The transformation from outbound to inbound marketing as a strategy has become central to connecting product owners with targeted customers and in so doing adding more value to the product offering that the customer sees. Internet joint venture partnerships are, simply put, the way that product owners or product developers match their offering to individuals who own large lists of potential buyers. This strategy isn’t a new one, since joint ventures are really leveraging strengths for some economic, political or social goal. This process in many cases is facilitated by a JV broker or specialist, who helps in the strategic marketing of products and services online by bridging the gap between the passionate product owner, the large list holder and the customer. This solves one critical problem that many new product owners have, that of access to a large customer base to sell into. The question that I am often asked is, how do you go about finding JV partners? The answer isn’t a simple one, but properly matching the product and product owner with the partners area of expertise and e-mail list profile is a critical step. The fact is that this matching process forms the basis of what any good marketer strives for anyway, whether in the B2B or B2C space. The trick then really rests in using the right tools to achieve that goal. Knowing what potential JVPs interests are and communicating relevant information to them through your blog posts, comments on their websites, membership sites, groups etc, is the norm. This approach toward driving traffic to a website, is called INBOUND MARKETING is based on creating content that your audience is searching for and delivering that content to customers in the format that they want to receive it. Putting this concept – well it’s not really a concept any more is it? – in place provides the magnet that qualified customers will gravitate towards, when they begin searching for words and phrases on search engines. Quoting from a recent study- The State of Inbound Marketing-www.hubspot.com Jan 2009. “Of respondents that self-reported their cost/lead, those that spend 50% or more of their lead generation budget on inbound marketing averaged $84, whereas businesses spending 50% or more on outbound marketing averaged $220 cost/lead.” Understanding the inbound marketing strategy becomes even more important in very competitive niches, where message dilution is a constant threat. With that in mind putting in place simple and readily available and visible social web tools and leveraging the back end technologies that optimizes for the search engines (SEO) and account for 75% of your websites success in attracting traffic, is a significant advance to help you communicate more directly with your prospects, customers, vendors and clients. The use of social web tools, such as Facebook, Myspace, Digg it, Reddit, twitter etc coupled with good key word research, SEO is your strength and providing good content to your audience is the currency on which solid JV partnerships will be built. Without this proof it is harder to convince potential JVPs with large lists and busy web sites to support or promote your products. It is safe to say that inbound marketing as apart of the marketing matrix is here to stay as an integral component of your business strategy. Using these tools properly, prepares your customers to be receptive to your offering, by adding more value to that offering. Understanding how to leverage inbound marketing tools and technology is therefore a necessity, before, during and after JV partnership formation and one that product owners seeking partnerships need to embrace for success. Hey on the web, it’s all about creating magnets, isn’t it?

Gregory I. Simpson, PhD is a internet joint venture specialist in the area of Health and Wellness marketing. With over 25 years as a research scientist, science educator, entrepreneur and internet marketer, he has translated his love for science into a passion for creating successful online b2b partnerships. He holds a doctorate in natural product chemistry and post doctoral research training from the University of Massachusetts Medical School. He is a member of the International Association of Joint Venture Brokers and JVNotifyPro.

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