Sales & Partnerships Manual Part 4: Building a Process That Is Sustainable Long-Term

Growing Your Brand Partnerships: Building a Case Study Portfolio

A “case study” is a document that describes a previous collaboration you completed and summarizes the results of the project. Creating a portfolio of case studies showcasing your successful collaborations and their outcomes is crucial in convincing brands to partner with you, especially when moving from gifted to paid collaborations.

Document Your Achievements: For each collaboration, note down key metrics like engagement rates, audience growth, and any direct sales or leads generated.

PR/ Brand Kit: A PR/Media Kit is an essential tool for content creators seeking brand partnerships. It serves as a professional resume, presenting your brand, achievements, and the value you can offer to potential partners.

What to Include in Your PR/Media Kit:

• Personal and Brand Introduction: Start with a compelling bio that highlights your unique attributes and what sets your brand apart. Include your content creation journey, niche, and any defining characteristics.
• Audience Demographics: Provide detailed information about your audience, including age range, gender distribution, location, interests, and any other relevant data that brands would find valuable.
• Engagement Statistics: Include metrics like follower count, average likes, comments, share rates, and any other engagement metrics. Brands are interested in how well your audience interacts with your content.
• Previous Collaborations and Success Stories: Showcase past successful brand collaborations with brief case studies or highlights. Mention any significant achievements, like campaign reach or sales driven by your content.
• Visual Content Samples: Include high-quality images or links to videos that represent your best work. This visual element gives brands a taste of your content style and quality.
• Services Offered: Clearly outline the types of collaborations you’re open to, such as sponsored posts, UGC, product reviews, giveaways, or brand ambassadorships.
• Testimonials: If available, include positive feedback or quotes from previous brand collaborations. Testimonials serve as social proof of your effectiveness and professionalism.
• Contact Information: Make it easy for brands to reach out to you by providing clear contact details. Include email addresses, social media handles, and any professional representation (like a manager or agent) if applicable.
• Rates (Optional): Some creators choose to include their rates in their media kit. However, you can also opt to provide this on request, as rates can vary depending on the specific collaboration.

Create Impactful Case Studies: Case studies are a great way to walk through the potential value a brand can get by partnering with you, based on real, past partnerships you’ve had. Use compelling storytelling and data visualization to make your case studies engaging and easy to understand. Here’s how to do it:

• Introduction: Begin with a brief overview of the brand you collaborated with and the objectives of the campaign. Set the scene for what you aimed to achieve together.
• Objectives & Your Approach: Detail the creative approach you had based on the objectives set out. For example, if the objective was to increase brand awareness, explain how your content strategy was designed to achieve this.
• Execution: Provide insights into how you executed the campaign. Include specifics like the types of content created (e.g., Instagram posts, YouTube videos), the frequency of posts, and any unique engagement tactics you used. Also mention rough timelines you had.
• Personal Touch: Share your personal experience and insights from the campaign. What did you learn, and how did it resonate with your audience? This personal angle adds depth to your case study.
• Data Visualization: Data visualization is key to demonstrating the impact of your collaboration clearly and effectively. Here are examples:
  • Before and After Metrics: Visualize key metrics like follower growth, engagement rates, or website traffic before and after the campaign. Use graphs or charts for easy comparison.
  • Engagement Highlights: Showcase specific posts or content that performed exceptionally well. Include screenshots along with engagement statistics like likes, shares, comments, and reach.
  • Sales or Conversion Data: If available, include data on sales or conversions that can be directly attributed to the campaign. Pie charts, bar graphs, or line graphs can effectively represent this data.
• Including Testimonials: Testimonials from brand partners add a layer of trust and credibility to your case studies
  • Direct Quotes: Include a direct quote from a contact at the brand who can speak to the success of the collaboration. Ensure the quote highlights the value you brought to the partnership.
  • Brand Endorsement: If the brand publicly praised your work, for example, through a social media post or a press release, include a screenshot or a link to this endorsement.
  • Ongoing Relationship Indicators: If your collaboration led to an ongoing relationship or repeated partnerships, mention this as it demonstrates long-term value and satisfaction.

