Grow Your Email List, Build Relationships, and Monetize Your Blog or Business
Instructor: Laura Fuentes
>> LAURA FUENTES: Thank you so much. Welcome, everyone. The good news is there is no one after this session so I'll have a few extra minutes to answer questions. So yesterday, we ran short. So that's the good news.
The bad news is you might want to take notes. There is 19 jampacked slides of something you can do for your blog. So I'm letting you know now. So you don't have to go, wait, wait, go back.
And I'm going to let you get settled while I tell you about myself a little bit. Welcome to Grow and Monetize Your Blog and Grow Your Influence and how to do that through your email list. I know I'm just telling you the title, but it says there.
My name is Laura Fuentes, and you can find me personally on Twitter at SuperGlueMom. My kids superglued my hair four and a half years ago, and I had to chop it like a pixie cut, and it was not fun. It's still growing. It's curly. You're a woman. I'm not crafty at all. Therefore, I'm SuperGlueMom, and my business blog is at MOMables. Like munchables that my mom made.
And the first thing I want you to know about me is that I love lunch. I love everything there is about lunch. Okay? Absolutely. Lunch is the best meal of the day. It's what I, you know, it lightens up my creativity. Specifically, I love school lunches. I love kids food. I have three kids, 7, 5 and 17 months. My 7 and 5yearold are extremely picky. And so when they hit preschool, I was just like lost what to do and food allergies and everything else, it really pushed me to get creative, and I'm going to tell you how I've done that, how I've grown my community of other parents who pack lunch for their kids.
And, of course, MOMables is a company, and it does have a blog built in that gives free content, and I also have a personal blog. So those of you who are not here as a company, I have a personal blog. I have a personal blog, supergluemom.com, so I know exactly what you guys have been doing. I've been blogging personally for two years. Not only through my company, but I do campaign work through brand. How many of you work through brands, sponsored posts or campaign? You know what I'm talking about.
You want to grow your blog and you want to get paid for what you're doing. Right? I see heads shaking. I'll tell you why specifically I love email. Because well, we all have emails here, right? Of course. And you all check your email, right? Of course. And so I figured that everybody reads my email because even my bank sends me an email and we all check our email. But there's so many social networks out there. There's Facebook. There's Twitter. There's Pinterest and then there's a million others. And so I just don't like the fact that I have great content and Facebook decides when it feels like it should be posted and who should see my content when people have already liked my page, right?
And I'm sure some of you struggle and are kind of like particularly about that and Twitter is like a 30 second whoop. That went by, and did they see my tweet, did they not see my tweet? And there went my blink to my post. Pinterest, did you pin it at the right time of the day? Did you hash tag in the right way? Did your people see it? They're all great ways. They're all great avenues to see your content, but the reason I love email so much is I still look forward to opening my email, my email accounts that I have for blogs that I follow and read and see what's going on.
And so I love email because people actually read my blog posts and my newsletters. And the reason I know that is because I have an email client that tells me about 68 to 72 percent, depending on the email of the week, open my email. That's my open rate, between 68 and 72 percent. My unsubscribe rate is .06 percent, so a little over a half a percent.
So that tells as you make your emails and work and look through your email clients, statistically that tells me that people are very engaged and they like what I'm doing. So I'm going to walk you today through how to, number one, gather email in your blog posts. Okay? And in everything else that you're doing that you're already doing so you don't have to go out and do anything new. Okay. Who is happy about that? You're like, oh, my gosh, one more thing.
And then I'm also going to tell you, yes, thank you. I guess I'm going to tell you how to craft those emails so your unsubscribe rate is really low. Okay? So those are all the reasons why I love email because I know people check it.
I love email an email allows me to do is to communicate, communicate effectively with the people that want to receive what I post about. Specifically at MOMables, I post about kids food. I post about recipes that my community wants to try and for their kids so they're searching for valuable information.
I spend a lot of time creating blog posts, creating recipes, testing them, et cetera, et cetera, for that for, to make food that their kids will eat. Okay? So I feel what I'm when it finally makes it on the blog, okay, it's not what I cooked last night. It's probably a recipe that I've been testing for a while. When it finally makes it onto the blog site, it's something that's going to be valuable to them.
I also use email to build relationships and I'm going to specifically show you how you're going to do that. You're like, but I pour my life out on my blog posts. But I tell them all about my kids and my families and what I feel in there. Guess what? If they're not reading your blog post, they didn't go there, if you have pretty pictures and they're just scanning through the pictures, they're not reading your feelings. Okay?
So a well-crafted email, a killer email every week has those feelings built into when your then your audience, your community gets engaged with you. They become your friends. They feel like they know you.
And the reason I know that is because a few days ago, I was at a hair salon, tried to trim my hair before I came here in Chicago. And I sat down and I was waiting for my appointment, and this woman sat next to me. She looked at me, she looked at me again, she says, I know you. I was like, okay, like I'm not in Food Network or anything. I have no idea how she knows me. Oh, my gosh, you made that amazing recipe that I put on a stick. You're MOMables. I forgot. I have my face on the screen. Yes, that's me. So that was nice.
So that told me that, and she knew all about me. She knew I had three kids and where I lived and she had just moved to the community. She wanted to connect with me and that I was all because of my emails week after week. Okay?
Can you do that with social media? I was asked that yesterday. Email is great, but I'm already telling them everything I feel on Facebook and Twitter and all my blog posts. You absolutely can do that. But again, through social media, you are relying on they have to be on Facebook. They have to go check on your status. They have to go check on what's going on on your page. On email, I let them know it's going to be waiting for them when they're when it's convenient for them to go check it. Okay?
Now you're wondering okay, emails are great. But how do I get them to give me my email? Okay. How many of you go shopping at The Gap or any other stores, and they're checking you out, and they go, hi, your email address? You're like, I don't want any offers. I don't want any specials, so you may make up some random email. I'm on your list already. So it's some people use popups and I don't personally don't. I might one day to try it out. I don't use any popups on my site.
You're like oh, my gosh. I already have that thing on the top right. How many of you have that email subscribe, listing? Most of us, could be a doctor Feedburner, could be a way to get them on your feedbox. How many of them have it on your blog? Excellent. More than yesterday.
I will tell you that I have it in absolutely more than one place in every single blog post. Okay? But I it's there because you, okay, you hear greeting blog posts, whether they have recipes or what you feel or specials or fashion or crafts, whatever it is that you blog about, it offers people value, right? You're sharing things that you know, that you like, DIYs, all that stuff, okay. So that's valuable for them.
So people are going to subscribe because they want to get your blog posts because they are valuable contentment. The other people join emails campaigns or email lists they want to join others. Okay? A great thing is sort of like there's a 5K run in town and if, you know, don't you want to join with us and come PR this great mission or something.
People want to join a community of likeminded people. So that's another reason that psychologically why people opt in. And then, of course, they want convenience. They want it delivered to their inbox. They don't want to go check and have a blog address especially if you have a long address. It's not WordPress.com, you know what, I'll just have it deliver to my email. Those are three main reasons why people subscribe value, community and convenience.
So I'm going to show you how I ask people for email in every blog post? Okay. I want to give you the inside scoop how I design my site to get emails. And no, I'm not like one of these multilevel marketing companies at all or anything. No, I don't have like, you know, some art to sell, and that's why I'm asking for email.
MOMables sells a 6dollar a month product. Essentially, moms subscribe to a meal plan. I'm a meal planning site. Okay? But I value my community because they give me feedback, and they tell me exactly what they're struggling with and what I can make for them. So therefore they, whether they have kids in school or not. Some people only have 2yearolds, but I still want to know what they need. All right? So I ask them.
So what you're going to have to do is ask for email? Okay. Just the fact that it's on their right, wicket, or on their left, it's not enough. I'm telling you. Okay? It's like, it should be like first grade. They don't they just they cannot read. They're scanning. Okay?
So I'm going to show you exactly what a blog post oh my gosh, you want to see numbers I forgot. So I launched MOMables two years ago, and there were 12 people subscribed within the first week, 12 people. Probably my family and friends because I guess I was doing something great I'm told them to subscribe.
This is one of my lists. I didn't want to combine it with it. This is the one you'll see on my blog post. The first year, 3186 people subscribed. I am amazed at how many people subscribed because it was the only place that you could subscribe was the top right. That was I had a great post, great food, all that stuff, and I was just posting, and I was just sharing it on Facebook and people would tweet about it and people would share it and information would pass it along.
And what do you know? People wanted to receive my newsletter. What do you know? 3186 as of last July. Last July, somebody told me what I'm going to tell you today. They said, you have to ask them. You have to spell it out. Because they're not in the blogosphere. They're not coding WordPress. They're not looking at their posts. They're not adjusting things so it looks pretty. They're just going to get the information.
And I was like, oh, don't they know that it's right there on the top right? No, they don't know that it's right there on the top right. Okay. So I'm telling you, they don't know. Or on the left. So when I started asking specifically to get my email because I was going to give them valuable information week after week because I was going to make it convenient for them, because there are others, okay, nobody wants to be the only one, okay, because there are others in this community who are struggling with kids who won't eat or struggling to make lunch or who just don't know what to pack or who are tired of peanut butter or jellies, oh, my God, almost 20, what, 20,000 people signed up? In 12 months? Okay. And that is through zero, zero paid advertising. Okay? That's just me trying to figure it out from my home office like many of you. Okay?
