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: jody@jodyburgess.com

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