Channel Marketing Strategy – Getting Channel Partners To Use Your Content & Channel Marketing Tools
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Channel Marketing Strategy – Getting Channel Partners To Use Your Content & Channel Marketing Tools


Hi, thanks for joining us. Today we’re
going to be talking about channel marketing strategy: how to get your
channel partners to use your content and channel marketing tools. This is something that a lot of channel
marketers have challenged with. They create lots of content, they’ve got these
big sophisticated tools, and then the partners don’t come and utilize them as
much as they would like them to. So we’re going to talk about how to correct that;
how do you get your partner’s using more of your content, and your marketing tools,
in their overall marketing efforts. First thing we’re going to talk about is
aligning content that you create to partner type. We talked about partner
type and partner alignment extensively in previous video blogs that we did. You
can go back and view if you want to learn more about channel alignment, but
at a very simple level you may have some partners that are going to be more
solutions-oriented, that may provide services that may leverage your product,
but they don’t go to market leading with your product. In that case you want to
make sure your content is more aligned to that approach, versus leading early in
the process with a heavy product-oriented message. That’s very
important because your partners are not going to leverage your content if it
doesn’t align to the way they go to market. Second is you want to package up
content pieces into work flows, into campaigns, really into ongoing, or larger
scale marketing plans, and you want that content to be aligned by partner type, and
aligned by partner level of sophistication, and you want that content to be very
flexible. You want partners be able to mix and match things, you want them to be
able to replace a piece of your content with piece of their own, without ruining
the entire marketing campaign or marketing workflow. This is really
important and as much as anything when we talk about partner alignment, we also want to talk about partner levels. So you may have
some partners are very sophisticated, that’s great, you can package of a very
sophisticated marketing program for them. But, you may have smaller partners that aren’t
very sophisticated and therefore you really want to focus on creating a
simple, a simpler level of packaging of your materials that they
can pick up and implement on their own; very important. Next is a
simple presentation of the content. Originally I was going to write this up
and talk about navigation and talk about it making it easy to navigate your
content. That’s one part of the presentation, we definitely want it easy
for partners to navigate to the right type of content. So I can go to your site
where you have your content in your marketing tools, I can identify that
there’s content for my type of partner, again alignment, my level of
sophistication, and then my focus areas. So I want to easily be able to find those and
then including whatever the offerings are that you have. But as much as
that often we may find that the presentation isn’t just on our web tools.
It may be in the channel marketing professionals, maybe in channel sales
professionals, it may be that you hired a great global marketing agency like TSL
to assist in bringing this to your partner. So how we present that is
extremely important. We want to make it simple and easy, and
once we think we’ve got it simple and easy, let’s make it even simpler. Let’s
really dial it back again. Why? Well these partners get inundated with information
from you and from other companies that they partner with, and they’ve got a lot
of things on their plate. They don’t have a lot of time, with the exception of your
very very large partners, most of the rest of them, they don’t have time to go
through and sort through hundreds of pages of materials, fill out big forms,
deal with that level of complexity. So simpler is better, in many cases less is
actually more. As we present content to partners and certainly have places
where they can get more, but make that initial presentation, really make it as
simple as you can. Next we want to look at easy social
tools. So in particular we want our social automation tools. There are a lot
of great, or a lot of good at least channel marketing automation tools that
have good social components. We want to make those tools easy for partners to
use. But as important as the tool, is training, on how to get their entire team
engaged in social; and this is something we’ve got a great blog you can read in
detail about how to get your team to like and share content on linkedin in
particular, but on other platforms as well. We want to train partners on how do
we get their entire team engaged in the content, commenting on the content, liking and sharing
it via social. So that your content can be promoted to a much broader audience,
emanating originally from your social marketing automation tools. And, then
finally we very much want to pay attention to search and pay-per-click, we
want to collaborate with Google. As a company in the channel marketing
business, you want to make sure you’re collaborating with Google, so that you
can take key search terms, tie that back, align it your content, we know that
these terms fit with this content and we can bring that together with the
partners. We want to do that in a way that amplifies work we may be doing
directly and it doesn’t interfere with our direct work. But, that it allows our
partners to also invest their budget and similar type activities that can be
customized, really at the local level. So if you do all these things, it will help
you get your partner’s doing more with your content, leveraging your content in
more detail, and certainly leveraging some great marketing tools that you’ve
invested heavily in. So thanks for joining today. We look forward to
talking to you again soon.

About Ralph Robinson

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