Six captivating cross-promotion ideas to increase customers

What is cross-promotion and why does it work?

Cross-promotion is when two or more brands with shared audiences team up to market each other, so both reach new customers at little or no cost.

• Partners tap into each other’s audiences to win new leads.
• It is often free when both sides gain from the deal.
• Done right, it lifts brand awareness and sales fast.

Advertising helps marketing teams drive sales and win more customers. It also helps a firm retarget people to build brand awareness or bring back loyal buyers.

The more customers know your goods and services, the more likely they buy add-ons with their main purchase. However, a company does not always get noticed by most audiences. That is why you see one brand promoting another brand’s goods or services on its site and social media.

Brands with shared interests and audiences that do not compete are the ones that collaborate for mutual benefit.^[1] During this teamwork, companies share ideas on how to strengthen their brands. They also mention each other in their website articles.

So understanding cross-promotion can help you diversify your marketing efforts. Next, let us look at how it works.

What is cross-promotion?

The mutual teamwork between two or more companies to promote their brands is called “cross-promotion.” It is a handy and profitable way to market products and services. It became popular, especially during times of financial crisis.

What catches most marketers is that cross-promotion is often free. If there is a good rapport between partners, it becomes a win-win, and neither party pays the other.

Cross-promotion is a simple way to tap into another brand’s audience. As a result, you can generate valuable, targeted leads and do the same for your partner.

For example, social media content creators collaborate with brands^[2] to promote goods and services. At the same time, the influencers attract buyers while driving people to their account.

Another real example is the McDonald’s and BTS “BTS meal” collaboration. In both cases, cross-promotion clearly boosted brand awareness and conversion rates.

Why should you use cross-promotion?

Cross-promotion is a reliable way to increase customer bases and lift sales. And if you do it right, it also boosts brand awareness.

Here are the main benefits of using cross-promotion:

• Audience growth. Through cross-promotion, you can expand your business reach.
• Improved reputation. By promoting your brand through another firm’s channels, you can improve your reputation.
• Convergence of new leads. Marketing alongside other companies lets you build lead nurturing tactics. These can turn into sales prospects for your firm.
• Idea of what buyers need. Cross-promotion helps you target the right demographic, so you gain an edge in buyers’ choices.

Six captivating cross-promotion ideas

Cross-promotion happens everywhere. For example, a fast food chain may promote a blockbuster movie, or a clothing brand may sponsor an athlete.

Many influencers, non-profits, and businesses would jump at a chance to team up with another brand. So if you are one of them, you need the following ideas.

Build relationships with other brands

Making connections is the first step of cross-promotion. You cannot cross-promote if your list holds only competitors.

You have to build ties with other businesses. Still, you must make sure partners share the same customers as you. A clear brand strategy makes these partnerships easier to plan.

However, before you commit, set a solid plan. Decide how long the campaign runs, how to run it, and what products to market.

Offer discounts

Promo codes and coupons are great ways to drive sales. In this strategy, you can build a lead campaign that shows your partner’s deals on conversion. Paired email marketing can push these offers even further.

Create amazing deals

Another way to boost sales is to build bundle deals with your partner. However, this works best if you team up with a business in the same industry.

For example, if you sell headphones, bundle two or three items with the main product. Think headphones plus a case plus a headphone brush.

Start referral programs

According to Nielsen, 92% of consumers trust product tips from family and friends. In fact, word of mouth is one of the best ways to promote a brand. That is because it often comes from an honest, first-hand review.

Establish an online presence

One efficient cross-promotion move is to build a strong online presence. Your firm can invest in a content team to promote your partner’s brand and your own. They can do this through blogs and guest posts and other platforms.

Many brands also manage their social media through an outsourced team. In addition, some hire help for full digital marketing so both brands stay visible.

Conduct market research

Market research gives key facts on your market and setting. It also shows how clients see your brand.

As a result, it helps you connect with them. It also helps you build a better bond with the company you want to partner with.

Enrich your business through cross-promotion

Overall, cross-promotion can be very useful for your company. It can free you from many marketing hassles. In addition, it can help you save time and money.

Because it is a joint effort, your firm may also gain popularity. This is even more true if your partner is a famous brand. So partnering with well-known companies can lift your reputation through the trust people already give that brand.

Frequently asked questions about cross-promotion

What is cross-promotion in marketing?

It is a deal where two brands promote each other to shared audiences. As a result, both reach new customers without heavy ad spend.

Is cross-promotion free?

It is often free when both partners gain from the deal. Still, you may spend time and effort to plan and run the campaign.

How do I find a cross-promotion partner?

Look for brands that share your audience but do not compete with you. Next, check that their values and quality match your own.

What are examples of cross-promotion?

Common examples include bundle deals, referral programs, and joint blog posts. The McDonald’s and BTS “BTS meal” is another well-known case.

Does cross-promotion help small businesses?

Yes, it helps small firms reach new buyers at low cost. Because of this, it is a smart way to grow on a tight budget.

Article references

[1] Collaborate for mutual benefit: Mitchell, V.C, Balabanis, G. (2021) “The role of brand strength, type, image and product-category fit in retail brand collaborations.” Journal of Retailing and Consumer Services, 2021 Vol. 60 doi.org/10.1016/j.jretconser.2021.102445

[2] Content creators collaborate with brands: Sanchez, S., Flavian, M., Casalo, L., & Belanche, D. (2021) “Influencers and brands successful collaboration: A mutual reinforcement to promote products and services on social media.” Journal of Marketing Communications, 2021 Vol. 28 (5), pp. 469-486 doi.org/10.1080/13527266.2021.1929410