How To Publicize Your Business Through Cross-Promotion
By Keith Herman
April 23, 2019
In each and every introduction, there is an opportunity for you to grow your business. The ultimate benefits that you may derive are based upon your initial perspective, your belief system and how you choose to act on your perspective and belief system.
Over the years, I have found that the greatest return on my efforts has been a direct result of the amount of value I have given to others. In other words, the more you give, the more you receive. To illustrate this point, I will share with you how I network and cross-promote my business to help others, publicize my business and gain new customers—and how you can do the same.
Strategize Your Potential Connections
I recently spoke at the iBlockchain Summit in Shenzhen, China. I had never been to China but wanted to make certain the trip was as successful as possible. Therefore, I decided to make a list of the categories of people I would meet along the way and how we could both potentially benefit.
For instance, I listed businesses that would be involved with my travel, such as the airlines, hotels, restaurants, etc. Next, were people who were already identified as having a part in the summit, such as the organizers, sponsors, exhibitors, etc. I also listed people who my immediate business contacts could potentially introduce me to and who lived in the cities I was to visit.
Personally, I prefer to create an excel document that contains information on each potential contact, including the company, company description, contact name, email, address, telephone number and service provided. I also note what I can offer of value and what they have to offer. Creating such a database not only keeps you focused on determining value for everyone, but it can also serve as a quick reference document for future use as it’s easily keyword searchable.
Focus On Your Outreach
From there, I contacted airlines and hotels. I explained to them the nature of my trip, asked if they would be interested in cross-promoting each other’s companies and discussed how we would each benefit. I found that they were receptive and interested because it provided a great value proposition for them. I made certain to provide enough details and explain what they would gain from a partnership with me.
For example, I spoke with several airlines and immediately recognized Hong Kong Airlines as having newsworthy attributes. More specifically, they recently introduced new routes and a new fleet of aircraft. I felt I could easily promote and publicize this news to my contacts and audience, as well as people I met along the way. I explained to the company how I would execute my plan, clearly pointing out the benefits for them, and then made my request for my own businesses.
The airline took my offer into consideration, did its due diligence and, shortly thereafter, agreed. In exchange, the company committed to making referrals whenever possible, supporting my business efforts by making my travel the best experience possible and supporting my social media efforts based on it being mutually beneficial.
I have found that the best way to reach out is by sending an initial email inquiring if the party is interested in a new and valuable partnership to increase its public exposure. This method is not pushy or aggressive, and from my experience, no one in their right mind will say no. Your email could briefly go on to explain the value the company will receive in a cross-promotion arrangement and point out that it comes at minimal-to-no cost, making it a great value.
Leverage Your Knowledge To Build Connections
As I walked the floor at the conference and chatted with various exhibitors, I found that by offering value to each and every person who I met, by way of sharing my knowledge, experience and strategic introductions, a new opportunity became available and a new friend was made.
For instance, one exhibitor explained to me their blockchain technology platform and mentioned the need for a specific type of developer. I immediately chimed in and mentioned that I had worked with one such developer who was well-versed in the space and I showed some examples of their work. Impressed by the work product, I then made an introduction via email. Within minutes, they were on the phone and had agreed to work together.
Most appreciative of the introduction, my new contact continued to tell me about their need to develop a good marketing strategy for their upcoming initial coin offering (ICO) but was finding it a bit challenging since the company’s team members are technical people and new to marketing. I politely asked if they were interested in hearing about my experience with marketing, to which they replied yes. This gave me an opening to explain to them the need for public relations and introduce them to my tech PR firm.
By publicizing and promoting other businesses and their services and making valuable introductions, people will perceive you as a true partner who can provide value. They may then become eager to hear about you and your business, thereby eliminating the need to force your pitch on them. They may also realize that, since you like to promote others, you will most likely be happy to publicize and promote them, and they will gladly do the same.
In my experience, these relationship-building opportunities pave the way for continued, steady growth. The business referrals obtained are of much better quality and much easier to close than cold inquiries. You will also build your brand and organically attract quality clients as you share testimonials.
It’s often said that it takes a village to raise a child, and a business is no different. So, take advantage of each person you encounter as if they are a member of your village to help raise your business.
Originally posted on April 23, 2019 by SpeakerMatch Speakers Bureau