What is Cross Promotion and How Can it Benefit Your Small Business?

What is Cross Promotion and How Can it Benefit Your Small Business?

Cross promotion is about expanding the marketing reach of your product. It’s a broad term that can mean advertising across different mediums or even cooperating with other companies to showcase each others goods and services.

Here’s an example. You’re shopping for new computer on a website from a company that sells business models. An ad appears for the latest antivirus software. This kind of cooperation between the companies selling the computers and the software is called cross promotion.

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How to Get Started with Cross Promotion

Finding the right kind of company to partner with is a critical step.  One of the first things you need to keep in mind is that you’re not just going to be selling each other’s products, you will be sharing reputations as well. People who see your products and the other companies being advertised together assume you’re both credible.

Make sure to check the other firm’s credentials and reputation thoroughly.

What is Cross Promotion and How Can it Benefit Your Small Business?

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A Natural Fit?

That’s why you’ll need to ask yourself in the beginning if there’s a natural fit that includes enhancing each other’s products and sharing good credibility in the marketplace.

Another example might be a high-end coffee maker cross promoting an exclusive chocolate company.

More Advertising Bang

Ask yourself if you’ll get more bang for your advertising buck. You’re a small mechanics shop. You might want to team up and pay for a flyer or brochure that advertises your company and other tire and battery companies who help you foot the bill.

Make sure you’re not opting for exactly the same markets here.

What is Cross Promotion and How Can it Benefit Your Small Business?

Pick A Strategy

The strategies that you can use can bounce between online marketing and print, television or radio media. First things first. You’ll need to find the best tools to use. After you’ve put together a partnership, using analytics will help you to find out which medium is best and which times/dates to post content. Google analytics is a good starting point.

You need to make sure your brand marketing tools and logos are consistent before you start.  Remember to include a carefully planned Call to Action in your campaigns.

Special Offers

Special offers and discounts work well. If you’re using social media, you’ll want to post regularly on a partnering website. These special offers should emphasize any complementary features.

Email Marketing

Email marketing is another tool that has good return on investment. This is an excellent way to promote your latest blog post or social media tweet via a newsletter.

Brick and Mortar

Small businesses that want to have a physical presence can share booths at local tradeshows. You can even set up a small display in your partner’s brick-and-mortar store. You could consider sharing a space like Starbucks who leased some spaces in Target stores.

What is Cross Promotion and How Can it Benefit Your Small Business?

Advantages of Cross Promotion

You’ll see an ROI quickly. In fact, using cross promotion can be faster than using only SEO, which can take several months to pick up steam. What’s more, cross promotion marketing is typically done on a pro bono basis. That’s great if you’ve got a limited marketing budget to work with.

If you managed to cross promote with a legitimate and established brand, you’ll get a boost in reputation that will convert into sales.


If you’ve got a unique business that sells specialized goods and services, it might be hard to find a suitable partner. It’s harder to keep a consistent brand message when you’re using cross promotion since you’re more than likely advertising across several channels.

Unlocking Cross Promotion Potential: A Blueprint for Expanding Marketing Reach

Small businesses seeking to expand their marketing reach and amplify their brand’s presence can leverage the power of cross promotion. This strategic approach involves collaborating with other companies to jointly showcase each other’s products and services, effectively tapping into new audiences and fostering brand credibility. Here’s an in-depth look at how cross promotion works and how small businesses can harness its advantages.

What is Cross Promotion and How Can it Benefit Your Small Business?

Getting Started with Cross Promotion

Cross promotion begins with identifying suitable partners whose products or services complement your offerings. This partnership is more than a simple exchange of advertisements; it involves aligning reputations and sharing credibility. Before embarking on a cross promotion, thoroughly vet the potential partner’s credentials and reputation to ensure a harmonious collaboration.

A Natural Fit: Finding the Right Partner

Consider whether the partnership feels natural and enhances both brands’ products while maintaining credibility in the marketplace. For instance, a high-end coffee maker partnering with an exclusive chocolate company creates a seamless synergy that appeals to shared target audiences.

Maximizing Advertising Impact

Evaluate whether cross promotion yields a greater return on investment for your advertising efforts. For instance, collaborating on a shared flyer or brochure can pool resources and promote multiple businesses simultaneously. However, ensure that the collaboration targets slightly different markets to avoid redundancy.

Choosing a Strategic Approach

Cross promotion strategies can span various mediums, from online marketing to print, television, or radio. Identify the most effective tools for your collaboration and employ analytics to optimize timing and content delivery. Consistency in brand marketing tools and logos is crucial, and integrating a well-crafted Call to Action enhances engagement.

