Partnerships provide businesses with an exciting opportunity to increase customer reach, gain access to new resources, and together reach new heights. But in order to truly excel from these collaborations, businesses must have a specific strategy in place. From identifying the right partner to developing an agreement and maintaining the relationship, these strategies for growing your business through partnerships can help ensure success.

Definition of Partnerships

A business partnership is a commercial entity formed between two or more individuals or organizations with the purpose of operating a business. Partners agree to share in the business's profits, losses, and responsibilities. Each individual brings different skills, resources, and ideas to the project, and working together can exponentially increase chances of success.

Benefits of Partnerships

  • Maximizes resources and capital
  • Access to a larger customer base
  • Gain insight from new perspectives
  • Boost creativity by sharing ideas

Overview of Strategies for Growing Business

​Now that the benefits of partnerships are clear, it is important to consider how to best approach this type of partnership. Below are a few strategies to help businesses grow their business through the power of partnerships.

Know Your Goals

Forming a business partnership to contribute to business growth involves more than just finding someone willing to offer a collaboration. It is important to first establish what your goals are in order to identify the right partner and create a successful partnership.

Consider What You Want to Achieve

How these goals are met depends largely on the kind of partnership you form. Before anything else, it is essential to identify what your expectations are from a prospective partner. It is also important to bear in mind that partnerships may manifest in many ways, such as a joint venture, licensing agreement, or merchandising agreement. The goals must be specific and easy to measure so that there is clarity moving forward.

Decide What You Are and Are Not Willing to Give Up

When forming a business partnership, you must decide what you are willing to give up and what you are not willing to give up. Does one side benefit more from the partnership? Are both sides expected to receive and provide equal value? Determining what you are prepared to give can help refine your search for the right partner.

Aim to Find a Balance of Exchanged Benefits

It is crucial to look for a balance of exchanged benefits while seeking a business partner. One-sided partnerships may be successful in the short-term, but they won’t stand the test of time. Both partners must be able to reap tangible rewards from the partnership that help propel their respective businesses.

Take the time to evaluate your business needs and what value you can offer a potential partner. Having a clear picture of what you want to achieve and who would be the best partner will make setting effective goals much easier and make achieving business growth through partnerships much more likely.

Brainstorm Potential Partners

Forming strategic partnerships is an excellent way to expand the reach and impact of your business. To ensure success, start by understanding your target audience, taking an in-depth look at compatible businesses, and researching companies that have an established relationship with your target market. Here’s how:

Understand the needs and interests of your target audience

Start by getting to know the wants, needs, and interests of your target audience. Draw on the data you have collected over time — such as customer feedback and other comments — to gain additional insight. Then identify points of connection between your business and your target market. This will help you narrow down potential partner businesses that are a good fit.

Develop an understanding of compatible businesses

Take a look at the organizations that surround you, either online or in-person, then conduct a SWOT analysis for each. See which ones align with your mission and values, have a compatible target market, and provide a solution that complements yours. Once identified, contact them to track down potential opportunities.

Research companies with an already established relationship with your target market

In many cases, a strong relationship between two organizations may already exist, but is not actively used as a marketing tool. Analyze competitors to uncover collaborations that could work for you. For example, start by looking for organic collaborations — such as partnerships through content sharing or joint events — then add a spin to make it your own.

  • Research customer feedback
  • Do a SWOT analysis on potential partners
  • Examine existing partnerships
  • Brainstorm new opportunities

Nurture Existing Relationships

Many businesses tend to focus on gaining new customers over leveraging the existing relationships that you already have. Understanding how to build and nurture relationships with these existing contacts and customers can be key in growing your business. Here are four strategies that could help.

Leverage your network of contacts

First analyze the contacts you already have in your network. It could be a long-distance friend or someone you meet regularly in professional circles. Both of these will have their own advantages and can be used in your strategies. You can also use your contacts to research potential partnerships. Make sure to have a plan to nurture and develop these relationships before you expect any benefits or rewards.

Reward loyal customers through exclusive offers

Loyal customers are goldmines for businesses. They recognize the value you bring and they stand to benefit from any offers you can pass on to them. As a reward, consider exclusive offers or discounts that are only made available to loyal customers. This will be a great way to show your appreciation and will also bring them back for more.

