Ultimate Guide to Local Business Cross-Promotions

Last Updated on 25 September 2025 by Dorian Menard

Want to grow your local business without spending big? Partnering with nearby businesses can help you cut costs, reach more customers, and build a strong community presence. Here’s how cross-promotions work and why they’re effective:

• What is it? Two or more local businesses team up to market their products or services together (e.g., a café and bookshop hosting a joint event).
• Why do it? Share costs, access each other’s customers, boost credibility, and make better use of resources.
• How to start:
  • Find complementary businesses nearby.
  • Ensure shared audiences and compatible values.
  • Pitch clear ideas with mutual benefits.

Key strategies include joint events, combined offers, and digital marketing partnerships. Track results with clear goals like sales growth or customer acquisition. Follow this guide to build partnerships that benefit everyone involved.

The Benefits of Cross Promotion for Your Marketing Strategy

How to Choose Business Partners

Choosing the right partners for cross-promotion takes careful planning. The success of your strategy relies heavily on this decision.

Finding the Right Local Businesses

Look for local businesses that complement yours. These should serve a similar audience but offer products or services that don’t directly compete. For example, a yoga studio could team up with a health food café – they attract the same type of customers but offer different value.

Here’s what to consider when choosing a partner:

• Location: Stick to businesses in your area for easier collaboration.
• Shared Audience: Make sure your customers and theirs overlap.
• Brand Fit: Their values and reputation should align with yours.
• Capacity: Ensure they can handle an increase in business if the promotion works.

Partner Assessment Checklist

Evaluate potential partners using this checklist:

This framework will help you identify strong candidates and create a targeted pitch.

Crafting the Proposal

When reaching out, be clear and professional. Whether through an email or face-to-face meeting, introduce your business and focus on how both sides can benefit.

Include details like:

• Collaboration ideas and goals
• Resources needed from each side
• Timelines and performance metrics
• Cost-sharing arrangements

Be sure to document everything discussed. This should cover:

• How long the partnership will last
• Each party’s responsibilities
• The approval process for marketing materials
• How costs will be split
• Methods for tracking results

A well-thought-out proposal and clear communication set the stage for a productive partnership.

Top Cross-Promotion Methods

Joint Events Guide

Hosting joint events can increase exposure for both businesses. The key is to focus on events that naturally highlight the connection between your services or products.

Here’s how to make joint events work:

• Pick the Right Event Format: Choose an event type that showcases both brands effectively. For example, a local gym and a sports nutrition store could team up for a fitness workshop featuring product samples.
• Define Roles Clearly: Decide who handles what. This could include responsibilities like:
  • Organising the venue
  • Assigning staff
  • Providing equipment and supplies
  • Managing marketing
  • Splitting costs
• Promote Together: Run a combined marketing campaign across both businesses’ channels. Use tools like in-store posters, social media posts, and email newsletters to reach your shared audience.

Joint events are a great starting point, but you can also extend your collaboration with combined offers.

Combined Offers and Packages

Joint promotions can deliver value to customers while increasing sales for both businesses. The key is to create packages that blend your offerings seamlessly.

Here are some popular package styles:

When creating these offers, keep a few things in mind:

• Make redemption easy for customers
• Ensure both businesses maintain healthy profit margins
• Include clear expiry dates and terms
• Track how often the offers are redeemed to refine future promotions

Digital Marketing Partnerships

While in-person campaigns are powerful, digital partnerships can amplify your reach online. By creating content that appeals to both audiences, you can strengthen your collaboration.

Here are some effective ways to work together digitally:

• Social Media Content Sharing: Share each other’s relevant posts and tag one another. For example, a café and a bookshop could post "Book and Brew" pairings featuring both brands.
• Email Marketing Collaboration: Combine efforts in your newsletters while respecting privacy rules. Options include:
  • Announcing joint promotions
  • Offering exclusive partner deals
  • Sharing combined content
  • Sending special event invites
• Website Integration: Build dedicated landing pages for your joint promotions with clear calls-to-action that guide customers to both businesses.

These strategies can help you create a stronger partnership and reach more potential customers.

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Campaign Setup and Management

Once you’ve decided on your cross-promotion approach, it’s time to organise and manage your campaign effectively.

