Cross-Marketing With Ancillary Businesses
Taxes may be due April 15, but accountants are busy right now helping many of your customers.
Do you have a neighborhood accountant who you meet with regularly and/or annually to do your shop’s taxes? If so, have you ever asked your accountant to let you leave your shop’s postcards at his or her desk and/or include your business in their e-newsletters? Offer to do the same for them—allow them to leave their business cards near your cash register or on your shop’s community bulletin board, and mention them in your e-newsletter.
Cross-marketing with ancillary businesses doesn’t need to involve cash outlay. Cross-promoting via word of mouth is often stronger, especially if you can offer kind words about the other business or you have first-hand knowledge of their services (such as your accountant).
Make it Easy for Others to Promote Your Business
- To make it even easier for them to cross-promote your business, give them a short, one-paragraph blurb about your shop to drop into an e-newsletter or craft a tweet for them to send out.
- You can even use a service like ClickToTweet that lets you link to a tweet for them to push out. Try it out with me. Craft a tweet, put it on a service like ClickToTweet and send it to me. I’ll push it out to my Twitter followers so you can see how it works.
- Print out postcards with a beautiful item in the front and a very short caption on the back (with your shop’s website and/or address). The rest of the postcard should be white space so your ancillary business can use it to write a note.
Make a List of Ancillary Businesses
Here are a few off the top of my head, but you likely work with or support other types of businesses. Keep a running list and as you come across them and have your one-paragraph blurb (or ClickToTweet!) at the ready to share!
- Dog walker (Can your dog walker write a “thank you for your business” on the postcard you provide them?)
- Accountant (Can your accountant include your business in their e-newsletters, especially around holiday times, to recommend their customers shop your store for gifts?)
- Hair stylist
- House cleaning crew
- Dry cleaner
- Restaurants and bars you frequent
- Auto mechanic or place you get your car’s oil changed
- Alarm service (if it’s local)
- Local gyms/yoga shops
- Art galleries, craft shops
These are just a few. How many more can you come up with?
THIS WEEK’S GOALS:
- Craft a ClickToTweet and email it to me to push out.
- Make a list of 10 ancillary businesses to reach out to and see if they’d be willing to cross-market with you.
- Write a short, one-paragraph description of your shop to send out to those ancillary businesses.
- If you have the funds, print 500 postcards to pass out to favorite customers and to give to ancillary businesses to use.
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