Cristina Ehm Has all the time had a ardour for vogue. She studied it, she labored within the trade, and when she felt a bit bit burned out, she determined to alter issues up a bit by designing and promoting t-shirts.
She created a weblog to advertise her merchandise referred to as ShoeTease, however not lengthy after, her weblog began to exceed her t-shirt gross sales.
Immediately, monthly, her website will get round half one million web page views and he or she’s incomes $14k+ on common from adverts alone, and $17k+ from all of her revenue streams.
Preserve studying to search out out:
- How she obtained began in vogue
- What sort of t-shirts she was promoting
- How she began running a blog
- What enterprise she began after which deserted
- What her plans are for rising her enterprise
- The place her revenue comes from
- Her methods for advertising and marketing her weblog
- Her ideas on website positioning
- Her strategy to key phrase analysis
- Her hyperlink constructing and inner linking methods
- How she creates content material
- How she’s rising her e mail record
- Her favourite assets and instruments
- Her predominant problem
- Her best accomplishment
- Her greatest mistake
- Her recommendation for different entrepreneurs
Meet Cristina Ehm
I’m a designer, stylist, and mother based mostly in Canada. I’ve over 20 years of expertise working within the vogue trade in each Europe and North America.
I’ve designed all the pieces from plus-sized vogue to underwear and sneakers. I studied vogue design and sample making in France after finishing my communications diploma to “fall again on” in Canada.
Why She Created Her Web site
I began ShoeTease in 2010 after experiencing burnout from my job as a shoe designer and the style trade usually.
I cherished the pattern forecasting and the 2D design course of specifically, so I made a decision to maintain doing the components I loved and promote distinctive t-shirts that includes shoe graphics.
That is how I got here up with the identify Shoe “Tease,” a play on phrases to maintain my choices open in case I finished making my “tees.”
I began running a blog after selecting up Professional Blogger’s guide, which inspired me to start out a weblog to push my product.
I initially shared my t-shirts and shoe tendencies and showcased shoe manufacturers and private fashion in a cheeky approach, placing out 5 to 7 posts per week. They are saying to weblog about what you recognize, so I did simply that.
When the weblog began taking off greater than the t-shirts, I ran with it, pushing extra shoe-related content material on the weblog, together with shoe care and styling.
In 2014, I employed an website positioning marketing consultant to show me all about website positioning, which led me on a path to be taught all the pieces I might about on-page website positioning. Just a few years later I started my enterprise providing SEO services to fellow bloggers and small businesses, till 2021.
In 2016, I ventured into growing a line of pom-pom shoe clips referred to as Pombons. The concept was to distribute them wholesale.
Sadly, my growth plans hit a snag when my intermediary association fell by means of. I discovered that promoting a bodily product on to prospects alone was too time-consuming for the monetary return, so I deserted the undertaking.
The weblog itself has grown from an preliminary 400 month-to-month pageviews and sharing shoe tendencies and private fashion in a cheeky approach to almost 500,000 month-to-month pageviews at its peak, earlier than being impacted by the HCU replace.
My content material at present covers a spread of shoe-related subjects equivalent to shoe styling and shoe care. I’m increasing into the capsule wardrobe and basic private styling house.
I wish to provide ladies a complete platform the place they’ll discover recommendation for all the pieces associated to sneakers and vogue styling each on the weblog and through social media (which I deserted in 2017) and video content material.
I deserted each my YouTube and Instagram accounts, however I do plan on resurrecting each of these and including to YouTube Shorts and TikTok later this 12 months with shoe evaluations and academic styling content material.
Final summer season, I started promoting curated capsule wardrobes on the ShoeTeaseShop on Etsy and plan to supply programs and one-on-one styling companies shortly. I even have 10 of those up in my Etsy store now.
How A lot She’s Incomes
Within the 12 months previous the HCU replace, I made wherever between $6k and $24k, the place my revenue averaged $14,450/month in Mediavine adverts alone.
I introduced in about $2500 monthly through a number of associates in that timeframe. My digital merchandise in my Etsy retailer usher in slightly below $250 monthly, and I’m hoping to double that quantity by summer season.
Though I began my weblog in 2010, it didn’t grow to be my full focus till 2020 and it didn’t begin making numerous cash till 2019, after I joined Mediavine.
My revenue peaked within the final quarter of 2023, with a November 2023 revenue of $24,088.43 in adverts alone.
Within the 12 months previous the HCU replace, my common pageviews had been 436,380/month. I misplaced a big proportion of that visitors from the HCU and obtained hit down once more on the finish of December.
