Stop Chasing Big Audiences: How to Find Cross-Promotion Partners That Convert.
Most people pick cross-promotion partners the wrong way.
They go for the biggest audience they can find.
And then wonder why it didn’t convert.
The problem? Reach doesn’t guarantee relevance. A smaller, engaged audience that’s already interested in what you offer can be far more valuable than a much bigger one that isn’t.
Here’s the framework I use with my clients to find the right partners, not just the most popular ones.
Step 1: Map Your Audience Overlap
The sweet spot isn’t identical audiences. It’s adjacent ones.
Ask yourself: what does my ideal client do, follow, or invest in before they find me?
That answer points you toward potential partners whose audiences may already need what you offer.
Step 2: Run the Three Question Check
Before reaching out to anyone, ask:
→ Do they serve a similar audience but offer something different from me?
→ Would their audience genuinely benefit from what I do?
→ Is there mutual value here, or am I just chasing their reach?
If you can’t answer yes to all three, keep looking.
Step 3: Start Smaller Than You Think
The biggest mistake I see is skipping past mid sized partners to pitch the big names.
Smaller, engaged audiences can be a better fit. And smaller creators may be more open to building a genuine relationship.
The goal isn’t to get in front of everyone. It’s to get in front of the right people.
Want to Find Partners Who Can Actually Bring You the Right Clients?
The first three steps help you identify promising partners. But choosing who to approach is only part of the process.
The next challenge is knowing how to assess potential partners, prioritize your outreach, and turn a first conversation into a relationship that benefits both sides.
In the paid section, I’ll walk you through the remaining two steps, including how to find warm partnership opportunities through your existing clients and how to build relationships that can lead to ongoing referrals.
Upgrade to paid to get the complete five-step framework and put it into practice.
Step 4: Find Your Warmest Opportunities
Ask your existing clients: whose content do you consume? Whose events do you attend? Whose podcast do you listen to?
These answers can reveal potential partners whose audiences already overlap with the people you want to reach.
Want to know how to turn those answers into a focused partnership shortlist? As a paid member, you would get the detailed process for collecting recommendations, evaluating potential partners, prioritizing outreach, and deciding who to contact first.
Step 5: Build Relationships, Not One-Off Promotions
The best cross promotion partnerships aren’t transactions. They’re relationships.
Show up well. Follow up. Return the favour. The hosts who become genuine advocates for your work may send you referrals long after a single appearance ends.
Pain members get more detail on how to turn an initial collaboration into an ongoing relationship, including a specific follow-up process, collaboration ideas, and an approach to maintaining mutually valuable partnerships.
The right partner isn’t necessarily the most famous one in the room. It’s the one whose audience is a strong fit for what you offer.
Want to stop guessing and build a more intentional cross promotion strategy? Upgrade to paid to access the complete framework.
What matters more in your next partnership, audience size or audience fit?
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