Social Media Made Easy for Cable Channel Managers

© 2018 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg
For Cable ChannelManagers

AngelaLeavitt
Founder& CEO
• 15+yearsofsales&marketing
• 3 yearsas headofmarketingforTelesphere
• EveryChannelShowsince 2008
• SpeakerofChannel Partners,ITExpo,CompTel

V
Who is Mojo?
V
Telecom, IT, and
Cloud Only
Have helped dozens
of carriers, agents and
VARs improve their
revenues and branding.
We have
LOTS of data
on what
works

Some of our past and present 200+ customers
Who’s working their mojo?

Agenda
PART 1:MarketingLandscape
PART 2:Socialmediastrategy
PART 3:LinkedIn
Q&A

Remember when...?

Welcome to theInformation Age

Thosewerethedays!

Fast Forward to 2018

Email in 2018

2018 Google

How doyoumake buying decisions
today?

How do we make decisions today?
Blogs Articles
Consumer
Guides
White
Papers
Case
Studies
Videos
Infographic
s
News Podcasts
#1: We research…online.

How do we make decisions today?
#2: We ask our social
network for a referral.

Welcome to TheConnection Economy!

Information Age Rules
• Spamming cold lists worked well
• So did cold calling
• Numbers game
• Biggest muscles would win
• Online gimmicks & tricks could work
• “Sprinters” could do well

Connection EconomyRules
• Thought leadership reigns
• Prospects are educated intoyourfunnel
• Building a “tribe” orfan base is essential
• Reviews, referrals,testimonials =$$
• Specialists &niches rule
• Strategic partnerships areinvaluable

Connection EconomyRules (cont.)
• Giving, giving, giving is the principle
• Peoplearejustas important than the
brands they represent
• Be human. Be helpful.
• Fewer sprints, more marathons
• Your value = YOUR RELATIONSHIPS

What the Experts are Saying…

Sales & Marketing Have Changed
TheOldWay TheNewWay

Don’t believe it? Here’s proof
Source: CompTIA “Considering the New IT Buyer” May 2017
IT DECISION MAKING PROCESS
Consult with
multiple vendors /
3rd parties
Research & finalize
decision on own
before dealing with
seller
Rely entirely
on 3rd parties

According to B2B Marketing Exchange2018

© 2018 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Source: DemandGen “2016 Content Preferences Survey Report”
Content types used to makedecisions in the past 12 months
(in percentages)

© 2018 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Source: DemandGen “2016 Content Preferences Survey Report”
Most valuablecontentviewed duringthe decision-makingprocess
(in percentages)

Goal:yourmarketingattracts& pullspeople throughyoursales funnel
Decision
RESEARCH
SEO, Social media, Blog posts, Videos, Worksheets
INTEREST
eBooks, Webinars, Whitepapers,
Infographics
CONSIDERATION
Case studies, Testimonials,
Demos, FAQ
DECISION

THE OPPORTUNITY
Welcome to the Connection Economy

You can use social media to:
• Generate leads
• Build thought leadership
• Leverage yourtime – multiply yourself
• Stay currentwith the changingindustryand business
environment
• Nurturerelationships within the industry
• Differentiate

Fast& inexpensive
Notravel required
Staytopofmind
Lowcostlead generationleads& referrals
Easilycreategroups& communities
Whysocial networkswork

“Tactics without strategy is the noise before defeat.”
SUN TSU
Your Strategy

6 Step Fool-Proof Strategy
DEFINEyour
socialpersona
Discoveryour
audience’s
PAIN
FINDyour
audience
online
Offer
SOLUTIONSto
theirpain
ENGAGEwith
themregularly
BeCONSISTENT&
PATIENT

Business-like?
Casual?
Controversial?
Class-Act?
Professional?
Edgy?
Optimistic/Pessimistic?
IBM orGoDaddy?
Be authentic.Be consistent.
Who areyou (online)?

