5 Tips to Improve Channel Partner Lead Generation

Online marketing is unique for each business. For large businesses that rely on channel partners to sell and distribute products, the online marketing process can be a challenge. With many channel partners across multiple locations, how can a business make sure that partners have the leads they need to help grow the business?

In a recent conversation with a channel marketing manager I was asked, “What can I do now to get my partners and resellers found?” As with many channel marketing managers, their time is very constrained, but the need to do more lead generation for their resellers is ever present. Additionally, they often talk about how their resellers do a great job once someone is introduced to them, but often their own websites are not helping them bring in new leads. After asking me that question, she said, “I wish I could just give them a few tips to get them started in Inbound Marketing and getting website traction”

5 Tips For Channel Partner Lead Generation

1. Identify Longtail Keywords -  Find 10 keywords that are in the longtail for your services or products and provide them to your resellers and partners to use.  Keywords need to be used in a consistent way on each webpage in the page title, the URL, the page headers and text. By doing the background research and providing a starting point, your partners or resellers can quickly optimize their pages.

2. Provide Partners with Lead Generation Offers -  Create an offer such as a ebook or webinar that can be downloaded or accessed from each partner’s website. Maybe your company provides security software and you have a tool that does a quick, free sweep of their network to test for vulnerability. Another option would be to offer a free assessment that will help prospect better understand which product offering best fits their needs. By creating these downloads, you are giving your reseller network an offer they can give visitors that come to their websites.

3. Create a Landing Page Template - Create a standard landing page that every reseller can put on their main page of their website to both capture lead data, and provide an offer. 70% of visitors to a website are in the “early stage” of buying. They are not ready to purchase, but are starting to investigate. Instead of having them visit your site and then “drive on”, give them an offer in exchange for collecting some of their information, even if it is just an email address. This will allow you to stay in touch with them via email offers or turn over the lead to your sales team for qualification and follow up.

4.  Develop An Email Template and Campaign - Email is an important part of the lead generation mix. Create a great email marketing campaign with an offer that each partner can send to new leads. Maybe it is a free assessment of a website, or an opportunity to attend a free consulting session. This campaign is to help move leads further down the funnel and to help increase a partners lead-to-customer percentages. Often channel managers have the ability to give marketing funds for offers, so why not provide them the email message to use as well.

5. Share Partner Successes -   If one of your partners is finding an offer is converting leads well or a free assessment is leading to more business in the door, let the network know! Inbound marketing may be new, but closing a deal is well understood and anything that drives more business to one partner will help the overall brand and network as well. Share the success!

What have you done to help improve inbound marketing for your channel partners?

Photo Credit: brackenb