There’s no shortage of arguments for and against paid vs. organic traffic. They both have advantages, associated costs, and expected outcomes (when done right). For Channel Partners considering PPC for their Channel Partner marketing strategy, it can be frustrating, time-consuming, and daunting to learn the nuances of PPC. However, if they execute a marketing strategy for PPC before fully understanding where to begin, it can be an enormous waste of money.
Channel Maven Blog
The Channel has shifted significantly in the past few years. Channel Partners are working with multiple Vendors; end-users are driving digital transformation, and customers want business outcomes instead of solutions. In addition, new IT channels are cropping up across the landscape as S-a-a-S and other as-a-service Vendors enter the market with always on, from anywhere, cloud-based platforms to address user pain points.
As Twitter says, “You are what you Tweet.” Sad but true; more than one reputation has been built or destroyed in 140 characters or less.
Channel Partners are pulled in many directions. They’re working with multiple Vendors across many solutions, tending to the needs of their customers, leading a team, and driving their business towards success; which usually means revenue growth. On the flip side, Vendors are vying for Partner mindshare and doing everything they can to make programs simple and profitable in hopes their Partners go to market with them. That’s today’s Channel.
IT Vendors dedicate considerable resources to writing, publishing, and maintaining Channel Partner blog platforms. The topics range from solution updates, to portal asset additions, to news and launches, to upcoming events (on and offline), and more. All of which is valuable information to help Partners grow their businesses alongside your solutions… when and if they actually engage with and read the content. Sadly, there are over two million blog posts published online every day and of the published B2B blogs, anywhere from 60 – 90 percent go unread.
Historically, Twitter has been a dynamite platform for driving traffic to websites, building awareness, and generating demand. However, recent algorithmic changes altered that so, if your Channel Partners are experiencing significantly diminished engagement metrics, there’s good reason and they’re not alone. We’re all suffering.
Channel Maven Consulting welcomes Larry Walsh, CEO of The 2112 Group, for this enlightening episode of #CMCtv. Here, Heather K. Margolis, Channel Maven’s CEO, and Larry Walsh discuss the horizon of The Channel. Specifically, what is in store for Vendors and Partners over the next three years.
Twitter is one of those love-it-or-hate-it social platforms. It can be time consuming and confusing but historically it’s been a significant driver of traffic to websites, which impacts SEO and Search Engine rankings. We love that part - but lately, Twitter’s been noticeably sluggish, engagement is more difficult to come by, and followers don’t stream in like they used to.
We’ve all done it. You get into a rut communicating to Partners; the same old email here, the same stale newsletter there. Unfortunately, what happens is a global tune out of your entire Channel. Why should they care when it feels like you don’t?
This morning I pulled out my back. Stay with me, this will make sense for the Channel, I promise. If it doesn’t I’ll blame the muscle relaxers, but stay with me anyway.
I pulled out my back, like walking bent over and not able to pick up anything more than my laptop and immediately sought help from a few resources. Namely a chiropractor, massage therapist, and physical therapist. All of them said, “Well, you need to make sure your core is solid before you do anything else.”