Life changed quickly for 24/7
MOMS — a media company that creates content to simplify
motherhood — when COVID-19 shut down most of the USA.
Founder Trisha Novotny knew she needed to change her business
strategy. Her audience was in crisis, overwhelmed, and scared. And
it left her wondering how best to help them get through the
So she stopped working on her new product and told her writers
to drop their current projects. Instead, they would focus all
their efforts on helping moms facing the new challenges of
parenting with social distancing and shelter in place orders.
She launched a daily live streaming show for moms, and a new
Facebook group focused on helping moms survive school closures
The new show and Facebook community are helping Novotny grow an
engaged email list of subscribers who know, like, and trust
Here’s how Novotny did it.
The 4 steps Novotny took to change her strategy, help moms, and
grow her email list Step 1: Reevaluate your business goals and
COVID-19 had an immediate effect on 24/7 Mom’s business
strategy. Their audience of moms now face new challenges, like
educating their kids at home and practicing social distancing.
Novotny met with her team and changed every team membersâ€™
priorities and created a new content plan.
â€œI had to completely start changing our editorial. I met with
my writers. Everything they had written and scheduled is sitting on
hold right now. They had to write new stuff,â€ says Novotny.
Novotny also had to shift priorities for a new product she had
already launched and was in the midst of promoting. On March, 16,
2020, 24/7 Moms began promoting â€œ30 Bags in 30 Daysâ€ a
declutter challenge with the goal of removing 30 bags worth of
household clutter within a 30â€“day time frame from your home.
“As people were signing up that first day, we got the big
announcement in our state that schools were shutting down. Nobody
is going to do â€˜30 Bags in 30 Daysâ€™ with their kids home with
no money, losing their jobs, having to work at home,â€ say
Step 2: Find a way to give your audience immense value.
The very next morning, rather than working on created news
products, Novotny went back to streaming live on social platforms.
She knew her audience needed help. â€œI told my audience, ‘Hey,
we’re going to survive this together. These are my tips for you to
survive,â€™â€ says Novotny.
Now was not the time to sell products her audience couldnâ€™t
afford to buy. Instead, Novotny focused on growing her list of
Moms could not get enough of the new content. Within days, the
Facebook group School Closure Survival for Moms had over 1,900
active moms and the Facebook live show Mommin it Daily had over
2000 views of their first episode.
Step 3: Grow your email list with free lead magnets that give even
Novotny has always focused on providing Moms with the tools they
need to be equipped, inspired, and connected. So each daily live
stream, post on the Facebook group, or page on her website also
includes a link to a landing page to sign up for a free printable
lead magnet. The free printables are related to the topic of the
day and provide additional tips, fun activities, and easy to follow
steps. These free lead magnets give moms a reason to subscribe to
her list, builds trust with her audience, and can even help
increase email engagement.
Social Media Platforms
For 24/7 Moms, a big push is migrating their social followers to
sign up for their email content.
“We don’t own the followers on Facebook, Twitter, and Pinterest.
We’re trying to convert those over to AWeber because we own our
email lists. It’s getting harder and harder to build those social
media platforms because they want your money. So our goal right now
is to push people over to our email list. We made a mistake years
ago of not building our email list,” says Novotry.
On all social media platforms, 24/7 Moms now have signup forms
that link to a landing page to collect contact information.
When someone clicks on the “Sign up” button, they visit this
landing page that Novotny created with the AWeber Landing Page
Live Streaming Shows
24/7 Moms is always giving value to their audience. During her
live streaming show, Novotny would reference a free printable
that’s relevant and related to the topic of the day. She would
include a link to an AWeber landing page for moms to enter their
email to get the free printable.
“On my Mommin it Daily show, if I’m talking about menu planning,
I would give them free menu planners and free recipes of meals that
they can create. Or if I were talking about chores, I’ll give them
chore charts and lists of age-appropriate chores. When it was
Easter, I was giving them Easter egg hunt ideas and scavenger hunt
printables. I use AWeber to deliver all of the free printables,”
Here is the Easter printable landing page that 24/7 Moms used to
grow their list and provide value to their audience.
One of 24/7 Moms’ biggest regrets was not collecting emails for
all the past years they have been doing product giveaways.
They recently connected their Rafflecopter integration with
AWeber. Rafflecopter is a tool that
makes it super easy to run giveaway promotions on your website or
“When the mom enters their name in a giveaway, Rafflecopter
dumps that email over into AWeber. AWeber sends them an automated
‘welcome to my tribe’ email. And now you’re in my email loop and
also entered into the giveaway. When the giveaway ends,
Rafflecopter automatically chooses the winner. My giveaway
department people reach out to the winner and have the product
prize shipped out,” says Novotny.
Here’s the automated “welcome to my tribe” email a subscriber
receives when they enter a giveaway or signs up to join the 24/7
Step 4: Deliver your lead magnets and share even more value
with your audience in your emails.
Lead magnets are an awesome way to interact with your audience.
24/7 Moms makes sure every lead magnet over-delivers and delights
In each email, Novotry connects with her audience to reinforce
the mission of 24/7 Moms, to explain how they can access more free
content, and to explain what to expect in her weekly
Then Novotry makes it super easy to make sure her audience
receives the printable they requested. They can easily access by
just clicking on the image in the email.
Moms are automatically added to Novotny’s weekly newsletter list
when they sign up for a free printable. Every newsletter that 24/7
Moms sends provides inspiration and value.
Novotny’s strategy shift is helping her audience and also
building an email list of followers who like and trust her.
“I’m looking for the future and building my list,â€ says
AWeber makes it super easy to create your own lead magnet.
AWeber offers a free course to help you create your own lead
magnet and kick start your list growth. By the end of the course,
you’ll have launched the two most important list growth tools â€”
your lead magnet and sign up form.
Try AWeber and start growing your business online.
You’ll get everything 24/7 Moms uses to grow her own business
online â€” including sign up forms, newsletters, and landing
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How Creating a Community for Moms Helped This Media Company
Build a Highly Engaged Email List