Could you be growing faster with a little help? Ready to explore Complementary Services?

When businesses talk about growth, they often focus on acquiring more customers. But sometimes, the fastest route to growth isn't always the obvious one- through partnerships with businesses offering complementary services.

What are complementary services?

They’re not competitors, but they’re not completely unrelated either. Complementary services sit alongside your own offer and serve a similar audience. Think: a wedding photographer partnering with a florist, or a dog groomer teaming up with a local pet food brand. You’re both speaking to the same customers but solving different needs.

Why it can be a really smart strategy

Done right, it’s a win-win. You can:

• Access a warm audience who already trusts your partner

  
  

• Offer extra value to your own customers

  
  

• Share marketing costs or co-create content

  
  

• Test new ideas without going it alone

Plus, it can help give you a bit of a boost if you feel stick in a rut doing the same old outward facing marketing.

What to watch out for

Not all partnerships are made equal. Here’s what helps make it work:

• Shared values – Your customers will spot a mismatch a mile off

• Aligned customer needs – You need to be solving different problems for the same audience

• Clarity – Be clear on the “what’s in it for both sides”

• Communication – Set expectations and stay in touch

• It’s also worth considering reputation. If one of you is inconsistent or has poor customer service, it reflects on the other.

Historic inspiration

Big brands have done this for years. Nike and Apple collaborated on fitness tracking, GoPro and Red Bull co-created content, even Spotify and Uber once teamed up to let passengers DJ their ride.

You don’t need to be a global brand to make this work. Local or independent businesses are often best placed to create partnerships that feel personal, authentic, and genuinely useful.

Curious who you could partner with?

If you’d like to explore how complementary services could unlock growth for your business—or simply want a sounding board for your ideas—let’s chat. I can help you identify opportunities and shape a strategy that fits.