Now, in addition to being a published author and successful freelance artist (with a roster of past clients that include Starbucks, Google, and TIME magazine), Lauren teaches online classes and workshops to help other people learn how they too can use passion projects to shape their career.
And with Mailchimp’s email, automation, and landing page tools in her corner, she never has to worry about staying connected with her audience.
“When I first started teaching online classes, my business coach told me that I needed to build up a mailing list,” Lauren says. So she started sending out a weekly newsletter through Mailchimp, each with a new creative challenge that encouraged her audience to practice lettering and share their work.
“It’s been really successful. I have about 21,000 people subscribed to that challenge, so then when I sell my online classes, I market to that list, too.”
But when it came time to advertise a new livestream series she was planning—which, in turn, would drive people to sign up for her paid classes—Mailchimp’s landing page feature caught her eye.
The series—called The Inside Scoop—was a free 5-day livestream event, covering 5 of the most successful passion projects Lauren has worked on throughout her career. And she decided to incentivize the signup process by offering exclusive, lifetime access to each video, so people could go back and watch anytime they wanted.
Each day, viewers had the opportunity to go on a virtual behind-the-scenes tour of a different project, learn about its origins, its outcomes, and the lessons Lauren learned along the way.
Lauren needed a way to not only bring awareness to the livestream itself, but also to drive people to sign up for her list so she could let them know about her upcoming paid classes.
A landing page was a perfect fit.
“I could’ve just promoted [the livestream] on social media, but I think when it has a landing page it looks more legit, especially when coupled with nice graphics and a nice design. That’s really important.”
Design a page that matches your style
As an illustrator and graphic designer, Lauren knew she needed to create a landing page that was a good representation of her brand, which hadn’t always been easy for her to do.
“A lot of marketing websites or landing page tools are just geared towards capturing the email, and the design kind of comes secondary,” she says. “And that’s OK, it works for a lot of brands. But for me, because I’m an illustrator, the design is just as important as the form to sign up for the email. If the page doesn’t look good, it takes away credibility from what I’m teaching.”