Sometimes I wonder what the conversation between Billy Ray Cyrus and Lil Nas X was when they decided to get together and record "Old Town Road." Do you think it was something like, "Hey! Let's make a song that's going to confuse the hell out of the entire music industry!"
Regardless of what the actual conversation was, what was created was undoubtedly a hit - mainly because it sparked a lot of conversation. But more importantly, the song was a collaboration between two different genres, which meant that people who hadn't heard of Billy Ray Cyrus suddenly knew his name and Lil Nas X was on country music's radar (whether they liked it or not).
The music industry is really good at collaboration.Florida Georgia Line recorded "Meant to Be" with Bebe Rexha. Chris Stapleton and Justin Timberlake recorded "Say Something" for Timberlake's Man of the Woods album. Maren Morris sang "The Middle" with Zedd and Grey which resulted in nominations for Record of the Year, Song of the Year, and Best Pop/Duo Group Performance at the 61st Annual Grammy Awards.
What does this have to do with your business?
When a pop singer records with a country singer, they're introducing themselves to an entirely new group of fans - and the same goes both ways. The songs are played on both pop stations and country stations, which widens their audience...and all they've done is create one song.
If you apply the same concept to your marketing, you will get the same results. Collaboration is the best way to increase your visibility and the most inexpensive way to widen your audience.
This requires you to think outside the box. With every connection you make, you should be thinking about how you might be able to collaborate with who you're meeting. It is my experience that almost any industry can be connected with another - you just have to use your imagination.
Here's what you should be thinking about:
1. Is what this person does something that my audience will find useful?
2. Is what this person does something my audience will find fun and interesting?
3. Is this a product or service that I would refer to a friend or client?
4. Is this an expert other people in my industry will find helpful?
Once you've made that connection, you can use it in the following ways:
1. Do a blog Q&A with that business. You'll share it throughout your digital marketing - and so will they.
2. Do a video interview, either something prerecorded or a Facebook Live. Make sure to advertise that you're doing this beforehand and encourage the other business owner to do the same. Boom! You've increased your viewers.
3. Offer to reciprocate. If they're providing you with information, ask if you can be of service to their clients as well.
Keep this in mind
Remember that this doesn't just have to be with people who are outside your industry; you don't do everything and serve everyone in your own. If you find someone who is within your industry, but helps people who are not your ideal client, your audience will be grateful for that introduction. It's about helping the client - NOT bragging about yourself.