The concept of companion marketing is not a new one, however as it relates to internet marketing it does present some new and unique opportunities. If you are frustrated by a lack of sales or even if you just want to increase your current sales levels, companion marketing might be just what you need to reach a fresh market of consumers interested in your product or service.
What Is Companion Marketing
Companion marketing refers to advertising and promoting a product or service in a place likely to host consumers who are interested in it – but may not be the obvious choice. Think of this in terms of a ham and cheese sandwich. The ham is a perfect companion to the cheese; your offerings could be the perfect companion to a place with members of related interests.
So, if you sell automotive tools, for instance, you might consider advertising them in a forum where there are lots of handymen (and women) members. This is going outside of the obvious, such as targeting repair shops, and getting creative with marketing venues.
Getting Started
Sit down and have a brainstorming session with employees, family, friends, and industry peers. Encourage creativity. Start with the product or service offered in your online business and think about all the possibilities of where, when, how, and who might use it. Think outside the box; even silly ideas might have some merit.
Write down all the suggestions and possibilities. Using the above example, you might come up with single women, retired people, those interested in home improvement projects, general tradesmen, vintage car clubs, amateur race car drivers, motorcyclists, auto enthusiasts, 4WD and outdoor clubs, people who attend auto shows, etc.
How many of these new markets are you currently reaching? Chances are, not many, if any.
Now, start thinking about specific tools that you sell. Certainly you can find additional places to market one or several specialty tools. Maybe you offer that mechanic’s trusty friend, WD-40 or a similar lubricant, along with your line of tools. Did you know that this makes a great spray to tame horses’ manes and tails and quickly remove snarls? Now you have a place for companion marketing, i.e. horse owners’ associations or riding clubs, that your competitors have probably never considered.
With the power of the internet, it is easy to reach all of these consumers. Take each segment and start searching for the places they hang out online. Look for forums, blogs, and sites devoted to particular topics. Contact any professional organisations or associations related to the industries you identified. Search for newsletters where your advertisements would not be in direct competition with the sponsor’s offerings. Look through Yahoo groups. Use social media to find new friends or followers with these interests.
If you can find a place that helps to expose your product to a related target market that you may not have initially considered, you are well on your way to achieving deep market reach to qualified leads.
See you at the top of Google!
Sean Rasmussen
SEO Australia Pacific
AussieSEO.com © 2007 - 2010
Companion marketing sounds like a very interesting concept. As I was reading this I was thinking about my own niche and where else I could market it. I may have to brainstorm with a few people for this one. Great idea though.
.-= Jackie Stenhouse´s last blog ..Anxiety Separation in Children =-.
Hi Sean
Articles like this are very valuable to all internet marketers. I need to continually think outside the square because of the vast opportunities and ideas that are available by having an online business.
Using companion marketing ideas dovetail nicely with my niche’s and this article is full of great ideas that I can play with., and it is in the ‘playing’ and having fun with ideas that discoveries for advancement and expansion happen. Thank you.
Companion Marketing – what a great idea!
Thinking outside the box definitely gives you an advantage over your competitors and this is definitely it. Brainstorming with friends and family and people outside your niche will also help to take all kinds of perspectives into account.
Great article!
.-= Renee´s last blog ..Sean Rasmussen – Australian Internet Marketer =-.