What Is Cross-Promotion? 11 Concepts To Enhance Your Marketing campaign16 min read

How does this sound?

A advertising technique that:

  • Skyrockets your model’s attain in a cheap manner (even should you’re on a shoestring finances).
  • Helps you construct relationships with prime names in your trade (even when no person is aware of you but).
  • Will get you tons of PR and model mentions nearly in a single day (with out the additional finances on advertisements).

Do you suppose that’s too good to be true? Properly, this technique does exist. It’s referred to as cross-promotion. 

Manufacturers could make use of gross sales instruments like accomplice administration software program to handle and observe their cross-promotion partnerships, collaborations, and outcomes. 

On this information, you’ll study concerning the significance of cross-promotion, methods to construct your cross-promotion advertising marketing campaign and get a listing of 11 actionable concepts to implement in your personal enterprise. Let’s begin with the fundamentals.

Significance of cross-promotion

Cross-promotion 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 extensively cut back advertising prices and enhance your worth chain technique. 

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

And the best cross-promotion marketing campaign can give you the aggressive benefit you want within the hyper-competitive world we stay 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 clients (e.g. dad and mom 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 corporation, you’ll be able to implement cross-promotion successfully. Let’s discover how. 

How you can create a cross-promotional advertising marketing campaign 

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

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

Many corporations strategy cross-promotion as in the event that they had been entitled to consideration. However if you’d like different companies to accomplice with you, it’s essential 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 easy truth.

Earlier than you begin the method, it’s essential to carry out trade analysis and create a listing of all of the potential companions you will discover. Then, consider artistic methods in which you’ll profit them. 

For example, should you’re the proprietor of a restaurant, you would accomplice with native butcher outlets. You employ their meat in your dishes whereas they promote your restaurant. The purpose is that you need to search for leaks in your accomplice’s technique and discover methods to plug them.

To begin, right here’s a listing of ideas and cross-promotion examples to encourage concepts.

11 cross-promotion concepts (+examples) 

Have in mind this isn’t a complete record of cross-promotion methods. It does, nonetheless, embody a number of the most artistic methods to begin on the best foot. 

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

Manufacturers typically underestimate the facility of free. 

Individuals are keen to do loopy stuff simply to get free issues. Reebok, for instance, ran a contest just a few years in the past promising a one-year sponsorship to whoever obtained the largest Reebok emblem tattoo. 


Surprisingly, many individuals participated and the marketing campaign was a hit. The purpose? If persons are keen to get a emblem tattoo totally free stuff, there’s quite a bit 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 individuals have totally free issues. That’s precisely what Fabletics and Bliss, two retail corporations, did to get extra traction for an Instagram giveaway.  


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

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

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

Give it some thought. Corporations spend over $100 billion a 12 months on paid advertisements for a cause: they work.

By selling your contest via PPC platforms, you’ll improve your possibilities of success. However until you’ve got expertise with PPC platforms, your smartest guess is to search for somebody who does (e.g. an company or advisor). Simply be certain that to search out somebody with deep expertise in your discipline. 

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

Briefly, the best contest, with the best 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. If you happen to strategy direct rivals, you most likely received’t get good outcomes. That’s why you need to search for companions exterior your major trade. 

For example, should you’re a psychologist, you would accomplice with native therapeutic massage parlors that may advocate your providers to their pressured purchasers, and vice versa.

If you happen to’re the proprietor of advertising automation software program, you would accomplice with accountants who ship enterprise referrals your manner. In trade, you would give them free software program accounts for his or her advertising efforts.

And should you’re a enterprise advisor, you would suppose creatively and accomplice with bar house owners who advocate your providers to drunk entrepreneurs who want some assist.

To seek out potential partnerships, ask your self: 

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

By answering these questions, you’ll give you artistic 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 channel for manufacturers of all kinds. 

There’s a fantastic cause for that. Take Buzzsprout, for instance. It’s a free podcast internet hosting resolution that studies 150,006,641 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 pattern is less complicated than it might sound. You see, podcast house owners are at all times seeking to fill time at their exhibits. It’s their job. And should you 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 trade? Right here’s the place LinkedIn is available in. Because of LinkedIn’s filtering choices, discovering podcast hosts in your trade is comparatively easy. 

Merely sort “Podcasts” within the search field situated on the upper-left nook after which choose your trade of alternative. LinkedIn will then give you an enormous record 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 provide for the host’s viewers. This manner, they’re going to have an additional cause 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 too can cross-promote with your personal belongings.

