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Reviewing Requests for Collaboration
Collaboration is the new way of making the most of your marketing efforts. Whether you are a business owner, a brand or an agency, you will receive requests for collaborations from bloggers, brands, publications and the like. But how do you strategically review these proposals and get the best ROI for your investment?
Proposal Review: Always have more than one person review the proposal. Establish a clear understanding of the offer and what is being asked for in return. The key to proposal review is to look for numbers. Any proposal without clear metrics and investment specifics may not be worth your consideration.
Brand Relevance: Always select an offer that will either overlap with your target audience or can provide you with a point of entry for your ideal target audience. The message, the category and the brand level also have to match for absolute relevance.
Numbers and Variables: Look for variables like unique website visitors, demographic information, engagement time, reach, open rate and conversions. If these data points are not provided, you can ask for clarity from the sender.
Goal Alignment: No matter how good the deal is, if it is not aligned with your marketing objectives or isn’t bringing clear value then it is likely not worth the effort. Having a clear understanding of how any marketing effort can positively or negatively impact your bottom line is the key to a successful campaign.
Proposals should be evaluated carefully since they represent someone’s time and effort. Always respond, even if you have to turn down the request. We hope this simple guide will help you review your next proposal wisely.
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