I don't have this like entourage of people, okay, people that contributors that I sign content and stuff. That's it. It's 20,000. And the only thing that I changed in my post is what I'm going to show you today.
How many of you want more emails in your community? Okay. Because I'm going to tell you why. Because you make more money. So and not because you have a product to sell, because you are going to make money in paid campaigns. Okay? You're going to work with brands. You're no longer going to take 25dollar posts. You're going to no longer going to blog for Cheerios. Okay. Somebody from Cheerios is here.
You're not because you're spending time away from your family, time away from what it is, your other interests, to create blog posts, to create content that benefits somebody else. So if you're doing all of that, you should be rewarded. Okay?
So 20 yeah, this is why I'm here. This is why they asked me to speak because I did this and I'm going to show you how. So any typical post of MOMables, this is what it looks like. This is just a post from April on the top left. I have like my photo. And then there's starting the blog. And then below it, you would see like other in a lunch box and there's the recipe.
You could all visit MOMables.com or go to the blog or go to any of the recipes, check them out, see how every blog post I did not go I did not bother on going to super edit eons ago. I have edited based on my Google analytics my most popular posts that people are visiting. I have changed them.
But basically, a year ago forward. So this is what my blog post looks like on my site. You click on it. There's no pop up. Just like that and place number 1. Right here. Get free access to a week of school lunch menus. They're on my site. They know I sell school lunch menus. Six dollars a month. They want to see what it looks like. They want to see if it works for them. They click there. That gives them a sample menu. But I don't just take them to a link to give them my sample menu. That takes my email, and I post them into my email list, and then they'll get my sample menu.
They don't want to be subscribed anymore, that's up to them. They can unsubscribe any time. That's the value piece. If you have a couponing side, you give people offers. If you do DIY crafts, you know, you can give them a, like your top crafts to do for Christmas. Depending on the season, you could change it up. Okay?
You already have this content. You don't have to go out and create something new to give people. But everybody wants something for free. Just like the expo, okay? Your blog becomes the expo. I give out a sample a week.
Place number 2 is the community. Okay. Everybody wants to join others. They don't want to know that I'm the only one that's given them an email address. So I say join 20,000 in our behind the scenes community. Free. Okay? Because they know on my site because I know the second place people checked out is how much, based on my analytics, how much does it cost. They'll go to my sample menu and my subscribe page, oh, there's a fee. But my blog posts are free.
So they'll scan through my content after that, and that is on your analytics on your behavior and traffic, so you can check out where people are going. So I knew that people wanted something for free and they wanted to join others. This is where it is. This is what you all have. So if you have the ability to change your little thing instead of saying, get my email or get my posts or subscribe, you should not have subscribe alone. You should have, subscribe for free DIY ideas, subscribe for something. Subscribe with others. Whatever it is that you're blogging about, it shouldn't just say subscribe to email. Okay? So change it.
Place number three is within the content. Okay? If they're reading your posts without sounding so the post starts like this, what's better than a fruit salad? These fun banana split bites, of course. These fun encased in a chocolate shell is a perfect after school snack your kids will love.
Oh, and you need more ideas? Click here. And then it moves on to everything else. Okay? It wasn't like, hey, get more ideas. Boom, boom, boom, boom, nothing. It's not informational at all. I'm just telling them a story after that. But within my content, above the fold, there is place number two. You can all do this. Okay?
Place number three, I create a specific page on my menu bar that gives people three ideas so when they click on that page, that page tells them exactly, it's like a whole page? Okay. It's not a post or anything like that. It's not a place to subscribe. It's exactly it's just a page that tells them exactly what they're going to get week after week when they subscribe to my newsletter, and after this you can go all scoop out the wording and but that takes them to another place.
So in every post above the fold are four places. Okay? So if they're reading or paying attention at all, I offer the value in four different ways. Okay? But guess what? That's not it.
So you've made it through my posts and scrolled down and saw my cool pictures of how you can take these back to school because, remember, I'm a school lunch type so I figure out how to pack it. Love my MOMables's ideas, get more, delivered free to your inbox. Okay? So that's all the way at the bottom of the post right after the recipe. Okay?
People like consistency. That's why people go to bars, and they go see their favorite bartender. They like exactly with the way he mixes their drink. And you go to your favorite restaurant and you like your server. You visit your favorite grocery. You know where things are. People like to read loyal readers, loyal readers like consistency. You're switching things along, oh, my gosh, I don't know where to find things, okay? So every post looks the same.
Now when they give me their email, I use mail check. You can use whatever you want. They get an auto responder so I immediately deliver on exactly what it is I promised them, and you should, too. You're going to give them three tips, DIYs, coupons, offers, whatever it is that you promised they're getting when they sign up. You deliver it to them. Okay.
On every blog post, I don't focus on follow me here. I don't scream, follow me on social media. I scream, join my email because when they join my email, they're I tell them exactly, I tell them about me, blah, blah, blah, and then I tell them where they can follow me on Facebook, on Twitter, on Instagram, all of that. Okay? And then I tell them, you can download your complimentary week and everything else, but the email is crafted in such a way, I tell them, I personally send out an email every week. Okay?
So my emails are scheduled 5:00 o'clock on Sunday, so if you all go sign up, you'll get one tomorrow, and you'll get to see everything else, but the first thing I tell them right at the top, Dear Tory, Dear Tory, what do you struggle the most when lunch packing? I ask them a question. I don't say, hey, welcome. I say, what do you struggle the most? What's going on in your world? I want to know because every week they tell me. They by the dozens, okay? Dozens.
So email does consume a lot of my time, but I have ways of it's always usually the same thing, so you will use Evernote to craft well done replies where you only insert a few lines of touching on something personal that's for them. Okay? But they tell me exactly what they're struggling with. They tell me what they need. They tell me what kind of food they need healthier. All of that.
What does that mean for you as a blogger? That is content. Those are content ideas. Okay? By me asking them what's wrong with them or what do you need? How can I help you? When was the last time somebody asked you honestly, how can I help you? So then they tell me so then I use that as blog topics.
So when they get my email every week, it's like wow, she was reading my mind. She made that recipe just for me. Okay? They don't know that a lot of testing and everything else has gone on. But I am answering their questions. That's why they don't unsubscribe because my content is tailored to them. Okay?
So you should deliver on what you promised week after week. And you should supply if somebody reads a blog post right now and you're using Feedburner or something, and it people, check out and see what happens when somebody hits reply, if that Feedburner email is going on some junk, I can't stand that.
Sometime I read people's emails from their blog post that they use Feedburner and they'll reply two weeks later, I'm so sorry. That went to my spam. Okay, people are taking the time to reply, tell you how awesome it was, they connected, their craft came out great, you should acknowledge. Always reply to emails. It doesn't have to be a life story. It can just say, thanks so much, you made my day. Okay? A little bit goes a long way. They'll tell their friends about you.
So this is what they're getting week after week. Week after week on Sundays I send that out at 5:00 o'clock. Doesn't mean they all read it at 5:00 o'clock, but it goes out at 5:00 o'clock. Yesterday somebody wanted to know if it's a magic time. It's not, but usually I have three kids. Saturday night after everybody goes to bed, I sit down and recap the week. And usually I have something that I can pull as a what life as a mom of three was like and packing food and cooking that week was like and I create an email just for them. Okay?
So and that's just because it's the best time for me. Okay? Doesn't mean that it's the best time for you. You do whatever time, but you have to I'm going to tell you about it. So every week, I tell them and the first thing it says Laura on this one or it could be they'll ask me to put their first name. Your intro should always be personal. But the fact that they see their name right on there, they say, it's just for me. Okay?
So you want to touch on the human side of the people that are reading your content and your posts. You're getting so much more information than yesterday because yesterday was super fast. And there's nobody right after this session. So I can tell you even more things in detail.
But my, you know how I said that people on the right join, and they get, VIP community or whatever, okay, every week I do things that I don't advertise on Facebook. I give them things that they will people out there who are not subscribed to my email list never get. Free recipes, free opportunities, samples. Okay?
When I work with brands, they're often paying me just to put stuff on my email newsletters. I don't have to do anything else. So a couple weeks ago, well, I'll tell you this story. About a month and a half ago, I sent out an email. I'm currently worked on the book project so with a publisher, so in addition to having three kids, my personal blog, the company, everything else, I'm also working on a cookbook. And cookbooks are not like you sit and write a novel. You have to go and test food. Food that you think works out you actually have to measure. Like really accurately, like one slice of this and one slice of that.
Wouldn't it be great if people in my community do some testing for me? Who is going to help me? I put it out there. On my newsletter, I sent out an email, not a lot of detail. I said, I'm working on my cookbook project. They don't know anything else. I really need help. I need your help. I need you to help me test some recipes. If you're at all interested, okay. They're not, it's not mandatory. You'll be in this exclusive, exclusive small group of recipe testers, I don't know, 10, 15 people. In three days, there were 500 people. After that, I basically had to stop accepting because it got to be too big to manage.