Goals and Success Measures

Choose metrics that align with the objectives of both businesses.

Here are some common metrics to track:

Set SMART targets (Specific, Measurable, Achievable, Relevant, Time-bound) and ensure all partners agree on them. Once goals are clear, create a detailed timeline to guide the campaign.

Campaign Schedule and Tasks

Key stages to consider:

1. Pre-launch (4-6 weeks)

Prepare thoroughly – plan logistics, create materials, and train staff.

2. Launch Week

Kick things off with strong promotions across all channels. Pay close attention to customer feedback and resolve any issues quickly.

3. Campaign Duration

Maintain consistent communication, track progress, and make adjustments based on performance data.

4. Post-campaign Analysis

Evaluate outcomes, document insights, and identify areas for improvement in future collaborations.

Now, you’ll need co-branded marketing materials to support your campaign rollout.

Marketing Materials Guide

Develop co-branded materials with unified messaging to ensure a cohesive campaign.

Digital Assets

• Social media graphics (e.g., 1080×1080 pixels for Instagram)
• Email templates
• Landing pages
• Digital vouchers or QR codes

Physical Materials

• In-store displays
• Window decals
• Printed vouchers
• Staff badges or co-branded uniforms

Content Guidelines

• Ensure branding elements from both businesses are consistent
• Include clear calls-to-action
• Display both partners’ contact information
• Adhere to Australian Consumer Law requirements

For the best results, synchronise your marketing efforts across multiple platforms. For example, launch social media posts, email campaigns, and in-store signage on the same day to create a strong, unified impact.

Results Tracking and Improvement

Key Metrics to Track

Keep an eye on these performance indicators to gauge how well your efforts are working:

Measurement Tools and Methods

Once you’ve outlined your key metrics, selecting the right tools to monitor them is crucial.

Here are some tools and methods to help you capture campaign data effectively:

Digital Analytics Tools

• Google Analytics: Track website traffic and conversions.
• Social Media Insights: Measure engagement metrics across platforms.
• Point-of-Sale Systems: Gather real-time sales data.
• CRM Software: Monitor customer interactions and behaviour.

Manual Tracking Methods

• Customer feedback forms for direct input.
• Staff observation logs to record on-ground insights.
• Partner communication records for collaboration details.
• Mystery shopper assessments to evaluate customer experience.

To streamline the process, set up a shared dashboard where both businesses can access real-time performance data. This promotes transparency, keeps everyone on the same page, and allows for quick adjustments when necessary.

Next Campaign Planning

Use the insights gained from tracking to refine and improve your future campaigns.

1. Performance Analysis

Dive into the metrics to figure out what worked well and what didn’t. Highlight the strategies that drove the best results.

2. Partner Feedback Integration

Have a debrief with your partner to discuss:

• What went well in the campaign.
• Areas that need tweaking.
• How resources were used.
• Whether timelines could be improved.

3. Customer Insights Application

Customer feedback is gold. Use it to shape your next campaign:

• Adjust offers based on redemption trends.
• Switch up communication channels depending on engagement.
• Refine targeting by analysing which customer segments performed best.

Document everything in a shared campaign playbook. This will be a go-to resource for planning future collaborations and onboarding new partners.

Next Steps for Cross-Promotions

Now that you’ve set up your campaign and analysed the results, it’s time to move forward with a clear plan.

Thinking about starting a cross-promotion for your local business? Here’s a simple guide to get you started.

Start by evaluating your business. Take note of key details like your customer demographics, peak and slower periods, the marketing channels you use, and what sets your business apart.

Then, prepare a focused partnership pitch. Highlight your strengths, how you can work together, the mutual benefits, and what each party will need to contribute.

Begin with a small campaign. This could be something like sharing referrals, posting on social media together, or creating a joint offer. Adjust your approach based on the resources you have.

Steps to take today:

• Find potential local partners
• Write your proposal
• Schedule your first meetings
• Set up a shared digital workspace
• Define clear goals and timelines

Keep communication open as you refine and grow your cross-promotion efforts. These steps can help you build strong local partnerships that lead to business growth. For expert help with digital strategy and campaign tracking, reach out to Search Scope.

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