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Relayware Partner Relationship Management

Social Channel Marketing and Re-Marketing Best Practices

Posted on November 7, 2012 by Ken Snyder


In an ideal world, the members of our indirect sales channel would engage with us, our brands, and their network of professional connections on a much more regular basis.  They would do so with their mobile devices and social media rather than via email blasts and lumbering through partner portals.  They would take action on interesting vendor communications instantly and easily from wherever they are.  In other words, together you and your resellers would be fully immersed in social channel marketing behaviors!

Here are a few tips for understanding the psychology of your audience as you develop your social, mobile channel marketing strategy:

What might prevent the indirect sales channel from participating or engaging in your social channel marketing strategy?

  • Not sure of rules/boundaries
  • Objectives are unclear
  • They don’t know what to say
  • They’re afraid to say the wrong thing
  • If they do know what to say, they’re not sure where to say it
  • Not easy enough to share

What’s in it for the indirect sales channel if they DO participate in your social channel marketing strategy?

  • Connect quickly
  • Build their reputation
  • Build trust
  • Convey thought leadership
  • Mimic behaviors they use in personal lives on devices they use in their personal lives (shorten the learning curve)
  • Receive instant recognition/gratification/feedback
  • Easily/regularly associate themselves with your brand
  • Improve visibility
  • Reduce reliance on emails
  • Transparency
  • Consume and distribute in more digestible chunks
  • Participate in an environment where partners CHOOSE to be active


What strategic messaging is the indirect sales channel interested in receiving, sharing, and collaborating on?

  • Product releases
  • Mainstream news articles
  • Industry news articles
  • Industry blog posts
  • Press announcements
  • Infographics and statistics

Clearly communicate the rules and benefits of engagement to your indirect sales channel.  Give them the flexibility to choose when, where, and how they engage as each situation fits their unique image and what it is that they want to be known for.