I was like, oh, my gosh. So now I send out an email with a Google Doc, okay, and then they test out the recipe, and I give them a deadline. They go make it and then they give me their feedback. Wow. A builtin market research, okay? So you can do the same. I'm just saying. All right.
So instant email is very powerful and after that, I did a threeweek pantry challenge. Hey, back to school is coming up. Summer is very convenient. We buy a lot of things just in a hurry. We don't know what to do with your kids.
I'm going to help you clean your pantry. We're not going to throw everything out. We're going to go three weeks, three steps, and I'm going to go right with you. So week one we did this. Week two we did that. And week three we did that. And then I gave them something. I gave them a printable, okay? A printed list of the things that they could go. Like they no longer have to buy cream of God knows what chemistry. They can go make an easy substitution.
I mean, so easy. So they were getting value. And the people on Facebook who posted on my wall. What's this pantry challenge? How do I get in the pantry challenge? You have to be subscribed to my email list. People still email me, how can I get in the pantry challenge? I'm like, it's over. You kind of missed the boat. So that is how I gauge. You can make the people that read your content? Okay?
But my emails are crafted to do where there's my logo? It's right on the top. They know exactly who it's coming from. The reply, it doesn't say MOMables. It says it comes from Laura Fuentes because it doesn't come from a company. They don't know that I'm, you know, somebody out there. They may not know I'm just a mom with three kids. Okay? But I want them to know that I am a person. Okay? That's huge. Okay?
So you should also take the time to build killer emails. What I mean by that is relatable, valuable, with the things that they want, okay? So you also get my email because the screen couldn't get you're like, what about the blog posts? Right under my very personal note to them and whatever it is I write about, my blog posts are at the bottom.
Okay, Mailchimp offers a template for me to create an email or a letter to them and then my content from week. So they're going to click and go back to my blog and see the recipes that may interest them. So that's how it is. I bring them exclusive opportunities. My emails are personable and relatable.
They should feel like they know you after three emails. Okay? But, of course, after you grow your emails and you grow your campaign, you know, you're like, week after week and the email is growing, you're like, how can I make money? I will tell you that both of my sides, I don't have a single ad. I don't make money from ads. You need I can and I realize I've done the math because I have an MBA, and I'm like, oh, gosh, it's money that I'm like losing.
Passive income, passive income for me is the people that feel like they know me, and then they sign up for my plan, and when I make a difference in their life and they're subscribing, that's passive income because the ad of that money, sorry if anybody here works for an ad network. The ad for that money, thousands, thousands of bloggers, I don't want to rely on ads and people visiting my site clicking in and out to make money every month. I want to rely on the information that I'm providing people as valuable. Okay? Just like a consultant. Okay? Or a shrink. You pay a shrink 60 or $100 a session. They're giving you their time. That's what I'm doing.
You're like, I don't have a product. I don't sell, you know, a subscription. Okay. But you have content. And you have a community. And when you build a community, that's valuable to somebody.
So your community, you should offer transparency. Okay? It's just that just means that when you have a sponsor post, of course, you know you're going to all the way at the bottom have a disclosure. So it's transparency, disclosure. What I mean by transparency by me, they know I'm a subscription site. I don't lie about it. I don't say, hey, I have this product. They know MOMables is a $6 a month subscription, but on top of that, I offer you content. Okay. For free. So you don't have to go anywhere and find it. I'm going to bring it to you.
Relationship. I'm telling you, these moms, they feel like they know me, and I know them. Why? Because they tell me. They tell me what I'm struggling with. I've even made phone calls to people because they've been so down on themselves. They just feel like they don't know what else to cook for their kids, and I'll just hit reply, and say what's your phone number? And oh, my gosh, I know because they share my content because I go back and check on Facebook. They're my biggest advocates because I took ten minutes to make a phone call. The phone still works. Okay?
It takes time. It took me a year to get 20,000 emails organically. Okay? I didn't pay for any email. So it does take time. It's not something that you're going to go back and change your blog post tomorrow and have 20,000 people by next month. I mean, maybe because I don't know what your blog traffic is like. Okay?
A year ago, I had half of my page views or a quarter of the page views that I do today. But I also have better content today than I did a year ago because my people are telling me what they want to see. So therefore, people are looking or my content.
Consistency. My emails are consistently sent at 5:00 o'clock. This is part of monetizing. You know why? Because if people don't know what to expect from you, they're not going to really buy from you. When you work with a brand, the brand would in hopes that you are promoting their product, okay. So which means, ROI, they want to see the dollar signs after that. Or affiliates, however you make money on your blog, affiliate links with huge I have people that write big checks at the end of the month because they promote me and they put their affiliate link and they have a big mom community of their own. And my husband writes a check, and he goes, wow, they really talked about you this month. Okay?
And the quality. Quality. Quality's huge. Okay. Don't go press submit or publish if your post isn't great. Would you want to read your post? Is it valuable for somebody? Would you want to read that email? Okay? Don't just go, oh, gosh, it's 5:00 o'clock, it's 4:35 because and I better create an email because it's 5:00 o'clock and they expect. It's okay at 10:00 p.m. My light bulb may turn on at 8:00 p.m. that night. Quality is huge.
But the brands well, the brands pay to tap into my community. They know, okay, they know the relationship that I have with these women. They hear about me. Half of the brands, the brands that I work with, they are subscribed to my email list. They know because you just don't know who is subscribing. You never know who is reading your blog. Okay? So that's why, they're already scooped me out before they even approach me. I don't pitch. I've done that in I mean and I still do here and there, but it's basically because I get an idea and I just go look at my brand emails and people that I know, I have a relationship with brands. I'm like hey, I had this idea. What do you think? Okay?
So you can do that. After they have visited a while for you. They know my reputation. They know what kind of content I create. They know how it's delivered. And when I pitch something, I give them my plan, a plan of delivery. I tell them exactly how I plan on delivering. That means, if you've ever worked on a sponsor post, they tell you, 400 or 600 words and 3 Facebook posts and 4 tweets and whatever it is. Okay? But when I pitch to them, I do that for them. I give them a plan of delivery. I tell them exactly how I am going to deliver their money. Okay.
I also metrics. I also have a very handydandy metrics summary. They don't need to know, when I meet a brand out at the expo next week, I am sending them an email with my metrics summary. It's a little paragraph on the top. I didn't tell anybody yesterday, but you all should do this. It's just a little Word document attachment.
It's so nice to meet you at BlogHer '13. I really enjoy your product X. I'd love to work with you. I've attached my metrics summary for you to review. If there's ever anything that I can do, that I can facilitate expanding your product to my community, I would love it. Please let me know. Sincerely, you. Okay?
That metric summary that's attached, that is a summary of your blog name, and in two sentences, okay, your elevator pitch right at the top, what is it that you do? I say MOMables.com helps parents make fresh school lunches for busy parents. And I also create food that kids will actually eat. And then I tell them my metrics, my whip metrics. That's like your unique visits. Nobody wants to know per day. I don't care how many people visited your site today. Your monthly. I can't stand it when I ask somebody because I want to pay for response or posts. I say, what's your visit? Oh, 4,000 today. Okay. Your month. Summarize your month. All metrics are in month unless they ask.
And then, of course, all that is related to that. Okay. And you may even want to say your top three posts. Why not? Samples. Okay? If you've worked on previous campaigns, put them there. Previous campaign samples. Hello, your resumé is attached. If you want to work with them, tell them. And then the list. Taking as part of your metrics is your list. That's how many people that subscribe to your email. If you use an email client like Mailchimp if you live in Canada or whatever, I'm almost answering your question. Oh, yes, if you use it, great. It tells you exactly what your people are reading.
I had one brand ask me, what's your location? Can you break it down? I was like, thank goodness I have that information. So I told them, U.S. 96 percent. Canada 2 percent. Blah, blah, blah. So I broke it down by them and then I landed a nice campaign because I had those metrics and I fit what they were looking for.
So if you can, but again, it's summary, half a page. Give them previous campaign examples. Okay. You should have those ready on Evernote if you don't or a PostIt or somewhere, okay, that you can cut and paste. Examples of like your resumé of what you've previously done and make it your best one. Okay? You can email me after. I'll give you my card if you want me to look at it and you want to improve what it looks like.
And then delivery. Create a plan of delivery for them. And post delivery two weeks later. I forgot to add that next bullet point, but it's a post campaign recap. Post campaign recap basically means two weeks later, you log back on to your Mailchimp or aweber or whatever, and you see what the open rate was. Okay? And your share rate and your click rate and all of that, why not give it to them? Yes, they're going to go look they're going to go look at your posts, and they can see the analytics of the page views, but what they can't see is the 13,000 people that opened that email. The 7,000 people that printed that recipe. That is valuable. They're like, wow, 7,000 people printed the recipe? With their brand name on it? And a shopping list? Woohoo. Okay.
