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Why are partners not coming to your portal?

7 min read By June 23, 2022 No Comments
image of a girl in a computer screen, she looks bored, on one computer screen we see a tumbleweed, behind them is a cable that has been unplugged, there are also some images of graphs.

Most partners work with at least 10 vendors. Imagine that each of these vendors has their own portal… Partners need to log in each time, check their tickets, and get familiar with new content. Count at least 15 to 20 minutes per portal. You don’t need to be good at maths to understand that this costs way too much time.

No surprise that only 5% of partners actively use portals. They would rather use their precious time to sell! And who can blame them? Sure, your partners lack time. But there are other reasons why they are coming to your portal.

We’ve identified 3 main recurring problems: irrelevant content, confusing portals, and lack of training. Read on to find out how to solve these problems.

Your content doesn’t speak to your partners

Partner portals allow your partners to find resources that help them be more successful. One of these resources is content. Partners visit your portal to get the latest marketing content from your brand.

What’s in it for them if you don’t manage to fuel your portal with relevant material? Not much. But definitely a reason not to visit your portal. How about turning your content into an extra motivation for your partners to log in instead?

  • Fresh content 

If you upload new content once in a blue moon, the chances that your partners will log into your portal are very scarce. Content marketing campaigns usually last around six months.

That’s way too long if you don’t launch multiple campaigns at the same time! Research shows that changing creative every 45 to 60 days is ideal. Let your campaigns run for longer and you might bore your partners and end-users.

Relax, coming up with new campaigns each week is not necessary. You can easily make a diffference, upload ready-to-publish social posts for your partners onto your portal for instance.

  • Co-branding

According to a recent study about partner marketing, content is important for 75% of partners. Now that you know that, how about involving your partners more in the content creation process? Or launching campaigns with other vendors to offer them more complete solutions?

Co-branding could be a solution to improve the quality of your content and to increase partner traffic to your portal.

  • Customization

Approximately 7,000 languages are spoken today. Looking at these odds, it’s very likely that some of your partners and end-users speak another language than yours 오래된 제품 주문 In case you don’t speak Korean, that means “Order our product”.

What’s the point of offering unreadable content to your partners? Customization is a must if you’re doing business worldwide. Offer your partners the possibility to select several languages or to translate content themselves!

Your portal is a maze

The image shows a series of interconnected mazes in computer screens

Partners visit your portal to fetch updates about your brand, view product releases, and the latest marketing campaigns, log sales, and so on. With so much information to render accessible, portals can quickly turn into a maze that will make your partners run away.

This is why it’s so important to have a well-designed portal with an intuitive interface and clear sections. Here are a few tricks to keep your portal organized.

  • Content classification

So very often, content is dispatched everywhere on the partner portals. This makes it difficult for partners to get their content calendar to work. They waste time finding the content, discovering which campaign it belongs to, and when it should be published.

Here’s a tip! Relate all of your content assets back to a specific campaign. This way your partners will know exactly what is published, when, and why. Adding a search filter so that users can directly find the content assets they are interested in is also a great way to save them time.

  • Automation

Partners juggle several vendors. This means several campaigns stretched over several portals. It’s hard for them to keep up with what needs to be done. Not to mention campaigns are rarely launched smoothly and on time.

Resulting in? Outdated content for your channel partners; potentially tainting your brand image and driving away end-users.

The solution? AU-TO-MA-TION! Your partners should connect their marketing and sales systems to the portal. That way, campaigns will be automatically distributed and real-time data collected. We call this the Partner Hub, check it out!

  • Mobile responsiveness

While some members of the team may use the partner portal via the web on a desktop computer, most partners will visit it directly on their phones. Yes. Your partners are always on the run. This is why your portal needs to be mobile responsive.

Allow your partners to access the main features of the portal anytime and anywhere: lead management, basic campaign reports, and training materials.

Your partners lack training

Image shows a person standing in front of a giant computer screen. On the screen we see a graduation hat, associated with education, and a series of graphs.

Many vendors fail to give the support their partners need. And that’s why over 80% of them don’t actively participate in the average partner program.

Simply sending your partners to a portal where they can do some training and find some marketing materials won’t cut it. if you want them to make the most of your portal, you’ll need to train them properly.

  • Efficient onboarding

Your partner onboarding experience plays a crucial role to keep your partners engaged. If it’s too long, too complicated, or as boring as watching paint dry, you can be sure your partners won’t come back to your portal.

Build your onboarding like a quest that they can complete, and most importantly, reward them for completing it!

The onboarding phase sets the tone for the rest of your partnership. Hitting the spot here means your partners will know how and why to use your portal.

  • Chatbot

Traditional phone support is time-consuming, it can become a hassle when your partners need information about a new campaign or help with a portal feature.

Chatbots can be helpful in these cases. They allow you to assist your partners instantly and avoid bothering them by waiting before they can speak to a human.

Here’s another added bonus! You can effectively support your partners in all languages. High-quality support will be duly noted and will encourage your partners to connect with you more often via the portal.

  • Help resources

Most vendors can’t offer 24/7 support. Also, some partners prefer to learn on their own rather than ask for help. This is why it’s essential to have training materials on hand.

Help resources come in many different shapes and forms: videos, how-to-articles, and tips embedded in your portal. No matter what you choose, just remember… It should be easy to find and understand!

Conclusion

A partner portal should be configured to properly represent your brand and deliver a streamlined flow of information to your partners. Only well-designed portals can offer your partners a great experience and ensure smooth communication between all the channel players.

In an increasingly competitive market, having a top-notch portal is non-negotiable if you want to be successful. Offering relevant content and training on a foolproof portal is how you’ll drive engagement in your entire partner base.

Audrey Senecal

Audrey Senecal

Audrey is a Content Writer at Channext. She started out as Customer Success Manager before switching to content. Channel intelligence, partner engagement and marketing are her favorite topics. Ideas about what you want to read next? Connect on LinkedIn.

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