Building Long-Term Relationships

Sustaining a long-term business in content creation relies heavily on nurturing enduring relationships with brands. Consistent, successful collaborations can lead to more significant partnerships, higher compensation, and a stable income stream. Here’s why this approach is vital:

• Reliability: Brands seek reliable creators who can consistently deliver quality content and engagement.
• Trust: Over time, trust builds, reducing the perceived risk for brands in investing more in the partnership.
• Understanding the Brand: Long-term relationships allow for a deeper understanding of the brand’s goals, audience, and preferences, leading to more effective and targeted content.

How to Retain Customers

Maintaining ongoing relationships with brands requires thoughtful communication and consistent performance.

• Regular Updates: Keep in touch with brand contacts regularly. Sharing updates about your growing audience, new content formats, or recent successes keeps you top of mind.
• Relevance: Reach out when you have something relevant to share. For example, if a piece of content you created for them performs exceptionally well, let them know. Or, if you’ve grown your following significantly in a demographic they target, that’s worth a conversation.
• Personal Touch: Personalize your communications. Show that you remember details from your past collaborations and are genuinely interested in the brand’s success.

How to Increase Deal Size

As you grow your engagement, following, and rapport with a brand, there are strategic ways to increase the value of your partnerships.

• Showcase Growth: Regularly update the brand on your growing reach and engagement. If your follower count or engagement rate has increased, make sure the brand knows.
• Demonstrate ROI: Brands want to see a “Return On Investment”, or evidence that their money is being well spent by providing equivalent or greater value. Provide concrete examples of how your content has driven sales or engagement for the brand. Detailed case studies can be very persuasive here.
• Expand Offerings: As you grow, you may be able to offer more comprehensive packages, like multi-platform campaigns or longer-term ambassador roles.
• Negotiation: Don’t be afraid to renegotiate your rates as your value increases. Be prepared with data to back up why you’re worth more now than when you first started collaborating.

Forecasting and Growing Your Revenue

In the realm of content creation, developing an understanding of your potential earnings and future opportunities – essentially, your ‘pipeline’ – is crucial for planning and growth. This involves predicting future partnerships and revenue based on your current outreach efforts, response rates, and average earnings per partnership. Here’s how to approach this:

Analyzing Outreach Statistics

Your outreach efforts are the starting point of your pipeline. By examining these statistics, you can estimate how many partnerships you might secure.

• Track Outreach Efforts: Keep a detailed record of how many brands you reach out to each week or month.
• Monitor Response Rates: Note how many of these outreaches result in a positive response or a potential lead.
• Conversion Rate: Pay attention to how many of these positive responses turn into actual partnerships.

By analyzing these figures, you can begin to predict how many new partnerships you might secure based on the volume of your outreach.

Understanding Revenue per Month

Each brand partnership contributes to your overall revenue. Understanding the average revenue per month helps in forecasting your earnings.

• Record Earnings Per Deal: Keep track of how much each partnership earns you. This includes both one-off payments and recurring revenues.
• Calculate Average Revenue: Over time, calculate the average revenue you earn per partnership. This will help you predict future earnings based on the number of partnerships you secure.
• Track Monthly Deals: Keep a record of how many partnerships you finalize each month.

Predicting Your Pipeline

Now, combine these insights to predict your pipeline.

• Estimate Future Partnerships: Based on your outreach statistics and historical conversion rates, estimate how many partnerships you can potentially secure in a given period.
• Forecast Revenue: Multiply the estimated number of future partnerships by your average revenue per partnership. Adjust this figure based on your audience growth trends and any planned rate increases.

Growing your Pipeline

If you have specific growth goals, such as increasing your deal volume or revenue, you’ll need to adjust your outreach strategy accordingly.

• Current Stats as a Baseline: Use your current outreach statistics, conversion rates, and deal volume as a baseline.
• Set Growth Targets: Clearly define what growth looks like for you, whether it’s a certain percentage increase in deal volume, revenue, or both.
• Increase Outreach Volume: If you aim to grow the number of deals you secure, you may need to proportionally increase your outreach efforts. This could mean contacting more brands each month or exploring additional outreach channels.
• Improve Conversion Rates: Focus on strategies to improve your conversion rate from initial contact to finalized deal. This might involve refining your pitch, creating more compelling case studies, or leveraging successful past partnerships more effectively.
• Enhance Content Quality: Improving the quality and engagement of your content can attract more brands and potentially lead to higher-paying partnerships.

