The Boss Beti Marketing Plan 2025.
OBJECTIVE.
Okay, so here is how I am grounding myself. Boss Beti isn’t just another “girl boss” content hub. It’s a digital brand that speaks directly to Gen Z South Asian women who are smart, sensitive, creative and lowkey tired of all the loud, fluffy feminism that doesn’t understand the real life struggles- whether it is mental health, cultural identity, money, ambition, or all the above.
So my objective here:
- Building a space that feels like home.
- A space where Boss Beti’s can show up unfiltered, ambitious, burnt out, confused, healing, all of it- and still be seen.
The Situation
Right now, I’m running most of this solo. I have a content plan in the works and I’m experimenting with formats: Substack blogs, downloadable templates, mental health journals, insta carousels, affiliate links and maybe in the future podcast clips, or collabs.
I am just seeing some traction in terms of people vibing with the idea- they resonate with the voice, and the clarity, but we’re still early stage. Visibility is the biggest hurdle, I’m not trying to go viral overnight, but I do want a loyal, engaged base to grow from.
Pushbacks and Hurdles
Example: I want 10K followers in 90 days.
That sounds amazing, however, I don’t have a full team, paid ad spend or constant viral worthy content. I have niche value, depth and honesty. That’s what I’ll lean into.
- Post daily everywhere: Not happening. Burnout is real, and BB (Boss Beti) isn’t here to preach hustle while dying behind the screen. My strategy needs to respect my own energy levels and my audiences’ pace.
One clear SMART objective: By the end of 90 days, grow the BB email list to 500 engaged subscribers, by publishing 2 long-form Substack posts a week, promoting them on Instagram, with 3 content pieces per post (carousel, reel and story) , and embedding at least 2 lead magnets (journals, scripts, templates) each month to conversion.
Let me simplify it by breaking it down into parts:
- Specific: 500 email subscribers (not just followers).
- Measurable: I’ll track email-opt ins via Substack analytics or ConvertKit.
- Achievable: With the right mix of content and promo, 500 is ambitious but doable.
- Relevant: Email is owned real estate, not chasing clout.
- Time-bound: I have set a 90-day window, not “someday”.
Blocks that I may be missing .
- SEO: Not fully optimizing content for discoverability on Google or Pinterest yet, that could be a long-term organic channel.
- Community loop: There is no clear engagement loop yet, like replies, AMAs, or a private space (Discord/close friends list). That limits relationship building.
- Conversion clarity: If I’m growing the list, I need to nurture it too- what happens after someone subscribes?
- Affiliate ethics: I’ll need to review the brands I partner with, making sure they align with BB’s tone- no surface-level wellness BS or shady commissions.
5 Metrics I can use.
- Email Subscriber Count: Tracking Substack dashboard, ConvertKit or MailChimp if I decide to switch platforms. Must watch out for high unsubscribes (weak nuturing or mismatched expectations). Conflict flags if followers are growing fast on Instagram, but email isn’t- CTA opt-in value or lead magnet placements need viewing.
2. Lead Magnet Conversion Rate: Track using land page builder, watch for 10% conversion rate, vague messaging or poor incentive alignment. Weak signal = high clicks but low sign ups – offer needs clear positioning.
3. Substack Post Open Rate: Track using Substack analytics, watch for opens = 30% – either subject lines or audience isn’t aligned. Tracking issues with platforms like Substack don’t always accurately track who opened (some privacy settings block pixel tracking)
4. Instagram Content Engagement Rate (Carousel + Reels + Story)
Type: Leading
Label: 🔁 Secondary
This helps you measure how strong your top of funnel content is. Higher engagement = better reach = more chances to push traffic to your lead magnets or Substack.
📌 Track using: Instagram Insights (save, share, comment over like)
📌 Watch for: High engagement but no email growth = your CTA isn’t converting
📌 Weak signal: Reels blowing up but followers don’t convert — this might attract the wrong niche
5. Website/Link-in-bio Click-Through Rate (CTR)
Type: Leading
Label: ✅ Primary
This measures how many people are moving from your Instagram → Substack or lead magnet → sign-up.
