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Bootstrap Your Way To
Marketing ROI
Marketing tips & tricks from
startup marketer Cate Conroy
Presented by
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Brand Story
Data
Content
Social
Media
PR Email
Direct
Mail
Audience
@Cate #BoostrapROI @BrokerSavant
Brand Story
Data
Content
Social
Media
PR Email
Direct
Mail
Audience
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Brand Story
Why?
Your audience needs to know who you are and why they
should work with you.
How?
• Branding package
• Onliness statement
• Mission statement
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Brand Story
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Brand Story
Onliness statement
“Our brand is the only _______ that __________.”
Mission statement
Why are you in business?
What image do you want to convey?
What level of service do you provide?
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Marketing Structure
Brand Story
Data
Content
Social
Media
PR Email
Direct
Mail
Audience
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Data
Why?
You need to know what works and what doesn’t.
How?
• Google Analytics & Solutions Gallery (free)
• Clicky (free up to 3,000 daily pageviews)
• Kissmetrics (paid)
• Informly (paid)
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Data
Goals?
- What are you hoping to achieve?
- How will you know when you’ve been successful?
- What metrics will track your progress?
- Which system tracks those metrics?
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Brand Story
Data
Content
Social
Media
PR Email
Direct
Mail
Audience
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Content
Why?
You need to communicate your brand story to your
audience & begin a conversation.
How?
• Audience Personas
• Communications Roadmap
• Thematic & Editorial Content Calendars
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Content
Content Calendar
@Cate #BoostrapROI @BrokerSavant
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Topic 1 Title,
Author
name
Title,
Author
name
Topic 2 Title,
Author
name
Topic 3 Title,
Author
name
Topic 4
Marketing Structure
Brand Story
Data
Content
Social
Media
PR Email
Direct
Mail
Audience
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Social
Media
PR Email
Direct
Mail
Why?
Communicate via your audience’s preferred channel – not
yours.
How?
• Distribution Strategy
• Hootsuite (free), SproutSocial (paid)
• Express Pigeon, MailChimp, Constant Contact
• PR Firm
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Social
Media
PR Email
Direct
Mail
@Cate #BoostrapROI @BrokerSavant
URL Target
Audience
Enewsletter? LinkedIn? Twitter? PR
www.abc.co
m
Mary
Marketer
Yes No Yes
#Hello
Yes:
CMO Mag
NYTimes
www.blogpo
st.com
Paul Product
Manager
No Yes Yes
#ProductDev
No
Marketing Structure
Brand Story
Data
Content
Social
Media
PR Email
Direct
Mail
Audience
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Audience
Why?
The relationship with your audience is like dating – you
need to treat them well, learn their likes/dislikes and be
respectful.
How?
• Talk to them.
• Surveys (Google Forms, SurveyMonkey).
• Analytics.
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Audience
Ask
1. What has been the best part of this month?
2. What has been the hardest part of this month?
3. What do you need?
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Brand Story
Data
Content
Social
Media
PR Email
Direct
Mail
Audience
@Cate #BoostrapROI @BrokerSavant
Marketing Structure
Repeat.
Often.
@Cate #BoostrapROI @BrokerSavant
Thank You.
BrokerSavant.com chicagolandchamber.org
@BrokerSavant @ChicagolandCmbr
ConroyMediaGroup.com
@Cate
@Cate #BoostrapROI @BrokerSavant
Links To Tools Mentioned:
Google Analytics – http://www.google.com/analytics
& Solutions Gallery - http://www.google.com/analytics/learn/solutions-
gallery.html
Google Drive – http://www.drive.google.com
Clicky – http://clicky.com/
Kissmetrics – https://www.kissmetrics.com/
Informly – http://inform.ly/
Hootsuite – https://hootsuite.com/
Sprout Social - http://sproutsocial.com/
Express Pigeon – https://expresspigeon.com/
Mail Chimp – http://mailchimp.com/
Constant Contact - http://www.constantcontact.com/
@Cate #BoostrapROI @BrokerSavant

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Marketing Tips & Tricks to Bootstrap Your Way to ROI