January 24, 2023

5 Ways to Attract More Channel Partners

Unlock the potential of your inbound channel partner recruitment strategies with these 5 easy steps.

attract-channel-partners

How can you get channel partners to view your program like they would the last piece of cake at the party?

I mean, we already know channel partners are the apple of vendors' eyes. With their help, you can expand your product offerings, drive revenue, and build customer loyalty.

Investing in the right channel partner will give you the edge you need to take your business to the next level and ensure you're always getting the most out of every opportunity.

But how do we get them to feel the same way about what we have to offer?

Companies must devise strategies that will draw in the most qualified channel partners—partners who maximize their access to new markets, increase their profits, and enhance the customer experience.

Here are five ways to attract more channel partners—all without breaking the bank!

Outbound vs. Inbound Channel Partner Recruitment 

It is essential to understand the various types of recruitment processes and which is most suitable for your business to ensure success in your search.

You have two options: outbound and inbound recruitment.

Outbound recruitment involves taking the initiative and actively seeking out potential partners, while inbound recruitment requires you to create interest through various channels, such as valuable content or campaigns.

Remember that all require you to first have a strong grasp on your ideal partner profiles. After all, you don't want to end up with a partner who isn't quite right for you!

Both have upsides and downsides, so it is best to research which is best for your company.

Outbound 

Outbound recruitment is a great way to get the ball rolling and start building relationships with potential channel partners.

It is all about doing the hard work of getting in front of potential partners, rather than waiting for them to come to you. You can reach out to them directly, introduce your business and program, and explain why you think they would be a great fit for your program.

Outbound recruitment can also help build trust and credibility with potential partners, demonstrating that you are willing to invest in their success. This investment in them will be seen as a sign of commitment and respect, which can lead to a long-term partnership.

The downside of this strategy is that it takes time and effort, meaning that you will need to pull time and resources to see it succeed.

So, how can you ensure your efforts stand out from the pack?

Here are some tactics that can help you. Use these to experiment, explore, and see what works best:

  • Be creative with your outreach: Think beyond emails and cold calls for effective engagement. Consider producing a tailor-made video message or producing an interactive website that draws potential partners in and encourages them to learn more about what you have to offer.

  • Leverage social media: Tap into the power of social media to make meaningful connections with potential partners. Utilize platforms like LinkedIn, Twitter, and Facebook to start conversations about how your offerings can help them reach their business objectives. You can also showcase data-driven content that spotlights recent successes or industry trends, illustrating how joining forces with you could be advantageous for them!

  • Showcase your commitment: If you want to show your commitment to a potential partner, why not sweeten the deal with some incentives? 

Possibilities include discounts on services rendered over prolonged periods or exclusive sign-on bonuses for early adopters. These are sure to pique the interest of prospective partners as they’ll gain greater value out of the deal.

One thing to remember though: no matter what tactics you use with outbound partner recruitment, always be sure to remain professional and courteous. 

This will help you build trust and credibility with potential partners, making it easier for them to say yes!

Inbound 

Then there's inbound partner recruitment, which is a more passive approach. Which requires careful planning but isn't exactly geared toward cold outreach.

With this approach, you can generate content that puts your business on the map and draws in potential partners without lifting a finger. Although it may take some time, it is an excellent way to build relationships with partners who already have an interest in your business.

In fact, it is the main focus of this article. One can be clever and creative when weaving a network of partnership prospects.

For example:

  • Content, content, content: Content sharing is the first step, from blog posts to eye-catching videos and podcasts. Don't be shy about utilizing social media platforms to share your content and foster relationships with prospective partners.

  • Connections are powerful: Main partner influencers in your niche can be a great asset too. Cultivate relationships with influencers in the partnership community and get them talking about your partner program. Participate in webinars to demonstrate your expertise while also building relationships with potential partners who may be in their networks. It is an effective way to expand your reach and increase awareness of your partner program.

  • Offer something that will make them want more: Recruiting partners to join your brand's network has tremendous benefits that go beyond just offering discounts. Show potential channel partners the long-term growth opportunities they'll have access to when joining your program by highlighting partner successes, as well as any promotional activities.

Additionally, having a comprehensive partner onboarding process complete with training resources and continual communication will make partners feel like valued components of their new partnership.

Remember, there is no limit to the potential of a successful partner recruitment strategy when done right.

How to Attract Channel Partners to Your Program

Now that we've established the primary focus of this article is inbound partner recruitment strategies, let's get you excited about a few more ways to attract channel partners to your program!

Have a Well-structured Program

If you want to create a channel partner program that is brimming with success, it needs to be tailored to perfection!

To start, when creating your program, identify which types of partners make sense for your business and list the benefits they will receive.

reseller-partner-program-example-kiflo
Easily build rewards, benefits, and requirements for each tier of your reseller partner program in Kiflo. Partners will automatically see the applicable information in their customized partner portal.

Lay out expectations and set ground rules that everyone must follow. Create easy-to-digest guidelines so your partners can understand what they need to do at every stage of the partnership.

It may be useful to create milestones and benchmarks along the way so you can track progress, celebrate successes, and correct any problems that arise.

With the right mix of people and structure, you can ensure that your program resonates with potential partners and increases its reach.

Offer Appealing Incentives

Next, as mentioned above, are incentives.

If you want to take your partner program to the next level, it's time to sweeten the pot for potential channel partners.

kiflo-rewards-incentives
Build unique rewards and incentives for each type and tier of partner in Kiflo.

