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 possibly can broadly scale back advertising prices and enhance your worth chain technique.
“As a result of extremely aggressive world we reside in, the place manufacturing merchandise is less complicated than ever, high-quality, related, and well timed gross sales and advertising could be a make or break,” says Kathryn Kosmides.
And the proper cross-promotion marketing campaign can offer you the aggressive benefit you want within the hyper-competitive world we reside in.
That is cross-promotion in its purest expression.
By that includes Shrek with their merchandise, McDonald’s attracted extra prospects (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? After all not.
Whatever the scope of what you are promoting, you possibly can implement cross-promotion successfully. Let’s discover how.
Table of Contents:
Tips on how to create a cross-promotional advertising marketing campaign
Cross-promotion is a bit like fishing: to catch one thing, you want the proper lure.
How do you discover that lure? You begin by realizing and understanding who your potential companions are and what they need.
Many firms method cross-promotion as in the event that they have been entitled to consideration. However if you would like different companies to accomplice with you, you will need to reply the query: what’s in it for them? It might sound apparent at first, however you’d be stunned by the quantity of people that ignore this easy reality.
Earlier than you begin the method, you will need to carry out business analysis and create a listing of all of the potential companions you could find. Then, consider artistic methods in which you’ll be able to profit them.
As an example, if you happen to’re the proprietor of a restaurant, you can accomplice with native butcher outlets. You employ their meat on your dishes whereas they promote your restaurant. The purpose is that you need to search for leaks in your accomplice’s technique and discover tips on how to plug them.
To begin, right here’s a listing of 11 concepts.
11 cross-promotion concepts to observe
Remember, this isn’t a complete record of cross-promotion methods. It does, nevertheless, embrace a number of the most artistic methods to start out on the proper 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 received the most important Reebok brand tattoo.
Surprisingly, many individuals participated and the marketing campaign was successful. The purpose? If persons are keen to get a brand tattoo without spending a dime stuff, there’s so much you possibly can accomplish by providing one thing for nothing.
When working a co-branded contest, you possibly can faucet into the pure longing individuals have without spending a dime 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 individuals.
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 far more consideration than doing it alone. However as an alternative of simply publishing the competition in your social accounts and praying that individuals reply, you need to launch a paid media marketing campaign on high of your natural efforts.
Give it some thought. Firms spend over $100 billion a yr on paid adverts for a purpose: they work.
By selling your contest by means of PPC platforms, you’ll improve your possibilities of success. However until you’ve expertise with PPC platforms, your smartest wager is to search for somebody who does (e.g. an company or advisor). Simply make certain to search 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 a great match. It is best to 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 proper contest, with the proper companions, supported by a well-executed PPC marketing campaign can drive huge outcomes.
2. Companion with companies in a special vertical
The entire level of cross-promotion is to construct partnerships the place all events profit. Should you method direct rivals, you in all probability received’t get good outcomes. That’s why you need to search for companions exterior your principal business.
As an example, if you happen to’re a psychologist, you can accomplice with native therapeutic massage parlors that may suggest your providers to their confused shoppers, and vice versa.
Should you’re the proprietor of advertising automation software program, you can accomplice with accountants who ship enterprise referrals your manner. In alternate, you can give them free software program accounts for his or her advertising efforts.
And if you happen to’re a enterprise advisor, you can suppose creatively and accomplice with bar house owners who suggest 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 convey to the desk? Do I’ve a particular talent, product, or service I can provide in alternate for publicity?
By answering these questions, you’ll provide you with 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 sorts.
There’s a terrific purpose for that. Take Buzzsprout, for instance. It’s a free podcast internet hosting resolution that studies 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 trying to fill time at their reveals. It’s their job. And if you happen to 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. Due to LinkedIn’s filtering choices, discovering podcast hosts in your business is comparatively easy.
Merely kind “Podcasts” within the search field positioned on the upper-left nook after which choose your business of selection. LinkedIn will then offer 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 can put together a particular low cost or provide for the host’s viewers. This fashion, they will have an additional purpose to take you as a visitor.
4. Repurpose your content material
Many individuals imagine 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 personal property.
As an example, if you happen to’re already creating weblog content material, you can 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 stuff you bump into is a piece referred to as “Article Contents,” the place they characteristic their hottest weblog posts. This can be a nice method to improve weblog consciousness for brand new guests and reply a few of their most typical questions.
