It’s Facebook Friday — each week we’ll offer one tip for leveraging Facebook to increase customer awareness of and engagement with your brand or business. This week, we’ll share some strategies for building beneficial relationships and cross-promotions between your Facebook Page and others.

The first step is simple: You can “Like” another business or brand’s Facebook Page while logged in as your Page. This will make the Page you Liked appear on your own; if you can arrange for the other business or brand to Like your Page in return, visitors to each Page will have an easy path to check out the other.

Just make sure you log into your Page instead of your personal account, or else you’ll accidentally Like the partner Page with your personal profile instead. So here’s a reminder: You can log into your Page by clicking the little arrow in the top-right corner of Facebook and clicking “Use Facebook as Page.”

Once that’s done, just type in the name of the Page you want to Like in the search bar at the top of Facebook. It should pop up in the options below as you type. Click on it, then click the “Like” button at the top of the Page. It’s that simple.

Most businesses list their contact information on their Facebook Pages, so use that contact info (usually contained the “Info” tab of the Page) to request that they Like you in return. And while you’re at it, consider these other cross-promotion strategies:

  • Arrange to share one another’s updates regularly — perhaps once or twice a week, if the content is likely to be relevant to both audiences.
  • Agree to post promotions on one another’s Page walls. Anyone visiting the receiving Page will see the promotion, and he or she might click on it. Also, if someone has Liked both Pages, he or she will see it in his or her own front-page News Feed.
  • Host contests, create events, and offer Facebook Places deals together. This is a particularly good strategy for local businesses that are geographical neighbors.

Social media is just that — social — and these sorts of cross-promotions are important for building an audience. Blogs and Twitter accounts have been doing it for years, so it’s a logical move on Facebook. However, don’t attempt these kinds of promotions without first making arrangements with the partner! If it’s not part of a well-thought-out deal, both fans and the would-be partner will probably see your efforts to reach out as spam.

Was this tip helpful? Do you have any more ideas for cross-promoting on Facebook Pages? Let us know in the comments!