This post is long overdue. This is the result of hundreds and hundreds of hours put into the core of my online publishing strategy.
Being an online publisher, like many in our industry, I’ve been a bit busy overhauling my entire publishing business.
It’s been a challenge, that’s for sure.
I suspect more tweaks along the way, but I see my way forward. Actually, it’s going well. All the pieces are in place. Getting some good results. Now rinse and repeat.
What is my new job?
Still streaming online as always. The main change is the focus of traffic. Instead of focusing on Google search traffic, I now focus on email newsletters. I grow three different newsletters. All efforts are directed towards serving the newsletter.
However, I am active to some degree on most platforms, depending on the newsletter. This is still the adjustable part. It takes time to determine which platforms are best for developing custom newsletters.
Why three newsletters?
Because there are three main types of online newsletters. I’m fascinated by business and so I wanted to grow one of each.
Of course, anyone can categorize their newsletters into any number of categories. In my opinion, the three types are:
- B2C: Serve general consumers…usually based on interests, but can be demographic. For example, hobbies, gardening, fashion, vehicles, sports, etc.
- B2B: Serve a business audience – business owners, aspiring business owners, and people in the business world (executives, lawyers, small business owners, etc.).
- Local: Serves a local geographic area. Most are B2C, but most cities also support business-oriented local newsletters. I know Vancouver does.
As I said, I’m posting one of each. Fat Stacks is my B2B.
Figuring out how to get subscribers is a big part of the process. I’ve closed it less often, but it’s really an ongoing process.
The following are my main sources of newsletter subscribers as well as traffic:
B2C: As in Facebook lead ads, Facebook leads. Facebook traffic (organic and paid). Pinterest traffic (99% free). Search (I still get some search traffic, but it’s no longer the focus). Get my course on B2C newsletters.
B2B: X, LinkedIn, search traffic, podcast, affiliates, YouTube… it’s a real mess. I hope to be more active in all mediums going forward as I solidify my new strategy.
Local: Local is where I have to learn the most. I launched it in 2024. So far Facebook has been busy with lead ads, Facebook page, Instagram and local SEO trick. I’m also playing around with short videos that seem effective to grow Instagram. I’ve been told that native advertisers want to see active and large Instagram accounts… apparently Instagram is a common proxy for reach for some advertisers. So I put a lot of effort into Instagram, which has a big learning curve.
I started for several reasons. They are:
I have a local service business: I also started a local service business. I thought I could be the number one advertiser. I have free advertising for my local business with a local newsletter.
I am hiring a former local newspaper writer/editor: A long time ago, I hired a talented person who worked at a local newspaper. He knows the job. He essentially runs a local newsletter and does a great job.
It integrates perfectly into my life: My wife and I have a vacation property that we rent on Airbnb. My local publication will also promote it. We have young children. We are constantly working for great content in our field. We make videos and I take photos when I go out and it’s all great content. As someone who loves publishing online, adding local publishing makes perfect sense.
My list of subscriber resources will be constantly evolving.
What does this mean for Fat Stacks?
A few things.
FirstWith Fat Stacks, my focus will be on growing newsletters… all types of newsletters instead of growing search traffic to blogs.
SecondI will discuss multiple traffic sources because I use and test multiple traffic and subscriber sources in all three of my newsletters.
Since getting subscribers is necessary to create a newsletter, traffic sources are important.
I currently use the following for subscribers and leads in all my newsletters:
- Facebook (ads, organic and groups): All three newsletters to some degree.
- Pinterest: B2C
- Instagram: Domestic and B2B
- Search (no focus, but I’m considering it for my local newsletter and Fat Stacks. I doubt I’ll get into SEO content though).
- X: Domestic and B2B
- LinkedIn: B2B
- YouTube: Testing for B2B and local and potential B2C.
I’m more successful on some platforms than others. Some platforms like Instagram are new to me. I dabbled with others like YouTube and LinkedIn, but never really made any headway. Most of my progress since 2024 is thanks to Facebook. I am very experienced in using Facebook for leads and traffic. I am also a long time successful Pinterest publisher.
No matter what newsletter or niche I work on, everything I do is focused on newsletter growth. If something doesn’t help the newsletter grow, I don’t do it.
I published Fat Stacks a long time ago, which was a fairly successful publication. The focus of Fat Stacks, where I spend the most time, is the email newsletter.
As for my B2C blog, I redirected to newsletters because Google removed 95% of my traffic. I also had big changes on Pinterest and Facebook. My bottom line is that I shouldn’t trust any platform for traffic. Better to have my traffic in the form of a newsletter instead. It’s not an easy thing to pull off, but I have it. I am now generating very profitable traffic with a click of the mouse. In fact, it’s now set on autopilot so I don’t have to do anything for my B2C newsletter.
As for my local newsletter, it’s just a great opportunity for me and something I’m confident I can do.
And Fat Stacks is just my publication where I share what I see as an online publisher. This is what is referred to as a meta publication.
This is the best way to keep up with what I’m doing Join the Fat Stacks newsletter.
Jon Dykstra is a six figure niche site builder with 10+ years of experience. Willingness to openly share successes and losses publishes an email newsletter made him a source of guidance and motivation for many. His popular Niche Site Profits course has helped thousands of people follow in his footsteps to create simple niche sites that generate huge profits.