It is also value noting that, in 2023, I solely wrote 4 model new weblog posts and up to date 3 older posts.
Her Fundamental Advertising and marketing Technique
I can’t say my advertising and marketing technique was notably distinctive.
website positioning was my predominant advertising and marketing technique up till final September and made up the majority of my visitors. Nonetheless, I did do a adequate job of it that over 85% of near half one million guests had been organically pushed by the SERPs, with out social media or a e-newsletter.
Not distinctive, however probably stunning? Not many impartial area of interest websites are in a position to get that a lot visitors to at least one website from Google alone.
Pushing my content material by means of Pinterest was my secondary marketing strategy and is now my high visitors supply. I’m at present trying once more to social media to help share my blog’s content, together with my guides and companies. It’s a piece in progress in the intervening time.
As for the way a lot time I work on my enterprise, I really don’t know!
Some weeks I work extra, some much less. Immediately I labored 3.5 hours, which is lower than a typical day, so perhaps round 20 hours per week? I’m clearly in want of a time audit!
The Significance of website positioning
website positioning is the one cause my weblog gained the views and cash it has, so I say it’s essential!
On-page website positioning was my predominant technique, however now I’ve pivoted from a strictly website positioning/key phrase strategy to creating content with extra of an natural stream to it.
That’s, strolling ladies on a particular vogue journey utilizing my articles as a information, relatively than a group of articles that one would possibly discover from a fast Google or Pinterest search. As an example, I’ll start serving to ladies discover their true fashion identification. From there, I’ll information them from fundamental to extra advanced outfit combos and concepts.
I nonetheless plan to make use of Semrush to see what keywords to incorporate in my content material, which is the majority of my website positioning technique. I’m not letting go of that!
Key phrase Analysis
My strongest strategy has been to see what articles deliver me probably the most visitors and use these to create topical clusters round them. I develop and exhaust each topical cluster to get a robust authoritative grip on the topic.
For instance, if I’m rating for “the best way to clear leather-based sneakers,” I’ll brainstorm utilizing Semrush to search out related key phrases with a unique search intent equivalent to “the best way to clear suede sneakers,” “the best way to clear satin sneakers,” and so forth.
As soon as I’ve written the posts, I strategically interlink between each one utilizing numerous key phrase synonyms as anchor textual content. I work on publishing a number of clusters at a time so I don’t overwhelm the positioning with related back-to-back articles.
I take advantage of Semrush and Google itself to trace my very own information and people of competing web sites to see if I’m lacking something, and for any new concepts.
After the HCU replace, I’m altering issues up. Clearly, my content material was far too keyword-driven, however I consider my extra natural strategy shall be most useful to my customers and to develop my presence exterior of Google.
Hyperlink Constructing
As a result of my website has been round since 2010ish, I used to be fortunate sufficient to disregard hyperlink constructing, as hyperlinks usually got here by publishing attention-grabbing content material. I’ve had a “construct it and they’re going to come” mentality and like to give attention to areas I can management.
That mentioned, within the final couple of years, sturdy backlinks have gotten few and much between. So I’m now seeking to create extra ‘‘shareable’ content material to extend the chance of gaining hyperlinks again to my website.
Shareable content material would seem like vogue quizzes, trending fashion guides, and checklists, together with each day and seasonal outfit inspiration.
Possibly later this 12 months, I’ll start outsourcing a backlink technique!
Cristina’s Content material Creation Course of
I just lately started eradicating older posts on my website, written within the pre-microblogging period that don’t maintain a lot worth.
I at present have 770 posts left, however I’m certain one other 250 can go! So let’s say I’ve about 500 first rate posts up.
My content material creation course of begins by choosing one main key phrase from my record that I created with the assistance of Semrush, then confirming reader intent and making a content material transient (for myself or a author) with the mandatory headings.
I then define the visuals I’ll want to clarify my article. If wanted, I’ll guide a pictures session with my photographer (shoutout to Bruna Rico Pictures!) who then edits the images.
For posts that don’t require images, I create collages from photos pulled from my affiliate retailers and/or inventory images. My VA edits them in Canva and uploads them into the positioning’s WP media folder.
I then create my copy, ensuring to incorporate the correct amount of key phrases and key phrase synonyms. I additionally reply any related questions that really feel related to cowl.
When wanted, I take advantage of AI instruments equivalent to ChatGPT 4 to assist me rephrase and make clear sections of my posts for my weblog. I are typically wordy after I write, so I discover AI to be actually useful!
