Dude. Marketing is not your thing. So many choices, so little time.
Oct 29, 2014
Dude. Marketing is not your thing.
So many choices, so little time.
About me
EntrepreneurConsultantMarketing Executive
@jodyburgesswww.jodyburgess.com
What is marketing?
Problem
Steps
#1 Set and follow some basic rules
If it’s close to the customer or drives revenue, keep it in house.
Stay general early. Specialize later.
Hire responsibly. Don’t hire-n-kill.
Manage outsourcing.
#2 Align your tactics
Copyright JBurgess&Associates2013
#2 Align your tactics
Copyright JBurgess&Associates2013
Internal Outsource
Yourself Hire Agency Contractor
#3 Evaluate your options based on fit
AND….
Tactic Key to Success SkillPR Time & commitment to
research, plan and executeSales hunter
Social Media Remembering that it’s not about selling!
Networker
SEM Hitting the balance between quantity and quality
Analytical, strategic
SEO Turning data into information for others
Analytical, communication
Email Having a strategy IA, writing, strategic, analytical
..this stuff
Refer back to your alignment chart every time a new idea comes up.
Always be thinking of resourcing.
Learn to say “not now”.
#4 Stay focused
#1 Establish some rules
#2 Align tactics to strategy
#3 Evaluate options
#4 Stay focused on staying focused
Recap
Thank you
Twitter: @jodyburgessWebsite: www.jburgessassociates.comEmail: [email protected]
Extra Slides
#3 Evaluate your optionsTactic In-house Agency Contractor
PRKey to success: Time & commitment to research, plan and execute.Skill: Sales
(+) Integrated into your team. Able to hear opportunities for stories and write them. (+) trained in advertising.(-) expensive, often require an agency anyway
(+) draw attention from media more easily(-) $$(-) protected contacts
(+) direct contacts(+) personal attention
Social MediaKey: It’s not about revenue!Skill: Networker
(+) direct feedback from customers(-) time consuming.
(-) too impersonal (+) can act as rep of company.
#3 Evaluate your optionsTactic In-house Agency Contractor
EmailKey: List management and writing.Skill: IA, writing
(+) knowledge builds over time.(+) can write other stuff too.
?? (+) can act as rep of company
SEOKey: Ability to analyze, then feed writers ideas.Skill: Analytical
(+) can be done occasionally by analytical employee.
?? (+) can be done by person with intense specialization.
SEMBalance of quality and quantity.Skill: Analytical, strategic
(+) tight management of spending & optimization.(+) message experimentation.
(-) throwing money into an abyss.
(+) can be done by individual with specialization.(-) requires budget guidelines and more direction.
Outsource Internal
Agency Independent Yourself Hire