What Is Cross-Promotion? 11 Concepts for Your Advertising Marketing campaign

How does this sound?

A advertising and marketing technique that:

  • Skyrockets your model’s attain in an economical manner (even for those who’re on a shoestring price range).
  • Helps you construct relationships with prime names in your business (even when no one is aware of you but).
  • Will get you tons of PR and model mentions nearly in a single day (with out the additional price range on advertisements).

What’s that? You say that’s too good to be true? Nicely, this technique does exist. It’s referred to as cross-promotion. 

On this information, you received’t solely be taught what cross-promotion is, but in addition get an inventory of 11 actionable concepts to implement in your individual enterprise. Let’s begin with the fundamentals.

What’s cross-promotion? 

Cross-promotion is the observe of constructing strategic partnerships with different manufacturers to extend consciousness and drive gross sales whereas decreasing promoting prices. 

This technique helps you hyperlink arms with different companies and ”cross-promote” one another’s services and products. By partnering with different manufacturers, you’ll be able to broadly cut back advertising and marketing prices and enhance your worth chain technique. 

“Because of the extremely aggressive world we dwell in, the place manufacturing merchandise is less complicated than ever, high-quality, related, and well timed gross sales and advertising and marketing is usually a make or break,” says Kathryn Kosmides.

And the suitable cross-promotion marketing campaign can offer you the aggressive benefit you want within the hyper-competitive world we dwell in.

For example, check out this image:


That is cross-promotion in its purest expression. 

By that includes Shrek with their merchandise, McDonald’s attracted extra prospects (e.g. mother and father and “cinephiles”), whereas DreamWorks (the corporate behind the Shrek franchise) elevated publicity and anticipation for the film.

Now, does that imply you want deep pockets to faucet into this technique? In fact not.

Whatever the scope of your small business, you’ll be able to implement cross-promotion successfully. Let’s discover how. 

Learn how to create a cross-promotional advertising and marketing marketing campaign 

Cross-promotion is a bit like fishing: to catch one thing, you want the suitable lure. 

How do you discover that lure? You begin by realizing and understanding who your potential companions are and what they need. 

Many firms strategy cross-promotion as in the event that they have been entitled to consideration. However in order for you different companies to accomplice with you, you need to reply the query: what’s in it for them? It might sound apparent at first, however you’d be shocked by the quantity of people that ignore this straightforward truth.

Earlier than you begin the method, you need to carry out business analysis and create an inventory of all of the potential companions yow will discover. Then, consider inventive methods in which you’ll be able to profit them. 

For example, for those who’re the proprietor of a restaurant, you would accomplice with native butcher retailers. You employ their meat to your dishes whereas they promote your restaurant. The purpose is that it is best to search for leaks in your accomplice’s technique and discover how you can plug them.

To begin, right here’s an inventory of 11 concepts.

11 cross-promotion concepts to comply with 

Take note, this isn’t a complete listing of cross-promotion methods. It does, nonetheless, embody among the most inventive methods to start out on the suitable foot. 

1. Run a co-branded contest (and increase it with paid media)

Manufacturers typically underestimate the facility of free. 

Persons are keen to do loopy stuff simply to get free issues. Reebok, for instance, ran a contest a number of years in the past promising a one-year sponsorship to whoever bought the largest Reebok brand tattoo. 


Surprisingly, many individuals participated and the marketing campaign was a hit. The purpose? If individuals are keen to get a brand tattoo free of charge stuff, there’s lots you’ll be able to accomplish by providing one thing for nothing. 

When working a co-branded contest, you’ll be able to faucet into the pure longing folks have free of charge issues. That’s precisely what Fabletics and Bliss, two retail firms, did to get extra traction for an Instagram giveaway.  


By doing this, they constructed extra buzz across the occasion and garnered extra contributors. 

You possibly can apply the identical technique by partnering with different companies and working a large contest, giveaway, or sweepstake. Create a product bundle the place every of your companions provides away one thing particular. 