Did 7,000 people buy the product? I don't know. But 7,000 people have their brand right there on their hands. Okay? So that is how you monetize your email list? Okay. When you can actually put it all together. But you need it to get out of using the Feedburner or something like that. You have got to spend 20 bucks, $25. If you have under 2,000 people that subscribe, Mailchimp is free.
I'm trying to answer some other questions that people couldn't ask me yesterday because it was short on time. So my fee is $36 for up to 10,000. If you want to make money, you have to spend a little money. So it's relatively inexpensive. But those are the tools that you'll need to put together branded emails. Good looking emails. Emails people want to open. Okay?
Because people want to buy from people they trust. People buy my subscription plan because they know that Laura Fuentes is a momma free who has kids in school who works full time like really busy, has a husband, who sometimes leaves the house with her work clothes on and flipflops because she forgot. And sometimes I forget my kids' lunch at home and I have to run back.
I'm just like them. They buy from me because I'm like them. Okay. They connect with me. So that is what you do with email. You go beyond the blog post. Okay? It's like calling your best friend from college week after week.
And brands, brands want to tap into your community. Okay? They don't it's great to have a blog post, and they're still of that mentality. Some brands they don't care. They're paying 25, and $4 a response or post and sending you a Cheerios. You want a thousand dollars, three thousand dollars, five thousand dollars, all their eyes went up, so if you want money for what, the time that you're taking to create things for them, that will bring value to your community, number one, you don't sell out, you don't work with brands that don't fit what you're all about.
And you say no approximate. There is no amount of money that is that can pay for you to sell out and work with somebody that it's not part of your strategy. Because people will unsubscribe so fast. And then you're losing your community. You're like, I don't know, she said she makes healthy school lunches and then she worked with this company and they sell a boxed thing and they have artificial colors and I'm not sure she's it for me. Okay? It's okay to say no.
So brands will work with you because they want to tap on to that relationship that you've created through those emails. Okay? The emails that you have because you have now created your blog posts to get their email address. To not be annoying like The Gap and go, it's going to be $34, but what's your email address? Okay?
So and that's your value. Okay? You have something of value. It's your time. It's your content. It's your blog post. Okay? So that is the end, but I'm going to let you open up questions. I gave you so much more today than yesterday so, my, Mike Kringler is going to go around, and I have nowhere to go. I mean, you may, but I will answer every question. I will let you pick my brain because we have time.
>> AUDIENCE MEMBER: Hi Laura, you mentioned Evernote. What do you use it for?
>> LAURA FUENTES: So Evernote is basically like, well, I, I used to type all my things on Word documents, and then identified to go look for my Word document folder and open it up and copy and paste. So essentially, Evernote is an organizing a way to organize my canned responses or the things that I use the most.
If you have a Mac, you download it through the app store. And you download it to your desktop and you open it up and you create, you know, how to it keeps passwords. It keeps documents. I use it to save time. You know, I can cut and paste the things that I want to answer that everybody wants to know.
>> AUDIENCE MEMBER: Hi. What plugin do you use for the beginning of the post and end of the post up in your newsletter?
>> LAURA FUENTES: It's just how you would I don't use a plugin. I don't. It's just I I use Mailchimp, and so Mailchimp gives me the code. So if you use WordPress, you can type in text or you can go to the HTML side so I insert the code.
>> AUDIENCE MEMBER: I have two quick questions. So if you send a weekly email with your subscribers, do you ever do a dedicated email like an E blast within those subscriber. And question number two is without getting too personal, what is the going rate per thousand subscribers for either an in copy ad or a dedicated post?
>> LAURA FUENTES: Okay. The first answer to your question is I do. So this back to school I'm working thank you for coming. This back to school, I'm working for a couple of brands, and I created specifically recipes for my email list. Okay? Instead of creating a sponsor post, I created recipes that are in printable format, and so instead of those going into my Sunday email, those will be sent dedicated on a Wednesday night like and the only thing that that email will say is like, hey, I have this great recipe for you, thanks to my friends at brand X. And if you click here, you can download it. It was so and kind of like a mini review. It was real easy to melt their cheese. I hope you enjoy it as much as I did. P.S., this is one of the exclusive things you'll get if you continue to stay subscribed. More recipes to come.
So I do. And that's usually when I work through a campaign. Sometimes they don't want to pay that rate. So they will, I don't care, just put me on your Sunday. I'm like, okay. So I'll mention you. Okay? So there's just you drive your business. You do whatever you don't have to do what everyone else is doing. Okay. You can do whatever you want to do. Okay. So so for a thousand subscribers, it depends. If you have if, if I had a thousand
>> LAURA FUENTES: I don't charge like that. I just say, because every campaign is different. So, for example, if I had a thousand subscribers, I may charge 50 bucks because they're paying for the rate. I don't know. Whatever you're comfortable with. What I will tell you, an email takes a lot less time to put together than a blog post, so in a way, it is easier money. It depends like, do you then have to promote it? Do you not have to promote it?
>> LAURA FUENTES: I don't know because I've never charged for subscriber. I charge for my time. And my community, and the time that I've already put into build a relationship. It's kind of like going to a physician. They've gone through medical school and, you know, a hundred dollars a visit or you want to go have surgery and it's $200,000. You know what I mean? So it's up to you. I don't know. Sorry.
>> AUDIENCE MEMBER: I have two questions. The first one is, do you subject line text? And if so, can you describe that process to us?
>> LAURA FUENTES: Sorry.
>> AUDIENCE MEMBER: Do you test your subject lines each week?
>> LAURA FUENTES: Okay.
>> AUDIENCE MEMBER: And my question is, do you have a full time job in addition to these websites?
>> LAURA FUENTES: So, so the first answer is, I semisubject test my subject lines or I never say free this I call them printables, so, and it's also things like, like the pantry challenge it was like, what does your pantry look like? It was never I never put things like I know what the beginning words are like offers, specials, like I don't put those words.
So there are subject lines that would be just like I'm sending my friends at the email. I found this great product at the grocery. You have a DYI person, that blue I tried out was great. My kid melted the crayons on the carpet.
For example, like a friend of mine, she called me, I have this campaign I'm doing with this stain removing company, and I don't want to say I don't know what the subject line is going to be. What are you talking about in the post or in the email? What happened was that the crayon melted and blah, blah, blah. Hmm, this is what happens when crayons melt on your rug. Wouldn't you open that? What happens?
You want to create things that people might open, also. I started MOMables two years ago kind of not knowing what the response would be like. I was a stay at home mom at the time and my oldest two were starting preschool and kindergarten. And over this last year, I also had a third child, was a total surprise, but I already made up my mind I was launching, so we kind of went with it.
So my youngest is 17 months and he is in parttime child care, and MOMables is my full time job, and I get paid like it's a full time job and I pay every single contributor. I know some websites are very large. They're like, oh, well, you know, if you guest post for me, you're going to get this exposure. But I will tell you that my contributors, their websites have grown tremendously. Brands are working with them. They're scooping them out from my site. Okay? They're not stealing them, oh, we want to work with you because you also work with MOMables and we know that MOMables really has certain standards. And so I work an insane amount of hours. But at 3:00 o'clock when I pick up my kids, I am mom until 9:00 p.m. And then I go work a little bit more, and I do activities on weekend time, and I've hired a VA parttime so I've had to. This is all new to me. I had a full time job before staying at home to raise my older two kids, and this happened, and I'm like, oh, so I've had to figure it out, but it is my full time job.
>> AUDIENCE MEMBER: How much do you pay contributors? And also, there are so many platforms. I mean, doing emails to subscribers like an afterthought. I mean, it sounds like it's much more important. But do you also use Google Plus like Kawasaki told us to do? Do you use Pinterest? How do you spread your energy? Between all these
>> LAURA FUENTES: No problem. I spread my energy I hang out where my people are hanging out. And that is where you should be focusing your energy. If you are a tech person, your people may be in Google Plus. Or if you're a photographer, whatever it is that you do, you will figure out where your people like you are hanging out. Okay?
It's like if I want to go get moms, I'm not going to bars. Right? I go to a play ground. Social media is a same way. You spend your energy where your people are hanging out. My moms are at the Facebook. They're at the playground and they're scrolling through Facebook. It's the truth.
So I hang out, I spend my, my time sharing my content on Facebook, on Pinterest. And I tweet I use Twitter to share content, but I use Twitter to promote brands, to engage with brands, okay? So that for me, that's what works.
Google Plus, I tried it. I'm on there. I'm still kind of like figuring it out, but you know what? I know what it's all about. So I won't be blindsided if it becomes this amazing thing for moms, too. So you should be aware what's out there, but I'm not spending time there.
For guy, it's different. Alright? He's in a totally different thing. He doesn't talk to moms. He doesn't hang out with moms. He doesn't share recipes with moms. So to me, it doesn't apply and to some of you it didn't apply. So don't go home and stress out about Google Plus because if your people are not hanging out there, it doesn't matter. Okay? If a brand wants you to create something on Google Plus, then go do it. Okay?
