Channel partners can be a great asset to your business, driving traffic and sales in ways you may not have considered. Therefore, it is essential that you provide them with the tools necessary to help promote your product or service. Providing easily cobranded marketing materials for your channel partners makes it easier for them to quickly and effectively promote your product or service. This helps both you and your channel partner build a stronger relationships and maximize your collective efforts. Here are a few things to consider when creating your cobranding marketing kits.
Providing Branded Content Especially For Smaller Partners
There are many reasons for this, but one of the primary reasons is that many, if not most, partners do not have marketing experience, nor are they equipped with the appropriate tools and techniques to truly exploit marketing or even apply for the available market development funds.
Some types of cobranded marketing collateral include:
- Social Media promotions
- Podcasts and interview content
- Webinars
- Sales materials, including brochures, business cards, pricing sheets, battle cards, and newsletters
- White papers
- Co-hosted events
- Press Releases
- Case Studies
Keeping Consistent Branding
Brand consistency is how an organization delivers messages aligned with core values, brand promise, customer experience, and brand identity elements. Anyone can write blogs, social posts, eBooks, and other digital content, as it is a quick process. When creating this type of content, you want to ensure consistency so that people cannot create their own content about your company, even with the best intentions. Make sure your brand can easily be recognizable across any marketing channel and social media outlets. Consistency develops a cohesiveness of brand identity and a unified experience for existing and potential customers.
Hosting Product Solution Webinars
For a cobranded webinar, it is important to find a topic that utilizes each participating partner's expertise clearly and concisely. Make sure you record the webinar. Let each partner speak about their area of expertise on the webinar for a short time. You can even include a Q & A as long as all speakers are comfortable answering questions from participants without being able to prepare ahead of time. Edit the webinar, and then you will have something you and your partners can use for one or more of your cobranded campaigns.
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