By Emilia Rose
As a romance author who’s found success in the indie world, I've discovered that cross-promotions aren’t just effective—they're also one of the most enjoyable ways to grow my audience. Whether you’re just starting out or already a five- or six-figure author, cross-promos can boost your visibility, bring in new readers, and make marketing feel way less lonely. Here’s why I’m a big fan of cross-promos and how they've worked wonders for me.
1. Everyone Wins, No Strings Attached
Cross-promos are awesome because they work for everyone involved—authors and readers alike. When I team up with other authors for a promo, we each bring our fanbases and communities together, introducing our readers to new books they’ll love. It’s basically like inviting them to a mini book fair with stories right up their alley!
Recently, I hosted a Halloween giveaway with a group of romance authors, where we each added one of our paranormal romance paperbacks into the giveaway. In order to be entered into the giveaway, readers had to follow all of us on Ream. Each author had hundreds of new followers and some new paying subscribers as well. It’s a win-win because readers get new, relevant content, and authors get exposure without breaking the bank!
2. Cost-Effective with Big Returns
I’m all about making the most of my marketing budget, and cross-promos are hands down one of the best ways to reach new readers without draining my wallet. Paid ads can add up fast, especially if you’re promoting a series or new release, but cross-promotions allow you to reach thousands of readers for little more than the effort to organize.
When I was promoting My Werewolf Professor comic, my team scheduled newsletter swaps with other authors who had spicy comics. We each recommended the other’s stories in our newsletters, and I was amazed at how many of her readers checked out my series. Instead of spending hundreds on ads, I simply tapped into her audience, and it brought in a ton of new fans who were already into the paranormal romance vibe, and she did the same with mine.
3. Recommendations from Authors Carry Major Weight
Readers trust their favorite authors’ recommendations, which makes cross-promos feel super genuine. When an author says, “Hey, I love this book, and I think you will too,” it means a lot more than just another ad.
It’s easy to feel like your genre is too crowded, but collaborating with authors who write similarly has incredible benefits. There’s room for everyone, as readers have unique preferences, just as every author brings a distinct voice to familiar tropes. Connecting with an author who shares similar themes or tropes means you likely have some overlap in your audience. A recommendation to your readers—or one from them—can mutually expand your reach and strengthen your community of readers.
4. Collaboration Inspires Creativity
Cross-promos aren’t just about exposure—they’re a chance to get creative with other authors who understand your genre and goals. It’s so much fun to brainstorm promo ideas together, whether it’s a themed giveaway, a shared social media post, or even creating a reader challenge around a popular trope. You can learn a lot about author business or the genre that you may not have known before.
Although I don’t typically co-write, I’ve enjoyed participating in a few shared worlds. Collaborating to build immersive settings and learning from others’ marketing strategies has been invaluable in reaching broader audiences. The process of exchanging ideas not only strengthened my business but also deepened my understanding of my genre, helping me hone my focus even further.
5. Builds Lasting Friendships and Community
One of the best parts of cross-promos? The friendships! Writing can be a bit of a solo journey, so having a network of supportive authors is a huge perk of doing cross-promos. It’s great to be able to turn to each other for advice, share strategies, and celebrate each other’s wins.
After collaborating on a few cross-promos with a group of romance authors, I stayed in touch with many of them. Some of us have even formed group chats and mini-masterminds where we share marketing tips and story ideas. This community isn’t just a resource; it’s a source of motivation and fun. We’re always lifting each other up, and that support system is priceless.
In a Nutshell
Cross-promos have been a game-changer for me as an author. They’re affordable, genuine, and endlessly creative, giving readers more of what they love and helping authors find their audience. Whether I’m launching a new book, promoting a backlist title, or just connecting with new readers, cross-promotions always remind me of the power of teamwork in the author world. If you’re looking for a way to grow your audience, give cross-promos a shot—they might just become your favorite marketing strategy, too!
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