Alright – so today we’ve got the honor of introducing you to Helene Sula. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Helene thanks for taking the time to share your stories and insights with us today. Crazy stuff happening is almost as certain as death and taxes – it’s technically “unexpected” but something unexpected happening is to be expected and so can you share a crazy story with our readers

Many people see a travel blogger and they see the beautiful hotels, exotic places, and perks, but my blog actually was the catalyst for me moving abroad.

My entire life I dreamed of owning my own business. From selling lemonade as a kid that morphed into a jewelry making business with other kids making the bracelets and handing out cups while I oversaw operations.

Then I started my own dance camp and in one summer in college I made over $10,000.

I’ve always sought to do the things I love while monetizing them as well. My parents were both writers then college professors, and I marveled at how they found careers doing things they loved, getting paid for it, and having a flexible schedule.

I just wasn’t sure how to find that.

After getting a degree in public relations I took a job social media and events. It was great. But the pay was low and it wasn’t exactly what I wanted to do with my time. I had about 10 days of vacation a year. Each year I’d save them up so my husband and I could take an epic trip to Europe. I lived for these trips and waited the whole year for them.

And then I fell 20 feet rock climbing and broke my ankle and leg. I sick in the hospital and couldn’t go back to work for months. My epic trip to Europe was cancelled.

I sat on the couch, watching re-runs of Friday Night Lights. Until, I started a blog.

Slowly, I started sharing about things I love, my thoughts, and then my previous travels.

No longer was I mourning the pain in my leg or upset that I’d miss my upcoming trip to Europe. Now, I was connecting with others online, making friends and even seeing small opportunities to make money.

Back on my feet and healing from the injury, we took our annual 10-day trip to Europe. But this time felt different. We though, what if we moved here to actually explore?

I knew immediately I wanted to make my blog my full time job.

I tried and failed a couple times to make money with the blog but eventually I started monetizing with sponsored content on Instagram and the blog, creating my own digital products, and advertising.

Soon I was making enough to quit my job.

For one year we researched where to live abroad. We picked Heidelberg, Germany. A country I’d never stepped foot in before!

We moved with 2 suitcases and 2 dogs and I got a freelance visa as a travel blogger. Who knew that this blog would take me to new places, become mine and my husband’s career, and even help us secure a visa!

Helene, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a travel blogger but I often tell people that I don’t fall into one niche. I share about my favorite places, my husband, my friends, my dogs, and clothes I wear. I fall into the “lifestyle/travel” blogger category.

I got into blogging in 2012 after a rock climbing injury. I was looking for a creative outlet and some way to connect with others since I was stuck on the couch. From there, it slowly turned into a business.

I work with brands on my blog and social media, I have courses on growing a meaningful following online, and I’m also working on a novel.

I was born and raided in Dallas, Texas and I grew up loving travel. My parents taught a study abroad program in London. When I was 18 I begged my parents to let my then boyfriend (now husband), Michael, to join us for the trip. He fell in love with travel too.

Years later, when I started the blog, one of my posts on a music festival called “Tomorrowland” went viral and I though “I can do this, I could make this my career. I pride myself on weaving in personal stories and anecdotes with detailed travel information that readers can actually use.

Do you have any stories of times when you almost missed payroll or any other near death experiences for your business?

For many travel bloggers and those in the travel industry, the pandemic was very tough on business. I went from traveling nearly 80% of the time, to not traveling at all and wondering where my next sponsor would be.

Luckily, I have multiple streams of income, but it was so eye opening to see other income streams diminish or go away entirely. It made me realize that things can change rapidly and it’s important to prepare.

It also taught me that investing in myself and my business was crucial to continue. I remember when I first started blogging everyone was on Facebook. Then it was Instagram, now it’s moving on to TikTok. It is essential to keep evolving and trying new things.

Even though financially times were tough, I took classes on Facebook ads and hired a new graphic designer. I learned, I can’t improve my skills unless I’m willing to learn. Every time I invest in myself, I make the money back tenfold.

Last year was a record for our business. I’m continuing to grow and learn along the way.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

One thing I pride myself on is a long standing relationship with brands. I like coming up with unique ideas for clients and doing things that are out of the ordinary.

If a brand reaches out to me with a concept I like to put my own spin on it. I only work with clients I really care about and I think will resonate with my audience. I am also detailed when it comes to looking through contracts. I prefer creative control and the ability to share my story, not just push a destination or a product. That’s boring and my audience would find it boring too.

My husband and I like to brainstorm how we can share about a destination in a unique way. Maybe though a scavenger hunt through the city or us hosting trips to bring a new audience there.

Contact Info:

• Website: https://heleneinbetween.com
• Instagram: https://www.instagram.com/heleneinbetween/
• Facebook: https://www.facebook.com/HeleneInBetween
• Linkedin: https://www.linkedin.com/in/helene-sula-62a94624/
• Twitter: https://twitter.com/heleneinbetween
• Other: Tiktok: https://www.tiktok.com/@heleneinbetween

Image Credits
Michael and Helene Sula