Since every model would promote the competition to their respective audiences, you’d drive rather more consideration than doing it alone. However as an alternative of simply publishing the competition in your social accounts and praying that folks reply, it is best to launch a paid media marketing campaign on prime of your natural efforts. 

Give it some thought. Firms spend over $100 billion a yr on paid advertisements for a motive: they work.

By selling your contest by way of PPC platforms, you’ll enhance your probabilities of success. However except you will have expertise with PPC platforms, your smartest wager is to search for somebody who does (e.g. an company or advisor). Simply ensure to seek out somebody with deep expertise in your discipline. 

A fast have a look at their web site will inform you whether or not they’re match. You must do your homework and analysis some businesses earlier than making a call. The extra expertise an company has in your business, the higher the outcomes you’ll see.

Briefly, the suitable contest, with the suitable companions, supported by a well-executed PPC marketing campaign can drive large outcomes. 

2. Associate with companies in a special vertical 

The entire level of cross-promotion is to construct partnerships the place all events profit. For those who strategy direct rivals, you most likely received’t get good outcomes. That’s why it is best to search for companions outdoors your fundamental business. 

For example, for those who’re a psychologist, you would accomplice with native therapeutic massage parlors that may suggest your providers to their burdened purchasers, and vice versa.

For those who’re the proprietor of selling automation software program, you would accomplice with accountants who ship enterprise referrals your manner. In alternate, you would give them free software program accounts for his or her advertising and marketing efforts.

And for those who’re a enterprise advisor, you would assume creatively and accomplice with bar house owners who suggest your providers to drunk entrepreneurs who want some assist.

To search out potential partnerships, ask your self: 

  • What companies goal the identical viewers I do, however aren’t my direct rivals?
  • What can I convey to the desk? Do I’ve a particular ability, product, or service I can supply in alternate for publicity?

By answering these questions, you’ll provide you with inventive concepts for cross-promotion. 

3. Get booked as a visitor on top-rated podcasts 

It’s not a secret that podcasting has grow to be a favourite advertising and marketing channel for manufacturers of every kind. 

There’s an excellent motive for that. Take Buzzsprout, for instance. It’s a free podcast internet hosting answer that experiences 70,892,876 podcast downloads each single month. 


And Buzzsprout is only one of many podcasting platforms on the market. 

Right here’s the excellent news: Tapping into this development is less complicated than it might sound. You see, podcast house owners are at all times seeking to fill time at their reveals. It’s their job. And for those who make their life simpler by filling that point, they’ll reward you with free publicity. 

However how are you going to discover podcasts in your business? Right here’s the place LinkedIn is available in. Because of LinkedIn’s filtering choices, discovering podcast hosts in your business is comparatively easy. 

Merely sort “Podcasts” within the search field situated on the upper-left nook after which choose your business of selection. LinkedIn will then offer you an enormous listing of podcast producers and hosts. Simply add them as connections and begin constructing real relationships. 

To make the deal even sweeter, you would put together a particular low cost or supply for the host’s viewers. This manner, they will have an additional motive to take you as a visitor. 

4. Repurpose your content material

Many individuals consider that cross-promotion is all about discovering exterior companions, however that’s not at all times the case. You can too cross-promote with your individual property.

For example, for those who’re already creating weblog content material, you would make it extra seen by that includes it in your homepage, identical to Legacy Therapeutic does.

legacy healing

Once you go to their web site, one of many first stuff you come across is a piece referred to as “Article Contents,” the place they characteristic their hottest weblog posts. This can be a nice approach to enhance weblog consciousness for brand new guests and reply a few of their most typical questions.

Or for those who’re producing YouTube movies, consider methods to make them obtainable in different codecs. By transcribing these movies and turning them into articles, for instance, you would attain audiences preferring studying over watching 

The purpose is that it’s a must to assume outdoors the field and search for methods to get essentially the most out of the property you have already got.

