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MSP Marketing Plan Checklist

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Angela Leavitt of Mojo Marketing presented a webinar for Barracuda partners on January 25, 2018. This presentation covers planning for buyer personas, lead generation, content, social media and more. Included is a link to free downloads, including a marketing plan and budget template.

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MSP Marketing Plan Checklist

  1. 1. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg MARKETING PLAN Your 2018 MSP Checklist
  2. 2. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Angela Leavitt, Mojo Marketing Founder & Chief Mojo-Making Officer • 20 years of sales & marketing • 150+ telecom, IT and cloud services companies • Speaker at Channel Partners, ITExpo, Women in the Channel, CompTel, MSPWorld
  3. 3. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Who is Mojo? V V Telecom, IT, and Cloud Only Have helped dozens of carriers, agents, VARs, and MSPs improve their revenues and branding. We have LOTS of data on what works
  4. 4. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Housekeeping Q&A at the end Tweet? Tag @MojoMktg and @barracuda Want the slides? Great! Email me at angela@gimmemojo.com
  5. 5. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Who Loves Planning?
  6. 6. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Why Have a Marketing Plan? Stop the “one offs.” More thinking up front = less thinking each day. Easier to adjust a plan than create a plan. Better results. Plus, things change…
  7. 7. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg THE NEW SALES & MARKETING FUNNEL
  8. 8. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg DON’T BELIEVE IT? HERE’S PROOF Research & finalize decision on own before dealing with seller 41% Rely entirely on 3rd parties 3% Consult with multiple vendors / 3rd parties 56% IT DECISION MAKING PROCESS Source: CompTIA “Considering the New IT Buyer” May 2017
  9. 9. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg PIECES OF CONTENT CONSUMED PRIOR TO ENGAGING WITH A SALESPERSON 1-3 21% 3-5 47% 5-6 17% 7+ 16% Source: DemandGen “2016 Content Preferences Survey Report” 3+ 79%
  10. 10. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg 15 25 27 36 47 62 66 66 67 73 78 82 PODCASTS ASSESSMENTS ROI CALCULATORS INTERACTIVE PRESENTATIONS VIDEO THIRD-PARTY / ANALYST REPORTS BLOG POSTS INFOGRAPHICS E-BOOKS CASE STUDIES WEBINARS WHITE PAPERS CONTENT TYPES USED TO MAKE DECISIONS IN THE PAST 12 MONTHS (IN PERCENTAGES) Source: DemandGen “2016 Content Preferences Survey Report”
  11. 11. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg 12 33 36 39 43 45 54 62 69 72 77 PODCASTS ASSESSMENTS ROI CALCULATORS INFOGRAPHICS INTERACTIVE PRESENTATIONS VIDEO E-BOOKS WEBINARS WHITE PAPERS CASE STUDIES THIRD-PARTY / ANALYST REPORTS MOST VALUABLE CONTENT VIEWED DURING THE DECISION-MAKING PROCESS (IN PERCENTAGES) Source: DemandGen “2016 Content Preferences Survey Report”
  12. 12. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Content marketing is the only marketing left. THE GREAT SHIFT SETH GODIN
  13. 13. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Making Planning Easy Annual Quarterly Monthly Weekly Daily
  14. 14. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Annual Activities Analysis Buyer Personas Brand / Messaging Review Website Updates
  15. 15. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Review last year’s data • Closed deals sources • Lost deals reasons • Lead sources • Top web pages • Top blog posts • Time on site • Top-performing emails Goal: what worked really well? What didn’t? Analysis
  16. 16. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Define for each persona • Demographic info • Likes / dislikes • Behaviors • Preferences • Ideal / not ideal Examples: –SMB Owners –IT Leaders –MSPs Buyer Personas
  17. 17. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Brand Image • Logo • Fonts • Colors • Photos / images Messaging • Positioning Statement • Unique Selling Proposition • Benefits Brand / Messaging Review
  18. 18. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Ensure your website is current • Home page content & design refresh • SEO • Research current trends • Ensure SEO meta data is current • Persona-specific content • Opt-in forms Website Updates
  19. 19. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Quarterly Activities Lead Generation Campaigns
  20. 20. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Lead Generation Campaigns • Target Audience • Assets • Content • Landing Page • Steps • Campaigning (email, online, etc.) • Opting-in • Nurturing • Making the sale
  21. 21. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Content to attract attention • Address pain & questions • Be intriguing & entertaining • Give VALUE Lead Generation Campaigns GOAL: Prospect knows, likes and trusts you
  22. 22. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Content that works well: Lead Generation Campaigns VIDEOS WORKSHEETS WHITE PAPERS INFOGRAPHICS CASE STUDIES
  23. 23. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Email nurture campaign • Thanks! Here’s more info… • And even more info… • More stuff… Lead Generation Campaigns
  24. 24. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Drive traffic to your content • Best way: strategic partner • Your own email database / other lists • Digital marketing • Press release • Social media • Paid ads Lead Generation Campaigns
  25. 25. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Lead Generation Summary Create something people want Put it on a landing page and drive traffic to it Follow up with email nurture campaigns Rinse and repeat!
  26. 26. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Monthly Activities Review KPIs
  27. 27. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Key KPIs • Closed sales – sources? • Leads generated – sources? • Web traffic Review Metrics FOLLOW-UP • Lead gen campaign results • Email campaign results • Social campaign results
  28. 28. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Weekly Activities Blogging Email campaigns
  29. 29. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Make sure your blogs: • Speak to a target persona’s pain points • Contain one of your keywords in the title, meta description, headers and body text • Contain an image • Are at least 300 words (800-1100 is the sweet spot right now) • Are formatted nicely • More headers • More bullets • More images if possible Blogging
  30. 30. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Not a writer? • Require staff to blog once / mo. • Ask people to guest blog • Hire a freelancer (Upwork.com) Blogging
  31. 31. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Types of Campaigns • Bi-monthly is about right for your own list • Newsletters – monthly • Special announcements - monthly Email campaigns
  32. 32. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg WHY AUTOMATION SOFTWARE? • Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads* • Nurtured leads make 47% larger purchases than non- nurtured leads* • 50% more sales leads at 33% lower cost per lead** • Examples: Hubspot, Marketo, Infusionsoft, Hatchbuck *Annuitas Group **Forrester Research Email / Marketing Automation
  33. 33. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Daily Activities Social media posting
  34. 34. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg SOCIAL How to use social media • Like, comment and share • Post your content • Don’t forget groups!! • Engage your team Platforms for our industry • LinkedIn • Facebook • Twitter Stay consistent and engage and contribute to the community.
  35. 35. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Want an easy button? Your Preferred Partners • Your success is their success • They have content • They have MDF funds • Hint: Barracuda!
  36. 36. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Want free tools? Marketing Plan & Budget Template • Metrics tracking • Persona worksheet • Lead gen campaign planner • Social planner • Email planner • Gimmemojo.com/free-downloads/
  37. 37. © 2017 Mojo Marketing LLC. All Rights Reserved. | 619.573.6377 | gimmemojo.com | @mojomktg Questions? Want these slides? Send feedback to angela@gimmemojo.com

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