Dancing on other people's dance floors: how to use partnerships to grow your business

Growing a business isn’t just about working harder—it’s about working smarter. One of the best ways to do that? Dancing on other people’s dance floors.

That means tapping into other brands’ audiences through strategic partnerships, collaborations, and clever outreach. Whether you’re a startup or a scaling business, getting in front of new people in a trusted way is gold.

I had the joy last week of chatting to one of my very oldest friends, Pippa Goulden, on her PR Made Simple podcast (definitely listen and subscribe - I take notes every episode!)?

But before you start DMing everyone in your network, there are a few things to think about:

1. Start small – not every partnership needs to be a massive campaign. Try guest blogging, podcast swaps, or joint social posts first.
2. Set clear expectations – get agreements in writing, even for small collaborations. A quick email confirming who’s doing what can save you a headache later.
3. Be confident in your value – big or small, you bring something to the table. Don’t undersell yourself.
4. Find the right audience match – collaborations work best when both brands share similar audiences but aren’t in direct competition.
5. Repurpose content – a single webinar can become social posts, a blog, and an email newsletter. Stretch your efforts for maximum reach.

Here’s how to make it happen.

Why partnerships work

Partnerships shortcut the trust-building process. Instead of spending months trying to get a new audience to notice you, you get introduced by a brand they already love. That’s powerful.

Take my experience at Skype. Every bit of their marketing was done through partnerships. Later, when I launched The Scale Up Collective, partnerships with the likes of SeedLegals and Tech Nation helped bring in her first clients. I gave (and still give) free marketing workshops, introducing me to my audience, and everyone won.

Your business can do the same.

Start small, test, and grow

You don’t need to launch a product collab with a major brand on day one. Test the waters with simple, low-effort partnerships first.

• Social shoutouts – recommend each other’s brands on Instagram or LinkedIn.
• Guest content – write a blog for their site or invite them to do the same.
• Quick wins – run an Instagram Live or do a podcast guest swap.

These small moves help you figure out what works before committing more time or budget.

Get it in writing

Excitement is great, but misaligned expectations can kill a partnership. If you’re putting in time, money, or content, confirm the details upfront.

I shared a horror story where a film partnership seemed like a no-budget awareness deal—until a hidden contract clause suddenly required a ￡100k paid media spend. Lesson learned: always check the small print.

A simple email confirming:

• Who’s doing what
• Where it will be shared
• Any key deadlines

This keeps things clear, avoids frustration, and makes sure both sides benefit.

Don’t wait for opportunities—create them

If you’re sitting there thinking, “I’d love to collaborate, but no one’s asked me,” it’s time to put your big-business pants on and start reaching out.

• Ask your audience: “Which brands do you love?”
• Use networking groups and communities to find partners
• DM or email with a clear ask (not just “let’s collaborate”)

A great outreach message includes:

? What you admire about their brand ? Why your audiences are a good fit ? A simple idea to test a partnership (like a podcast or blog swap)

Don’t overthink it. The worst they can say is no.

Repurpose, repurpose, repurpose

A good partnership isn’t just about a single moment—it’s about maximising every piece of content.

If you run a webinar together, don’t stop there:

? Post clips on TikTok and LinkedIn

? Turn the key insights into a blog

? Share a behind-the-scenes post

? Add highlights to your email newsletter

Making one piece of content work harder saves time and makes sure more people see it.

Balance fame and fortune

Sometimes, partnerships get you recognition (like being featured in a major publication). Other times, they get you direct sales (like an affiliate deal). Ideally, you want a mix.

When deciding whether to say yes to a partnership, ask:

?? Will this bring me leads or just likes?

?? Does this help me build credibility in my industry?

?? Is this a quick win or a long-term play?

Not every opportunity is worth your time. Prioritise the ones that move your business forward.

Make partnerships a habit

If you want partnerships to consistently bring you leads and growth, make them part of your strategy, not just a one-off.

Set goals like:

? Reach out to 3 potential partners per week

? Do 1 guest appearance (podcast, blog, event) per month

? Repurpose every collaboration into at least 3 new pieces of content

The businesses that grow the fastest aren’t waiting for visibility. They’re actively dancing on other people’s dance floors, getting in front of the right audiences, and making smart collaborations work for them.

Ready to dance?

Partnerships are one of the simplest ways to grow your audience without spending a fortune. Whether you’re teaming up for content, PR, or events, start small, be clear on expectations, and make it worth everyone’s while.

Now, go make some asks! Your next big opportunity is probably just one email or DM away.

Speak soon,

Lucy