This post is a long-time coming. It’s the result of hundreds and hundreds of hours put into my online publishing strategy pivot.
Like many in our industry, that being online publishing, I’ve been just a tad busy basically overhauling my entire publishing business.
It’s been a haul, that’s for sure.
I suspect more adjustments along the way but I do see my way forward. In fact, it’s well underway. All pieces in place. Getting some good results. Now it’s rinse and repeat.
What’s my new thing?
It’s still online publishing as it’s always been. The main change is traffic focus. Instead of focusing on Google search traffic, I now focus on email newsletters. I’m growing three very different newsletters. All efforts are geared toward serving the newsletter.
That said, I’m active on most of the platforms in some capacity, depending on the newsletter. This is the part that is still under adjustment. It takes time to determine which are the best platforms to grow specific newsletters.
Why three newsletters?
Because there are three main types of newsletters online. I am fascinated by the business and therefore wanted to grow one of each.
Of course, anyone can categorize newsletters in any number of ways. In my mind, the three types are as follows:
- B2C: Serve general consumers… usually based on interests but can be by demographic. Examples include hobbies, gardening, fashion, vehicles, sports, etc.
- B2B: Serve a business audience – business owners, aspiring business owners and folks in the business world (executives, lawyers, small business owners, etc.).
- Local: Local serves a geographic area. Most are B2C but most cities also support a business-oriented local newsletter. I know Vancouver does.
Like I said, I publish one of each. Fat Stacks is my B2B.
Figuring out how to get subscribers is a big part of the process. I’ve more less got it pinned down but it really is an ongoing process.
The following are my main sources, as in traffic, for subscribers by newsletter:
B2C: Facebook leads, as in Facebook lead ads. Facebook traffic (organic and paid). Pinterest traffic (99% free). Search (I still get some search traffic but that’s no longer a focus going forward). Get my course on B2C newsletters.
B2B: X, LinkedIn, search traffic, podcast, affiliates, YouTube… a real mix. I hope to be more active on all those mediums going forward now that I’ve largely cemented my new strategy.
Local: Local is where I’ve had to learn the most. I launched it in 2024. So far Facebook lead ads, Facebook page, Instagram and local SEO is doing the trick. I’m playing around with video shorts as well which seem to be effective for growing Instagram. I’ve been told that local advertisers like to see active and sizeable Instagram accounts… apparently for some advertisers Instagram is an overall proxy for reach. Hence, I put a big effort into Instagram which has been a huge learning curve.
I started it for a few reasons. They are:
I own a local service business: I also launched a local service business. I figured I could be my number one advertisers. With a local newsletter I have free advertising for my local business.
I employ a former local newspaper writer/editor: Long ago I hired a talented person who used to work for a local newspaper. He knows the business. He essentially runs the local newsletter and does a great job.
Integrates into my life perfectly: My wife and own a vacation property we rent on Airbnb. My local publication will also promote that. We have young kids. We’re constantly doing stuff in our area which makes for great content. We make videos and I take photos when out and about which all serves as great content. As someone who loves to publish online, adding a local publication makes perfect sense.
My list of subscribers sources will constantly evolve.
What does this mean for Fat Stacks?
A few things.
First, my focus with Fat Stacks will be on growing newsletters… all types of newsletters instead of growing search traffic to blogs.
Second, I will discuss many traffic sources because across all three of my newsletters, I use and experiment with many traffic and subscriber sources.
Since getting subscribers is necessary to grow a newsletter, traffic sources are important.
Currently, across all my newsletters, I use the following for subscribers and leads:
- Facebook (ads, organic and groups): All three newsletters in some capacity.
- Pinterest: B2C
- Instagram: Local and B2B
- Search (not a focus but I’m mindful of it for my local newsletter and Fat Stacks. I doubt I’ll get into SEO content though).
- X: Local and B2B
- LinkedIn: B2B
- YouTube: B2B and testing for local and potentially B2C.
I’m more successful on some platforms than others. Some platforms are new to me in 2024 such as Instagram. I’ve dabbled on others such as YouTube and LinkedIn but never made any serious progress. Most of my progress in 2024 is thanks to Facebook. I’m very experienced using Facebook for leads and traffic. I’m also a long-time successful Pinterest publisher.
Regardless of which newsletter or niche I’m working on, everything I do is focused on newsletter growth. If something doesn’t help grow the newsletter, I don’t do it.
I’ve long published Fat Stacks which is a fairly successful publication. The focus of Fat Stacks, as in where I put the most time is the email newsletter.
As for my B2C blog, I pivoted to newsletters because Google wiped out 95% of my traffic. I’ve also had big swings on Pinterest and Facebook. My conclusion is I should not rely on any one platform for traffic. Instead, I’m better of owning my traffic in the form of a newsletter. It’s not an easy thing to pull off but I have. I now generate extremely lucrative traffic with a click of the mouse. In fact, it’s set up on autopilot now so I don’t really have to do anything for my B2C newsletter.
As for my local newsletter, that’s just a great opportunity for me and something I’m confident I can pull off.
And Fat Stacks is merely my publication where I share what I’m doing as an online publisher. It’s what’s referred to as a meta publication.
The best way to stay up to date with what I’m doing is join the Fat Stacks newsletter.
Jon Dykstra is a six figure niche site creator with 10+ years of experience. His willingness to openly share his wins and losses in the email newsletter he publishes has made him a go-to source of guidance and motivation for many. His popular “Niche site profits” course has helped thousands follow his footsteps in creating simple niche sites that earn big.
Jon I think one of your links is wrong. It says “get my course on b2c newsletters” but takes you to a landing page about blogging- the “old” method.
So is niche site’s over now in terms of traffic from Google?