📌 Track using: Bit.ly, Later, Linktree analytics, or Instagram’s native link-in-bio stats
📌 Watch for: High views but low clicks = CTA not visible or not urgent
📌 Conflict flag: If your stories mention the offer but no one swipes up/clicks — either the incentive’s weak or the placement’s buried
🔍 Summary Table (Quick View):
| Metric | Type | Label | Why it Matters |
|---|---|---|---|
| Email Subscriber Count | Lagging | ✅ Primary | Tracks core goal progress |
| Lead Magnet Conversion Rate | Leading | ✅ Primary | Shows how well value is converting |
| Substack Open Rate | Lagging | 🔁 Secondary | Measures subscriber engagement depth |
| Instagram Engagement Rate | Leading | 🔁 Secondary | Early signal of audience fit and interest |
| Link-in-bio CTR | Leading | ✅ Primary | Bridges social to conversion |
→ Here’s our offer, who it’s for, and why it matters now:
Offer:
A digital safe space and growth platform for Gen Z South Asian women navigating ambition, mental health, identity, and creative expression — without the noise of performative feminism or burnout culture.
Who it’s for:
Smart, sensitive, self-aware South Asian women (18–30) who are tired of being told to “manifest harder” or “lean in” — they crave real conversations, honest tools, and support that feels like them.
Why it matters now:
Because South Asian women are building lives that don’t fit the old blueprint — and there’s a massive gap between who we’re becoming and how we’re being spoken to. Boss Beti closes that gap.
✅ Positioning Statement (Sharpened):
Boss Beti is the bold-but-grounded digital home for Gen Z South Asian women who want to heal, hustle, and be heard — on their own terms.
We blend emotional clarity, cultural context, and creative content that actually reflects their lived experience — not just aesthetic feminism or viral girlboss fluff.
🎯 Messaging Pillars:
1. Real, not romanticized:
We talk mental health, ambition, and identity without the soft-focus filter.
No gaslighting, no wellness jargon. Just honesty and tools that help.
2. South Asian, not side character:
This isn’t a “diversity box” — it’s the main character’s POV. We speak in code-switches, in Bollywood references, in trauma jokes and journal prompts.
This is our lane.
3. Growth without burnout:
Boss Betis want success, but not at the cost of sanity. We show how to build bold lives and soft routines — because resilience shouldn’t mean self-neglect.
🚨 What’s Vague or Needs Clarity:
❌ “Empowering South Asian women” — Overused and doesn’t explain how. What does “empower” mean in your world? Use specific language like:
→ “Offering clarity tools for overthinkers”
→ “Making ambition less overwhelming for anxious creatives”
❌ “For everyone who relates” — Too broad. Speak to your girl directly — the one stuck between Desi guilt and digital dreams, not the general internet.
❌ “We’re redefining narratives” — Cool, but what narratives? What are we flipping — success? healing? culture? Be direct.
📌 Full Context Recap:
- Goal:
Grow the Boss Beti email list to 500 engaged subscribers in 90 days using consistent Substack content, Instagram marketing, and strategic lead magnets. - Audience:
Gen Z South Asian women (18–30) who are emotionally intelligent, culturally rooted, ambitious, and overwhelmed by the noise of generic girlboss advice, toxic productivity, and whitewashed wellness. They want clarity, depth, identity, and healing — in one place. - Product (for now):
Substack blog (2x weekly), free digital tools (journals, templates, scripts), and soft-sell affiliate recommendations. Future potential: merch, courses, community. - Constraints:
Solo creator, low to no ad budget, limited time/energy, niche audience.
No desire to “go viral” — wants intentional, slow growth rooted in connection and cultural honesty.
🎯 High-Level Marketing Strategy
This isn’t a spray-and-pray plan. We’re keeping it tight, layered, and sustainable — driven by trust-building content, intentional conversion, and deep cultural relevance.
1. Content Core: Substack + Instagram as Your Engine
- Substack = Home Base (long-form value):
Publish 2x a week. Rotate between:- ✍️ Honest storytelling (burnout, guilt, ambition)
- 💡 Advice columns (mental health tools, career clarity)
- 🎁 Lead magnet tie-ins (free downloads linked inside)
- Instagram = Discovery + Connection Layer:
For every Substack post, create a 3-part content stack:- 🎞 Carousel (core idea, broken down visually)
- 🎙 Reel (hot take, raw opinion, or vibe check)
- 🤳 Stories (behind-the-scenes, polls, swipe-ups)
🔁 Reuse themes. Think “1 idea = 3 formats = 3 touchpoints.”
2. Lead Magnets: Grow the List Through Free Value
Create 2 lead magnets/month that feel like secret weapons:
- South Asian mental health journal prompts
- “Anti-hustle” planner for ambitious burnt-out girls
- Therapist-approved scripts for hard Desi convos
- Downloadable brand collab tracker for creatives
Gate these on Notion, Typeform, or ConvertKit, and embed in Substack + link in bio.
