Discover out why this firm dropped all the pieces to assist mothers throughout COVID-19.
By Kristin MacLaughlin April 22, 2020
Life modified shortly for 24/7 MOMS — a media firm that creates content material to simplify motherhood — when COVID-19 shut down many of the USA.
Founder Trisha Novotny knew she wanted to vary her enterprise technique. Her viewers was in disaster, overwhelmed, and scared. And it left her questioning how finest to assist them get via the pandemic.
So she stopped engaged on her new product and instructed her writers to drop their present tasks. As an alternative, they might focus all their efforts on serving to mothers going through the brand new challenges of parenting with social distancing and shelter in place orders.
She launched a each day reside streaming present for mothers, and a brand new Fb group centered on serving to mothers survive faculty closures throughout COVID-19.
The brand new present and Fb neighborhood are serving to Novotny develop an engaged e-mail listing of subscribers who know, like, and belief her.
Right here’s how Novotny did it.
The four steps Novotny took to vary her technique, assist mothers, and develop her e-mail listing
Step 1: Reevaluate your small business targets and technique.
COVID-19 had a direct impact on 24/7 Mother’s enterprise technique. Their viewers of mothers now face new challenges, like educating their youngsters at residence and training social distancing.
Novotny met along with her group and altered each group members’ priorities and created a brand new content material plan.
“I needed to fully begin altering our editorial. I met with my writers. Every little thing that they had written and scheduled is sitting on maintain proper now. They needed to write new stuff,” says Novotny.
Novotny additionally needed to shift priorities for a brand new product she had already launched and was within the midst of selling. On March, 16, 2020, 24/7 Mothers started selling “30 Baggage in 30 Days” a declutter problem with the objective of eradicating 30 baggage price of family muddle inside a 30–day time-frame from your own home.
“As folks had been signing up that first day, we bought the massive announcement in our state that colleges had been shutting down. No one goes to do ‘30 Baggage in 30 Days’ with their youngsters residence with no cash, shedding their jobs, having to work from home,” say Novotny.
Step 2: Discover a approach to give your viewers immense worth.
The very subsequent morning, somewhat than engaged on created information merchandise, Novotny went again to streaming reside on social platforms. She knew her viewers wanted assist. “I instructed my viewers, ‘Hey, we’re going to outlive this collectively. These are my ideas so that you can survive,’” says Novotny.
Now was not the time to promote merchandise her viewers couldn’t afford to purchase. As an alternative, Novotny centered on rising her listing of subscribers.
24/7 Mothers launched two free initiatives to help mothers throughout COVID-19 — a brand new reside stream present Mommin it Day by day, and a Fb group known as College Closure Survival for Mothers.
Mothers couldn't get sufficient of the brand new content material. Inside days, the Fb group College Closure Survival for Mothers had over 1,900 lively mothers and the Fb reside present Mommin it Day by day had over 2000 views of their first episode.
Step three: Develop your e-mail listing with free lead magnets that give much more worth.
Novotny has at all times centered on offering Mothers with the instruments they must be outfitted, impressed, and linked. So every each day reside stream, put up on the Fb group, or web page on her web site additionally features a hyperlink to a touchdown web page to enroll in a free printable lead magnet. The free printables are associated to the subject of the day and supply extra ideas, enjoyable actions, and simple to comply with steps. These free lead magnets give mothers a purpose to subscribe to her listing, builds belief along with her viewers, and might even assist enhance e-mail engagement.
Social Media Platforms
For 24/7 Mothers, a giant push is migrating their social followers to enroll in their e-mail content material.
“We don’t personal the followers on Fb, Twitter, and Pinterest. We’re attempting to transform these over to AWeber as a result of we personal our e-mail lists. It’s getting more durable and more durable to construct these social media platforms as a result of they need your cash. So our objective proper now could be to push folks over to our e-mail listing. We made a mistake years in the past of not constructing our e-mail listing,” says Novotry.
On all social media platforms, 24/7 Mothers now have signup kinds that hyperlink to a touchdown web page to gather contact data.
When somebody clicks on the “Join” button, they go to this touchdown web page that Novotny created with the AWeber Touchdown Web page Builder.
Reside Streaming Reveals
24/7 Mothers is at all times giving worth to their viewers. Throughout her reside streaming present, Novotny would reference a free printable that’s related and associated to the subject of the day. She would come with a hyperlink to an AWeber touchdown web page for mothers to enter their e-mail to get the free printable.
“On my Mommin it Day by day present, if I’m speaking about menu planning, I'd give them free menu planners and free recipes of meals that they will create. Or if I had been speaking about chores, I’ll give them chore charts and lists of age-appropriate chores. When it was Easter, I used to be giving them Easter egg hunt concepts and scavenger hunt printables. I exploit AWeber to ship the entire free printables,” says Novotny.
Right here is the Easter printable touchdown web page that 24/7 Mothers used to develop their listing and supply worth to their viewers.
One in all 24/7 Mothers’ largest regrets was not amassing emails for all of the previous years they've been doing product giveaways.
They not too long ago linked their Rafflecopter integration with AWeber. Rafflecopter is a device that makes it tremendous simple to run giveaway promotions in your web site or social media.
“When the mother enters their title in a giveaway, Rafflecopter dumps that e-mail over into AWeber. AWeber sends them an automatic ‘welcome to my tribe’ e-mail. And now you’re in my e-mail loop and likewise entered into the giveaway. When the giveaway ends, Rafflecopter routinely chooses the winner. My giveaway division folks attain out to the winner and have the product prize shipped out,” says Novotny.
Right here’s the automated “welcome to my tribe” e-mail a subscriber receives after they enter a giveaway or indicators as much as be a part of the 24/7 Mothers listing.
Step four: Ship your lead magnets and share much more worth together with your viewers in your emails.
Lead magnets are an superior approach to work together together with your viewers. 24/7 Mothers makes positive each lead magnet over-delivers and delights her viewers.
In every e-mail, Novotry connects along with her viewers to strengthen the mission of 24/7 Mothers, to elucidate how they will entry extra free content material, and to elucidate what to anticipate in her weekly e-newsletter.
Then Novotry makes it tremendous simple to verify her viewers receives the printable they requested. They will simply entry by simply clicking on the picture within the e-mail.
Mothers are routinely added to Novotny’s weekly e-newsletter listing after they join a free printable. Each e-newsletter that 24/7 Mothers sends offers inspiration and worth.
Novotny’s technique shift helps her viewers and likewise constructing an e-mail listing of followers who like and belief her.
“I’m on the lookout for the longer term and constructing my listing,” says Novotny.
AWeber makes it tremendous simple to create your individual lead magnet.
AWeber gives a free course that will help you create your individual lead magnet and kick begin your listing progress. By the top of the course, you’ll have launched the 2 most necessary listing progress instruments — your lead magnet and enroll type.
SIGN UP NOW: Be a part of this free course at the moment to discover ways to create your individual lead magnet to develop your e-mail listing.
Strive AWeber and begin rising your small business on-line.
You’ll get all the pieces 24/7 Mothers makes use of to develop her personal enterprise on-line — together with enroll kinds, newsletters, and touchdown pages.
Begin your 30-day free trial at the moment.