Bootstrap Your Marketing Blueprint, Part Three: The What

Community Marketing

Content Marketing & Storytelling for Fearless Female Entrepreneurs



Welcome to Bootstrap Your Marketing Blueprint: Why, How, What You Need to DIY a Marketing Plan, Part One. This series will explore the no-frills theory of Why, How, and What you need to have in place for your marketing plan to succeed. A lot of these questions and topics presented are things I’ve have my Creative Collaboration clients consider when they start their own plans.

If you want to dive deeper and receive specific, actionable steps you can implement right now (like in super-simple 30-minute or less bursts) so you can bootstrap your own successful marketing plan that you’d only get as one of my clients, join the Action Email Squad! The first action step will be released to the wild (aka: that list) on May 31st.


We’re in the home stretch! We talked about Why, we got dreamy with How, and now, we’ll get specific with What. No, this isn’t an Abbott and Costello routine, it’s your marketing plan.

First up..what is your budget (both monetarily and energy-wise)? Sure, you can do it for free, but paid advertising gets results. Figure out what you can realistically spend and track every dollar to make sure it’s worth the investment.

Next, what networks will you be posting to? I guess it’s more grammatically correct to say “which,” but that isn’t the theme!

Remember when I asked you in Part Two, The How, to figure out how much time you want to dedicate to your marketing? This is why: less time means you’ll be able to pay attention to fewer networks or less content per network. Personally, I (and Ron Swanson) would advise you to whole-ass one thing instead of half-ass everything.

Focus your time where there are results (because you know what your goals are and measurements of success looks like). Chances are, where you see the best result is where you like the be online the most anyway, so you aren’t sacrificing fun for results.

If you’re struggling to pick where you want to be, Sprout Social has a thorough demographic breakdown of who is on what network. This was updated March 2017, so it’s pretty much your current bible for this thing.

It should come as absolutely no surprise that Facebook and Instagram have the most active daily users. Pinterest is especially helpful for sales. After all, it’s basically the second search engine (and very well the first when it comes to food and weddings). Twitter is a great place to connect with customer service reps (or hear if there are customer problems) and share articles.

If you’re being strategic, spend your time where you already see results. Seriously. It’s that easy. I mean, we aren’t reinventing the wheel here.

You did install Google Analytics like I told you to, right? Have you looked at your Facebook Insights or Twitter Analytics recently? If you need help reading these, my girl Danielle Zeigler is a fantastic SEO and analytical resource.

Next, what will you use to schedule your social media? Batching and scheduling are basically a match made in heaven (even more so than peanut butter and chocolate). I do it every week for my clients. Buffer, Hootsuite, and MeedEdgar are a few popular options.

Note: schedule Facebook right on the network using your page’s publishing tools. They haven’t come out and confirmed this, but if you use a third party app to schedule Facebook posts, you’ll see an even lower reach on your posts (if you can believe it).

Now, it’s time to create content that supports your brand. Since you already have a focus for your content (your guiding values, your audience, and your goal), everything you share should be in support of that. Make sure you have a good ratio of give/take and keep your marketing mix healthy (in other words, you have a good balance of images, links, video, and text posts).

And just like that, you’ve created a marketing plan. All that’s left now is to do the work.

The Action Email series begins tomorrow. It’s time to take what you’ve learned and apply it in super-simple 30-minute bursts! At the end of this week, you’ll have a scrappy marketing plan that you bootstrapped together using what you’ve learned in this series. Let’s get rocking on this!

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Interested in content marketing, too?

What time are you dedicating to your marketing plan and which social networks will you be using? Let me know so I can follow you!

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