As soon as I’ve accomplished my draft, I edit it with Grammarly, then copy and paste it right into a WordPress draft. That’s the place I re-read it, format it, add photos and affiliate hyperlinks, and interlink with different posts.
I then create pins, including them to the underside of my submit for my VA to schedule on Pinterest.
Her E mail Checklist
I’ve an email list of about 2,000 subscribers that I started accumulating through Mediavine’s Highlight Subscribe software 2 years in the past.
Beforehand, Mailchimp determined to close down my account and I misplaced all my subscribers with out warning. My fault for not saving my subscriber record, nevertheless it undoubtedly put a damper on my drive to pursue e mail assortment and advertising and marketing as a visitors technique.
I’m within the midst of lastly establishing and implementing an e mail advertising and marketing technique and I plan to develop it through numerous freebies, Pinterest, and social channels equivalent to my non-public Fb group.
Her Favourite Assets
I began my journey with the Professional Running a blog books and weblog, so I’ll all the time point out them!
Extra just lately, my high assets have been Mediavine—their Fb group, weblog posts and movies, updating us on all the pieces occurring within the trade.
Their non-public Fb group has been pivotal to my success, because of the beneficiant members who impart a lot data freely.
It didn’t simply assist with rising my data base however has had a huge effect on my mindset, the place I freed myself from limiting beliefs on cash and success.
Different Fb teams which have been useful embrace Girls in Tech website positioning and Sisters in website positioning.
Each Jesse Cunningham and Kasra Sprint have fab podcasts/YouTube channels and Lily Ray is nice to observe Twitter/X.
And to not be cheeky, however Area of interest Pursuits has been my most coveted useful resource for the final 6 months, notably submit HCU.
Cristina’s Go-To Instruments
The instruments I take advantage of persistently in my enterprise are Semrush for website positioning, Canva for visuals, and Google Docs/Drive for writing posts and sharing data with my VAs.
Her Fundamental Problem
My greatest problem has been organizing, outsourcing, and scaling my enterprise, particularly as a mother with ADHD.
I’m liable to distractions and/or hyper-focusing on small duties that aren’t a precedence and/or that my VA can simply do. I’m working with an ADHD coach to assist handle and set up my time extra successfully.
Outsourcing has been an enormous problem for me.
Not solely does it take time away from content material creation itself, nevertheless it’s been extraordinarily tough to search out competent assist, even from those that are supposedly specialists of their discipline.
To not point out that discovering sturdy digital writers who can provide up-to-date styling recommendation is uncommon.
Final 12 months I did discover an excellent VA, however I’m nonetheless on the hunt for extra specialised assist.
Her Best Accomplishment
Making a number of 6 figures from an sudden enterprise mannequin would undoubtedly be my predominant accomplishment. I used to be routinely ridiculed for selecting running a blog as an entrepreneurial route, even by different bloggers, again within the day!
I consider somebody mentioned that solely 5% of bloggers make cash and I’m thrilled to be part of that group.
What’s extra, nearly all of my revenue has been blog-driven, with out the usage of e mail advertising and marketing or social media. That is odd for an impartial creator within the vogue area of interest, who often depends upon influencer sponsorships and collaborations through social media.
What She Needs She Knew When She Began
I want I had identified how vital email marketing was and nonetheless is. For some cause, e mail advertising and marketing all the time felt overwhelming and out of attain.
As search and social media are ever-changing and algorithms can unexpectedly hit you the place it hurts, email marketing is the way in which to go.
So right here I’m, engaged on it 13 years later. However higher late than by no means!
Her Largest Mistake
I really feel like I’ve made so many errors that it’s exhausting to only choose one.
I remorse not leaving the influencer world sooner to give attention to my weblog.
As a vogue blogger and micro-influencer on the time, Instagram appeared completely obligatory and I had a tough time letting go. I might have made 10x the cash had I left sooner.
I indifferent from it in 2019 and that’s when all the pieces began trying up.
One other mistake was not becoming a member of Mediavine sooner. I used to be eligible 4 years previous to becoming a member of, however didn’t know that such advert corporations even existed!
Her Recommendation for Different Entrepreneurs
Dive in, strive totally different approaches, and take up house.
Community digitally and in-person to be taught from others. Had I completed this extra at first, I’d have came upon about Mediavine and different revenue alternatives a lot earlier.
Don’t spend an excessive amount of time within the analysis part. Be imperfect. All the pieces will be spruced up later! Diversify your revenue streams. Concentrate on what you’re good at, and outsource the remainder.
And most significantly: consider in your imaginative and prescient whereas surrounding your self with individuals who consider in it too and share related aspirations. Mindset is all the pieces!