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

Once you go to their web site, one of many first belongings you come upon is a bit referred to as “Article Contents,” the place they characteristic their hottest weblog posts. This can be a nice approach to improve weblog consciousness for brand spanking new guests and reply a few of their commonest questions.

Or, should you’re producing YouTube movies, consider methods to make them out there 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 you must suppose exterior the field and search for methods to get probably the most out of the belongings you have already got.

5. Set up an trade occasion

When accomplished proper, occasions will be a good way to construct belief along with your viewers and place your self because the go-to chief in your trade. 

Take Salesforce’s Dreamforce, for instance. 


Every year, about 100,000 individuals attend this occasion. It’s a serious 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 pondering: “That sounds nice, however placing collectively an occasion is dear, proper?”

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

By discovering sponsors, audio system, and companions, organizing a strong occasion round your corporation isn’t that arduous or costly. Moreover, it doesn’t need to be an in-person occasion. Digital occasions are positively a factor these days, they usually’re comparatively cheap. 

Merely make a listing of manufacturers that is likely to be doubtlessly excited by sponsoring your occasion and begin a dialog. Even when you must make a reasonable preliminary funding, a well-executed occasion at all times pays off. 

6. Point out influencers in your weblog

If you happen to take note of 2021’s Tremendous Bowl advertisements, you’ll discover a pattern: most of them tapped celebrities and influencers.

Why? In a phrase: empathy.

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

The excellent news is that you just don’t want a Tremendous Bowl finances to implement this technique. First, create a listing of a number of the main influencers in your trade. A easy Excel spreadsheet will be useful for this. 

Now, along with your influencers record in place, you’ve got two choices: 

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

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

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

To be truthful, most of them received’t hassle answering. However a few of them will. Even then, this technique is effectively value it. 

7. Create a month-to-month skilled roundup

This level is fairly just like the earlier one, however as a substitute 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 you may as well hold it easy and write a weblog put up.  

Simply bear in mind your skilled roundup should not be promotional. To make it work, be sure that it offers worth to your viewers. 

8. Write an eBook in collaboration along with your companions

Books and eBooks are wonderful instruments of persuasion, particularly in the event that they discuss a subject the viewers is excited by. 

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

If you happen to 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 must spend a 12 months placing this collectively.

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

Simply be certain that 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 easy apply has helped them improve buyer engagement and drive the next variety of leads. Simply keep in mind, creating an eBook and selling it are two very various things. Be sure you do each.

9. Create shareable belongings

Within the guide “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 offers 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 useful companions for cross-promotion, create one thing significant for them and provides it away.

The most typical “shareable presents” embody:

  • Infographics
  • Animation movies
  • Weblog content material

Crucial 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 weblog, you need to discuss social media, CRO, copywriting, and enterprise technique. In the event that they personal a software program firm, you need to discuss how the product solves issues the viewers is dealing with. 

With this record of matters in thoughts, you need to create a high-quality, share-worthy piece of content material.

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

For example, paraphrasing Richter Studios: “Animation movies are particularly useful when it is advisable clarify subtle ideas in a visible, easy-to-understand manner, or the options and advantages of the product are tough to showcase via custom-filmed footage.”

If the character of the subject is a bit less complicated, a downloadable information or weblog put up would possibly reduce it.

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

After getting a shareable asset in place, it’s time to achieve out to your accomplice and provide full rights to the piece. If you happen to do that proper, your companions received’t solely really feel comfortable 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. 

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

The perfect half? HARO is free. It’s a good 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? If that’s the case, you then most likely know the facility of reductions. Loyalty packages and particular gross sales are a number of the handiest methods to please present clients and entice new ones. 

Now, what should you 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 provide as they’re at all times on the lookout for methods to monetize their audiences. 

Easy? Sure. Efficient? Completely. 

Two manufacturers with one stone.

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

Simply keep in mind: this technique is all about attempting on the footwear of your companions and discovering a win-win. As Dale Carnegie, writer of the traditional How you can Win Buddies and Affect Individuals, put it: “The one manner on earth to affect different individuals is to speak about what they need and present them methods to 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’ve got 11 completely different concepts to begin with. 

Enhance your cross-promotion efforts by understanding what drives your clients to make purchases with neuromarketing.

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