Pinnacle family to mix, mingle and enjoy fantastic hors d’oeuvres prepared by a chef. Click here to read Pinnacle’s blog about the event. Below is a photo of Paul with a Pinnacle ice sculpture:

Talk with your strategic partners for ideas about events the two of you could host. Share your marketing lists of existing clients and new prospects and pair up to generate interest in the event to stimulate sales. Consider drawings for special prizes to create a buzz.

Social Media Partner
You can also create a marketing buzz by working with your strategic partners to educate clients about new products and to promote events and projects. Offer to let your partner write a guest blog on your website and offer to write one for their site. This is a great way to draw interest and get your company names in front of new people. Promote the blog in your newsletter, link to the blog on your company Facebook page and encourage your partner to do the same. You have to be consistent about your marketing so you can be in front of people when they are in need, and social media helps you do that.

I encourage you to make a list of all your strategic partners and brainstorm with them for ideas. Come up with a plan for cross-marketing and implement it now!