Advertising is a double-edged sword — without it, photographers find little expansion to new audiences, yet advertising can take a big cut out of the budget. But, putting creative energy into innovative ways to advertise can dull that sword. Cross-promotion is one of those creative advertising methods — and it can be an incredibly helpful tool for photographers.
What is cross-promotion?
Cross-promotion is when two businesses with similar audiences work together on an advertising project. For example, a wedding photographer may partner with a florist to co-develop a set of social media ads or may work out an agreement with a reception hall to display photography fliers. Newborn photographers may work with an infant boutique to advertise in-store mini sessions.
Cross-promotion can be an incredible tool for photographers, particularly for those who work with several related (but not competing) vendors on a regular basis. Here are just six ideas for jump starting a cross-promotion.
Cross post on websites.
A simple way to cross-promote is just to link to that partner business on your website. Visitors to their site will see your link, and visitors to your site will see theirs. This is easy to set-up and typically tends to be free.
Share the costs for large campaigns.
For campaigns that require a big budget, like a video series for social media or a large print ad, cross-promotion can mean splitting that large expense. By creating an ad that promotes both companies, you get the same reach for half the cost.
Create simple displays.
Cross-promotion doesn’t have to be elaborate. A simple display can make a big impact. Depending on the relationship, photographers may or may not have to pay for the display, but even the paid displays are often more affordable than traditional advertising. A newborn photographer, for example, may create a display for the area hospital. The hospital gets free decor for the walls and the photographer gets inexpensive exposure with a few canvases and a business card or sign accompanying the images.
Link in social media.
This one doesn’t even necessarily require reaching out to the other company first. If you tag another company in your social media post, that post will be seen by both your followers and theirs. This one is great for wedding photographers — if you share a photograph of the bouquet, for example, why not tag the florist in the post and get more reach? Tags can be locations, prop stores and services such as makeup and more.
Guest post on blogs.
If that like-minded business has a blog, why not guest post? Guest posts are exposure for the writer, and free content for the poster. A wedding photographer, for example, could write a post called “5 Unique Bouquets For Spring Weddings,” using, of course, photos of bouquets. The floral company gets free content and the photographer gets exposure for those images with a link back to their own website.
Offer a mutual discount.
People love to save money — it’s why sales are so effective. By offering a mutual discount, potential clients that otherwise would not have seen your information are eager to look you up to take advantage of that savings. A baby boutique may offer a discount to a newborn photographer, while the photographer in turn offers clients a discount to the store. By creating a mutual discount, you put a coupon in front of potential clients that would not have otherwise noticed your business.
Advertising does not have to be expensive — if you get creative. Running a cross-promotion is an affordable way to reach out to the right clients while helping another like-minded business at the same time.