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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.

Video links can also be carried on an OEMs site, just like VDA Infosolutions did. The company promoted some of its videos on an OEMs site, its own homepage, and on the customers site. Its a three-way promotion which gives us added mileage and raises our brand image, says Jadhav.

Create a Microsite

Microsites arent new but they are relatively popular. A microsite (also called a minisite) is like a website within a website. A channel partner, for instance, could have a microsite of one of its principles on its website. Microsites are also great for short promotions, in which the microsite looks like a separate website, complete with its own URL and navigation bar.

Allied Digital is currently working on a microsite with an OEM and plans to showcase the principals products and Allieds solutions together. We are jointly going to deliver the solution to the client and so we are promoting this objective together. We will promote the microsite using targeted e-mail campaigns and EDMs, which will contain information and a link re-directing the customer to the microsite, says Shah from Allied.

Allied Digital reports that it has been able to generate a lot of leads through such promotions and uses a dedicated internal team to create its microsites.

A microsite can be a single page, or multiple pages with add-ons including flash-based promotions or links to other case studies and whitepapers. Microsites generally fall into three types: The system integrator themselves build it using their own man power and investments. The other type deals with microsites built in joint collaboration with vendor and an SI. The third type of microsite is built in joint association between an outsourcing agency which handles the technical part of the sites design and the SI who provides the content.

Mumbai-based InfrasoftTech, too, had used microsites to promote wealth management solutions differently. It also used microsites successfully to market its move from a product company to a services-based organization. (Each new service it offered had its own microsite.) We used our own money and without making physical contact with so many prospective customers, we were able to generate a lot of leads irrespective of location, says Hanuman Tripathi, group MD, InfrasoftTech.

Use Blogs

Blogging and marketing is more or less the same thing. Both are required to circulate information to an audience. Channel partners in India have used this medium frequentlyoften ranging from twice a week to once a month. Omnitech InfoSolutions uses blogs to share information with employees. We send out links to blogs twice or thrice a week to our database. It generally contains information about the organizations activities or news related to technologies we deal with, says Mitra.


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