What Is a Cross-Promotion & How to Find Cross-Promotion Partners?

I would say that for a business like Woodpecker to thrive in the internet era, it needs three things: a website that converts, testimonials from happy customers and a steady flow of targeted visitors. Out of the three, the most tricky to get is the last one.

You can improve website conversion rates by running A/B tests. You may encourage people to leave you testimonials with an email plan. But how to get a growing number of visitors who fit your target? In this post, I share one idea that can boost your website visits.

What is cross-promotion?

Cross-promotion is a form of a marketing partnership in which two (or more) companies promote one another or they do joint marketing activities that benefit them both.

To give you an example, let’s say you’re the owner of a small digital agency that specializes in creating landing pages. You can collaborate with a design tool like Canva and create a content piece, for example, a webinar on using Canva for building landing pages that stand out from the crowd.

Another example? Suppose you’re the owner of a platform that wants to grow by 15% by the end of the year. You need more users to do that. How to get them? Partner up with another platform and collaborate together. Reach their audience and get new users, interested in your platform.

You can get the same results with cross-promotion as those companies above. You may extend your reach, target new audiences, and get more leads. Let’s see how.

How to find partner companies for cross-promotion?

It’s all simple in theory, yet there are a lot of things to think about when looking for partner companies for cross-promotion. Let’s look at our blog.

On Woodpecker blog, we’re writing about generating sales & marketing opportunities by reaching the right people with emails and follow-ups. That’s a narrow niche. It targets teams that generate sales and marketing leads.

What companies can we reach out to in terms of partnerships? We can cross-promote with contact finding tools, other sales tools, and CRMs because our target audience probably uses those tools alongside Woodpecker.

What we don’t write about is, for example, auditing software, although our audience runs audits from time to time. Why? Because it’s neither in the sales nor is it in the marketing category. Therefore, we don’t collaborate with those tools.

How can you understand it? When you look for partners, answer those questions:

• Who do I want to attract with this activity?
• What do I want to achieve with that collaboration?
• What kind of value can I provide to the new audience?
• What kind of value can my partner provide to my audience?

Those are all important questions. Once you answer them, you’ll get a better picture of who you can get in touch with and how to persuade them to cross-promote with you.

Where to prospect for cross-promotion partner companies?

• social media listening tools (Brand 24, Agora Pulse)
• content analyzers (Ahrefs, Buzz Sumo, etc.)

As soon as you have a general idea of who you want to get in touch with, look for sites, blogs, social media spaces where you can find businesses that match your criteria using the tools above.

In my case, it would go like this.

Woodpecker supports knowledge-driven email outreach. That’s why I might partner up with a video course maker who teaches people to write emails. I would offer a discount for the viewers and promote their course in exchange. So I use Ahrefs to find a tool like that, which positions well in Google.

Another example is partnering up with a tool that can be used alongside Woodpecker. We have a discount for anyone who wants to use PieSync. I would use a social media listening tool to see what people are talking about.

I’m sure you can come up with a similar offer and you will find great cross-promotion partners via Google or social media. Get their email address and shoot them an email. Let’s see how.

How to reach out to potential cross-promotion partner companies?

The majority of cross-promotion offers that we get come via email. Most offers that come from us are sent via email too. You can also use email to get in touch with those you want to collaborate with. Email works great in that regard because (a) most brands use email for business relations and (b) you need to follow up to get what you want, and you can automate follow-up messages with the right software.

An email can be the first meaningful interaction that your potential cross-promotion partners have with your brand. You need to introduce yourself and propose value to the recipients. After all, we’re doing cross-promotion and that means that a partner should get something in return.

The opening email can sound like this:

Or like this:

I recommend you write a series of follow-up emails, because people rarely respond to the first email. And in the follow-up message, you can go in-depth on what you have in mind. Follow-ups should bring value. For that, you need a cold emailing software like Woodpecker.

Read How my emails and follow-ups will be sent by Woodpecker? >>

Let’s find cross-promotion partnerships

Cross-promotion is a great way to reach new audiences, introduce our product or service to new targets, and test our business plan. Why not giving it a try? Or maybe you have already tried it? I would love to hear how it went, and whether you achieved your goals with it. Don’t hesitate to share it in the comments below.

FAQ on cross promotion

Check out the answers.

What is cross promotion and how can it benefit my business?

Cross promotion is a marketing strategy where two or more brands work together to promote each other’s products or services for mutual benefit. Successful cross promotions can increase brand recognition, customer engagement, and reach a broader target audience. Cross promoting allows you to tap into the audience of other brands, making it a cost-effective marketing strategy compared to traditional advertising.

How can I implement cross promotion effectively?

To implement cross promotion effectively, first identify potential partners whose products or services align with your brand and target audience. Create a cross promotion strategy that includes joint marketing efforts, such as cold emails, social media campaigns, promotional videos, or online events. Keep your cross promotion ideas fresh and relevant to both brands. Focus on mutual benefit to ensure a successful cross promotion campaign.

What are some cross promotion strategies I can use?

There are several cross promotion strategies to consider. You can cross promote through social media platforms by tagging partner companies in posts or sharing content. Collaborating on online events, such as webinars, or creating joint marketing campaigns can also be effective. Partnering with local businesses for in-store promotions or creating co-branded content provides valuable insights into your shared audience. The key is to design cross promotion campaigns that align with your marketing strategy and objectives.

How do I choose partner companies for my cross promotion efforts?

Select partner companies whose products or services complement your brand and resonate with your target audience. Look for businesses with similar customer engagement goals and marketing strategies. Potential partners could include other brands in your industry, local businesses, or even influencers on social media platforms. Ensure that cross promoting with them offers mutual benefit and supports both of your marketing campaign objectives.

Can cross promotion be cost-effective for my marketing strategy?

Yes, cross promotion can be a cost-effective addition to your marketing strategy. By collaborating with other brands, you can share marketing resources and reach new audiences without the high costs of traditional advertising. Successful cross promotion campaigns can drive brand recognition and customer engagement across multiple platforms, offering a higher return on investment.

What are some cross promotion ideas for online events?

Cross promotion ideas for online events include hosting joint webinars, virtual workshops, or live Q&A sessions with your partner companies. Promote these events on social media platforms and through email marketing to reach a larger target audience. Collaborating on online events allows you to engage with potential customers and provide them with valuable insights into your products or services, enhancing the overall success of your cross promotion efforts.