How do you test and optimize your joint marketing campaign for maximum results and feedback?

1 Define your goals and metrics

Before you start any joint marketing campaign, you need to have a clear idea of what you want to achieve and how you will measure it. For example, do you want to increase brand awareness, generate leads, drive sales, or foster loyalty? Depending on your goals, you need to select the appropriate metrics, such as impressions, clicks, conversions, retention, or referrals. You also need to agree on how you will track and report these metrics with your partner(s).

2 Choose your campaign format and channels

The next step is to decide what kind of joint marketing campaign you want to run and which channels you want to use. For example, you could co-create a webinar, an ebook, a podcast, a contest, or a bundle offer. You could also cross-promote each other's products or services, share customer testimonials, or feature each other's experts. Depending on your campaign format, you need to choose the best channels to reach your target audience, such as email, social media, blog, website, or ads.

3 Test your campaign elements

Before you launch your joint marketing campaign, you need to test its different elements to make sure they work well and appeal to your audience. For example, you could test your landing page, email subject line, call to action, headline, copy, design, or offer. You could use tools like Google Optimize, Unbounce, or Mailchimp to run A/B tests or multivariate tests and compare the results. You could also ask for feedback from your existing customers or prospects.

4 Launch and monitor your campaign

Once you have tested and optimized your campaign elements, you are ready to launch your joint marketing campaign. However, your work is not done yet. You need to monitor your campaign performance and analyze your metrics regularly. You also need to communicate with your partner(s) and share your insights and feedback. This way, you can identify what is working well and what needs improvement. You can also make adjustments or tweaks to your campaign as needed.

5 Collect and evaluate your feedback

The final step is to collect and evaluate your feedback from your campaign. This includes both quantitative and qualitative feedback. Quantitative feedback refers to the data and metrics that show how your campaign performed against your goals. Qualitative feedback refers to the opinions and suggestions that you get from your customers, prospects, or partner(s). You can collect qualitative feedback through surveys, polls, reviews, testimonials, or interviews.

6 Learn and improve for the next campaign

The last thing you want to do is to learn from your feedback and improve your joint marketing campaign for the next time. You want to identify what worked well and what did not, and why. You want to understand what your audience liked and disliked, and how you can meet their needs better. You also want to appreciate and acknowledge your partner(s) and their contribution, and maintain a good relationship for future collaborations.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?