How does this sound?
A advertising technique that:
- Skyrockets your model’s attain in a cheap method (even should you’re on a shoestring funds).
- Helps you construct relationships with prime names in your trade (even when no one is aware of you but).
- Will get you tons of PR and model mentions virtually in a single day (with out the additional funds on advertisements).
What’s that? You say that’s too good to be true? Properly, this technique does exist. It’s referred to as cross-promotion.
On this information, you received’t solely study what cross-promotion is, but in addition get an inventory of 11 actionable concepts to implement in your individual enterprise. Let’s begin with the fundamentals.
Cross-promotion is the follow 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. 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 stay in, the place manufacturing merchandise is less complicated than ever, high-quality, related, and well timed gross sales and advertising generally is a make or break,” says Kathryn Kosmides.
And the best cross-promotion marketing campaign can offer 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 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.
Find out how to 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 method cross-promotion as in the event that they had been entitled to consideration. However if you would like different companies to associate with you, it’s essential to reply the query: what’s in it for them? It may appear apparent at first, however you’d be shocked by the quantity of people that ignore this straightforward truth.
Earlier than you begin the method, it’s essential to carry out trade analysis and create an inventory of all of the potential companions you could find. Then, consider artistic methods in which you’ll be able to profit them.
For example, should you’re the proprietor of a restaurant, you could possibly associate with native butcher retailers. You utilize their meat to your dishes whereas they promote your restaurant. The purpose is that it is best to search for leaks in your associate’s technique and discover tips on how to plug them.
To begin, right here’s an inventory of 11 concepts.
11 cross-promotion concepts to comply with
Be mindful, this isn’t a complete record of cross-promotion methods. It does, nevertheless, embody a number of the most artistic methods to begin on the best foot.
1. Run a co-branded contest (and enhance it with paid media)
Manufacturers usually underestimate the facility of free.
Individuals 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 largest Reebok emblem tattoo.
Surprisingly, many individuals participated and the marketing campaign was a hit. The purpose? If individuals are keen to get a emblem tattoo without spending a dime stuff, there’s rather a lot you possibly can accomplish by providing one thing for nothing.
When operating 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 corporations, did to get extra traction for an Instagram giveaway.
By doing this, they constructed extra buzz across the occasion and garnered extra contributors.
You’ll be able to apply the identical technique by partnering with different companies and operating 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 way more consideration than doing it alone. However as an alternative of simply publishing the competition in your social accounts and praying that individuals reply, it is best 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 by means of PPC platforms, you’ll improve your probabilities of success. However until you will have expertise with PPC platforms, your smartest guess is to search for somebody who does (e.g. an company or marketing consultant). Simply be sure that to seek 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 match. You must do your homework and analysis some companies earlier than making a choice. 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 huge outcomes.
2. Accomplice with companies in a distinct vertical
The entire level of cross-promotion is to construct partnerships the place all events profit. In the event you method direct opponents, you in all probability received’t get good outcomes. That’s why it is best to search for companions outdoors your fundamental trade.
For example, should you’re a psychologist, you could possibly associate with native therapeutic massage parlors that may advocate your companies to their confused purchasers, and vice versa.
In the event you’re the proprietor of selling automation software program, you could possibly associate with accountants who ship enterprise referrals your method. In trade, you could possibly give them free software program accounts for his or her advertising efforts.
And should you’re a enterprise marketing consultant, you could possibly suppose creatively and associate with bar homeowners who advocate your companies 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 opponents?
- 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 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 turn into a favourite advertising channel for manufacturers of every type.
There’s an awesome cause for that. Take Buzzsprout, for instance. It’s a free podcast internet hosting answer that reviews 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 may appear. You see, podcast homeowners are at all times seeking to fill time at their reveals. 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. Due to LinkedIn’s filtering choices, discovering podcast hosts in your trade is comparatively easy.
Merely sort “Podcasts” within the search field positioned on the upper-left nook after which choose your trade 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 could possibly put together a particular low cost or provide for the host’s viewers. This fashion, 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 can even cross-promote with your individual property.
For example, should you’re already creating weblog content material, you could possibly make it extra seen by that includes it in your homepage, similar to Legacy Therapeutic does.
While you go to their website, one of many first belongings you bump into is a piece referred to as “Article Contents,” the place they function their hottest weblog posts. It is a nice option to improve weblog consciousness for brand new guests and reply a few of their commonest questions.
Or should you’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 could possibly attain audiences preferring studying over watching
The purpose is that you need to suppose outdoors the field and search for methods to get essentially the most out of the property you have already got.