Who is your audience?
Business, not personal
Demographics
Age, Income, Race, Gender, Part of the Country, etc.
Hobbies/Interests

Example: Timmy the Telecom Agent
Demographics:
• 90% male
• 35-55
• Caucasian
• Most worked for a carrier, then went out on their
own.
• Sales people
Timmy Likes:
• A challenge / problem solving
• Working with good people
• Redesigning a network
• Clients that appreciate him
• Taking care of clients
• Not having a job, but can be a little lazy
• Staying in front of customers
• Training on how to use technologies
• Simplicity
• Having the heavy lifting done for them
• Bringing in the lead, getting the provider to close it
for them

WHY SO
IMPORTANT?
OTHER
TERMS
Pain Points
Triggers
Problems
Questions
Youare the doctor!
If you don’t understand the pain,
youcan’t curetheir ailments!

Example: Timmy’s Pain Points
• New technologies are intimidating
• Will I get paid?
• M&A’s have me scared
• I'm scared of losing customers if something
goes wrong with a new provider
• My business is my reputation
• I don't trust new providers
• I just need to sell stuff
• I want to look bigger than I am
• I can lose my customers to other agents
with more hustle

I understand the pain. Now what?
80-90%ofwhatyoupostshouldattemptto
SOLVEPAIN!
Why? This is howyou become…
– Trusted
– A thoughtleader
– Non-threatening
– A go-to person

LinkedIn: Tips & Tricks

V
LinkedIn Stats
Sales people
who regularly
share quality
content are
45% more
likely to
exceed quota
65% of B2B
marketers have acquired
customers through LinkedIn
LinkedIn
represents
64% of social
media visits
to corporate
sites
146 Million in the USA
107
45% 64%
65%

LinkedIn Success
Step 1: Optimizeyourprofile
Step 2: Growyour network
Step 3: Participate
Step 4: Publish
Step 5: Outreach

Optimize your profile

V
WHO SHOULD
YOUCONNECT
WITH?
EMPLOYEES
PROSPECTS
CUSTOMERS
V
COMMITTEE
MEMBERS
VMEDIA
SUPPLIERS/
VENDORS
PARTNERS
Grow your network

Grow your network
• Connect with everyone you meet in
person
• Upload lists from events
• Sync your email once a quarter
• Use an email plugin
• Go to “My Network” then
“Recommended for You”

Grow your network: Shared connections

Grow your network: LinkedIn’s search
tool

Grow your network: LinkedIn Groups
1.ChannelPartnersGroups
2.VARGroups
4.Associations
3.Localtech/ITgroups

Grow your network: Dux Soup

Participate: Like, comment, share
Comment,
like, share
other’s
posts

Publishing Tips
Publish2-3timesper week
Select anactive
groupandget
involved
Postrelevant/ interesting
content
2-3

WHATNOT
TO POST
WHATTO POST
Publishing Guidelines
Pictures, images, blogs, case studies,
whitepapers, reports, infographics, etc.
that address your customer’s pain points
(roughly 80%)
Human interest items that appeal to your
audience (roughly 10%)
Updates about your company (roughly
10%)
Politics, religion, anything taboo
Criticisms of the competition or
someone in the industry
Anything you wouldn’t want printed in
the newspaper with your name

SHARING
CONTENT
FINDING
CONTENT
Posting Guidelines
• Create it!
• The platforms themselves
• Industry publications
• RSS Feeds / Feedly
• Manually
• Buffer
• Hootsuite / Sendible

Outreach:messaging
Top 3 CTAs
1. Invite to an event.
2. Invite to meet with an executive.
3. Can you point me to the right person?

Outreach:InMail

Outreach Loophole: Common Groups

Principles for Social Success
Observe >
Participate >
Engage
Law of
Reciprocity
Consistency
& Patience

How can we help you?
Programs for Agents
• Websites
• Monthly blogs, emails, social
https://gimmemojo.com/agent-services/
LinkedIn as a Service
https://gimmemojo.com/linkedin-as-a-service/

angela@GimmeMojo.com @MojoMktg Linkedin.com/in/angelaleavitt
LET’S CONNECT!

Social Media Made Easy for Cable Channel Managers

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