5. Arrange an business occasion

When achieved proper, occasions will be an effective way to construct belief along with your viewers and place your self because the go-to chief in your business. 

Take Salesforce’s Dreamforce for instance. 


Annually, about 100,000 folks attend this occasion. It’s a significant contributor to Salesforce’s adoption amongst mainstream audiences. HubSpot’s Inbound occasion is one other instance of this technique in motion. They even purchased a separate area to construct a subsidiary model round HubSpot’s tradition and values. 

Now you’re most likely considering: “That sounds nice, however placing collectively an occasion is pricey, proper?”

Nicely, not fairly. Right here’s the place cross-promotion is available in.

By discovering sponsors, audio system, and companions, organizing a stable occasion round your small business isn’t that tough or costly. Apart from, it doesn’t need to be an in-person occasion. Digital occasions are undoubtedly a factor these days, they usually’re comparatively cheap. 

Merely make an inventory of manufacturers that is likely to be doubtlessly considering sponsoring your occasion and begin a dialog. Even when it’s a must to make a average preliminary funding, a well-executed occasion at all times pays off. 

6. Point out influencers in your weblog

For those who take note of 2021’s Tremendous Bowl advertisements, you’ll discover a development: most of them tapped celebrities and influencers.

Why? In a phrase: empathy.

The appropriate influencers could make your model extra human and relatable. Apart from, by that includes folks your viewers respects and admires, you borrow a few of their credibility to spice up yours.

The excellent news is that you simply don’t want a Tremendous Bowl price range to implement this technique. First, create an inventory of among the main influencers in your business. A easy Excel spreadsheet will be useful for this. 

Now, along with your influencers listing in place, you will have two choices: 

  • Hyperlink or point out influencers throughout your weblog content material
  • Attain out to influencers and ask for suggestions

Within the first situation, you’d simply wish to allow them to know you talked about them. A few of them will share your content material with their audiences. For those who select the second path, you’ll add an additional layer to the method. As a substitute of simply mentioning influencers, you need to contact them earlier than publishing and ask for suggestions. 

Allow them to know you’ve been following them for some time and would recognize some recommendation to enhance your work. As soon as they reply, implement their enter or quote them throughout your content material. 

To be honest, most of them received’t trouble answering. However a few of them will. Even then, this technique is properly value it. 

7. Create a month-to-month professional roundup

This level is fairly much like the earlier one, however as an alternative of simply mentioning influencers in your content material, the thought is to create a recurring roundup of specialists to debate a related subject.

This may be as elaborate or so simple as you need. For example, you’ll be able to run a co-branded month-to-month webinar the place you and your companions invite your respective audiences. However it’s also possible to maintain it easy and write a weblog publish. 

Right here is an ideal instance:

seo quotesSupply

Simply remember your professional roundup shouldn’t be promotional. To make it work, be sure that it supplies worth to your viewers. 

8. Write an eBook in collaboration along with your companions

Books and eBooks are glorious instruments of persuasion, particularly in the event that they speak about a subject the viewers is considering. 

Educating your prospects is at all times a good suggestion. Now, as an alternative of writing an eBook by yourself (or paying somebody to take action), why don’t you discover some companions to affix the method?

For those who create a co-branded eBook, you’ll get far more publicity and the chance to construct long-term relationships with strategic companions. And also you don’t have to spend a yr placing this collectively.

For example, you would simply choose a number of articles out of your weblog and switch them into an eBook. You may additionally transcribe and format a few of your Youtube movies and use that content material to hurry up the method 

Simply ensure the eBook you create is seen. Check out LFA Capsule Fillers. Once you land on their homepage, you’ll see they characteristic a free eBook related to their viewers. 


This straightforward observe has helped them enhance buyer engagement and drive the next variety of leads. Simply bear in mind, creating an eBook and selling it are two very various things. Ensure you do each.