5. Manage an trade occasion
When carried out 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 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 in all probability considering: “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 stable occasion round what you are promoting isn’t that arduous 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 an inventory of manufacturers that could be doubtlessly involved in sponsoring your occasion and begin a dialog. Even when you need to make a reasonable preliminary funding, a well-executed occasion at all times pays off.
6. Point out influencers in your weblog
In the event you take note of 2021’s Tremendous Bowl advertisements, you’ll discover a development: most of them tapped celebrities and influencers.
Why? In a phrase: empathy.
The appropriate 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 funds to implement this technique. First, create an inventory 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 will have 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 wish to allow them to know you talked about them. A few of them will share your content material with their audiences. In the event you 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 recognize 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 trouble answering. However a few of them will. Even then, this technique is nicely price it.
7. Create a month-to-month knowledgeable roundup
This level is fairly just 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 specialists to debate a related subject.
This may be as elaborate or so simple as you need. For example, you possibly can run a co-branded month-to-month webinar the place you and your companions invite your respective audiences. However you can even hold it easy and write a weblog submit.
Right here is an ideal instance:
Simply take into accout your knowledgeable roundup shouldn’t be promotional. To make it work, be certain that it gives worth to your viewers.
8. Write an eBook in collaboration along with your companions
Books and eBooks are glorious instruments of persuasion, particularly in the event that they discuss a subject the viewers is involved in.
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 hitch the method?
In the event 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 must spend a 12 months placing this collectively.
For example, you could possibly simply choose a number of articles out of your weblog and switch them into an eBook. You might additionally transcribe and format a few of your Youtube movies and use that content material to hurry up the method
Simply be sure that the eBook you create is seen. Check out LFA Capsule Fillers. While you land on their homepage, you’ll see they function a free eBook related to their viewers.
This easy follow 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 to do each.
9. Create shareable property
Within the guide “Affect: The Psychology of Persuasion,” Robert B. Cialdini introduces the idea of “Reciprocation”. That’s the truth that people are likely to reward type actions. For example, if somebody offers 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 helpful companions for cross-promotion, create one thing significant for them and provides it away.
The commonest “shareable presents” embody:
- Animation movies
- Weblog content material
Crucial factor isn’t the reward format, however what the reward is all about. It must be one thing associated to your associate’s viewers.
For example, in case your associate runs a advertising weblog, it is best to discuss social media, CRO, copywriting, and enterprise technique. In the event that they personal a software program firm, it is best to discuss how the product solves issues the viewers is dealing with.
With this record of matters in thoughts, it is best 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 you want to clarify subtle ideas in a visible, easy-to perceive method, or the options and advantages of the product are troublesome to showcase by means of custom-filmed footage.”
If the character of the subject is a bit less complicated, a downloadable information or weblog submit may lower it.
Now, understand that “easy” doesn’t imply simplistic. Whatever the format you select, the content material you create must be memorable and intensely helpful.
For example, check out this Preply submit referred to as 2021’s Most Used Web Abbreviations for Tweeting and Texting. As Preply helps individuals study new languages, this subject is extraordinarily related for his or her viewers. Anybody studying a brand new language must also study its commonest 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 associate and provide full rights to the piece. In the event you do that proper, your companions received’t solely really feel blissful 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.
In the event you create a “Supply” account, you’ll get day by day emails that includes journalists searching for particular tales or angles. Merely have a look by means of these lists and see if any describe you. In the event you discover an angle the place your organization might 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 associate’s viewers
Have you ever ever heard about Groupon, RetailMeNot, or Financial savings.com? If that’s the case, then you definately in all probability know the facility of reductions. Loyalty packages and particular gross sales are a number of the only methods to thrill present prospects 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 type of reward) each time a associate 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.
Able to cross-promote your model?
Cross-promotion is nice to construct relationships with large gamers in your trade, drive word-of-mouth, and construct model consciousness in a cost-efficient method.
Simply keep in mind: this technique is all about making an attempt on the sneakers of your companions and discovering a win-win.
As Dale Carnegie, writer of the traditional Find out how to Win Mates and Affect Folks, put it: “The one method on earth to affect different individuals is to speak about what they need and present them tips on how to get it.”
By displaying how cross-promotion will assist them obtain their targets, they’ll really feel extra enticed to work with you. And now you will have 11 completely different concepts to begin with. Simply choose one from the record and take huge motion. It’s the one option to see outcomes.