How to Cross-Promote with Other Small Businesses (Without Feeling Salesy)

Cross-promotion is one of the most powerful (and budget-friendly) ways to grow your business—but let’s be real, nobody wants to sound like a walking advertisement. The good news? When done right, collaborating with other small businesses can feel organic, helpful, and even fun.

Here’s how to team up with other brands in your community (or online) without making it feel like a pitch:

1. Find Brands That Align, Not Compete

Start by looking for businesses that complement your own. Think: a coffee shop and a bakery, a fitness studio and a juice bar, a florist and a wedding planner.

The goal is to find a brand that shares your values and audience—but isn’t offering the exact same thing you are. Bonus points if you’re already a fan of what they do. Authentic admiration goes a long way.

2. Make It a Mutual Value Exchange

Cross-promotion only works if both sides benefit. Instead of approaching a business with “Hey, can you shout me out?” frame it as:

“Here’s how we can help each other grow.”

Examples of value exchange:

• Share each other’s posts on Instagram Stories.

• Feature each other in newsletters.

• Create a bundle or giveaway featuring both products or services.

• Shout each other out in blog posts or recommendation lists.

Keep it low-pressure and collaborative. Think of it like recommending a friend’s business because you genuinely believe in it.

3. Create Content Together

Co-created content is a win-win—and it doesn’t have to be complicated.

Try:

• A joint Instagram Live where you both talk about your business journeys.

• A Reel showing a “day in the life” using both your products.

• A blog post that highlights a roundup of local favorites, including each other.

This style of content feels helpful to the audience and puts the spotlight on community—not just a hard sell.

4. Use Your Shared Audience Wisely

If you’re cross-promoting, it’s safe to say you likely share similar audiences. Take advantage of that by keeping things genuine and light. Use language like:

• “One of our favorite local spots…”

• “We’re partnering with [Name] for a fun giveaway!”

• “Here’s another small biz we love supporting.”

Avoid “Buy this now!” and focus more on storytelling and value.

5. Start Small and Keep It Casual

You don’t need to launch a full-blown campaign to get started. Start with a shoutout or a shared post and go from there. Once you build that trust and rhythm, bigger collaborations might naturally happen—like co-hosting events or launching a limited-time bundle.

Remember, cross-promotion isn’t about pushing products—it’s about building community.

Final Thought

Cross-promotion is a reminder that community over competition is always the move. If it feels awkward or overly salesy, take a step back and ask, “Would I want to see this as a follower?” When the answer is yes, you’re on the right track.

Need help planning a cross-promo campaign or creating content that actually connects?

Wild Berry Creative can help you brainstorm and build partnerships that grow your brand (without the awkward pitch).

Let’s make your next collab feel fun, not forced.