Reach Out to Build Your Business

Cross Promotion Is a Small Site's Magic Potion

Both parties in a marriage become stronger from the help they receive from each other. This truism of romance also translates to the Internet marketing world. Many companies team up by advertising one another's services to their own traffic.

For example, let's say you owned a color printing business. You decide to team up with a web site design firm. Your site promotes the online services provided by your partner. In return, they promote the off line printing services you can provide to round out the marketing package.

Seeing you are exchanging services there is no expenditure of cash by either party. It harkens back to the days of barter. The benefits of such cross promotional arrangements are many and varied.

Expand Your Universe

In the above example, the person searching for web design services would never come across your commercial printing site. However, once seeing your ad on your cross promotion partner's web design site the thought might enter their head to incorporate a flyer campaign into their overall strategy.

By picking the right cross promotion partner you can enlarge the universe of eyeballs who peruse your sales copy. Greater exposure translates to more sales.

A Penny Saved Is A Penny Earned

As indicated, such arrangements do not entail hard currency cost expenditure from either party. Achieving exposure without corresponding cost is a powerful weapon. This allows for greater capital to be deployed to arenas in which there are not free solutions.

Let Others Rub Off On You

By picking the right cross promotional partner you can leverage their hard earned reputation. Many consumers associate the company in an ad with the underlying page they are visiting. If you select highly reputable cross promotional partners, then you can bask in their aura of respectability.

Conversely, you should be careful to avoid creating negative associations. Picking a dubious cross promotional partner can lead to the degradation of your brand.

Dress Right for the Occasion

You might develop a plethora of cross promotional arrangements. Using the example again of a commercial printing business, assume in addition to the web designer arrangement you negotiate a second one with a bread supplier. Your thought is to sell menu printing services to their restaurant clients.

Your ad displayed on the bread web site would be much different than the one on the web designer’s page. You must craft the message to fit the audience. Otherwise, you risk showing up at a wedding dressed in a football uniform.

Do Due Diligence

Research is key to any agreement. Educate yourself on the standard terms and methodology of cross promotional arrangements. Closely check out any potential partners. Make sure all partners are living up to their end of the deal. Effectively managed, cross promotional arrangements can be marketing gold.

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