Cross promotions are not a new idea. They have been used by 
businesses for a very long time. For example, a real-estate 
company may promote a certain lawyer to close a sale, as the 
lawyer will promote that agency in his firm. The system is 
somewhat similar to the primitive barter system, where people 
traded items rather than using money. How can anything primitive 
fit into the online world of Internet marketing? Very easily 
cross promotions are. Simply stated, a trade of advertising 
space. Instead of paying for advertising space on a site, you 
would place their ad on your page and yours on theirs. There are 
many ways to use cross promotions in your Internet business that 
can be an effective and cost efficient way to advertise.

One way is to use link exchanges. This is very effective when 
doing cross promotions with a company that is similar to yours, 
however you should be sure and never link to a page that is in 
direct competition with yours. One of the best things about link 
exchanges is that some search engines are factoring in hits from 
the sites that are linked to your page to when determining the 
ranking. Therefore linking to a more popular site, can't only 
increase your advertising, and traffic, but also increase your 
search engine ranking.

When customers or potential customers subscribe to your e-zine 
you can use this as an opportunity to use cross promotions. On 
the same page that the customer subscribes to your e-zine, make 
available the opportunity to subscribe to another company's e-
zine. You can even exchange ad space in e-zines, and provide 
recommendations for those whom you cross promote with. You might 
even want to exchange column space in one another's e-zines.

Writing free articles that inform customers or potential 
customers with information that is useful and accurate can create 
a reputation for you and your business. Soon readers will come to 
know you as an expert on the subject. In these articles the 
author uses a byline to help promote his site. Bylines can be a 
way to use cross promotions as well. You can use part of the 
space in your byline to recommend another's product.

If you have been considering writing an e-book, a joint venture 
could mean increased profits for you and the person you are 
partnering with. Cross promotions through e-books are an 
excellent way to allow for a wider topic and to promote both your 
business and your partner's business. The e-book should contain 
information that will benefit both businesses and still be 
helpful to the reader. A good example of using cross promotions 
through an e-book is to a site selling used video games 
partnering with a site selling gaming devices. These are two 
subjects that would interest the same reader and most likely lead 
the reader to both sites.

You should keep in mind that the recommendations that you make 
are a direct reflection of you, so choose your cross promotional 
businesses carefully. Also keep in mind that it would be nice as 
a shopper to be able to link from one site to another as a way to 
"shop around." Since this is usually not beneficial to you, never 
link or recommend a site that is in direct competition with you. 
Instead, recommend those who are similar, such as health and life 
insurance. 

Maryellen Malack owns Red Rose Marketing, Inc. 
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