Why You Need a DIY Marketing Plan You Can Actually Stick To

I've seen it hundreds of times in dozens of industries: there’s always something more urgent than marketing. Emails to answer, operations to smooth out, that random thing that went wrong at the absolute worst time possible (problems have impeccable timing, don’t they?). Marketing often takes a backseat in the chaos.

But here’s the catch. When marketing slides to the bottom of your to-do list, it doesn’t just sit there politely, waiting for attention. It quietly holds back the growth of your business. No marketing? No growth. And as overwhelming as marketing might seem, it’s one of those things that can make or break your success.

The good news? You don’t need a fancy agency or a spare 20 hours a week to make it work. What you do need is a marketing plan that you can handle all on your own. One that fits your schedule, sanity, and skills.

Why a Manageable Marketing Plan Matters

A good marketing plan is like the perfect cup of coffee. It’ll wake you up, keep you focused, and give you that much-needed boost to get where you want to go. But much like an overly complicated barista order (oat milk, half sweet, extra foam, one pump vanilla, two shakes of cinnamon...), a plan that’s too ambitious or complicated will just leave you frustrated.

Here’s why creating a marketing plan that aligns with what you can realistically manage is one of the smartest moves you can make:

1. It Keeps You Consistent

Consistency is the secret sauce of successful marketing. It’s not about doing everything all at once; it’s about doing something, regularly. A manageable plan makes it easier to keep showing up, day after day, without running yourself into the ground.

2. It Builds Your Confidence

Setting achievable marketing goals feels good. Hitting them feels even better. A realistic plan helps you build momentum by giving you those small, satisfying wins that keep you motivated.

3. It Fits Into Real Life

You know...the real life where your kid spills juice on your laptop and your supplier unexpectedly decides to stop answering emails. If your marketing strategy isn’t adaptable to your life, it’ll flop. The key is finding ways to make it work around everything else you’ve got going on.

How to Build a DIY Marketing Plan That Works

Now, this is where we roll up our sleeves and get to work. Creating a DIY marketing plan is about focusing your efforts where they matter most while keeping it simple and manageable. Here’s how to get started.

1. Understand Your Audience

You can’t market effectively if you don’t know who you’re talking to. Take a little time to get to know your ideal customer. What challenges do they face? What makes them excited? The clearer your understanding, the easier it’ll be to find the right words to reach them.

Pro tip: Use social media polls, past customer feedback, or even casual conversations to get insights.

2. Set Clear Goals

Please don’t try to “do it all.” That’s a highway straight to burnout. Instead, pick 2-3 specific goals to focus on. Maybe you’re aiming to grow your email list, get more website traffic, or boost social media engagement. Zeroing in keeps things manageable

.

3. Choose Your Channels Wisely

All the cool kids are on TikTok, but guess what? If your audience spends their time on LinkedIn, it doesn’t matter how trendy a platform is. Your time is precious, so prioritize the channels your audience actually uses.

4. Batch and Schedule

Marketing doesn’t require you to be glued to your phone 24/7. Tools like Canva for design and my AIO Dashboard for scheduling can be your best friends. Take a couple of hours a week to batch-create content and schedule posts ahead of time.

5. Stay Consistent but Flexible

If you aim for 3 posts a week and only manage 2, don’t beat yourself up. The key is to make marketing a habit, not a chore. Stick to your plan, but don’t be afraid to adjust it if you’re feeling overwhelmed.

6. Celebrate Progress

Did you run one email campaign this month? That’s worth celebrating. Did 10 new people like your social post? Shout-out to you for showing up. Progress, even small, is progress. Appreciate the milestones and keep moving forward.

Marketing Is a Marathon, Not a Sprint

Here’s a little note of truth I wish someone had dropped on me sooner: marketing isn’t about having the most elaborate strategy or running yourself ragged trying to do everything. It’s about taking consistent, focused action over the long haul.

Yes, you’re juggling a million things as a business owner. I see you. I get it. But marketing—not just the fancy buzzword version but the heart-of-your-business-vision kind—is worth the time.

And you don’t have to do it alone. That’s where community comes in. If you’d like a little help refining your strategy or figuring out how to bring your marketing dreams to life, I’m just a click away.

You’ve got this. Start small, stay consistent, and watch your marketing plan (and your business) take off.