Example Scenario:

Suppose you’re currently finalizing an average of 2 deals per month with a conversion rate of 5% from initial outreach to a finalized partnership. To achieve a 20% increase, your new target is approximately 2.4 deals per month (rounding to 3 for practical purposes).

• Current Baseline: With a 5% conversion rate, securing 2 deals per month implies you are initially reaching out to approximately 40 brands (2 deals = 5% of 40 outreaches).
• Increasing Deal Volume: Aiming for a 20% increase, your goal is to secure nearly 3 deals per month.
• Adjusted Outreach Volume: To achieve 3 deals per month with the same 5% conversion rate, you would need to reach out to about 60 brands (3 deals = 5% of 60 outreaches).

Other areas to improve your conversion rates:

• Enhance Outreach Quality: Improving the effectiveness of your outreach, perhaps by more personalized communication or better showcasing past successes, could lead to a higher conversion rate.
• Content Quality and Audience Engagement: Increasing the quality of your content and engagement rates can make your pitches more appealing to brands. This might lead to securing more deals without proportionally increasing the number of outreaches.
• Efficiency in Processes: As the number of outreaches increases, consider streamlining your outreach process. This might involve using templates, scheduling tools, or automating parts of the process to maintain efficiency.

Being Persistent & Consistent

The journey of a content creator is filled with trials, learning, and gradual refinement of strategies. One of the key elements to success in this dynamic field is the combination of persistence and consistency.

Persistence in Outreach and Re-engagement

• Keeping Track of Interested Brands: In the world of content creation, not every outreach will result in an immediate partnership, but that doesn’t mean the opportunity is lost. It’s important to keep track of brands that show interest but indicate that they don’t have campaigns at the moment.
• Organize Your Contacts: Maintain a list of brands that have responded positively but are not ready to collaborate immediately. Note any specific details they mentioned, like timing or campaign types they are interested in.
• Regular Check-ins: Establish a routine to check in with these brands semi-regularly. A friendly message every few months keeps the communication open and your brand fresh in their minds.
• Personalize Your Follow-ups: When you check back, reference your previous conversation. This personal touch can strengthen rapport and show your genuine interest in partnering with them.

“Hi [Brand Contact Name],

I reached out a few weeks ago regarding a potential collaboration and just wanted to check back in. I’ve recently worked on [mention a recent project or achievement] and thought it might align well with [Brand’s] upcoming campaigns. I’d love to discuss how we can work together when the time is right.

Looking forward to the opportunity to collaborate!

Best, [Your Name]“

Reaching Out Again to Non-Responsive Brands

It’s not uncommon for brands to miss or overlook an email, especially if they receive a high volume of inquiries. Here’s how to approach brands that didn’t respond initially:

• Timing Is Key: If a brand didn’t respond to your initial message, follow up a couple times over a few days, as they may have lost your email. If you still get no response, try reaching out again in a few weeks. This gives them time to address their current priorities
• New Message, New Angle: In your follow-up, try a different approach or offer new information that might be more appealing or relevant to the brand.
• Persistence Without Pressure: It’s important to strike a balance between persistence and respect for the brand’s space. A follow-up or two is reasonable, but avoid overwhelming them with frequent messages. Try identifying a different person at the brand that may be a more available contact for you to reach out to.

Persistence in Experimentation and Learning

• Trial and Error: Finding the right rhythm in content creation and brand partnerships often involves a lot of experimenting. What works for one creator or one audience may not work for another.
• Iterative Process: It’s rare to hit the perfect strategy right away. Most creators undergo several months of tweaking their approach, learning from each experience, and gradually finding what resonates best with their audience and potential brand partners.
• Learning from Failures: Every unsuccessful pitch or partnership that doesn’t turn out as expected is a learning opportunity. Analyze what didn’t work and why, and use these insights to refine your approach.
• Maintaining Momentum: In the world of content creation and digital marketing, momentum is key. Regular content creation and consistent outreach to brands help maintain your presence and relevance in the eyes of both your audience and potential partners.

That concludes the Sales & Partnerships Manual for Content Creators from Bento! Are there other topics you would like to see covered? Let us know at hello@onbento.com

Bento

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• Bento can remind you to re-engage previous brands you’ve worked with or identify new campaigns you can partner with them on.
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