💡Bonus: Turn your best-performing Reels into gated PDFs — repurpose what already resonates.
3. Conversion Loops: CTAs That Don’t Feel Cringe
- End each Substack post with:
→ “Loved this? Get the companion download here.”
→ “Forward this to your cousin who’s secretly over it too.” - Instagram CTA flow:
Reel → story → lead magnet → Substack
Carousel → comment → pinned post link → sign-up
Keep it soft, personal, and culturally coded. Not salesy — more like:
“Your older cousin made this for you, no strings attached.”
4. Community Layer: Build the Emotional Moat
Even without a full community yet, start the loop:
- Weekly Substack sign-off: “Hit reply and tell me what you’re unlearning this week.”
- Monthly AMA via IG stories (mental health, identity, marketing)
- Add a Close Friends list for behind-the-scenes growth tips
- Soft-signal a waitlist for future products or digital safe space
This keeps it relational, not just transactional.
5. Sequencing: What Happens When
Week 1–2:
✅ Finalize positioning, Substack layout, first lead magnet
✅ Launch first 2 posts + 1 lead magnet
✅ Drop 1 IG Reel + 1 Carousel per post
Week 3–4:
✅ Refine email onboarding flow
✅ Launch second lead magnet
✅ Try one co-branded post or feature a South Asian creator for cross-promo
Month 2–3:
✅ Experiment with email list segmentation
✅ Test different lead magnet formats (Notion templates, scripts)
✅ Launch a “Boss Beti Digest” monthly series (Top 3 struggles, wins, or tools)
🧠 Core Channels:
| Channel | Purpose | Content Type |
|---|---|---|
| Substack | Depth + list growth | Blogs, journal prompts, storytelling |
| Discovery + trust | Reels, carousels, stories | |
| Nurture + convert | Lead magnet delivery, soft CTAs |
This strategy prioritizes clarity > volume, relatability > virality, and slow burn > fast burnout — because that’s what Boss Beti stands for.
🎯 Tactic Evaluation Table
| Tactic | Short Description | Expected Impact | Priority | Flags / Risks |
|---|---|---|---|---|
| 1. Substack (2x/week) | Long-form storytelling + educational posts sent to email list. Anchors content strategy. | Builds loyalty, converts visitors to subscribers. Supports lead magnet delivery. | ✅ High | Time-heavy. Risk of burnout. Needs consistent tone + structure. |
| 2. Instagram Content Stack | For each blog post, create 1 carousel, 1 Reel, and 1 story set. | Grows reach and builds familiarity. Drives top-of-funnel traffic to Substack/lead magnets. | ✅ High | Needs strong visuals + editing. If CTA is weak, growth won’t convert. |
| 3. Monthly Lead Magnets | Create 2 free resources monthly (journals, scripts, planners) gated by email opt-in. | High list conversion. Offers clear value. Encourages shares/bookmarks. | ✅ High | Low leverage if untested — must validate what your audience actually wants. |
| 4. Email Welcome Flow | Set up automated onboarding for new subs — warm intro, top posts, next steps. | Boosts engagement + retention. Converts a cold sign-up into an active reader. | ✅ High | Easily forgotten. Generic welcome = wasted opportunity. Must feel personal. |
| 5. Close Friends List on IG | Use Instagram’s Close Friends to give “behind the scenes” or drop secret freebies. | Adds intimacy and exclusivity. Builds loyalty + word-of-mouth. | 🔁 Medium | Manual and limited by Instagram features. Might distract from main funnel. |
| 6. AMA/Story Polls | Monthly AMA sessions or polls to build connection and content ideas. | Community feedback loop. Generates content and insight. | 🔁 Medium | Can feel low-return if response volume is low. Needs regular visibility. |
| 7. Collab with South Asian Creators | Feature or co-create with like-minded creators for audience crossover. | Expands reach, strengthens cultural authority. | 🔁 Medium | Needs time to pitch + coordinate. Misaligned collabs = trust dip. |
| 8. Affiliate Links (soft plug) | Mention aligned brands/tools naturally in posts. Light monetization. | Low-level passive income. Builds long-term trust if aligned. | 🔻 Low | Risky if pushed too early. Needs proper disclosures and relevance. |
| 9. SEO / Pinterest (future) | Long-term content discovery engine via blog or visual search. | Evergreen traffic. Search discoverability. | 🔻 Low (for now) | High setup time. Not urgent in first 90 days. Better to revisit later. |
🧠 TL;DR — What to Double Down On:
- Substack + Instagram + Lead Magnets = Core Engine
These work together as your content > traffic > conversion funnel. Don’t stretch thin. Nail these first.