9. Create shareable property

Within the e book “Affect: The Psychology of Persuasion,” Robert B. Cialdini introduces the idea of “Reciprocation”. That’s the truth that people are inclined to reward form actions. For example, if somebody provides you a Christmas present, however you don’t have a present for that individual, you’ll most likely really feel the necessity to purchase them one thing later. 

This precept additionally applies to enterprise relationships. If you wish to discover worthwhile companions for cross-promotion, create one thing significant for them and provides it away.

The commonest “shareable items” embody:

  • Infographics
  • Animation movies
  • Weblog content material

An important factor isn’t the present format, however what the present is all about. It needs to be one thing associated to your accomplice’s viewers. 

For example, in case your accomplice runs a advertising and marketing weblog, it is best to speak about social media, CRO, copywriting, and enterprise technique. In the event that they personal a software program firm, it is best to speak about how the product solves issues the viewers is dealing with. 

With this listing of matters in thoughts, it is best to create a high-quality, share-worthy piece of content material.

Now, how can you choose the suitable format? The reply lies within the nature of your subject. 

For example, paraphrasing Richter Studios: “Animation movies are particularly useful when you want to clarify subtle ideas in a visible, easy-to perceive manner, or the options and advantages of the product are troublesome to showcase by way of custom-filmed footage.”

If the character of the subject is a bit less complicated, a downloadable information or weblog publish may minimize it.

Now, needless to say “easy” doesn’t imply simplistic. Whatever the format you select, the content material you create needs to be memorable and intensely helpful. 

For example, check out this Preply publish referred to as 2021’s Most Used Web Abbreviations for Tweeting and Texting. As Preply helps folks be taught new languages, this subject is extraordinarily related for his or her viewers. Anybody studying a brand new language also needs to be taught its most typical slang and abbreviation phrases. 

Although easy, this publish seems to be actually useful. After you have a shareable asset in place, it’s time to succeed in out to your accomplice and supply full rights to the piece. For those who do that proper, your companions received’t solely really feel joyful to advertise your piece (and model), however you’ll additionally develop a long-lasting relationship for future occasions. 

10. Use HARO 

HARO stands for Assist a Reporter Out. It’s a networking platform the place journalists and entrepreneurs can work collectively and assist one another. Briefly, journalists get related tales for his or her articles and entrepreneurs get free publicity. 

For those who create a “Supply” account, you’ll get day by day emails that includes journalists searching for particular tales or angles. Merely have a look by way of these lists and see if any describe you. For those who discover an angle the place your organization might slot in, attain out to the respective journalist and share your story. 

The perfect half? HARO is free. It’s an effective way to get some PR with out spending a dime. 

11. Provide a reduction to a accomplice’s viewers

Have you ever ever heard about Groupon, RetailMeNot, or Financial savings.com? In that case, then you definately most likely know the facility of reductions. Loyalty applications and particular gross sales are among the handiest methods to please present prospects and appeal to new ones. 

Now, what for those who utilized this technique with potential companions? Create a referral program the place you give a fee (or some form of reward) each time a accomplice makes a sale. Bloggers and influencers are particularly eager on this type of supply as they’re at all times on the lookout for methods to monetize their audiences. 

Easy? Sure. Efficient? Completely. 

Able to cross-promote your model?

Cross-promotion is nice to construct relationships with huge gamers in your business, drive word-of-mouth, and construct model consciousness in a cost-efficient manner. 

Simply bear in mind: this technique is all about making an attempt on the sneakers of your companions and discovering a win-win. 

As Dale Carnegie, creator of the traditional Learn how to Win Pals and Affect Individuals, put it: “The one manner on earth to affect different folks is to speak about what they need and present them how you can get it.”

By exhibiting how cross-promotion will assist them obtain their targets, they’ll really feel extra enticed to work with you. And now you will have 11 totally different concepts to start out with. Simply choose one from the listing and take large motion. It’s the one approach to see outcomes.

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