Email is a big thing because I'm sure you open your email, right? Your bank emails you. So it's a big deal because it's a dedicated thing that people visit on their time. It's not relying on the fact that whether they're there or not, whether they're the analytic decided, oh, it's important. See, like I go on my timeline, I see latest posts, and all of a sudden, stuff is there last night. I just asked for the latest post, so what's up with this? Email is a big deal. Email will always be there. It will never be the next best thing. So it works for me. And it's working for many.
So any questions?
>> AUDIENCE MEMBER: Do you happen to use auto chimp to go from WordPress to Mailchimp? I mean, and I've been having problems with that so I'm just curious what you use to go from one to the other? I know a techie kind of question.
>> LAURA FUENTES: Yeah, I just auto chimp in one of my sites, my personal website because my personal website SuperGlueMom.com, I that's like, that has become the mom behind the brand. That's where people really get to know me. But I use auto chimp there and that one emails out every post because only one post a week. I don't create an email dedicated for that list.
But you know what? There's no websites called Fiverr, Five Dollars. Fiverr. And they are techie people. They'll fix it for you. Don't go out there and try to figure out, spend three hours to find the code thing. Go to Fiverr or ten dollar or something. I forgot what it's called. I can't tell you, oh, my gosh, I just spent three hours and then, for five bucks, they fixed it in ten minutes. Yeah, Fiverr, two Rs.
>> LAURA FUENTES: Com. On MOMables, it does not blast out. I manually create that killer email every week. Yes. So Mailchimp allows to create a template, so I have the template that works for me which is one the newsletter, the wide one on the top and then at the bottom is like a picture so they can see what the recipe looks like and then the little blush below it, so graphics are key. And yes, I do say things on Pinterest and everywhere else. Sometime my top two, sometimes my third. Sometimes it's the first because depends like if I have this amazing photo. Yes.
>> LAURA FUENTES: Yes, MOMables puts out three to four posts a week. Yes, has my traffic been affected? Anybody wonder that at all? Do you want to know? So if you make the switch, okay, so most of you create a post, and it goes out. Whee, all right? So if you made a switch to a weekly, if you're afraid, oh, my gosh, is my traffic going to go, plummet? The first couple of weeks, you will see your traffic be lower because they're still trying to figure out what's going on here?
But let me tell you something. If you're going to make your switch to weekly, you prep your people. You send out an email, saying, hey, how does this look? This is going to be very, look, I'm going to send you great recipes or whatever it is, every week. Once. So I don't clog your email. So you can click on what you like and I'm going to send you a photo. Okay. You let them know right before you set it out. So it's like, oh, no problem.
>> LAURA FUENTES: Oh, yeah, yeah, all the posts are shared all week. Okay? So at 10:00 o'clock Tuesday, Wednesday, Thursday, Monday through Thursday 10:00 o'clock is my new content spot, it's funny. They know. They check at 10:00 o'clock. I know. I can see. So 10:00 o'clock is my new post of the week, and I recycle my old content as well, okay? And the bottom of the email, I put something from two to three months ago because new people have joined the list.
Another thing that's going away on my site is my posts are no longer going to be dated. So content is never old content. Content is always new content. See, this is so much more than like just email. But I'm having to answer any questions, so yeah, I'm going away unless you have some kind of blog that's sort of lifestyle and diary like. Okay? If you're creating DIY and crafts, not couponing, because couponing expires, but if you have things that don't expire, it has information, then get rid of the date because whatever happened in 2010 is great. I have spent just as much time creating that recipe back then as I did for the one yesterday.
>> AUDIENCE MEMBER: So you kind of answered one question I had about the date of the email. So if you create four new recipes a week because I'm a blogger, do you include a picture for each recipe in that one email? And then also, do you have any suggestions on like the length of an email? Like is there a point where it's too long?
>> LAURA FUENTES: Yeah, there is a point where it's too long. It's like oh, my God, those emails that became way too long, I highlight, and it's happened. Because gosh, sometimes I get inspired, and I give all these tips and whatever. This would be a great blog post. So because I create an email at the beginning of July that great road trip snacks or something because I was, oh, yeah, I had to pack and I realized, oh, my gosh, this would be a great post.
So all of a sudden, I cut it out of my email and I paste it on a post format. I bought a stock photo for something like a top ten, but everything else you have a photo, okay? So I create a great photo and that became a post, and then I just started over.
So it just basically a couple of paragraphs. But sometimes it doesn't matter because they know me. Okay. It's like calling. Same thing so I just, you don't, you don't want to it to be super long. If it feels like it's too long and you're really providing a lot of value, create a post. Okay?
And yes, your food recipes are linked at the bottom, and remember from now on, you're not creating food. I mean, you may blog what you ate for dinner yesterday, but what you ate for dinner yesterday is going to be a recipe that they want to eat so then, therefore, they click on it. Yes.
>> LAURA FUENTES: So when people sign up that slide, it's auto responder, this one. Dear Tory, blah, blah, blah, tell them who I am, what their in there I tell them exactly how this whole email thing works. Every week, you're going to get an email from me with the posts just designed for you. Blah, blah, blah, then I tell them, follow me here and follow me there, et cetera. And then they get this every week.
Oh. And your content should not suffer because, remember now, you're doing things that they want to read, so instead of having that email from that blog post you created waiting there and then they check their email on Friday, now they have four things from you. They're like oh, my God, four emails. If they don't click on your email, you're still not getting that visit. But if you are not, creating one email with those four things, they may click four times because now you're creating content that they want to see.
>> LAURA FUENTES: The people that are subscribed to the subscribers out of the site, they're also listed in this email. It's not part of that 20,000 that you saw. They're on a separate list. But they get this email as well. Because they they pay for an organized meal plan. But they also get this email as well because it's content for them.
>> LAURA FUENTES: Just one email. Just one email. You have to log onto the subscriber side of the sites so it's a premium side of my site. Okay? I have a membership management application within my site, and so that gives them an user name and password, et cetera.
>> LAURA FUENTES: So in this email, I wish I could have pasted it. I really tried, but then you wouldn't be able to see it. In this email on Sunday, after I tell them what's going on, I say, there from my kitchen to you or happy lunch making, Laura. PS, if you're a subscriber to our meal plans, click here, download it now. And if you're not, go sign up here, whatever.
But right at the bottom of my pour my heart out to them is paid log in. It's a direct link. I tried I'm going to being switching over.
Now again, I started knowing nothing, so I was like where you were two years ago. A blogger going like I literally launched five days after BlogHer. I knew nothing. So, and my friend there knows because I was trying to absorb everything. So two years ago I mean, the first year, I didn't know anything. I was just trying to figure it out trying this and trying that. So in two years I'm here. So I tried to condense. I tried to make less work for me. So why am I going to send two emails? I just send one. Same amount of content. You don't pay, you can't get the plan. That's it.
>> LAURA FUENTES: Yes. Six dollars a month. Four weeks. It's dirt cheap, but, you know, yes. Yes. My, my subscribers had application. It's called DAP, DAP, Digital Access Pass. It's not the friendliest application. I kind of looked at another meal planning site person. I met her at BlogHer two years ago. What are you using because I'm launching and I have no idea. She's like, well, I use DAP. And three years later, she makes over seven figures and blah, blah, blah. She's like, oh, it's not working for me. Okay. It kind of works for me. She manages it.
There's some WordPress has one that's really good. I can't think of the name. If you email me, I'll get it for you. But it's a WordPress membership plugin. It's a lot simpler. Yes.
And, you know, there's a lot of value in premium content. I mean, you know, and notice I'm saying you don't have to sell something. You can make money working with brands. If anybody here has an Etsy stores, my other session has Etsy stores. Gosh, you need to build people to your platform, people on your email list. You don't have to market your store. You market the cool stuff that you do. Go get it at Etsy. So if you have a friend at crafts, tell her that.
I'll answer anything you want. I don't care. We're done. Like the session is over, but this is time for yes?
>> LAURA FUENTES: So, well, they benefit from the arrangement a lot. Mostly because I share their content in my when they make great content on their site, I share it on my social media avenues. So they get a lot of traffic from that. So I started I'm a mom of three. I just kind of like, I like you, you like me. You want to guest post? And they start as a guest post.
And gosh, you know, so I, with some of them I have a very I have a big trust thing going. They're like my sisters. And I have not taken a contributor in about a year well, six months. But before that, it's really been a year, so my people are solid.
And there are other people here that you've met. If you're looking for people to contribute on your site, go network. People that are doing the same thing you're doing but a little bit different because you want to be a wellrounded site.
So my contributors, one of them brings homemade recipes. The other one is my allergy friendly person. Kids have food allergies. The other person makes very creative things.
Now, I control the editorial calendar. I'm like a magazine. I am the boss. I know because people tell me. They don't tell them what people want to read, what they want to see, the recipes they want. So I and I, I'm the one I used to let them have more freedom, but now I assign everything out because I used to kind of not know what I'm doing, and now I'm like much more solid on it. I don't know everything. So if you have a tip, you tell me, but you know what I mean? Now I'm like yes. Any (Audience speaking.)
