Hello and welcome to the 123rd edition of Fresh Salmon.

It is my pleasure to have you here, and if you would like to read past issues of the newsletter, please click here.

Last week, I was on Surf and Sales Podcast hosted by Scott Leese and Richard Harris. I had the opportunity to dive deep into my experiences and strategies in marketing, and building an audience that effectively converts to customers.

In our discussion, I discussed how sales and marketing are twins in the B2B world, emphasizing how important it is for them to work closely together to succeed.

Also, I discussed how my newsletter has evolved from simply being a communication tool to being a powerful engine for audience engagement, demand creation, and implementing my new "Attention, Affinity, Action" framework.

Make sure to give it a listen here.

Partnership Over Sponsorship: A Game-Changer for B2B Creators

Traditional newsletter sponsorships often feel out of sync with the current demands and expectations of audiences and content creators in today's digital marketing world.

Many of us are looking for alternatives to monetize our platforms while serving a deeper purpose to our followers as well. 

A typical cost-per-click ad or simple sponsorship fails to engage readers. In my opinion, it's a one-sided relationship. 

What if we shifted our focus from basic sponsorship to building meaningful partnerships?

With the right transformation, you could move beyond mere advertisements to collaborative content creation with the partners. Think about the hypothetical scenario where we collaborate to write an article or create a video. 

Aside from the newsletter, the content would also be shared on social platforms like LinkedIn, Twitter, TikTok, and partners' channels.

With this approach, it is not just about promoting products or services, but about creating value that resonates across various channels.

In this way, genuine connections are built with the audience and a richer, more interactive experience is created.

Creating such partnerships aligns content creators and brands more closely with audience preferences and values. 

In turn, this collaborative model boosts engagement and revenue significantly.

Key Takeaways:

1. Shift from Sponsorships to Partnerships:

When you transition to partnerships, you're creating content that adds value rather than simply serving advertisements, and that engages your audience more meaningfully.

2. Co-create Content:

Enhance reach and impact by collaborating with partners to create content that goes beyond the newsletter and is shared across various social media platforms.

3. Enhance Engagement Across Platforms:

You can reach different segments of the audience by sharing your content across multiple platforms.

4. Drive Real Impact and Revenue:

The strategic approach, which aligns better with audience interests, also establishes an effective model for generating revenue through enhanced engagement.

How do you feel about evolving from traditional sponsorships to dynamic partnerships in newsletter marketing? 

Would you consider using this strategy for yourself?

When Accidents Turn Iconic: The Story of Coors Light's Lights Out Victory

Taking advantage of spontaneous opportunities can lead to groundbreaking campaigns in the dynamic field of marketing.

A masterful response to an unexpected event during a baseball game at Citi Field illustrates this principle vividly.

A Coors Light billboard was struck by a home run hit by Los Angeles Angels' Shohei Ohtani. The impact left a noticeable black square above the Coors logo. 

Instead of disregarding this mishap, Rethink (marketing agency for Coors) turned it into a marketing opportunity.

In its "Lights Out" campaign, the agency cleverly tied a limited edition Coors Light can to a blackout spot on a billboard. 

The innovative response enhanced the brand's narrative while capitalizing on the viral moment. Their marketing strategy demonstrated agility and creativity.

Key Takeaways:

1. Embrace Spontaneity:

It's not always about carefully planned campaigns; sometimes the best opportunities arise out of the blue.

2. Leverage Viral Moments:

You can increase your brand's visibility and appeal by incorporating viral incidents into your marketing strategy.

3. Innovate Creatively:

Take advantage of unique events to inspire creative marketing ideas that will stand out and resonate with your target audience.

It is often the smallest, most unplanned moments that spark the most impactful marketing strategies. Take advantage of these opportunities when they arise by keeping your eyes open and acting quickly and creatively.

From Oops to Opportunity: How I Gained 500+ Subscribers by Accident

🚨 Accidental Experiment Story Alert 🚨

It turned out that I had an unexpected adventure with LinkedIn's Newsletter feature. 

In my attempt to familiarize myself with the tool, I accidentally hit publish on my first post. I hadn't anticipated that this action would notify all of my connections.

This small blunder led to the birth of my LinkedIn Newsletter for the healthcare weekly roundup series that I started 5 weeks ago:"Spotted! - This Week in Healthcare," where I share the latest insights and stories from the healthcare industry. 

My original plan for the LinkedIn Newsletter was to create a central hub for past and future editions. Unintentionally, I launched the first edition, and now have 578 new subscribers signed up!

Even more remarkable was the engagement that followed. My profile was visited by hundreds of healthcare professionals, including many connections I hadn't interacted with in a while. The accident has proved an excellent tool for rekindling old relationships and distributing valuable content.

Even though LinkedIn Newsletters have received mixed reviews, this serendipitous launch turned out to be a blessing. It's a powerful reminder that not all mistakes result in negative outcomes - some may actually open doors to new possibilities.

At this point, I am unsure of the best course of action. I'm contemplating whether to backtrack and publish editions two through four or just continue forward with edition five, which is going live in the near future.

Let this be a reminder that marketing experiments can lead to unexpected discoveries, whether they are intentional or not.

Interesting Thing That I Read This Week

I mean you gotta love that formula that Andy provided. I totally believe in it!

Tweet That I Noticed This Week

Ha ha ha..this is hilarious, but also true!

What Do You Think?

This concludes this edition of Fresh Salmon.

I would like to hear what you thought of today's newsletter.

Also, let’s connect on Twitter, LinkedIn, or TikTok.

Cheers,

Vivek

PS. Do what is good for your soul ❤️