⚠️ Watch List:
- Affiliate strategy: Monetize after trust is built.
- Community tactics (Close Friends, AMAs): Amazing, but only if engagement is already steady. Don’t over-focus early.
- Collabs: Choose slowly. Culture-first alignment > follower count.
📋 Execution Plan (Tasks, Owners, Timelines)
| Task | Owner | Start / End | Dependencies | Notes / Flags |
|---|---|---|---|---|
| 🔧 Set up Substack branding (layout, about, sections) | You | Week 1 | None | Must be done before first blog post drops |
| 🧰 Create “Welcome Sequence” email (1–3 emails max) | You | Week 1 | Substack setup | Introduce the brand, link top content, preview what’s next |
| ✍️ Write + publish 1st Substack post | You | Week 1 | Substack setup | Include soft CTA to upcoming lead magnet |
| 📸 Design 1st IG content stack (carousel, reel, story) | You | Week 1–2 | Blog 1 draft | Reuse language and ideas from blog to save time |
| 🎁 Create Lead Magnet #1 (e.g. Journal Prompt Pack) | You | Week 2 | Post 1 live | Use Substack as CTA delivery path |
| 🔗 Add lead magnet delivery flow (via Typeform / Notion / ConvertKit) | You | Week 2 | Lead magnet finished | Build quick download or gated opt-in |
| 📢 Promote Lead Magnet #1 via IG (carousel, story link) | You | Week 2–3 | Lead magnet live | Test 2 versions of language (warm and assertive) |
| ✍️ Write Substack #2 + #3 | You | Week 2–3 | Blog 1 complete | Build momentum — keep tone consistent |
| 📸 IG content for Post #2 and Post #3 | You | Week 3 | Blog 2–3 done | Stick to 3:1 idea ratio (1 blog = 3 IG posts) |
| 🧪 Track lead magnet opt-ins (weekly) | You | Week 3–12 | Magnet launched | Use Substack analytics + manual list if needed |
| 🎁 Create Lead Magnet #2 (e.g. “Scripts for Hard Talks”) | You | Week 4 | None | This can also tie to a viral Reel topic |
| ✍️ Publish posts 4–6 | You | Week 4–5 | Post 2–3 done | Lead Magnet #2 CTA can begin with post #5 |
| 👯♀️ Start small creator collab (guest quote, interview) | You | Week 5 | Blog 3–4 live | Only if it aligns with brand voice — don’t rush |
| 🤳 Run AMA/poll via IG story | You | Week 5 | None | Use to gather content ideas and test story views |
| 🔄 Repeat blog + IG content rhythm (2x blog, 3x IG/week) | You | Week 6–10 | Editorial backlog | Keep stacking content so you’re not rushing last minute |
| 🎉 Launch “Boss Beti Digest” Substack series | You | Week 9 | Audience warm | Recap top insights, user DMs, community wins |
| 🔍 Evaluate top-performing content | You | Week 10 | Content stack built | Repackage best stuff into mini-downloads or bonus magnet |
| 🧼 Clean list — remove cold subs / re-engage | You | Week 11 | List >100 | Add soft feedback ask or “do you still want this?” email |
| 🧾 Wrap-up report: top growth levers, what to keep | You | Week 12 | Data review | Use for future product or course launch planning |
🔥 Flags & Gaps to Watch:
| Issue | Flag |
|---|---|
| No community loop in early stage | Might slow growth or feedback. Consider “reply to this” CTA early in welcome email |
| Lead magnet validation missing | Could waste time on freebies people don’t want. Use polls or DMs to test ideas |
| Substack consistency = core dependency | If you miss 2+ posts, momentum dips. Build 2-week backlog early |
| No SEO/pinterest leverage yet | Okay for now, but revisit if traffic stalls mid-cycle |
| Not tracking post-level IG → email conversion | Manually note which content pushes most email signups for better targeting |
✅ Optional Tools to Help Execution:
Writing Aid: Use AI only for outlining or rewording — not copy-pasting, since you’re avoiding detectors.
Content Calendar: Notion, Trello, or Airtable
Analytics Tracking: Substack, IG Insights, Typeform/ConvertKit for lead magnets
Design: Canva (use templates to speed up visuals)