>> LAURA FUENTES: So you'll be up front, and I'll tell them. So guidelines, my rate, you can guest post, you can submit a guest post. I tell people on community, you can submit a guest post. I'll feature you. I will feature you.
Everybody wants to be in the newspaper, right? Everybody wants to see the kid grandmas, they're so proud. My son, the sports section, right. Everyone wants to be featured.
So you don't want to say you don't ever use guest posts. I would love to feature you. Don't say, would you like to guest post on my they're not getting this. You don't say, would you like to guest post on my blog? I would love to feature you on my blog. I love what you do at your blog. When was the last time somebody told you that? Right? So you tell them, I would love to feature you on my blog, and there's this recipe or there's this craft, there's this post that touched my heart. Would you like to republish it on my site? Okay. And I will tell them who you are.
And then you look at the statistics for that traffic, that page, and if it went well, hey, it was very successful, would you like to come regularly? And what would regularly mean for you? I don't accept anybody under twice a month regular, and that means that on my website, about when you scroll down on the about page over there, it says, my team.
If you're on my team, I know because I look at the statistics from my team page, and I know people are looking who's in my team and brands when they work with me, they see who's on my team. Okay? So if you want to be on my team, want MOMables in your resumé for brands to look at you, you have to make a commitment to me. I'm very up front. I take it take you right off the bot because I'm the one that logs in. I'm the administrator of my site. They're just authors. Okay?
So everything is saved just pending, and they cannot publish anything, and you have to review everything. You have to read. You have to edit. To make sure that their guest post has your voice. Okay? Or your site.
And then, of course, see right there posted by Brook Wheeler. Okay? I allow them to many sites don't do this. Many sites, it would say by MOMables. But I allow them to have their name on that recipe. So Brook, when she wants to work with someone, she goes, I made this killer recipes from MOMables. It was pinned over 77,000 times. It was. And that was like in two months or something like that. Okay. So this is her resume. I allow them to grow. Why? Because you because that builds this trust with my team. It wouldn't work anywhere else. So yeah, yes. (Audience speaking.)
>> LAURA FUENTES: So the stats on WordPress spot, do you have like the Google pack put in there or what do you use for stats or WordPress stats? It's that important because I go on my Google analytics, and I see exactly what the traffic flow. I see where they're hanging out. I know where they're reaching, and I know how they got to my site, and the reason I want to know, you don't have to figure all this out tomorrow. It's taken like two years to figure it out. I know how to do it. It doesn't happen overnight. The reason I want to know is I want to make more recipes just like that one so more people come and hang out. Right? Because you want to build your traffic. I'm sorry? (Audience speaking.)
>> LAURA FUENTES: You go sign up. You have a gmail account and then you go on analytics.google.com and they give you some code and you have to have it installed, but you know what, somebody will do it for you. What? Yes? (Audience speaking.)
>> LAURA FUENTES: When I had no money I mean, I still think I have no money, but it depends on what you have to do. Three to four hundred words, 20 bucks, 25 bucks. It's not a lot. But you know what? They're not getting paid by guest posting anywhere else. Guest posts don't get paid. Okay?
Regular contributors get paid if they have a W9 I give them. They create recipes, they get paid. Everybody gets paid because they're all moms. They all have kids and they're all rewarded for their time because it's time away from their kids. So. It depends. What kind of blog do you have?
>> LAURA FUENTES: Do they have to create recipes? Do they just have to tell their story?
>> LAURA FUENTES: Okay. So the person that takes amazing photos gets paid more per post. If I have to go spend my time to edit their photo because that black bean burger looks like someone threw up. It tasted amazing. So now I have to spend time editing the photo. So there's a scale. So anywhere between $20 to $25. How big is their audience? 20 to 25 to $50, I'm sorry. Okay. How big is their audience? Because, you know, you have to realize like they're not getting paid anywhere else?
So, and I treat my blog like I have a company and it is a business. But the blog stats in there, even if it wasn't a company, even if I had no no plan, nothing, okay, it's a job for me. So it's a business. I'm charging brands. If I want to make money, I treat my blog like business, and you should, too. So people that work at my business, they should get paid.
People, if I'm not automatic there creating the blog posts, somebody else is freeing up my time, they're getting paid because that's time I have to do something else. It's my mentality. Some people, believe me I get asked all the time, will you contribute a recipe? Will you guest post here? And sometimes I look at them, like man, they're bigger than me, and they want me in there, but I'm like, what's your plan of distribution? How is the post going to be promoted? I ask other people.
So when you want to hire or get moms to contribute to your site, you tell them, this is how I plan on featuring you. This is how I plan on promoting you. Okay? Because if I would want to know that. So now my contributors know that every week they get promoted. They get shared. They're in my newsletter. Their name right on the top. Okay. They're a part of my team. Okay? So they're loyal. I don't have to look for anybody. They're like, they feel bad when I say, gosh, this month, you know, it's back to school. We're going on a trip. Can I just do two recipes? Yeah, don't worry. I'm not going to fire you if you can't contribute this month.
So that's how I do it. You should start out by testing people with guest posts. I would love to feature you. I love what you're doing in your blog. Read their blog and say, I want this republish a story.
Doesn't have to be it a myth. Write that down. It's a myth that republishing content will screw up your search engine. It's a myth. Okay. So say that story was so amazing. Why? Because the first 200, the first photograph, it's you introducing. So when their Google bot's zoom, it's picking up a whole new content, okay. So, and at the bottom, they should have a little about who it was by.
And you can run, if you're just starting out, I don't know how that came up, but if you're just starting out, you can go with regular contributors for a long time. Because these these women have old content that it's new content for somebody else. They're great stories, and I guarantee you, that they probably are not promoting their old content, so you should all install something called it's like an auto tweet or something like that. Tweet old posts. Okay? So if you don't have that, you should. It tweets old posts because you're going to remove the date from your posts.
And if you don't know how to do that, get somebody else to do that. Fiverr. Don't spend two hours YouTubing how to remove that. I'm sure it's easy. I have no idea. It's a Word Plus plugin. Tweet all posts. And you can say tweet every hour and once a day. Guess what. In Twitter sphere, people retweet that stuff. It's new content to them. So tweet all posts. I'm sorry?
Okay. So well, okay. It depends on their technical skill. I have learned that not a lot of people know what it is that we do. So I've gone through a few it depends what country they're in, too. I haven't had very much luck with India because I hired the wrong so ten dollars an hour. Okay. My suggestion, is to hire one of those moms. Thank you for coming. Hire somebody who is already blogging, who is looking for extra income and so they know all about it.
Brook right there, she is a VA for the recipe side. I find recipes. I jot it down on a quick email, okay, three slices of cheese, two slices of ham, two pieces of bread, hopefully whole wheat or whatever it is and some mayo, and that's it. Call it this sandwich or something. Okay. She already knows how a sandwich, how you have to fill out the recipe, so I just tell her the ingredients, and she types it out.
It's the kind of stuff that I no longer do. I've done it for a long time, three years, because I worked for 18 months on recipes on food before I launched. So that's the kind of stuff that Brook does now.
You hire you can hire VAs to just. I just hired somebody to panning my Instagram for MOMables because I have my Instagram for SuperGlueMom on my iPhone, it bugs me that you can't go switch switch. You would think that Facebook, since they bought Instagram, you could switch, but they don't. I hired that out. That's great.
I have somebody that schedules my Facebook posts. They schedule three a day, 10:00 a.m., 1:00 p.m., 4:00 p.m. and, you know, like park time, 10:00 a.m. when they're at the park with the kids. 1:00 p.m. and they're just catching up, and they're scrolling through Facebook. And 4:00 p.m., the kids are home. Oh, my God, I got to go hide. I got to figure out what I'm going to make for dinner. 4:00 p.m.
And then 10:00 p.m. it's open because I personally go in there and say, say something personal. So don't forgot to do something that will be so much easier in the morning that will make lunch packing easier. So it's still personal.
So those are the kind of things, I've even had people I've had to be two places at once, so I've paid somebody on my team to be me, tweet for me, go to an event for me, you know. Because they're not expecting me. They just want it out through my social platform. Have somebody at a Hilton resort right now because I'm here speaking, and this was a getaway weekend for me, but my audience doesn't know that and the Hilton doesn't care. I checked. They didn't care. We just want it out on your personal blog. I'm like okay. So you know what I mean?
So you have to figure out what are the things that are bottlenecking your time? And social media is a big time bottleneck. So the more you can automate that, still make it personal, you know, if you're not a great editor, and you can find somebody to edit your posts, you know, like all these things take time. Like, you know, putting in, my team, they when they create a blog post, my contributors, when they create a blog post, they don't put in the code. I do that. Okay?
So and I they don't insert the picture. All they do is insert the text. The picture they don't put all those cute, I call it tattooing for Pinterest. They don't tattoo their photos. I do that.
I use DropBox to manage everything. Everything is DropBoxed. So everybody has their own folder, file, organized, so but you know what, I've had to get organized. I'm really not organized in my real life, my husband will tell you. I've had to organize to, A, manage a team; B, work efficiently and be me promote my company, but I still come up with all the content. So. Yes.
