Click Here to learn how the cover photo talks about being resourceful.

I have come to the conclusion that I love to build things. It is what drives me. Something about building anything, whether a brand, campaigns, blogs, or actual items, I absolutely love it! I am not sure if it is because I am so proud of being behind the creation of something or just the idea of physically seeing progress but either way…

Because of this passion, I have found myself building multiple things, lots of things, at once.

As you can imagine doing everything at once can add up quickly and become overwhelming.

In the last 3 months in my house alone I have torn down walls and started to add a bathroom, in the basement I have remodeled and added new rooms, and in my backyard I have destroyed a deck and replaced gutters.

I know, I have a problem.. and from my coworkers mouths, “I need to get a life.”

I would be lying if I told you that it wasn’t overwhelming and extremely frustrating creating and maintaining so many projects at once.

But oddly, I have found ways to maximize my time. Most of the projects I create have shared resources that allow me to power through entirely different projects at the same time.

For instance, removing my rotted deck. The demolition from the interior projects was being picked up and there was room for more debris.

And when you give me a saw and an impact wrench, anything comes down in a couple hours.

The same applies to my marketing campaigns. Sometimes I see how some marketing activities open doors to completely different marketing channels that are typically ignored.

To maximize your resources, you need to look for ways that allow you to accomplish more with less resources.

Take for example buying a sales list. The obvious option is to hand it off to your sales reps (which may be just handing it to yourself) and  call and email everyone.

Now this tactic may drive business… But is it the most optimal?

Most certainly not – You are fighting against a lot of variables from gatekeepers, bounce rates due to bad data, and extravagant firewalls.

A low percentage of the list you obtained will truly notice your message or have an understanding of the product you are offering and the need you satisfy.

Oddly, in this same resource you paid for is also a key to a variety of resources that typically go unnoticed and un-executed on.

Such as company name, this in conjunction with their web URL (which is in their email) can become an accounts list in LinkedIn. Allowing your business on top of calls and email, increase reach an leads using targeted content on LinkedIn or even InMails that can always bypass firewalls.

Or even better yet – look for roles in the same company that would be working with the contact you were originally planning to email. (Account Based Marketing-ABM)

Also, using these same emails, you can upload them to LinkedIn, Facebook, and Google to match your audience -doing a variety of campaigns to further increase your frequency and reach of the list you purchased.

Now as I have stated in previous blog, there is always uncertainty in small business. Some of these tactics may not be right for your business, but they do all prove the point that anything with a little creativity can lead to new ways to extend resources.

To help small businesses maximize their resources through lead generation. I have compiled a list of marketing channels that are available to marketers to use, divided by the information they have readily available.

eMail is known


Google Display

LinkedIn Advertising

Bing Advertising

Facebook Advertising

Twitter Adverting



Facebook Advertising

Twitter Advertising

Google Display Audience (if employee login available – by creating an affinity aaudience)

Social Media – use their account to grab attention

Direct Mail

Web Behavior

LinkedIn Advertising (retargeting)

Bing (retargeting)

Google Display (retargeting)

Google Display (create an affinity audience)

Industry / Vertical

Buy eMail list

LinkedIn Advertising

Paid Industry Advertising (publishers)

Organic Search

Social Media – Share to industry groups

Google Display – Affinity Target Marketing (publications or popular sites)

Trade Show


Pain Point

Google Ads (keyword search)

Organic Search

Google Display – Creating Audience

LinkedIn Advertising

Paid Industry Advertising

Video Advertising (what tutorial would people be looking for? advertise beforehand)


Google Ads (keyword search)

Organic Search

Google Display (if cloud based, build affinity audience based on login)

LinkedIn Advertising – Target following / user groups or similar for database if target audience uses a tech

YouTube (Video marketing before tutorials)

Share content to User Groups

Trade Show



Organic Search

Google Display – Creating Audience

LinkedIn Advertising – Target following / user groups


Did I miss some? Let me know in the comments!

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I have worked for a variety of companies that have shared very different opinions on how to use Social Media. Some have wanted to invest heavily in it and have multiple channels, while others have wanted to stay out of it almost completely because they did not want to manage it.

It is funny how companies believe that it is either one or the other when the truth is, there is a MASSIVE amount of space between those two (Of being devoted to social or not investing).

In this blog, I hope to show you that, and why this third option may be the best option for your business.

If you have already read through numerous other social media blogs, then I assume you have heard that the most important thing to do is:

Research which social media your customers are on.

By finding out which social channels your target market uses, you can dedicate your time to a select number of channels to get a better return in comparison to spreading yourself across every single social media channel.

To be clear, I agree 100% with this logic. A B2B marketer should probably not be wasting their time on creating amazing images for Instagram when they know it is very unlikely that it will drive revenue.


What I disagree with is the idea that thee are only two options for a specific channel, invest or not invest. Most commonly this decision comes down to KPIs – “if a social network is not directly driving revenue, then it is not worth any investment”

Pretty solid logic.

But social media sites are incredibly powerful these days, they hold an enormous amount of users, domain authority, and credibility. Saying no to any social network is potentially saying no to more web traffic, brand awareness, and higher domain authority for your own site.

So how can you get the best of both worlds? By mitigating the “investment”

The investment of social media is time. Although it may be cool to spend tons of time on Reddit to get an enormous amount of pointless Karma for your business, you need to find ways to eliminate the time spent on publishing to social network sites.

Automating Social Media

We have all seen the social spammers that do a repeat of the same thing day in and day out. If that’s what you thought I was going to recommend, then SHAME ON YOU. I have class! (most of the time)

In order to really automate social media well, a company needs to have a content marketing strategy. Or at a bare minimum a part of their website that is continually updated.

A blog is the best option for publishing, but this could also be a product update section, a portfolio, case studies page, etc.

Once you know what content you want to share generate an editable image for both your logo (most likely with square dimension) and a horizontal banner. Every social media network will ask for different sizes, but it is in your best interest to make them all look similar for branding and ease of execution.

Now it the time to start creating social media accounts. There are a lot out there, here is a small list to get you started.

  • Facebook
  • LinkedIn
  • Twitter
  • Instagram
  • Pinterest
  • Tumblr
  • Instapaper
  • Reddit

Setting this up is rather simple, there are hundreds of WordPress plugins that will share your content directly to the large social sites.

For the less popular networks, publishing your content automatically may be a little more difficult. Using a third party software, like Zapier, can usually connect and automate you to a lot more unique options.

Automating Social Media

As stated previously, automating your social media should only be done to those social networks that you believe are not worth investing an enormous amount of time in. If your target market is heavily concentrated in a specific social channel, I recommend creating unique and creative posts that are well thought out.

With that said, there are also scenarios that may be best to automate all channels:

  1. You have an extremely niche/complex product – Your offering is usually confusing to the public and is only of interest to a very small group of buyers. “Going viral” on any channel is not a focus for you because of the likelihood that it would not generate any revenue. Therefore, automating all channels makes the most sense to drive SEO ranking to target and rank in long-tailed keywords that will actually get you in front of your prospects.
  2. You are a small team / single location – Any social media channel can be a hassle to maintain. This automation helps CEOs to free up their time, while also launching news/content effortlessly. Take for example a Food Truck, it would be a lot easier for them to post a single notice on their site with their location and specials then creating multiple social posts. Through this process, small businesses can promote their business and increase their reach without taking them away from their typical business operations.

Have questions or comments? Don’t be shy. Leave me a note below.

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