Exploring Cross Promotion Tactics

  • Special Offers: Special discounts and offers resonate well with audiences. On social media platforms, regular posts on your partner’s page can highlight these offers, emphasizing complementary features.
  • Email Marketing: Employ email marketing to share content like blog posts and social media updates via newsletters, increasing engagement with your audience.
  • Brick and Mortar Presence: Share booth spaces at local tradeshows or set up displays in each other’s physical stores. Collaborative efforts like Starbucks’ presence in Target stores demonstrate the viability of this approach.
Cross Promotion TacticsInsights
Special OffersOffering special discounts and promotions can entice audiences, especially when emphasizing complementary features. These offers create a sense of urgency and drive immediate action.
Email MarketingUtilizing email marketing to disseminate valuable content, such as blog posts and social media updates, through newsletters fosters deeper engagement with your target audience.
Brick and Mortar PresenceSharing booth spaces at local tradeshows or setting up displays in each other's physical stores creates a tangible, in-person experience. Collaborative partnerships can enhance brand visibility and resonate with customers. Starbucks' partnership with Target showcases the potential of this tactic.

Advantages of Cross Promotion

Cross promotion stands as a dynamic strategy that harnesses collaborative efforts for accelerated success. This approach boasts a rapid Return on Investment (ROI), often surpassing the gradual pace of Search Engine Optimization (SEO) efforts. The swiftness with which cross promotion generates results is a key advantage, making it an attractive option for small businesses operating on limited marketing budgets. This cost-effective approach ensures that businesses can witness tangible outcomes sooner, providing a significant boost to their bottom line.

One of the most notable advantages of cross-promotion is its ability to leverage partnerships with well-established brands. These collaborations not only expand market reach but also inject a dose of credibility and trust into your brand. Aligning with reputable and recognized partners can lead to an immediate uplift in your reputation, fostering consumer confidence. This elevation in credibility translates directly into increased sales, as consumers are more likely to trust and engage with brands that are endorsed by others they already trust.

Challenges and Considerations

While the benefits of cross-promotion are substantial, it’s essential to tread carefully and be mindful of the challenges inherent in this strategy. One primary challenge lies in finding a partner that aligns seamlessly with your brand. This task can be particularly daunting for businesses with unique offerings or specialized products and services. The compatibility factor is crucial; a well-matched partner ensures a cohesive collaboration that resonates with both audiences, leading to effective results.

Maintaining consistent brand messaging across multiple channels is another consideration that warrants attention. The allure of cross-promotion can sometimes inadvertently lead to brand dilution if not managed meticulously. It’s imperative to strike a balance between conveying your brand’s unique identity while aligning with your partner’s messaging. This calls for meticulous planning and a clear understanding of how to showcase each brand’s strengths harmoniously without overshadowing one another.

As businesses engage in cross-promotion, they must be prepared to address the challenge of resource allocation and coordination. Successful cross-promotion requires coordination in terms of resources, time, and effort between both partners. Clear communication, streamlined processes, and a shared understanding of goals are essential to ensure a harmonious execution.

In conclusion, while cross-promotion offers a multitude of advantages, it’s essential to approach it with strategic foresight and consideration. Addressing challenges such as finding the right partner, maintaining brand consistency, and coordinating efforts is paramount for reaping the full rewards of this dynamic marketing strategy. By navigating these challenges with a clear plan, businesses can harness the potential of cross-promotion while mitigating potential pitfalls, resulting in a mutually beneficial partnership that amplifies success.

In Summary

Cross promotion is a strategic alliance that combines two distinct brands into a seamless symphony of shared triumph, expanding business horizons, augmenting credibility, and significantly amplifying return on investment. This strategy propels small businesses to unparalleled heights of success by orchestrating success, unlocking new frontiers, elevating credibility, and amplifying ROI. Cross-promotion is a gateway to uncharted territories, unlocking doors to fresh markets and untapped audiences. By aligning with brands that complement your offerings, you unlock doors to fresh markets and untapped audiences, enriching your narrative and solidifying your presence in a wider spectrum of consumers. Building credibility is akin to cultivating a rare gem, and cross-promotion offers a shortcut to this coveted treasure. Amplifying ROI is a potent avenue to enhance ROI, utilizing the synergy of collaboration for amplified outcomes. The joint allocation of resources, efforts, and costs results in a concentrated impact that transcends individual campaigns. The heightened exposure and engagement generated by cross-promotion yield tangible and measurable results. Navigating the harmonic progression is crucial for mastery in cross-promotion. Just as a symphony requires meticulous orchestration, cross-promotion demands meticulous planning, strategic alignment, and a profound understanding of each brand’s identity. A well-coordinated approach ensures that the collaboration is not a superficial façade but an authentic partnership that resonates deeply with both audiences. A clear and compelling Call to Action (CTA) guides the audience’s journey from engagement to conversion, ensuring a harmonious progression. As the crescendo of success reverberates, cross-promotion emerges as a triumphant anthem of unity in marketing, embodying the power of collaboration and breathing life into the marketing landscape through its essence of mutual growth. Executed with precision and passion, cross-promotion metamorphoses into a launchpad that propels small businesses toward horizons of unprecedented achievement. By embracing cross-promotion with confidence, small businesses can transform their journey towards a crescendo of collective achievement and experience the power of cross-promotion.

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Rob Starr Rob Starr is a staff writer for Small Business Trends. Rob is a freelance journalist and content strategist/manager with three decades of experience in both print and online writing. He currently works in New York City as a copywriter and all across North America for a variety of editing and writing enterprises.

One Reaction
  1. Cross promotion is a way for you to promote other businesses and even promote your own business. I think it works because you are promoting in the same target market.

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