Presentation given to #NEDMA13 breakout session, May 15, 2013

1. Engage, Grow, Monetize
with your
Blog's Secret Weapon
Phil Hollows
CEO
FeedBlitz.com
@phollows

2. OR

3. The Money’s in the List!

4. What You’ll Learn Today
• Your secret weapon is your email list.
• You have more ways to monetize than you
realize.
• That YOU can combine the two into an ass-
kicking inbox-busting revenue-generating
engagement-building money-making selling
machine.

5. About Phil Hollows
• Founder and CEO of FeedBlitz, the
premium FeedBurner alternative.
– Clients include: Seth Godin, Fred Wilson,
Denise Wakeman, Bob Cargill 
• Author of “List Building for Bloggers”

6. Why is Email my
Blog’s Secret Weapon?
Email is the most powerful,
effective and relevant
subscription option that exists today.

7. It’s All About Engagement!
“I get ten times more response to my blog
from my email subscribers
than I do from anyone else.”
Seth Godin

8. Ubiquity, Commitment, Engagement
• Everyone online has at least one email account.
• Email readers typically outnumber RSS readers 3:1 or
better.
– Hubspot said 12:1 in 2009!
• Email subscribers are more
committed to you.
• Remember: You are not your audience.

9. Email Updates Drive Engagement
• Full branding.
• Activity tracking.
• Committed subscribers.
• Mini web sites in the
inbox.

10. Email Subscriptions are the Essential
Complement to SEO
• SEO increases traffic to your site … and
then what?
• Email options convert visitors into
subscribers, and subscribers into money.

11. The Dangers of Digital Share Cropping
What if Google Went Away?
• It won’t, but the traffic it sends to you can.
• Facebook’s new UI has significantly reduced
traffic from Pages to bloggers’ sites.
– http://bit.ly/oZNgsF
• Who else are you “share cropping” on?
– Etsy? FeedBurner? MySpace? Twitter? Klout?
AdSense?
• How can you generate other revenue streams?
– From your LIST!

15. List Building – Basic Tips
• Learn from the leaders.
• Have a clear subscription form above the fold.
• Use social proof if you have it.
• Incentives work.
• Brand, baby, brand!

16. More About List Building
• BWE NY deck on SlideShare:
http://slidesha.re/lm3QLt
• BWE NY session on YouTube:
http://youtu.be/9KjvFvKCN2w
• Book:
http://ListBuildingForBloggers.com

17. Let’s Talk Money
You’re Missing Out …
… and How to Fix It

18. It’s OK to Make Money
You’re not “selling out.”
You deserve to be paid.

19. Overcome Your Fear

20. But I Have Nothing to Sell!
• My blog is free.
– What can I sell if I’m giving it away already?
• So-and-so is already doing it.
– They’re way bigger / better / cooler than I am.
• I don’t have time.
• This is hard!
– Yes. “Opportunity is missed by most people because
it is dressed in overalls and looks like work.” - Edison

21. Enough with the
Stinking Thinking

22. Your Blog is Your Platform
• Your blog is content marketing.
• It builds trust, audience, engagement.
• It generates SEO-friendly, keyword-rich posts.
• It grows your subscriber list.
• Don’t stop blogging and “giving away” free content. It
enables everything else.

23. How to Monetize
Your Free Content
• Turn it and you into what people value.
• Be disciplined about finding and exploiting
monetizable opportunities.

24. There are Different Kinds
of People
• Killers
– Advance themselves at the expense of others.
• Achievers
– Goal-oriented, value recognition.
• Explorers
– The value is the journey, not the destination.
• Social
– Follow their leaders, collaborative.

25. How You Can Monetize Yourself
• Convenience
– Repurposed, packaged and bundled content.
• Access
– Memberships, coaching and training.
– Premium content and special privileges.
– Consulting and speaking.
– Advertising and sponsorships.
• Productize
• Power
– Affiliate programs.
– Community roles.

26. Convenience
• Repackaged content.
– The e-book.
– The video of the e-book.
– The audio book of the e-book.
– The free sample chapters as sign-up incentive.
– Checklists.
• Creating your repackaged content.
– From posts in the same category.
– Posts in series.
– People love “how to” educational books.

27. Case Study:
List Building for Bloggers (LBB)
• All chapters bar one were basically
already published in my blog, for free.
• Anyone could have read it all online,
for free. Some had!
• Yet: ~$10k of books sold, ASP ~$15.
LBB buyers aren’t stupid.
LBB buyers are paying for convenience.

28. LBB: The Process
• Started life as a series of related blog posts.
– Edit and format into e-book.
– Sell online (e-Junkie).
– Blog and book become the platform for speaking opportunities.
• Create new book(s) the same way.
– Bundle together for packaged sales.
• Later: Conversion into checklists, free samples.
– Incentives for new subscribers.
– Rewards for existing customers.

