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
Refer back to youralignment chart everytime a new ideacomes up.Always be thinking ofresourcing.Learn to say “notnow”.#4 Stay focused
#1 Establish some rules#2 Align tactics to strategy#3 Evaluate options#4 Stay focused on staying focusedRecap
#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.
#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.