Or if you happen to’re producing YouTube movies, consider methods to make them accessible in different codecs. By transcribing these movies and turning them into articles, for instance, you can attain audiences preferring studying over watching
The purpose is that it’s a must to suppose exterior the field and search for methods to get probably the most out of the property you have already got.
5. Manage an business occasion
When executed 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.
Every year, about 100,000 individuals 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 in all probability pondering: “That sounds nice, however placing collectively an occasion is pricey, proper?”
Effectively, not fairly. Right here’s the place cross-promotion is available in.
By discovering sponsors, audio system, and companions, organizing a strong occasion round what you are promoting isn’t that onerous or costly. In addition to, it doesn’t should 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 perhaps probably focused on sponsoring your occasion and begin a dialog. Even when it’s a must to make a reasonable preliminary funding, a well-executed occasion at all times pays off.
6. Point out influencers in your weblog
Should you take note of 2021’s Tremendous Bowl adverts, you’ll discover a development: most of them tapped celebrities and influencers.
Why? In a phrase: empathy.
The best influencers could make your model extra human and relatable. In addition to, 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 simply don’t want a Tremendous Bowl finances to implement this technique. First, create a listing of a number of the main influencers in your business. A easy Excel spreadsheet will be useful for this.
Now, along with your influencers record in place, you’ve 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. Should you select the second path, you’ll add an additional layer to the method. As an alternative of simply mentioning influencers, you will 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 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 price it.
7. Create a month-to-month knowledgeable 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 consultants to debate a related matter.
This may be as elaborate or so simple as you need. As an example, you possibly can run a co-branded month-to-month webinar the place you and your companions invite your respective audiences. However you may also preserve it easy and write a weblog submit.
Simply bear in mind your knowledgeable roundup shouldn’t be promotional. To make it work, make 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 speak about a subject the viewers is focused on.
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?
Should you 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.
As an example, you can simply decide a number of articles out of your weblog and switch them into an eBook. You possibly can additionally transcribe and format a few of your Youtube movies and use that content material to hurry up the method
Simply make certain 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 observe has helped them improve buyer engagement and drive a better 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 type actions. As an example, if somebody provides you a Christmas reward, however you don’t have a present for that individual, you’ll in all probability really feel the necessity to purchase them one thing later.
This precept additionally applies to enterprise relationships. If you wish to discover invaluable companions for cross-promotion, create one thing significant for them and provides it away.
The commonest “shareable items” embrace:
- Animation movies
- Weblog content material
Crucial factor isn’t the reward format, however what the reward is all about. It ought to be one thing associated to your accomplice’s viewers.
As an example, in case your accomplice runs a advertising weblog, you need to speak about social media, CRO, copywriting, and enterprise technique. In the event that they personal a software program firm, you need to speak about how the product solves issues the viewers is dealing with.
With this record of subjects in thoughts, you need to create a high-quality, share-worthy piece of content material.
Now, how can you choose the proper format? The reply lies within the nature of your matter.
As an example, paraphrasing Richter Studios: “Animation movies are particularly useful when it’s essential to clarify subtle ideas in a visible, easy-to perceive manner, or the options and advantages of the product are tough to showcase by means of custom-filmed footage.”
If the character of the subject is a bit easier, a downloadable information or weblog submit may minimize it.
Now, remember the fact that “easy” doesn’t imply simplistic. Whatever the format you select, the content material you create ought to be memorable and very helpful.
As an example, check out this Preply submit referred to as 2021’s Most Used Web Abbreviations for Tweeting and Texting. As Preply helps individuals be taught new languages, this matter is extraordinarily related for his or her viewers. Anybody studying a brand new language must also be taught its most typical slang and abbreviation phrases.
Although easy, this submit seems to be actually useful. After you have a shareable asset in place, it’s time to succeed in out to your accomplice and provide full rights to the piece. Should you 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.
Should you create a “Supply” account, you’ll get day by day emails that includes journalists in search of particular tales or angles. Merely have a look by means of these lists and see if any describe you. Should you discover an angle the place your organization could slot in, attain out to the respective journalist and share your story.
The very best half? HARO is free. It’s an effective way to get some PR with out spending a dime.
11. Supply 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 in all probability know the facility of reductions. Loyalty packages and particular gross sales are a number of the simplest methods to thrill present prospects and appeal to new ones.
Now, what if you happen to utilized this technique with potential companions? Create a referral program the place you give a fee (or some sort of reward) each time a accomplice makes a sale. Bloggers and influencers are particularly eager on this sort of provide as they’re at all times on the lookout for methods to monetize their audiences.