Dude. Marketing is not your thing.So many choices, so little time.
About meEntrepreneurConsultantMarketing Executive@jodyburgesswww.jodyburgess.com
What is marketing?
Problem
Steps
#1 Set andfollowsome basicrules If it’s close to thecustomer or drivesrevenue, keep it inhouse. Stay general early.Speci...
#2 Align your tacticsCopyright JBurgess&Associates2013
#2 Align your tacticsCopyright JBurgess&Associates2013
 Internal  Outsource Yourself  Hire  Agency  Contractor
#3 Evaluate youroptions based on fitAND….
Tactic Key to Success SkillPR Time & commitment toresearch, plan and executeSales hunterSocial Media Remembering that it’s...
Refer back to youralignment chart everytime a new ideacomes up.Always be thinking ofresourcing.Learn to say “notnow”.#4...
#1 Establish some rules#2 Align tactics to strategy#3 Evaluate options#4 Stay focused on staying focusedRecap
Thank youTwitter: @jodyburgessWebsite: www.jburgessassociates.comEmail: jody@jodyburgess.com
Extra Slides
#3 Evaluate your optionsTactic In-house Agency ContractorPRKey to success: Time& commitment toresearch, plan andexecute.Sk...
#3 Evaluate your optionsTactic In-house Agency ContractorEmailKey: Listmanagement andwriting.Skill: IA, writing(+) knowled...
 Outsource  Internal Agency  Independent  Yourself  Hire
J burgess microconf2013
J burgess microconf2013
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J burgess microconf2013

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

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  • J burgess microconf2013

    1. 1. Dude. Marketing is not your thing.So many choices, so little time.
    2. 2. About meEntrepreneurConsultantMarketing Executive@jodyburgesswww.jodyburgess.com
    3. 3. What is marketing?
    4. 4. Problem
    5. 5. Steps
    6. 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. 7. #2 Align your tacticsCopyright JBurgess&Associates2013
    8. 8. #2 Align your tacticsCopyright JBurgess&Associates2013
    9. 9.  Internal  Outsource Yourself  Hire  Agency  Contractor
    10. 10. #3 Evaluate youroptions based on fitAND….
    11. 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. 12. Refer back to youralignment chart everytime a new ideacomes up.Always be thinking ofresourcing.Learn to say “notnow”.#4 Stay focused
    13. 13. #1 Establish some rules#2 Align tactics to strategy#3 Evaluate options#4 Stay focused on staying focusedRecap
    14. 14. Thank youTwitter: @jodyburgessWebsite: www.jburgessassociates.comEmail: jody@jodyburgess.com
    15. 15. Extra Slides
    16. 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. 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. 18.  Outsource  Internal Agency  Independent  Yourself  Hire

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