Open Menu

Cross-Promotion Across Channels: What Works, What Doesn’t

Silo | cross-promotion

The day I left Iowa, I thought I’d seen the last of them: silos. But I didn’t realize how they would creep back into the landscape of my new profession of marketing. Unfortunately, many companies’ content marketing setups fall victim to the dreaded “silo” syndrome: a blog, a social media account, and an e-newsletter that all stand alone. Skillful cross-promotion across your entire marketing landscape elevates each platform and can provide a much richer experience for your customers.

Effective cross-promotion combos

Here are some points to keep in mind when cross-promoting. Killer Combos: While any well-thought-out plan can work, some channels are proven to produce excellent results.

  • Mobile + email. Mobile is the way people consume the most content today and likely will in the future. Using your email list to invite subscribers to sign up for texts or download your app will help you stay current.
  • Facebook + Twitter + Instagram. Simple sharing among each of these platforms make using them for cross-promotion a no-brainer.
  • Blog + social media. A consistently updated blog provides great content and chances for interaction on social media.
  • LinkedIn + website. Companies with vibrant LinkedIn profiles demonstrate their experience to potential clients and partners and strengthen their brand.
  • YouTube. A built-in cross-promotion feature makes the video giant a great combo in and of itself.

Getting a message to blow up across social media is what marketers dream of each night. The two main avenues are organic — when people are naturally moved to read and share your content — and paid. Paid content should have a place in your strategy, though organic popularity is always more desirable. Here are some tips: Do:

  • Provide a reason to believe. A discount, a tip, a funny video: There must be motivation for your audience to share your content. This is especially true for new readers, as they tend to drop off at the fastest rate if they’re not quickly hooked. Nevertheless …
  • Customize content for each specific channel. At the same time, keep your brand messaging consistent.


  • Use inappropriate or outdated channels. For example, QR codes have been shown to be wildly unpopular with the general public, but for a young, high-tech audience they might work.
  • Launch until you fully research your audience and their preferences. This way you won’t waste time on platforms your customers don’t use.
  • Share customer data. This is a no-no with modern consumers and hurts your reputation.

Need help getting your channels to work together? Contact us.