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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.

Blogs are mostly focussed on the client and market requirements. The belief is that original content in blogs increases brand awareness, improves SEO, enhances engagement with existing and potential clients, and referral partners. Blogs are a way of establishing ones professional credibility and allows value addition to my subscribers, he says.

But all said and done, the flavour of each blog irrespective of its frequency has to be appealing to the targeted audience.

Newsletters and EDMs

Both newsletters and targeted electronic direct mailers (EDMs) are cost-effective options which SIs use extensively. The use of these tools is simple, but its important to promote the right content to the right customer base, says Kapoor. For the most part, they are used to promote customer case studies, events, and whitepapers. While newsletters are only sent upto three times a month, targeted mailers are shot out twice a week on average.

The success rate of targeted EDMs is far higher than mass mailers. Mass mailers are sent to an entire database, irrespective of geography and vertical, but as has been observed, it is often ignored by the targeted audience.

Other e-mail marketing campaigns tanked and hardly generated a percentage response. But when we sent targeted EDMs and mailers to a select audience, we saw good response at around 12 percent, which is huge for event marketing, says Mitra at Omnitech.

Its important to break down your database by geography, vertical, and technology before sending out newsletters and EDMs. We send newsletters which contain information on new technologies, white papers, or links to case studies only once every quarter. Its worth the exercise, says Jadhav at VDA Infosolutions.

Theyd be better served if they ensure greater frequency. Thats according to Kapoor at Samsika Marketing Consultants. System integrators should choose a tool they can competently manage so that they can update it regularly. Its important for SIs to make interactions a regular phenomenon, he says.

Try Out Social Media

Social media is a much abused word. Over the past couple of years channel partners have not done much in this arena except for ensuring a basic presence on sites like Facebook and LinkedIn. SIs use their pages to promote microsite-related links, case studies available on their websites, and videos from Youtube. For many, it remains a trial-and-error proposition.

Many organizations are attempting to adapt social media into their business sensibilities by extracting suitable bits from their popular personal-networking avatar. We have experimented with these media, but the next financial year will see us using it in a comprehensive manner. We will try and execute more campaigns on LinkedIn, and hope to get more leads and clients from it, says Verdes at Frontier Business Systems.


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