J burgess microconf2013
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J burgess microconf2013



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