Traverse 16 Session Notes

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


Image credit:

  • 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

Image credit: Twitter

Image credit: Twitter

  • 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

Image credit: Twitter

Image credit: Twitter

5 steps:

  1. Email list campaign
  2. Live and recorded webinars
  3. Weekly YouTube videos and blog post content
  4. Instagram and periscope daily series
  5. Facebook ads

Email list

  • 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.

Facebook ads

  • 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

Image credit: Twitter

Image credit: Twitter

  • 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.

The following two tabs change content below.
Hayley is the author behind A Life of More, a travel and lifestyle blog with the goal of helping you to live a happier and more fulfilled life, whether you're currently travelling or happily settled.

Latest posts by Hayley Griffiths (see all)

Comments 1

  1. Mike Clegg

    Extremely helpful tips, especially the growth and time saving suggestions.

    From my experience so far I have found blogging does take a lot of time and definitely needs efficient time management and restrictions on things such as Tv and Netflix 🙂

    Thanks for the awesome post and suggestions.

Leave a Reply

Your email address will not be published. Required fields are marked *