3 Costly Mistakes Marketers Make That Are Easily Avoidable
Channel partner marketing is no walk in the park.
It’s as unpredictable as an earthquake, and as complex as a Calculus exam—but nonetheless—a strategy no company survives without.
Especially when you consider what today’s marketplace presents businesses with: An overloaded saturation of “look at me” content people have become innate to ignore, and willing to dismiss. But even in the most treacherous of times, channel marketers hold their heads high, throwing anything and everything against the wall, and seeing what sticks.
If your partner marketing efforts continue to produce the same ‘negative’ results, it may time to reevaluate your strategy.
Start by taking a good, hard look at how you approach channel partner marketing because even the smallest tweaks or modifications can make a drastic impact.
3 of the biggest mistakes vendors make when distributing content for channel partner marketing:
Missing the Target
Partners are focused on selling their vendors’ products and beat quotas. Because of this, their indirect marketing efforts have to take a back seat to free up time for sales activities.
Due to this limited time and resources, key marketing content provided by their vendors will not reach the end customers. In addition, the vendor’s have no method of tracking where and what materials are being shared.
As a result, both partners and vendors fail to hit the target when it comes to their marketing opportunities. Without a cohesive, “you scratch my back, I’ll scratch yours” approach, developing an effective channel partner marketing campaign becomes ever more challenging.
No Added Value
Modern-day channel marketers have become consumed with producing “advertisements,” instead of producing value. Your channel partners want to add value to their customer’s lives. However, vibrant and aesthetically pleasing advertisements don’t always do that. The focus should be on producing informative, relevant and educational content that entices your channel partners to spread the word.
With the birth of social media, companies had to shift their thinking and act faster than ever before. The ‘digital arms race’ that is today’s networking universe is a vast and endless struggle. As a result, companies are constantly scanning the virtual horizon for topical content and newsworthy information. Without a clear and concise strategy intact, or without deploying marketing material that’s tailored to each unique social platform—problems will enviably occur, and with problems come missed opportunities.
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