4. KNOW YOUR PARTNERS’ TARGET CUSTOMERS
Even channel partners with the most potential might not be the right fit if your product doesn’t appeal to their core customer base. Newly recruited channel partners need to know that working with your company will establish a mutually beneficial and profitable relationship, which means you need to know who their customers are and whether a partnership makes sense. Otherwise, marketing to their business connections will be next to impossible.
5. BUILD YOUR PRESENCE ON PUBLICATIONS AND CHANNELS WITH WHICH YOUR IDEAL PARTNERS REGULARLY INTERACT
Prior to this step, you laid the groundwork for your program and crafted messaging designed to address candidates’ main priorities. Now is the time to shine a spotlight on your brand and channel offering!
Identify which social media channels your ideal partners are likely to utilize and nurture a presence through regular engagement. This strategy doesn’t only pertain to your company’s social profiles, but your leadership’s as well. The goal is to start dialogues, build perceived authority, and slowly cultivate relationships. Don’t make the mistake of using social media solely to promote yourself and channel program.
Take your promotion one step further by considering what publications your ideal candidates trust. Guest podcasting or contributing an article to strategically chosen outlets can significantly boost brand awareness amongst targeted decision-makers.
Similar to the above, don’t shy away from establishing an industry presence through networking. Whether you are the star speaker at an event, operate a booth at a conference, or shake hands at a happy hour, each interaction puts a memorable face to a company name.
Your efforts to foster industry connections should lead to more prospective partners finding you rather than vice versa. Plus, when you do want to advertise your partner program, candidates should be much more receptive to your recruitment efforts.
6. CREATE “FOMO” BY PROMOTING EXISTING PARTNERS AND CASE STUDIES
We’ve all heard the phrase “show, don’t tell.” Take this idiom to heart by promoting partners on your website, co-branding joint materials, and celebrating their successes on social media. Most importantly? Case studies!
Such strategies bring attention to your channel and demonstrate to others the types of rewards that they could enjoy. Additionally, they keep current partners engaged.