How To Make The Most Of Your Affiliate Program


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Maximizing the ROI of your affiliate program requires that you understand your goals, KPIs, and the affiliate marketplace at large. This presentation takes you through the steps of setting goals, applying them to the affiliate marketplace, and measuring them in a meaningful way.

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How To Make The Most Of Your Affiliate Program

  1. 2. Getting the Best Results <ul><li>5 Key Areas will be Explored: </li></ul><ul><li>Your product and your site </li></ul><ul><li>Your affiliates </li></ul><ul><li>Your marketing and promotions </li></ul><ul><li>Your flexibility </li></ul><ul><li>Your success </li></ul>
  2. 3. Affiliate Program Facts <ul><li>Your affiliate program is one part of your marketing strategy. It will not work well in isolation </li></ul><ul><li>If you set up your affiliate program and leave it – you will not be successful </li></ul><ul><li>Affiliate programs need attention and resources to flourish </li></ul><ul><li>Affiliate programs are a long-term marketing option. </li></ul><ul><li>Expect to give the program at least 4 to 6 months before you see results </li></ul><ul><li>Stability is important </li></ul><ul><li>Communication is vital </li></ul><ul><li>Unique content is king </li></ul>
  3. 4. Facts about Affiliates <ul><li>Affiliates are running their own business and expect to make money from the partnership they have with you </li></ul><ul><li>They are naturally weary of new sites and new brands – longevity and consistancy are important , because it has a direct impact on them financially </li></ul><ul><li>Usually they know their traffic and what will work on their site </li></ul><ul><li>Good affiliates are in high demand and already have well - established relationships </li></ul><ul><li>Once an affiliate has signed and displays a banner for your program this does not mean that they will become active or produce customers and sales </li></ul>
  4. 5. Your Site and Product <ul><li>Affiliates analyze new merchant sites for customer usability </li></ul><ul><ul><li>Make sure your site is easy to buy from </li></ul></ul><ul><li>Know the facts about your site </li></ul><ul><ul><li>Affiliates want to know: </li></ul></ul><ul><ul><ul><li>Conversion rates </li></ul></ul></ul><ul><ul><ul><li>Best selling products </li></ul></ul></ul><ul><ul><ul><li>Best time to promote </li></ul></ul></ul><ul><ul><ul><li>Repeat selling products </li></ul></ul></ul><ul><li>Be able to talk about your customers in depth </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Buying partners </li></ul></ul><ul><ul><li>Motivations – time, discounts, special gifts </li></ul></ul>
  5. 6. Your Site and Product <ul><li>Have active customer care and retention programs in place </li></ul><ul><ul><li>Affiliates may become secret shoppers before actively promoting your site </li></ul></ul><ul><li>Ensure consistency of branding and promotions across your affiliate program and other marketing channels </li></ul><ul><ul><li>Affiliates will do their research and will want to make sure they are not offering inferior promotions or content. </li></ul></ul>
  6. 7. Your Affiliates <ul><li>The key to productive affiliates is good relationships </li></ul><ul><ul><li>Achieved through: </li></ul></ul><ul><ul><ul><li>Effective communication </li></ul></ul></ul><ul><ul><ul><li>Asking questions to clarify needs </li></ul></ul></ul><ul><ul><ul><li>Demonstrating understanding </li></ul></ul></ul><ul><ul><ul><li>Being consistent </li></ul></ul></ul><ul><ul><ul><li>Paying on time </li></ul></ul></ul><ul><li>Use experience and knowledge from other marketing channels to positively impact results </li></ul><ul><ul><li>Customer emails </li></ul></ul><ul><ul><li>Product reviews </li></ul></ul><ul><ul><li>Press releases </li></ul></ul>
  7. 8. Your Affiliates <ul><li>Know your affiliates </li></ul><ul><ul><li>Research and analyze: </li></ul></ul><ul><ul><ul><li>Who they are </li></ul></ul></ul><ul><ul><ul><li>When they became an affiliate </li></ul></ul></ul><ul><ul><ul><li>What they market </li></ul></ul></ul><ul><ul><ul><li>How they market </li></ul></ul></ul><ul><ul><ul><li>What their conversion rates are </li></ul></ul></ul><ul><ul><ul><li>What resources you can offer to enhance their experience & improve results </li></ul></ul></ul><ul><li>Become part of the affiliate community </li></ul><ul><ul><li>Understand the more holistic issues </li></ul></ul><ul><ul><li>Look for the community leaders </li></ul></ul>