29. Affiliate Programs, Part 1
• When you are the affiliate:
– You generate commissions from other people.
– Can be a good way to monetize free content.
– Choose products / partners / networks with care.
– Don’t forget to disclose!
• Affiliate email tips:
– Place affiliate links in the 1st
paragraph so visible /
clickable in preview panes.
– If you use partial feeds or email abridged content,
double check your links come through OK.

30. Affiliate Programs, Part 2
• When you are the vendor:
– Others generate revenue for you.
– You pay commissions.
– Your affiliates become your sales force.
– They reach buyers you can’t, so be generous.
• Easy to do for e-books and similar virtual
goods sales.

31. Case Study:
List Building for Bloggers
• 46% of gross sales (by value) came through affiliates.
• I used the purchase transaction process to grow the
affiliate list.
– Customized the “thank you for buying” email.
– Pointed out generous rev share (50%), selling two makes the
book free.
– Links directly to affiliate signup page.
– Result: 29% of buyers became affiliates.
• Transactional emails have stellar open rates. Use that to
your advantage!

32. Access
• Memberships, coaching and training.
• Premium Content.
• Consulting.
• Speaking.
• Advertising and Sponsorships.

33. Memberships, Coaching
and Training
• Premium membership program.
– 30-60 min con-call / webcast per week, private newsletter.
– Charge between $69 and $399 per month.
– Sell as many as you can!
– Repackage: Archive the calls and sell them later.
• Coaching.
– 1-1 calls monthly, advice, maybe bundle products, e-books or services.
– Limited availability – say 5-50 concurrently.
– Price: $300 to $1,000 per month (sell annually or quarterly).
• Training.
– In person master classes, similar fees per person for 1 day.
– Repackage video of non-confidential content, sell later.

34. Premium Content and Special Privileges
• Members-only areas:
– Custom content, private forums, direct access to you.
• Special privileges:
– Advance access to public content.
– Preview sales or head start on sales prices.
– Steeper discounts, more items in their cart, free gift-
wrap, birthday offers.
– Badges for their web sites, certificates for their walls,
tchotchkes for their shelves.
– Don’t underestimate serendipity!

35. Consulting and Speaking
• Your content is your platform.
• Find and pitch speaking opportunities.
– Or create your own!
– Video your talks no matter how local or small.
– Start small and work your way up the food chain.
– Conferences love engaging, new speakers.
• The more visible you become the more
opportunities you will create.

36. Productize
• Package your expertise as a service, or
software product.
• Poster child for this: Copyblogger
– Thesis and Genesis themes.
– Premise sales page plugin.
– Third Tribe.

37. Advertising and Sponsorships
• AdSense is easy and pays well.
– But you need a LOT of page views to make decent money.
– It is passive and tends to make one lazy.
• Find other networks better suited for your niche.
– E.g. BlogHer, Federated Media, etc., etc.
– Consider pay per post programs: e.g. Collective Bias, Izea etc.
– Some affiliate programs might be better fits, e.g. Escalate, Amazon.
• Sell directly.
– You will likely make more, especially if you are very specialized.
– Be ambitious with your pricing.
– You can also sell email newsletter sponsorships, either separately or
bundled.
– You’ll need an up to date media kit.

38. Using the Tools:
Interactions and Processes
• Look for monetizable transactions, processes
and landing pages.
• Make the most of the engagement.
– Popular posts (“sneeze” pages).
– Squeeze pages for products, courses, videos or e-
books.
– Deliver serendipitous rewards.
– Up-sells and advertising.
– Affiliate and partner programs.
– Ask for social proof and referrals.

39. The Point?
• You have a LOT you can sell because you deliver value.
– You can monetize it in many different ways.
– You don’t have to do it all.
– You don’t have to sell your soul in the process.
– ALL BASED ON YOUR “FREE” CONTENT.
• Your challenge is this basic:
1. Find what you can do that gives you the best bang for your
buck.
2. Start it.
3. Finish it.

40. Making Money:
Be your Blog’s CEO
• Is your blog a hobby or part of your business?
– If it’s a hobby, you’re in the wrong session 
• Take time to plan and work on your business.
• Be aware of when you’re wasting time in the business.
• Step up. Be disciplined.
– Make sure you’re spending time on the right thing.
– Do the hard things you’re putting off to grow your business.
– Take the tough decisions when you must.

41. Now You Have Something to Sell...
Making the most of it
with your email marketing

42. Four Types of Email
• Autoresponders
– Triggered email sequences.
– Usually designed to move subscribers to a specific goal.
• Transactional
– Support processes, such as signing up or purchasing.
– Have the best open rates of any email.
• Newsletters
• Email Blasts
– 20% off, free shipping!
– Emergencies and breaking news.