Think of it as offering prizes for participating in a show; you need something enticing enough to draw people in, and the same principle applies here.

For example, offer significant discounts on products or provide long-term loyalty benefits such as access to exclusive offers or promotions. You could even surprise your customers with an occasional free product or store credit—after all, a surprise can go a long way.

Partners often get tired of the same old boring things, so being creative with your rewards and incentives can help you build relationships with key partners in your program and attract new ones. This could include things like Marketing Developing Funds or Partner Marketing programs.

Create a Killer Application Page

Next, you should create a captivating partner application page that highlights the benefits of your partner program and help it stand out from the competition.

You accomplish this by developing an application page with an excellent and seamless user experience, which is critical for attracting potential partners who may eventually become permanent.

So, any hiccups or snags should be avoided at all costs.

It must provide clear directions, be simple to understand, and ensure that navigation is intuitive and content is engaging, in addition to providing regular updates on current offers and promotions. It can also include the logos of current partners to help establish credibility and authority.

All these elements can help you create an attractive and persuasive online application page that will wow potential partners.

Be Present

Being present in the partner industry can be a game-changer for you, but you can't just expect people to know you exist if you don't make any effort. You need to be there and show that you belong.

Not only will this help increase your visibility and credibility, but it could also potentially bring about unexpected opportunities for collaboration and growth.

Here are a few tips to get you started: 

Attend Conferences

Go to conferences, partner expos, and as many industry-related events as you can. These can have major benefits for your partner program.

You will have the chance to make connections with potential partners, answer their questions about your program, learn more about trends in the industry, and build brand recognition by sharing information about your company.

saastr-2023
SaaStr Annual is one of the biggest yearly conferences for SaaS professionals.

Lastly, at every conference or event you attend, make sure to bring plenty of business cards and collateral materials with you.

Networking Tools

Networking tools are the perfect way to stay connected with potential partners. Keep your finger on the pulse of what's happening in the industry and make sure you're always top of mind!

How?

Staying active on social media platforms like LinkedIn, Twitter, and Facebook, as well as partnership communities and Slack channels, is a great way to keep conversations going with potential partners from all over the world. Plus, you can use targeted ads to get your offer in front of people who are already interested in what your partner program has to offer.

With these tools, you'll be able to stay connected and stay ahead of the competition!

Webinars

Participating in webinars is a great way to draw in potential partners and keep them in the loop about what's happening with your business. Show off all the amazing features, benefits, promotions, and even user success stories that come from using your program!

kiflo-roundtable-partner-recruitment
Join Justin Zimmerman & Martin Scholz on February 7th at the Kiflo Roundtable—real events where you can ask real questions to partnership professionals.

Partner-Up

Lastly, don't forget to explore the possibilities of teaming up with influencers and other businesses that offer similar products or services. Collaborating with these entities in a partner marketing campaign can help you reach a wider audience and increase your brand's visibility.

Who knows, you might just find the perfect partner to help take your program to the next level.

All in all, do not miss out on any chance for you or your business to be seen.

Give Value to Partners

When you give value, you open up a world of opportunity.

Sharing value with potential partners helps to unlock hidden potential and elevate the success of your program.

Here's how to start.

Giving value to partners can take many forms, but one of the most effective is to provide them with marketing materials and strategies to help them promote your products or services in their local or regional market. 

For example, you can provide powerful tools to partners such as eBooks, infographics, videos, podcast episodes, and webinars—all of which are excellent for spreading the word about your company and program.

Creating networking opportunities for members of your partner program is another way to give back and foster a sense of community. 

It will allow them to connect meaningfully, share their knowledge and experiences, and learn from one another.

Finally, keep your channel partners informed of any shifts within their target markets; this will keep them one step ahead.

When it comes time for potential partners to decide whether or not to invest in your partnership program, having access to this type of insider information can be a game changer. It's like having the success cheat codes!

Build trust and you'll see progress. Give value, and watch potential partners come a-knocking.

Next Steps

So, what happens after you have attracted the channel partners you want?

Well, then comes managing the program, and that is where we come in.

With Kiflo, you can kickstart an amazing partner program that will have all your channel partners singing your praises.

Our features take the hassle out of managing your partners, so you can sit back and relax as your program grows. 

With our all-in-one solution, you'll have more partners, increase their performance, and reward them accordingly—what else could you ask for?

Ready to attract more partners? Let us help.

Let's do it!

Frequently Asked Questions (FAQ)

What do channel partners look for in programs?

Channel partners look for programs that offer strong incentives, rewards, and support. They also want value-added services such as training materials and marketing materials, as well as to work with a company that is as interested in their growth as they are in yours.

Why is my program not attracting partners?

If your program is not customized to meet the unique needs of potential partners or if you are not effectively articulating the benefits of your good or service, partners may not be drawn to it. Additionally, you might be focusing on the wrong partners or not offering them enough incentive to partner with you.

How to scale inbound channel partner recruitment?

To scale inbound channel partner recruitment, focus on marketing and lead generation activities, build relationships with existing partners, and use multiple communication platforms and marketing tools.

How to scale outbound channel partner recruitment?

To scale outbound channel partner recruitment, it is critical to develop targeted messaging that addresses their specific needs, leverage personal relationships, and employ a multi-tiered approach to reach a larger pool of qualified leads.

Where can I find channel partners?

Potential channel partners can be found through industry connections, networking events, and referrals. You can also reach out to potential channel partners via online channels such as social media or email.

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