How Vendors and Distributors Can Strengthen Partner Engagement with LinkedIn
For IT distributors and vendors in the UK, engaging Partners effectively has always been the key to success in the Channel.
But in a world where decision-makers are bombarded with messaging and content, finding ways to stand out and strengthen those all-important relationships can often feel like an uphill struggle.
Partner Engagement: it’s time to think creatively
LinkedIn’s recent report highlights a crucial shift: creativity and emotional connection are driving better ad performance and engagement. The report demonstrates that campaigns that take on a more visual approach, use bold messaging, or lean into emotional storytelling consistently perform better than “traditional” B2B approaches.
These insights offer a roadmap for distributors and vendors looking to create more impactful marketing campaigns that resonate with their Partners on LinkedIn. We’ve pulled together a few practical ways you can apply LinkedIn’s findings to drive stronger engagement:
Ideas to increase partner engagement:
- Make creativity the cornerstone of your campaigns
To capture the attention of your Partners, move beyond generic messaging. Experiment with taking a bolder approach, unconventional angles or even humour to engage your partners. Consider focussing more on storytelling and sharing narratives that inspire, moving beyond product specs and features.
- Experiment with different types of content
Whilst static posts have their place, they can get lost in busy LinkedIn feeds, so experiment with different formats like videos, document ads or carousels. Video ads can be particularly powerful at conveying complex ideas in a digestible format and are the perfect deliverable for showcasing Partner benefits or case studies in a more engaging and memorable way. - Shine a spotlight on partner wins
Public recognition matters. Celebrate your Partners’ achievements with shout-outs on LinkedIn or create campaigns showcasing what’s possible when working with you. Focus on the outcomes that matter to your partner network and make sure you use visuals, data, and testimonials to demonstrate your commitment to their success. Not only does this inspire loyalty, but it also motivates others to engage more.
- Embrace emotional appeal
Ads with humour, empathy, or an inspiring message can make your brand memorable and relatable. Use language and visuals that resonate with your partners challenges a and aspirations. A well-crafted story showing how a Partner grew their business with your support can go a long way. According to LinkedIn research – Creative ads with an emotional appeal can increase engagement by over 20%, making them more memorable and likely to drive action from your Partners.
- Provide useful resources
Sharing helpful content like guides, whitepapers, or case studies can help position you as a trusted advisor. It’s a great way to start meaningful conversations and support your Partners’ growth.
- Drive action with clear CTAs
Whether you’re promoting a Partner programme or co-marketing opportunity, make sure your call-to-action is clear and direct. For example, encourage Partners to sign up for a webinar, download a resource, or book a one-on-one session with your team. - Encourage interaction with Polls and Q&As
Encourage participation with LinkedIn polls or Q&A sessions, this creates ongoing dialogue and provides insights into their needs.
Why LinkedIn works for partner engagement
LinkedIn is a natural fit for engaging the Channel. It’s where businesses connect, and Partners are already there looking for opportunities, insights, and support. By aligning your strategy with LinkedIn’s best practices, you’ll not only increase awareness of your programmes but also build stronger, long-term relationships with your Partners.
Creative ads don’t just improve perception, they drive measurable engagement. LinkedIn’s research shows that decision-makers are more likely to interact with ads they perceive as creative, spending more time viewing and engaging with them.
Take advantage of LinkedIn’s powerful analytics tools to help you gauge the impact of your creative efforts with your partners. These insights will allow you to refine your approach, tailor your messaging accordingly, and ensure your efforts are delivering maximum impact. Leveraging data in this way helps you stay responsive to Partner needs and continuously improve the effectiveness of your engagement strategy.
Common Mistakes to Avoid
When it comes to Partner engagement, some common pitfalls include inconsistent communication, a one-size-fits-all approach to messaging, and neglecting to show tangible value to your Partners. Failing to leverage data to inform your strategy can also limit your effectiveness. Avoiding these mistakes ensures your efforts resonate with your audience and drive meaningful results.
Looking to elevate your partner engagement?
At ResourceiT, we specialise in helping Vendors, and Distributors drive real results in the Channel. From LinkedIn campaigns to full Channel engagement strategies, we’re here to help you strengthen your Partner relationships and get measurable results.
