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Channel Acceleration: Why Video Marketing is Your New Secret Sauce

Hello, channel friends and fellow devotees of go-to-market magic. I’m here to provide some unsolicited advice, and before you hit the “close tab” button—trust me, this one’s worth sticking with!  

Why? Well, because today I am talking about video marketing. And not just video marketing; I’m discussing the type that can make your channel business go from merely “existing” to utterly “thriving.” There’s never been a better time to leverage video marketing for channel partners, especially in the technology and communications sector. So, grab your coffee, or in my case, an intricately brewed herbal tea, and let’s dive in. 

The “Why Now” 

Let’s address the elephant in the room: why the heck is now the opportune time for channel partners to hop onto the video marketing bandwagon? For one, video content has seen an exponential rise in consumption. Thanks to platforms like YouTube, Vimeo, and even LinkedIn, video has become the content du jour for professionals and consumers alike. Cisco forecasts that by 2022, online videos will make up more than 82% of all consumer internet traffic, a staggering 15 times higher than it was in 2017. 

The pandemic has fast-tracked this trend, catapulting video into the mainstream as the preferred means of communication. Your target audience is already well-accustomed to consuming video content, be it a tutorial, webinar, or even meme videos. As we say in the tech world, “Adapt or get left behind.” 

The How-To Guide: Video Marketing Edition 

Embarking on a video marketing journey isn’t like a weekend DIY project where you can wing it. Precision, my friends, is key. 

Step 1: Define Your Objectives 

This is where you ask yourself the existential questions: Why am I here? What’s the purpose of life? Kidding. This is where you outline your goals. Are you looking to drive awareness, increase leads, or showcase your product’s USPs? For example, if you are looking to drive a product, then the goal of your videos would be to make your audience visualize themselves successfully using your product or service. This is known as an idealized product ownership video in my world! Your goal is to have a prospect envision having, using, and benefiting from your product!  

Notice that I didn’t say the goal was to show them feature after feature – that’s not how video really works! In fact, there’s a reason that 88% of marketers report positive ROI with videos that demonstrate and connect with a person or business “owning” the product. It’s because these videos can explain how a product works and trigger emotions in ways that a product description can’t. So showcase that objective in the right light to win! 

Step 2: Know Your Audience 

Don’t just target “everyone with a pulse.” Be specific. Are you speaking to CTOs, IT managers, or perhaps the elusive but increasingly influential tech-savvy business leaders? Look at the type of videos your ideal audience is watching. Are they short-form and inspirational? Tactical and practical? A learning series or one-off topics? When you know your audience, it helps you to pick the right video strategy goals.  

Step 3: Content Ideation 

Once you’ve had your moment of existential crisis and subsequently defined your goals and audience, it’s time to think of content. Educational webinars, product demos, and customer testimonials are timeless classics. Craft a content plan for your videos. Pick 1-2 key topics, match them to your ideal audience and goals, and then create your content strategy. To fast-track this, try listing out ten episodes of videos that would appeal to your audience and your goal and then the content that would be needed. 

Let’s say, for example, you are an MSP who offers localized support for SMBs who struggle with technology for their business. Your topic list might look like this just off the top of my head:   

  1. Is your business struggling to find staff? Here’s how Tech can help 

  2. Is your business’s technical debt impacting your growth, and just what is technical debt?  

  3. Why your nephew or friend’s kid isn’t the answer to your tech needs  

  4. What are the top 3 tech innovations every SMB should be using? 

  5. What is the risk to SMBs of a security breach or hack? 

  6. How do you empower employees to avoid a security breach? 

  7. Does having an IT provider save your SMB time and money?  

  8. What are the hottest new mobile technologies for small businesses? 

  9. Where are small businesses wasting money on technology  

  10. How do you know your SMB is ready to upgrade technology... And so on...

Based on all this, here’s a great example of a content strategy that focuses on electronic tutorials for DIY techies and really hits the mark with some of their videos.

There is a reason his videos get thousands of watches and millions of followers – because they are engaging for the audience who watches them. Now, you don’t need to produce this level or quantity of videos, but you do need to learn from this – know your audience and create content they will enjoy and follow.   

Step 4: Production 

High quality doesn’t always mean high cost. Smartphones today are incredibly powerful, and with a few additional accessories, you can shoot something that’s not just watchable but shareable. Consider a Video Kit such as this one as a simple, affordable way to improve your quality.   

Step 5: Distribution 

Pick your poison—YouTube, LinkedIn, or perhaps an exclusive portal for your partners? The medium is as important as the message. Remember that your videos need to be seen to have an impact, so you will need to put some effort into promoting your distribution channel(s). 

Step 6: Measure & Tweak 

Rinse and repeat. But before you do, measure the results. Look at metrics like view counts, engagement, and, most importantly, conversion rates. Track the leads that come in and edit your strategy as needed.  

Real-world Examples & A Dash of Humor to Close Us Out 

So, what makes a great video? Let’s look at Slack’s product tutorials, for instance. They’re simple, straightforward, and leave no room for misunderstanding. No flash, no pizzazz, just a well-explained solution to a problem that their software solves. It’s like having a conversation with the most straightforward person you know—no nonsense, just facts. 

On a lighter note, have you ever watched a video so boring that you felt your soul leave your body? The key takeaway here is to be engaging but not overly flamboyant. A little dry humor never hurts anyone. Imagine a video that showcases how your channel partnership can make IT management as smooth as a hot knife through butter. Add a cheeky comment like, “Because the only thing you should be struggling with is explaining to your family what exactly you do for a living.” 

In summary, channel partners, the universe is screaming (in a dignified, professional tone, of course) that it’s high time to invest in video marketing. So, what are you waiting for? Lights, camera, and go seize that ROI!  

Looking to learn more? Head to to learn more about how our team can help you get started!  



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