I recently attended the Traverse 16 travel blogging conference, a weekend of learning and networking in Cardiff. Below I share my notes from the sessions I attended. I hope you find them useful!
Understanding the value of you, the blogger by Tika Larasati – Global Influencer Marketing Manager, Skyscanner
- Why do brands work with bloggers? Trust, relevancy, growth. There’s an opportunity to grow together.
- Dare to test a new idea. Forward thinking brands will appreciate creativity.
- Play to your strengths – is it niche content? A particular social channel? Learn from what works – be data driven. Traffic, revenue, social engagement etc
- Building a media kit: Include results of previous campaigns. What type of content does the audience engage with?
- Demographics, Interest, Language, Geography.
- Add links to best writing, video, broadcast etc. Point to best work.
- Identify your strongest channels and use analytics to demonstrate value.
- Include traffic sources, visitors, bounce rate, average time on site, top performing pages, virality (use Buzzsumo to measure). Organic traffic is the most important.
- Use previous activities as a benchmark for the brand to manage expectations and estimate results.
- Collaboratively share results between brand and blogger
- Skyscanner measures ‘activation rate’ – how likely are audience to be activated to do a search, to purchase etc.
- AARRR metrics – acquisition, activation and retention are the most important. Product activation and conversion rate is strongest with social influencers when comparing to other channels such as paid search.
- Every blogger has a unique value based on assets, skill sets and power of negotiation.
- The more quality you can show to the quantity of results, the more valuable you are to the brand.
- Always look at the bigger picture. The long-term partnership.
- Add media kit to ‘about’ or ‘work with me’ page.
How to take your blog full time by Monica Stott – The Travel Hack
- Love your blog like you’d love your child
- Have a professional website for your freelance job.
- Mention your freelance work wherever possible (make it known you’re doing freelance work).
- You can’t build a long-term future on short-term thinking
- Include affiliate links to product reviews and wherever possible to create a passive income stream.
- Don’t just do a one off review for a company. Be a long term ambassador- Charge a monthly fee (work out bronze, silver and gold levels of coverage).
- Turn your inbox into a moneymaker – respond to all emails with a positive response and upsell. NEVER send a rude response!
- Never drop your fees. Word gets around. Offer more value instead.
- Have a blogging business plan: What’s the purpose of your blog? What goals do you want to achieve? List 5 ways you are going to achieve theses goals. Stick to your niche.
- Who are you blogging for? Define your audience.
- Set financial goals. Regularly review your progress.
- Keep learning – identify trends in blogging.
- Have a diverse income – Affiliates, sponsored posts, freelance work, writing for other blogs, advertising, brand partnerships, photography.
Time saving and growth strategies:
- Cut out TV
- Only post once a week
- Schedule your social media
- Set up canned responses for emails
- Write wherever and whenever you can
- Spend more time promoting your blog than writing posts
- Set up a feedly to organize your favourite blogs in one place (to share content). Promote other bloggers’ content
- Find similar blog posts to the one you just wrote and comment
- Spend time growing social channels
Be proactive with selecting brands to work with. Approach them with a speculative email to ask if they’re looking to work with bloggers. Follow up with a proposal. Be disciplined. Set goals. Be accountable to yourself.
How to launch an e-product by Ximena de la Serna ximenadelaserna.com
- Email list campaign
- Live and recorded webinars
- Weekly YouTube videos and blog post content
- Instagram and periscope daily series
- Facebook ads
- Start building your list, it doesn’t need to be massive
- Make them used to hearing from you at least weekly with free valuable content (some could be exclusive).
- Send one broadcast to your entire list talking about talking about the free webinar / training you are going to give (related to your e-product).
- Get people to opt in for the free training.
- On the day of the free webinar, send 3 emails reminding people about it. It’s today. It’s in one hour. It’s in 15 mins. Follow up the next day to give a link to the recording.
Live and recorded webinar
- Create a 1hr or half hour value packed webinar on the topic.
- Out of an hour, aim for 45 min of value / 15 min of sale.
- Deliver it live once and record it (google hangouts). Set up a page on your blog with the recorded webinar. Send traffic to that page during the rest of the launch. Always give it a sense of urgency.
- Close to the end of the launch, do a Q&A live webinar.
- Start promoting it to your list at least 4 days before.
Weekly YouTube video and blog post content
- Relevant content themes on blog / YouTube to complement online e-product offering.
- Could use YouTube to complement online content such as packing lists etc. Fill those posts with affiliate links.
IG and Periscope
- Release one IG pic a day announcing that day’s lesson on periscope
- Deliver a 20 min lesion + 10 mins Q&A each day
- Prompt people to sign up to the email list via IG. Use Prettylink
- Save each periscope
- Package them later and use as a bonus for those who buy your e-product.
- Create them one week before your live webinar
- Choose the ‘increase conversions’ option.
- Trail 4 creatives and roll out the most popular one.
- Target 10,000 to 15,000 people
- All of them go into your ‘interested in’ list
Webinar Alley (app via WordPress)
Google Hangouts ‘on air’ – for everyone.
Vimeo Pro allows private videos (accessed only via a link).
S2 members plugin – plug in to help unlock content once bought.
Pro bar session – Affiliate Marketing by Simon Heyes – Simon’s Jamjar
- Banners don’t really work.
- Links in post work well.
- Add finisher box on most popular posts – where to go, what to pack.
- Mask links under bitly or similar – google url shortener.
- Deal posts (promote at times people get paid).
If you haven’t already read it, then check out my post Traverse Travel Blogging Conference – Everything You Need to Know, or visit the blogging section of the site for more blogging inspiration and tips.
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