J burgess microconf2013
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This is an attendee talk given by Jody Burgess at Microconf 2013 in Las Vegas.

This is an attendee talk given by Jody Burgess at Microconf 2013 in Las Vegas.

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  • Build a chart. Do some research.
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J burgess microconf2013 Presentation Transcript

  • 1. Dude. Marketing is not your thing.So many choices, so little time.
  • 2. About meEntrepreneurConsultantMarketing Executive@jodyburgesswww.jodyburgess.com
  • 3. What is marketing?
  • 4. Problem
  • 5. Steps
  • 6. #1 Set andfollowsome basicrules If it’s close to thecustomer or drivesrevenue, keep it inhouse. Stay general early.Specialize later. Hire responsibly. Don’thire-n-kill. Manage outsourcing.
  • 7. #2 Align your tacticsCopyright JBurgess&Associates2013
  • 8. #2 Align your tacticsCopyright JBurgess&Associates2013
  • 9.  Internal  Outsource Yourself  Hire  Agency  Contractor
  • 10. #3 Evaluate youroptions based on fitAND….
  • 11. Tactic Key to Success SkillPR Time & commitment toresearch, plan and executeSales hunterSocial Media Remembering that it’s notabout selling!NetworkerSEM Hitting the balance betweenquantity and qualityAnalytical, strategicSEO Turning data into informationfor othersAnalytical, communicationEmail Having a strategy IA, writing, strategic, analytical..this stuff
  • 12. Refer back to youralignment chart everytime a new ideacomes up.Always be thinking ofresourcing.Learn to say “notnow”.#4 Stay focused
  • 13. #1 Establish some rules#2 Align tactics to strategy#3 Evaluate options#4 Stay focused on staying focusedRecap
  • 14. Thank youTwitter: @jodyburgessWebsite: www.jburgessassociates.comEmail: jody@jodyburgess.com
  • 15. Extra Slides
  • 16. #3 Evaluate your optionsTactic In-house Agency ContractorPRKey to success: Time& commitment toresearch, plan andexecute.Skill: Sales(+) Integrated intoyour team. Able tohear opportunitiesfor stories and writethem.(+) trained inadvertising.(-) expensive, oftenrequire an agencyanyway(+) draw attentionfrom media moreeasily(-) $$(-) protectedcontacts(+) direct contacts(+) personalattentionSocial MediaKey: It’s not aboutrevenue!Skill: Networker(+) direct feedbackfrom customers(-) time consuming.(-) too impersonal (+) can act as rep ofcompany.
  • 17. #3 Evaluate your optionsTactic In-house Agency ContractorEmailKey: Listmanagement andwriting.Skill: IA, writing(+) knowledgebuilds over time.(+) can writeother stuff too.?? (+) can act as rep ofcompanySEOKey: Ability toanalyze, then feedwriters ideas.Skill: Analytical(+) can be doneoccasionally byanalyticalemployee.?? (+) can be done byperson with intensespecialization.SEMBalance of qualityand quantity.Skill: Analytical,strategic(+) tightmanagement ofspending &optimization.(+) messageexperimentation.(-) throwing moneyinto an abyss.(+) can be done byindividual withspecialization.(-) requires budgetguidelines andmore direction.
  • 18.  Outsource  Internal Agency  Independent  Yourself  Hire