  8. 9. Your Affiliates <ul><li>Use all communication channels including: </li></ul><ul><ul><li>Email </li></ul></ul><ul><ul><li>Telephone </li></ul></ul><ul><ul><li>Instant messaging </li></ul></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Conferences and gatherings </li></ul></ul>
  9. 10. Your Marketing and Promotions <ul><li>Marketing and promotions are broken into two different areas: </li></ul><ul><ul><li>Customer </li></ul></ul><ul><ul><li>Affiliate </li></ul></ul><ul><li>Both areas need attention, planning and resources </li></ul><ul><li>Fresh affiliate promotions demonstrate you are interested in your affiliates and willing to work with them </li></ul>
  10. 11. Your Marketing and Promotions <ul><li>Effective customer promotions will provide tools to affiliates to secure new customers for you </li></ul><ul><li>Customer promotions need to be available to affiliates in advance </li></ul><ul><ul><li>For example Christmas promotions available in November </li></ul></ul><ul><li>New customer promotions need to be accompanied by fresh creative and marketing tools </li></ul>
  11. 12. Your Flexibility <ul><li>Being willing and able to be flexible demonstrates your commitment to affiliates and their marketing efforts </li></ul><ul><ul><li>Special customer promotions for specific affiliates </li></ul></ul><ul><ul><li>Specific landing pages for these promotions </li></ul></ul><ul><ul><li>Tailored data feeds </li></ul></ul><ul><ul><li>Change in affiliate compensation for increased volume of customers or specific types of customers </li></ul></ul><ul><ul><li>Specially designed affiliate promotions </li></ul></ul>
  12. 13. Your Success <ul><li>To be successful in the affiliate marketing channel you need the following qualities: </li></ul><ul><ul><li>Motivation and enthusiasm </li></ul></ul><ul><ul><ul><li>Making the time to be involved and understand the current issues </li></ul></ul></ul><ul><ul><li>Expertise </li></ul></ul><ul><ul><ul><li>Learn about the online marketing industry, the issues affiliates face and how your actions impact your affiliate community </li></ul></ul></ul><ul><ul><li>Partnership </li></ul></ul><ul><ul><ul><li>Appreciate that affiliates are also in a business and decisions you make need to be commercially viable for yourself and them </li></ul></ul></ul>
  13. 14. Your Success <ul><li>To be successful in the affiliate marketing channel you need the following qualities: (contd.) </li></ul><ul><ul><li>Communication </li></ul></ul><ul><ul><ul><li>Take the time to listen – not just to the words, but to the needs of your affiliates. </li></ul></ul></ul><ul><ul><li>Longevity </li></ul></ul><ul><ul><ul><li>Plan to be around for a long time. Established affiliates plan their partnership for the long term. </li></ul></ul></ul><ul><ul><li>Consistency </li></ul></ul><ul><ul><ul><li>By providing consistency with communication, actions, marketing approach and attitudes, affiliates will know you are someone they can trust and count on - an important quality in partnerships. </li></ul></ul></ul>
  14. 15. Last Tips <ul><li>You can’t rush an affiliate program’s growth </li></ul><ul><li>Paying attention to the small things pays off </li></ul><ul><li>Be active in the community so affiliates learn more about you as a person </li></ul><ul><li>Affiliates all talk to one another – gossip spreads quickly </li></ul><ul><li>Affiliates are successful because they know their business – ask questions to learn about how you can capitalize on their success </li></ul><ul><li>Pay on time </li></ul>
  15. 16. <ul><li>Share Results is a boutique affiliate network, working exclusively with large brands and niche merchants who are as committed to affiliate partnerships as we are. Discover affiliate programs powered by Share Results’ affiliate software and affiliate management services, including Photobucket , eLearners and Utour. </li></ul><ul><li>Nicky Senyard </li></ul><ul><li>CEO and Founder </li></ul><ul><li>Share Results </li></ul><ul><li>[email_address] </li></ul><ul><li>+1 514-849-8595 </li></ul>