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How channel partners in India are adopting online tools to drive business

Aritra Sarkhel | March 25, 2013
Channel partners don’t effectively leverage the Web to raise their company’s profiles and drive business. Here’s how to do it right.

For channel partners who want to test the video waters, it helps to know that there are multiple content types that are possible to convey with video. These include case studies, testimonials, and videos that promote a channel partners products, solutions and capabilities. Some, like video cases studies are harder to do, and the trick it to match what you want to get out of a video before you invest the time and money.

That applies pretty much for anything you decide to do online. No matter what you do online, its important to understand what youre doing and why youre using a particular tool to promote yourself and what you intend to get out of it, says Jalan at AMI-Partners.

For those starting out on video, among the easier content types to produce are video testimonials. Positive testimonials from customers talking about an SIs project capabilities, for instance, can go a long way in ensuring you make it on to a CIOs shortlist, as they scan dozens of other companies.

Thats what VDA Infosolutions has learnt. After the system integrator implemented V Blocks for a customer a couple of years ago, it ensured that it got customer testimonials on video and promoted it.

We got a lot of enquiries from other customers regarding the cloud and V Blocks, says Deepak Jadhav, director, VDA Infosolutions. This major project got us a lot more deals from other new clients. We got good business value and added mileage to our brand, he says.

For that project, VDA Infosolutions only got customer feedback post the project. But it helps, as the company learnt later on, to get the customer in front of a camera even before a project has started because it lends a sense of before and after.

Immaterial of the type of video a system integrator decides to create, they all need to take care of a couple of important aspects. First, the length of any promotional video should not be more than two minutes. Our target is 90 to 120 seconds, says Nagrajan. This allows the audience to grasp the content without spending too much time on a video.

Another best practice is to upload videos on a variety of sites including Youtube and Vimeo. You have to be present where people expect you to be present. If a prospective employee or customer searches for us on Youtube and were not therebut our competitors arewe lose out, says Mathur from Filix.

Finally, a well-produced video with quality content is of no use if its not equally well promoted. First, channel partners need to get those video links uploaded on their homepages. A good second step is to go down the social media route and promote videos on Facebook and LinkedIn. Social media sites get a large number of footfalls. We have individuals who visit our pages regularly and take interest in the videos we promote there, says Shah.


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