Shared costs and shared benefits? Timing is perfect for a cross-promotion...and a free planner to guide you through the process!

The technical term ‘cross-promotions’ can be easily understood as collaborations, partner promotions, or co-marketing partnerships. Cross-promotions are collaborations between two or more businesses that cause the consumer to pause and pay attention. Why do these collabs grab attention? Because something about the promotion is fresh or different from the norm and supports the consumers’ needs in a new way.

Each business that is involved in cross-promotions wins by sharing. Marketing activities implemented with partners allow each company to share in cost and effort while multiplying exposure and benefits. It’s an opportunity to move beyond the audience you normally reach because the content will be seen by your partner’s audience too. There is great power in shared audiences.

Before you think about your perfect potential partner, think about your buyer. When a consumer buys something from you, what else might they be interested in at that moment? What is a natural complement to your product or service? Tune in to their thoughts, questions and stories. It will spark ideas every time.

Remember, a good partner shares an audience with similar demographics, interests, location or shopping patterns. The products or services sold complement each other.

The direction taken with your cross-promotion is limitless. Fulfill just about any objective you have! Here are a few examples.

Bundles. Two non-competing companies with complementary products or services create a package together. Each gains new exposure with an ideal audience and, with proper channels utilized, earns a chance to communicate with interested parties again. Goals supported could range from awareness to follower growth to sales.

Eyes on the prize. An online business partners with a high traffic brick-and-mortar location for visibility when launching a new product. This works well for trials and in-person experiences where shoppers can see, touch, taste, listen or try before buying. Incorporated with this promotion could be a contest entry that includes a short poll. This brings excitement, more foot traffic, market data and new subscribers or followers.

Shared spaces. In this case, “space” could be defined as physical space at a trade show or event, or even a digital space within a newsletter, website or social platform. Businesses can take an opportunity to show they have listened to the needs of their customers and bring new value to them, other than what they typically offer.

Observe what’s happening in your market. There are many untapped opportunities for cross-promotions. Two or more companies can pool resources for effective and economical marketing promotions. Use them to breathe new life into your marketing mix.

New collaboration opportunities! Now you can co-author posts and reels on Instagram by inviting a collaborator. Instagram Collabs allow your content to appear to both of your audiences. On Pinterest, set up a group board and invite friends to collaborate.

A planning worksheet has been developed for easy and organized navigation of cross-promotions.

First developed & written during the onset of the pandemic, this post receives regular updates.

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How to Reach New Audiences Through Cross-Promotions

Shared costs and shared benefits? Timing is perfect for a cross-promotion...and a free planner to guide you through the process!

A planning worksheet has been developed for easy and organized navigation of cross-promotions.

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