1. Provide education to your channel partners
Your partners’ marketing knowledge is one of the most important drivers of channel marketing success. However, as busy small business owners who often wear many hats, many partners lack the time to actively seek out the latest local marketing trends and independently learn how to implement them into their own strategy. Local marketers have a growing number of choices about how to allocate their marketing budget and may not understand where their dollars are best spent. Despite their need for support, 78% of channel partners do not feel the corporate brand is fully committed to the marketing program they provide. Still, 83% of channel partners reported that they want to learn more, demonstrating a huge opportunity to increase their marketing competency.
To better support channel marketers, provide education and guidance to build confidence in their ability to make smart marketing decisions. Alternatively, provide a highly structured program that takes the guesswork out of planning, creating assets, and spending marketing funds efficiently. By fully committing to your brand’s channel marketing program, you can equip partners to market your brand effectively within their local community.