>> LAURA FUENTES: And you know what? There's a very efficient plug in that does this automatically. And so it's called an email opt in plug in. Not an email popup plug in, an email opt in. And that gives you the option of putting the plug in at the bottom or top of the post or both places.
I should do that. I should automate that, of course, and the reason I haven't, I'm going to tell you my faults. The reason I haven't is because I have over 400 posts, old content for recipes and things that have to go manually take this out so they don't have this built in nice one from the plug in and the old one. So I don't and eventually, I might do that, but a VA is going to have to take care of that. So yeah. Yes.
>> LAURA FUENTES: I use an Excel worksheet. It's in that well, it's pretty, because it has like a yellow highlight. The date due everybody, so here's the thing. Everybody knows when things are due. And everybody has access to that editorial calendar. If it's just for you, it's just for you, but and then once I and it's right now, I'm running like six weeks out, but I'm kind of bottlenecking some stuff, so I can kind of actually work two to three months out, okay? And again, this is all learning for me. So I've had to kind of adjust. Yes?
>> LAURA FUENTES: On DropBox and everybody knows not to touch it, not to edit it, not to remove it from there. Okay? Things that are in DropBox are for view only. And they know. So DropBox. And I do pay the $99 a month, a year for a premium DropBox account because I iPhone my photos, everything up loads to DropBox, so I don't have to carry the office with me. I'm here, it's in my DropBox. (Audience speaking.)
>> LAURA FUENTES: They will be. Right now they're scheduled three weeks. Because I already know what's coming up. I already know what's happening. Back to school. So pretty soon, we'll be like after back to school is what, Halloween? And after that is Thanksgiving and then Christmas. And then there's what? I mean, you can kind of, regardless of what kind of blog you have, photography, lifestyle, you know what's happening around the year. And that's what people search for, and that's what you kind of tailor your content to.
My personal blog, SuperGlueMom is kind of like, well, that's when I can get to it because, again, it's kind of hard. But I only I have photos like, SuperGlueMom I tell a story through recipe as well. There's more food, because people, I realize people want to know what it is that people they wanted to know what it is that I was eating and feeding family.
So SuperGlueMom is mom behind the brand and stuff that we do and the things that we eat and the stuff that we like. So I have photos for like probably two months' worth of posts. And it's like my family, they know don't touch the food. And I cook on the weekends. And I stuff like that. So I take my photos and I edit when I can, usually late at night, so. Yes.
>> LAURA FUENTES: Sure, so I've done giveaway specific just to my email list. And it's actually they work really well because it's like a lot less work in the sense of like you don't have to check on it as much on Facebook or everything else. But, again, you have to be aware of your platform for that, and it works great for the brand because especially, I'm sorry, but especially if it's like a smaller brand, that's not going to drive a ton of traffic like if it's Kitchen Aid, for example, everybody is going to want a sand mixer. I am going to do a giveaway on a post because I want that traffic. I want that new content. I want something that drives people. But if it's like snacks or something, oh, it's a freebie, right? Because it's it's awesome.
And so, and I find that giveaways are very time consuming, so I use Rafflecopter when I can. And I haven't figured out how to put a raffle copter on an email, so I can't remember exactly what it is I do for it. For the email, I think I manage it by like replying, or opting in somewhere else. I've done a few, not many. I don't focus on giveaway as much.
>> LAURA FUENTES: And the only way to win something is to be on my email list because you know what, in order to win you have to be in there because I only announce it on email. There's so many ways of growing your platform, and that's just, again, that's just what I've done, and you don't have do all of them at once. Okay.
So don't go home and go, oh my gosh, I've got to grow my email, stat, stat, stat, just focus. Go back and do one thing. Figure out what you can give away. There's less people in the room. I don't want to tell you exactly, what, to give them, to give them for free, what do you blog about?
>> AUDIENCE MEMBER: Me.
>> LAURA FUENTES: Yeah.
>> LAURA FUENTES: Okay. So figure out, I'm a working mom. Figure out the top three posts in your blog. Condense those into a guide. Working moms guide to hiring a great babysitter. If it's summertime, summer camps. Okay. Things like that.
I know all these things, I've got three kids, and I'm like, so you create a free guide that they get after they sign up. Anyone else want to know what to give away? Yeah. What I do with my team all the time. Yes, some people do pay me to consult for them. Yes.
>> LAURA FUENTES: Okay. Okay. So you're going to give them like top ten ten great places to go with your kids. I'm sure you have a post about that. They're not visiting the post. They're not getting you want to know the top ten places to go with kids in Chicago. Why don't I give it to you right here? Get them, print it out or you can do like, family weekend. Like you could plan like Saturday, 11:50 a.m. this park because you know at this park every Saturday, they have like these bubble people. Then go have lunch right across the street at this really great kid friendly place. So family itinerary for free.
Unless an event is happening. You know what I mean?
>> LAURA FUENTES: Yeah, you guys. Content. It's new. Old content is always new. Forget what anybody told you. Yeah.
>> LAURA FUENTES: Okay. So people that write, I'm sure, like I know because I write a book, and it's like, I use the rule of threes all the time, comma, comma, comma, top ten grammar helpers. I mean, improve like improve your writing skills in five minutes, a guide.
So number one would be to, how to fix run on sentences and, and then and it's one sheet. Now granted, my free week is like seven, but it's a week plan. But for you, man, if I know, like I honestly, be very proud of me, I still have this ruled binder. I'm in my mid30s and I have this ruled binder from high school. The Writer's Guide to Styling from the Huffington Post and nobody edits after you write in the Huffington Post. When you write in the Huffington Post, you don't want to look like you don't know how to write. Unless you hire an editor. I don't have time for that.
I really need to polish my skills. So if I had a guide, would I like eliminate my top grammar skills? That would be great because on air, they want to fix then figure out what people are on your site? What do they want? Give it to them very condensed.
>> LAURA FUENTES: Yeah, and they're going to come because they like you. They don't want to be sold on your retweets. You just help them fix their top ten grammar skills. But I'm sure you teach a lot more of that on your retreat. Whatever.
I'm just find something that you have a post about that's very helpful and put that into a printable because people are going to come to your retreats because they like you because they I'm not going to spend money I don't know how much retreats are, but I'm not going to spend money on a treat on somebody I don't know, and somebody like you should have a testimonials page or they actually have some kind of plugin, testimonials plugin, so I mean, I didn't know that until recently, and my site is getting revamped. It will have testimonials. My team.
>> LAURA FUENTES: I don't have it on here, but it's under the About, About MOMables, blah, blah. And the site is getting a makeover. Well, it's been like a working project.
There's not anything wrong with it. I get tired of looking at it so don't get tired, but still, I want a different look. But I'm working on a book right now, so I don't have time. And it's not like I'm hiring somebody else to do it. But when you want your site to look amazing, the way you want it, you have to be very involved, and I just don't have time to focus. So it's on our about page there somewhere. Yeah.
>> LAURA FUENTES: So the paid subscription was always like my number one product. Like it's always been like I launched MOMables and MOMables is a school lunch menu planning plan. My site is a meal planning site. It's just that I I don't know. I didn't have money to pay for ads on Google, on Facebook, on anything. I still don't do ads. Okay? It's word of mouth.
So I figured out that I had to get the word out there about my plans. And at first, I did giveaways, and I went to a conference and I met bloggers, so that you know, like I'd love to do a giveaway for any of you guys, and I met people, and I said, gosh I have this great product I think your audience would be interested. Would you do a giveaway on your site? And I even wrote the giveaway wording, so they had no it wasn't like sales pitchy or anything. It would be like a real blog post, so they didn't have to do anything because I had no money.
And so I had I always had a plan to sell. Okay? And then I was like, I need more people on my site because 11,000 a month, it wasn't going to sell a 6dollar product. So I had to figure out, you know, how am I going to get more page views, so then I incorporated a blog.
I almost didn't have a blog for the first two months, okay? I just had these meal plans, and I was trying to do guest posts. I was trying to do all people tell you, go guest post here. Look, I'm spending so much time guest posting everywhere else when you know what, why don't I have my own blog? I'm guest posting for everybody else.
So that's what worked for me. So then I created the blog. The blog tab, okay, for and most people, well, actually, now that I have brand recognition, the people are doing packing lunches, they'll come straight to my site. But for the longest time, you know, and still is, people come to my site. They find out about my site through a pin on Pinterest, through a blog post, through, you know, through my blog. And then, I know because I look at the analytics, how did they get here? Ping. And then where did they go? Their traffic behavior. Oh, they went here. How many pages did they visit? Okay.
So, so yeah, I always have a subscription. And then I incorporated a blog because that was like the cheapest way for me to get new paid subscribers. Man, why do I guest post? I still guest post, but I then shared contents I already had with links back to my site as opposed to creating this newspaper stuff for somebody else? You know?
Like in the Huffington Post when they offered me a column, the school lunch product column, I just recycle my content. They don't care. You know. And they don't pay. I'm going to tell you now. The Huffington Post doesn't pay me. But when I work with brand, I only share school recipe to my list, they also go into the Huffington Post. That's huge for a brand.