Foster relationships with local businesses

Building relationships with local businesses and entrepreneurs can be a great way to reach out to more potential customers and grow your business. This could take the form of collaborations, co-marketing initiatives, or even just providing referrals and recommendations. Remember, it is always better to work together than compete with one another.

  • Analyze your current contacts
  • Reward loyal customers
  • Collaborate and co-market with local businesses

It is also worth remembering that these relationships do not form overnight. You need to invest time and energy in nurturing them. Make sure you stay connected with the people in your network and be sure to keep them informed of any new offers or initiatives that you are working on.

Merge Communication Platforms

Merging communication platforms with other businesses is a powerful way to quickly grow your business and gain access to new customer markets. Merging communication platforms allows businesses to access each other’s customer bases, increase brand awareness, and gain valuable insights on their customers’ wants and needs. To make the most out of a potential partner’s communication platforms and maximize the potential of a partnership, businesses should consider the following strategies.

Utilize Cross-Platform Promotions

Utilizing cross-platform promotions is a great way to maximize the potential of any partnership. This involves leveraging the social media presence of both companies as well as developing shared campaigns and promotions. Cross-platform promotions involve collaborating on campaigns, product giveaways, and joint advertisements, allowing both businesses to spread their message to each other’s customers more effectively. Through this, businesses can reach an even larger audience, consequently boosting both businesses’ profits.

Leverage Each Other’s Social Networks

By leveraging each other’s social networks, businesses can expose themselves to new customer markets and increase the reach of their messages exponentially. This can be done by sharing each business’s posts on their respective channels and following each other’s accounts. Additionally, businesses can create a separate social media account specifically for the partnership, allowing them to promote each other’s products and services while still maintaining a distinct brand identity.

Utilize Influencer Marketing

Influencer marketing is another powerful way to increase brand visibility and exposure in new customer markets. Businesses can partner with influencers in their respective industries to promote their products and services to a much wider audience. For example, an apparel company could partner with an influencer in the fashion industry to promote their latest clothing collections. By working with an influencer, businesses can quickly increase their exposure to potential customers and drive sales.


Partnerships can be highly beneficial for businesses of all sizes. If done correctly, partnerships between two entities can help to expand the impact of both businesses, as well as creating efficient economies of scale and mutual growth. Here are a few strategies to pursue when considering a partnership:

Develop a Creative, Mutually Beneficial Agreement

When looking for potential partners, try to think beyond typical organizations in your sector. Consider developing relationships with those outside of your field — companies with complementary services — and explore new ways to structure a successful agreement between the two businesses. It must be mutually advantageous and transparent to ensure results. For example, a tech company could partner with a design firm to create a more advanced product. The designer will get access to proprietary software engineering resources while the tech company can benefit from the designer's expertise and design capabilities.

Share Resources, Ideas and Content

A strong partnership is built on shared trust and mutual understanding. The more you share resources and ideas, the stronger the partnership will become. Consider having regular meetings to discuss how to advance each other's capabilities and explore different growth opportunities. As for content, consider ways to collaborate on campaigns, product launches, and other marketing initiatives. Working together to create content allows your collective brands and messaging to reach a vast new audience.

Develop a Unified Marketing Strategy

Your partnership should have a unified marketing strategy, which takes into account the goals and target audiences of both businesses. Together, develop a clear and consistent plan for the future and how to effectively communicate with your customers. Aim for a consistent and coordinated message across both businesses that makes it easier for viewers to understand and identify with both of your brands.


In conclusion, building your business through partnerships can be extremely beneficial. It is essential to select the partners that bring the most value to your business, and to negotiate terms that will bring mutual benefit. The key strategies to growing your business through collaborations are:

  • Developing partnerships to grow the market share
  • Creating strong B2B relationships
  • Identifying and leveraging partner resources
  • Aligning industry influencers for mutual benefit

As a business, it is important to know the value of leveraging partnerships as a long term investment. Successful collaborations can build brand loyalty and trust with customers, create increased opportunities to develop innovative products and services, and drive global communication and marketing.

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