What is Piggyback Marketing?

With the competition that people experience in marketing online, at times it can be helpful to team up with another company to get the most out of your advertising efforts. Piggybacking is a type of support or help that you get from someone else to reach a particular goal. Working with another company in various ways can help each business increase their rank or communicate with customers online.

Using the help of another company through piggyback marketing can have many advantages because it is a lower cost type of marketing strategy. Instead of spending a significant portion of your budget on marketing costs, you can advertise smarter by using piggyback strategies. Piggyback marketing is a way to keep costs down while still employing effective techniques that will be beneficial to your business.

The concept of piggybacking is essentially when two companies with non-competing products set up a marketing plan that is mutually beneficial to them. It helps marketers gain entry into a specific target market by introducing their product in a natural and comfortable way to customers. In online marketing piggybacking could mean getting your content published on another company’s website or adding popular brands to your own so that the two companies both see more traffic.

The Keys to Effective Piggyback Marketing

Before getting involved in piggyback marketing it is helpful to have a good idea of what your target market is so that you can find the company that will be most effective for you to team up with. If you have a great understanding of your target market it will make it much easier to narrow down how you will execute your piggyback marketing strategy. When thinking about your target market, try to consider existing and potential customers that are most likely to purchase your product or service.

If you know your target demographic and the group that is most likely to be interested in your company then you can find another brand that has a similar demographic. If your target market is older adults then it won’t be effective to piggyback with a company that focuses on teens. You will need to find a business that is not necessarily a competitor but markets to similar groups.

It is also a good idea to time your piggyback strategy for the right moment when you think people are more likely to buy. This could be based on the type of products you sell and when the target market will be interested in buying them. If you have seasonal products or items that are used in specific periods of time then you can launch your piggyback campaign at the right moment to get the most impact.

Another key element of piggyback marketing is being able to convince the company you want to work with that promoting one another will be mutually beneficial. This means being a good salesperson so that people will be interested in working with you and will be willing to follow your requests for advertising them. You need to be able to offer something to them in return so that both companies benefit from the arrangement.

Online Piggyback Marketing

As a marketing strategy, piggybacking can take many different forms depending on what each company is looking to get out of the exchange. With online piggyback marketing it can involve having something published on another company’s website or having them repost your content on social media. For businesses looking for more exposure online it is best to partner with a company that is considered high authority and has the power to boost traffic for you simply by posting about your products or what you do.

Approaching another company about piggybacking can be a great way to network with other businesses and create lasting partnerships. You can learn effective market strategies from another company with more experience and a bigger audience as you continue to work with them. Connecting with another company gives you a chance to plan your marketing strategy with the help of someone else that knows what tactics work best.

Piggybacking online can be a simple one time post or a longer partnership that will benefit both companies. You will need to plan your piggybacking campaign in a way that it has the most impact either through timing it well or extending the partnership so that you receive more traffic from each other. It is important that both parties are experiencing a boost in order to keep the campaign effective.

Getting involved in piggyback marketing can be an effective and affordable way to increase rank, boost followers or get more exposure for your brand. Finding the right audience and the right company to work with will ensure that your piggyback strategy will help you and the other company build a bigger presence online.

Boosting B2B Blogging

If you’re having problems consistently blogging, you’re not alone. 2013 B2B Content Marketing Benchmarks, Budgets and Trends, a study by Content Marketing Institute (CMI) and MarketingProfs, shows that producing enough content is a big challenge that B2B marketers face.

Here are a few tips that can help you stay on track and continue to create content:

Don’t stop! After all, inactivity is the worst for your business blog. It’s still surprising when I come across companies that advertise blogging services have blogs that haven’t been updated for months or even a year. It happens but it’s nothing that can’t be fixed by a few posts every now and then.

Get outside help. In the study above, about 44% of companies outsourced their content creation. While this is leaning more towards in-house, hiring outside web copywriters or ghostwriters can help tremendously. Although effective blogs usually have a personable voice that readers can identify with, there’s nothing wrong with getting a ghostwriter. For example, they can help with creating e-books, whitepapers and other downloadables that customers can share.

Don’t get stuck on writing. Did you ever think about blogging without actually writing? Instead, think about posting videos, pictures and slideshows via Slideshare, which is especially popular and effective on B2B blogs. (If you’re more into creating different content, see Rand Fishkin’s videos for SEOmoz’s Whiteboard Friday and Matt Cutts’ Q&A videos for Google Webmasters.)

It’s easy to get tired of writing and sticking to strict rules like 1000+ words and 2% keyword density can quickly suck out all the fun of blogging. Don’t forget to turn to your peers for inspiration and motivation. Check out these helpful articles: 3 B2B Blogging Strategies You Need to See, 10 B2B Companies That Create Exceptional Content, Blog Awards: The 13 best marketing industry blogs (according to you)