>> LAURA FUENTES: I use Google alerts. Trying to think of the word. I use Google alerts and anytime some words like I know, like for you, it would be working mom. When people search for school lunch and this and that, I get a Google summary. So I read what because I also want to know what's going on in my industry, so I read what's happening.
And so the editor like I won't say her name, but the big editor wrote a big post about how she struggles with her 8yearold or 10yearold. Well, she was aid she stopped making lunches. And now she's 10 and she still struggles with food. She doesn't know what to do, and she can see why school lunch is so difficult for parents and blah, blah, blah. So I found her and I emailed her, and I said I introduced myself, and I said, if there's anything that I can do for you, let me know. Here's a sample week. If I can help you make food your daughter will love, this is my personal email address, and here's my phone number. I didn't ask for anything.
Remember, I did the same thing I did to people on my email list. How can I help you? That's your ROI. How can I help you? And you know what? It's so different. I know it's super different than when people are like out there but, you know, it's old school. It's what's always worked before people got too busy to pay attention. Yeah.
>> LAURA FUENTES: I'm sorry. What?
>> LAURA FUENTES: That brands offer me? Lot of food products. More food than I can eat. Food that I give. A getaway weekend that I'm not at. And usually those getaway weekends are not compensated. But, you know, like I mean, it's not like I'm making a killing on all these brand. But it's a portion of my income, a good one, you know.
What else do brands give? Coupons. Oh, my gosh, the worst is when I get like this, we have this great product and everyone is going to love. I'm very straightforward. It cost money for me to talk about your product. Okay? And you're in a different place than I might be, but you're still, even if it's $25, $25 for your time for a post, whatever, you know, they may work with you instead of me, but that's fine.
So then there's like, so I send them I have a fee sheet, okay. Remember, I have that sheet of my metrics summary. My fees are not in my metrics summary. You all are going to go home and create your metrics summary, and I don't care how little your blog is because you're going to fill it up with people you met here. They're so grateful they don't have go find people. You they already know. You're at their hand. They follow you in some folder with metrics and all that stuff.
So then they look at my metrics and go, wow. And you put interests like the things that you can blog, my audience interests. Not your interests, your audience interests. And so you put that there. And then like they'll they have a way to categorize it. And then they have something that comes up about whatever it is. Then they'll you're in that folder, so they'll contact you. And then sometimes they ask you if it's five months on the road, six months on the road, they'll ask you, do you have a oh, and every so many months, I send them like an updated metrics summary because I'm always growing, and you should always be growing.
If you're doing all this stuff, you should be growing. So hey, I haven't heard from you in a while. I mean, once you email them for the first time, they'll probably reply. Things, you know, formal reply or something, say, hey, I'm just touching base, three months on the road. My blog has grown, and I just wanted you to have my updated metrics summary. What's wrong with that? Nobody else is doing it.
So you know what I mean? All ten of us? I mean, I have no where else to go. So I'm really here for you this. Is why I came because honestly, like, I wouldn't be where I am if I hadn't gone to conferences, like invested I mean, nobody sent me places. They didn't send me to conferences and stuff. I invested my money. I convinced my husband like, man, you know, all this is worth it.
So I and some of you like are spending like may have a full time job, and this costs you money to get here. Okay. You may not live on the street. So when you go home and you implement things, that are going to make you money, you know. And I said that, but it's like, well, you know, it's a passionate thing that we do.
I love what I do. I love school lunches. But it's my passion making my full time job. My husband never said, you have to go make money. But like, man, it's a full time job. Putting my child in day care. When he was under one, I had a parttime nanny at the house, and that was $1100. Okay? It's like in the negative $1100 just to run my passion blog. Okay?
So I'm just saying, that if I had so I could no longer blog with my kid at home. You know? So
>> LAURA FUENTES: No. If we use a little different because you have to try to show go see the show. First off, people send me food, this is disgusting. My kids didn't eat it. I'll go to different sites. She's like, where is she at? But my kids didn't eat it. It was disgusting. It tasted like what horrible.
So I kind of emailed them back and go, hey, my kids were not fans of your product. Would you like to would you like me to still review it? I already shared on Instagram that I got their product. I already did all these things, you know, so people and people, I try to find out something good about it.
So I say, if your kids like sprouts in their sandwiches, that would definitely be something for you. It may be a cookie that is so granola-ish, I don't know what you mean, but it's like basically, I'll be like, well, they're like sometimes they'll go like, yes, I'm like so I try to find this is definitely for kids that are used to homemade granola. Like I try to describe the kind of kid that will eat that.
I'm like, do you still want to move forward with the campaign? I really enjoyed the I really enjoyed the evening out. I really enjoyed the evening out. It's not particularly the play wasn't particularly for my taste. Would you like would you like me but I do see an audience that would like X. So you can still talk about the play because somebody it's like I don't like horror movies, but there are people that love horror movies, so if you love horror movies, you are going to love Chainsaw 17. You know what I mean? I have a really high voice. So. Yes, hi.
>> LAURA FUENTES: You know what, feel free to say on Facebook, it wasn't for me because I'm just not into Chainsaw movies. But if you are into this, find the positive because they might, say, okay, fine. Like, you know, it wasn't for my kids. But some kids who may like grainy textured cookies.
Like my kids don't like those pouches at all, and I work with Happy Family Brands. I'm a part of Happy Family Brand because they're organic, they're high quality products that busy moms can eat, can feed their kids, okay? And so if my kids don't like it, doesn't mean other people's kids don't like it, so it's a brand I can endorse. Anyone else?
>> LAURA FUENTES: Sure. Are your posts are your posts Pinterest friendly?
>> LAURA FUENTES: Right. So go to MOMables.com, hit on blog. I'm going to show you specifically a post. I've never had an image. MOMables/blog. And then you'll see ten road trip snaps or ten or something like that.
>> LAURA FUENTES: Yes. Pin it for later. Yes. I bought that image. That image is a car stock image for $1.50 or a dollar or somebody. I can't remember. It's just like this photos, quick click. I can't think of some are better than others. I just went with the most affordable thing.
I don't need photos all the time. I need photos for something like that. It's just a car and then I tattoo the best road trip snacks. And then at the bottom, I put free printables, and I stuck my logo on it. Your logo should go on every single image or water mark.
>> LAURA FUENTES: Okay. So every image that goes on your blog should be named, should not be image 17. It should be named exactly what the blog post. You should hash tag it. You should insert I know some social media share. Some things have like, for example, the ones on the top right there are I think right now these are dig dig. You can use whatever social media thing is, but that pin it is a pin it. The one is the pin it button.
And so at the bottom of the post when I'm writing a post, they have like their own pinning thing, so I go on that pin it, and I select a default image, so when people pin it, so I select the pin button for pinning, and I write exactly what I want it to say on Pinterest.
So when you're writing your post at the bottom, it keeps scrolling, you should have a SEO installed. Right after SEO, right there, it's it's the pin it things. So you write down exactly what you want the the pin to say and you don't you have to pin things and call them things based on what people search for.
Not what if a cake is called like the Mount Everest Cake, but people search for lava cakes, you got to put lava cake even though you called your post Mount Everest Cake except for me. So you, the way you optimize your SEO is by getting into people's brains and how they're searching for content, not how you called your post.
The most amazing road trip ever, I'm going to call that post (audio difficulties) These are my it is road trip snack list or okay. People are searching for that. Even if I forgot everything else that goes around a road trip, for example. So, yeah.
>> AUDIENCE MEMBER: They do their own posts.
>> LAURA FUENTES: So some of my contributors take photos. Some are better than others. I have, because I really like their work, I spend time teaching them what I want. I used to get very frustrated, man, I'm just not telling them exactly what I want. So when I assign a content, specifically, I say, when you make these banana split bites, I want you to hold it in front of a white board, and I want it like this. So I tell them what I want.
I'm paying for something. So I'm not telling them what to write. I edit. I do sometimes, oh, my gosh and totally rewrote or rework a post, but I tell them exactly how I want it photographed because in my mind, I know because I know my audience. So I know what they want to see because they told me, so they're just my contributors basically are making sure how to go make the recipe again and photograph it or whatever.
>> LAURA FUENTES: The overlay, yeah. They're not. Because sometimes I change the name of the post based on searchability, so they're not allowed to tattoo, and that's another thing, by the way. That's another thing I outsource.
>> LAURA FUENTES: Somebody makes no more than four because they're all four, between two and four posts. Either once a week and sometimes three. Once a week, although they don't all get it's not like you're on Tuesday. It's like they contribute two to four posts a month. Some people might want part of my so.
>> AUDIENCE MEMBER: Say something else that you outsourcing.
>> LAURA FUENTES: Tattooing. That. Because, man, you can sit on frigging PicMonkey or Photoshop for hours.
>> LAURA FUENTES: Somebody's good, you got to trust. I know, you know what? Corey, she makes like four different options for me. And they might not be the options that I might have done, but you know what? I can pick one. (Audience speaking.)
>> LAURA FUENTES: You're welcome to turn this off. We can small chat. With the presentation, if you need to turn off the electrical stuff. Okay.
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