44. Typical Blogger
Email Subscription Sequence
Fill in
form
Dual opt-in
activation
Check inbox
landing page
Thanks for
subscribing!
Content
mailings

45. Autoresponder
Subscription Sequence
Fill in
form
Dual opt-in
activation
Autoresponder
sales sequence
Check inbox
landing page
Thanks for
subscribing!
Autoresponder
sales sequence
Autoresponder
sales sequence
Autoresponder
sales sequence
Autoresponder
sales sequence
Autoresponder
sales sequence
Content
mailings

46. Autoresponder Ideas
• Thank the subscriber.
• Coupons and offers.
• Sell on: e-books, videos, courses.
• Solicit engagement.
– Forums, surveys and sneeze pages.
• “How are we doing?” check ins
– 1, 3, 6, 12 months later in the sequence

47. Transactional Emails
• Have stellar open rates.
• May contain advertising and marketing messages …
– … Provided that these don’t overwhelm the transactional
component.
• Can be used to cross-promote and trigger
autoresponders.
• Monetize landing pages in a multi-step transactional
process.

48. List Building for Bloggers
Email Sequence
Buy
e-book
Affiliate
email pitch
Thank you
landing page
Manual
import
Content
mailings
Download
link email
New buyer
email to Phil

49. Transactional Emails #2
• YOU get transactional emails when:
– Someone joins your list, registers with your forum,
becomes a user, joins your site.
– Buys a product, e-book etc.
• Use automation (“parsers” or “rules”)
– Extract the visitor’s email address.
– Trigger a multi-step autoresponder to upsell.
– Attach rules to the autoresponder to transfer the
subscriber to your main list when it completes.

50. Ideal LBB
Email Automation Sequence
Buy
e-book
Thank you
landing page
Download
link email
Content
mailings
New buyer
email to Phil
Forward
to parser
Autoresponder
sequence
Autoresponder
sequence
Autoresponder
sequence
Autoresponder
sequence
Autoresponder
sequence
New affiliate
email to Phil
Forward
to parser
New affiliate
sequence
New affiliate
sequence
New affiliate
sequence
New affiliate
sequence
New affiliate
sequence
Affiliate
email pitch

51. Newsletter / Content Mailings
• Consider a multi-list strategy.
– Separate lists by content, so subscribers choose to
receive only what interests them.
– Offer multiple schedules (e.g. ASAP, daily and weekly
digests) to reduce complaints.
– Great for re-engagement campaigns too.
• Maintain a “master list” using rules:
– When a subscriber joins list A, add them to list B.
– Enables you to blast a single list when you need to,
instead of sending the same email to multiple lists,
potentially hitting the same subscriber multiple times.

52. Content Signup Sequence
Fill in
form
Content
mailings
Dual opt-
in email
Check inbox
landing page
Thank you
landing page
Thank you
autoresponder
10% off
20% off
40% off
50% off
Stops sequence
New buyer
email
Forward
to parser
Purchase made

53. Email Blasts
• Time sensitive information.
– Deals: 20% off, free shipping!
– Emergencies.
– Breaking News.
• Segmented mailings.
– Select subset of subscribers.
– e.g. by custom field, location, activity, demographics.
– Beware making the subscriber feeling bombarded.

54. Re-engagement and
List Hygiene
• Remove subscribers who aren’t engaging with your
mailings.
– Improves list quality and delivery metrics.
– May save you money on your service.
– Be careful! Opens are difficult to track.
• Choose your parameters.
– e.g. >6 months old and no recent interactions (opens and clicks).
• Don’t simply delete subscribers who fit.
– Run a re-engagement campaign.

55. Architecture of a
Re-engagement Campaign
1. Checking you still want to hear from me, did you miss this great
content? Want a different list?
2. Offer an incentive.
3. We’re going to unsubscribe you unless you click.
4. Last chance!
5. You’ve been unsubscribed. Here’s how to get back on the list.

56. Re-engagement Sequence
Still want us?
Here’s a deal!
Removal soon
Last chance!
Buh-bye
Stops sequence
Thank
you!
Reader engages
End of sequence rule
unsubscribes reader
from main list

57. Your Goal: An Automated Email
Sales and Marketing System
• Target the right people at the right time with the right messages.
• Create a mix of autoresponders and lists.
• Automate using activity-based triggers and parsers.
• Use them to reduce your digital share cropping risk.
• You keep engagement UP and complaints DOWN.
• Run periodic re-engagement campaigns if necessary.

58. For Further Research
• Multi-feed content emails
– Include other feeds to augment your content.
– e.g. Deals, industry news, events.
• Personalization, based on:
– Custom fields, demographics.
– Business relationship.
– Activity.
– Psychographics / Neuromarketing.
• A/B split testing

59. So, Remember...
• Email ROCKS for engagement and for selling.
• You have many ways you can monetize your
blog! Plan your first product TODAY.
• Transactional emails, autoresponders and
automation are the keys to your success.
• Take the first step TODAY.

60. The Money’s in the List!
THANK YOU!
Questions? Comments?
Step Up!
phil@feedblitz.com
@phollows
http://www.feedblitz.com