While Google Plus has been discontinued, many of the strategies for collaborating with other businesses and brands that worked on that platform can still be applied to current platforms like LinkedIn, Twitter (X), Instagram, or even YouTube. Collaboration remains an effective way to expand reach, foster relationships, and boost engagement. Below, we’ll explore the principles that were used on Google Plus and translate them into practical tips for leveraging modern platforms.

1. Identify Complementary Partners

The first step in any collaboration is identifying businesses or brands that complement your own. These are partners that share a similar audience or values but aren’t direct competitors. Consider:

• Audience Overlap: Look for businesses with similar target audiences but different offerings. For example, a fitness apparel company might collaborate with a gym or a nutrition brand.
• Shared Values and Mission: Partner with businesses that share your values or mission, as this creates a natural synergy.
• Established Relationships: Start by collaborating with businesses or brands you’ve already built relationships with, either through previous partnerships, networking, or industry events.

On platforms like LinkedIn, you can use groups, industry-specific hashtags, or connections to identify suitable partners.

2. Set Clear Objectives for the Collaboration

Before reaching out to potential partners, it’s essential to establish the goals of the collaboration. Clear objectives ensure that both parties are aligned and can maximize the partnership’s effectiveness.

• Brand Awareness: If your goal is to increase visibility, focus on partners that have a larger or highly engaged audience.
• Lead Generation: Collaborating on webinars, eBooks, or industry reports might help generate qualified leads.
• Engagement: Polls, contests, or co-hosted Q&A sessions can increase audience engagement.
• Content Creation: Jointly creating blog posts, videos, or infographics can be beneficial for both content creation and SEO efforts.

Once your goals are clear, it becomes easier to measure the success of the collaboration.

3. Create Joint Content and Campaigns

Content creation was a core aspect of collaboration on Google Plus, and it continues to be one of the most effective ways to partner with other businesses today.

Co-Created Blog Posts and Articles

Partner with another business to write a co-authored blog post, guest article, or report. For example, a marketing agency could collaborate with a design firm to write an article on the importance of combining great design with strategic marketing for business success.

• Link Back to Each Other: Make sure both parties promote the content on their respective websites and social media, providing backlinks to each other’s site to help with SEO.
• Promote Together: Post the content on both partners’ LinkedIn pages or websites, and share it across social media platforms to increase visibility.

Webinars and Live Q&A Sessions

Host joint webinars or live Q&A sessions on Instagram, YouTube, or LinkedIn. This form of collaboration allows you to share knowledge, offer value to your audiences, and potentially convert viewers into leads.

• Cross-Promote the Event: Both businesses should promote the event across their platforms to maximize attendance.
• Choose Topics of Mutual Interest: The topic should appeal to both audiences. For example, a tech company and a cybersecurity firm could host a webinar on “Protecting Your Data in 2024.”

Contests and Giveaways

Collaborative contests or giveaways are a great way to boost engagement and reach. For instance, a beauty brand could team up with a wellness company to offer a package giveaway that includes products from both brands.

• Encourage Social Sharing: Ask participants to follow both brands and share the contest on their social media accounts to increase reach.
• Combine Resources: Both brands should contribute to the prize pool, making the giveaway more attractive to participants.

4. Use Hashtags and Mentions for Cross-Promotion

On platforms like Google Plus, hashtags and mentions were key tools for increasing the visibility of collaborative efforts, and they remain essential for promoting partnerships today.

• Use Branded Hashtags: Create a unique hashtag for the collaboration. For example, if two eco-friendly brands team up, they might create a hashtag like #GreenCollab2024. This helps track engagement and conversation around the campaign.
• Tag Each Other in Posts: Always tag your partner brand in posts on Instagram, Twitter (X), or LinkedIn to ensure that both your audiences see the collaboration.
• Incorporate Industry Hashtags: Use relevant industry-specific hashtags to reach a broader audience. For example, #B2BMarketing or #SustainableLiving might be used depending on the nature of your collaboration.

5. Host Joint Virtual Events

Google Plus Circles and Hangouts were once popular features for hosting events. Today, virtual events like webinars, panels, and workshops can be hosted on platforms such as Zoom, LinkedIn Live, YouTube Live, or Instagram Live.

• Co-Host a Panel Discussion: Bring together thought leaders from each collaborating brand to discuss industry trends or challenges. Promote the event across both brands’ social channels, websites, and email lists.
• Offer Exclusive Discounts: Offer exclusive deals or discounts to attendees as part of the collaboration. For example, two brands in the same niche can provide a bundle deal for their products during the event.
• Create a Hashtag for the Event: Encourage audience members to use a custom hashtag when engaging with the event online. This helps build momentum and creates a sense of community around the collaboration.

6. Engage Through Communities or Groups

Communities or groups were a feature on Google Plus, where businesses could interact with members who shared a common interest. Many platforms today, such as LinkedIn and Facebook, offer similar functionalities, which are perfect for collaborations.

• Join or Create Industry Groups: Collaborate with brands in industry-specific groups. By co-posting in these groups, you can drive discussions and provide value to group members through joint efforts.
• Host Group Discussions: Work with your partner business to host regular group discussions or AMAs (Ask Me Anything) in relevant industry groups. These discussions provide valuable insights to group members while promoting both brands.

7. Run Co-Branded Ads and Promotions

Collaborating on paid advertisements can extend the reach of both businesses. Co-branded ads can be run across social media platforms like Facebook, Instagram, and LinkedIn.

• Share the Costs: Both businesses share the cost of running the campaign, allowing you to maximize your budget while increasing your reach.
• Highlight Both Brands: Ensure that the ad equally highlights both brands’ logos, names, and offerings, making it clear that it’s a collaboration.

For example, an ad campaign for a travel agency and an outdoor gear company could promote a joint offering for adventure travel packages.

8. Monitor and Measure the Collaboration’s Success

Tracking the success of a collaboration ensures that you understand the value it brings and whether it meets your goals. Key metrics to track include:

• Engagement Metrics: Track likes, shares, and comments on social media posts related to the collaboration.
• Website Traffic: Use tools like Google Analytics to see if the collaboration is driving traffic to your website.
• Lead Generation: Measure how many leads were generated through joint events or content collaborations.
• Sales and Conversions: Track whether the collaboration resulted in increased sales or conversions, particularly if the collaboration involved a co-branded product or offer.

Once the collaboration is over, review these metrics to understand what worked and what can be improved for future partnerships.

9. Strengthen the Relationship for Future Collaborations

Building strong relationships with your partner businesses can lead to further opportunities down the road. After a successful collaboration, keep the lines of communication open for future partnerships.

• Provide Feedback: After the collaboration ends, offer feedback on what went well and what could be improved.
• Plan Future Collaborations: If the partnership was successful, discuss opportunities for future collaborations, such as joint product launches, additional content creation, or events.
• Maintain Regular Contact: Even outside of collaborations, stay in touch with your partners through networking, sharing their content, and supporting their initiatives. This keeps the relationship strong and open for new opportunities.

Conclusion

Collaborating with other businesses and brands, whether it was on Google Plus or now on platforms like LinkedIn, Instagram, or Twitter, is a highly effective way to increase visibility, build relationships, and drive engagement. By choosing the right partners, setting clear objectives, and creating valuable joint content or campaigns, businesses can strengthen their reach and credibility in their respective industries. Maintaining strong communication and measuring the success of each collaboration ensures that these partnerships are fruitful and can lead to even more successful joint ventures in the future.