Affiliate Managers Toolkit (Mark Russell)
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  • 1. How To Motivate And Incentivise Affiliates Effectively By Mark Russell Existem Affiliate Management
  • 2. Think like an affiliate • What do they do? • How do they do it? • Why do they do it? • Recognise their entrepreneurial nature. • Recognise they are paid by results - Therefore – motivated by results
  • 3. Getting a result – Primary Goals • Making a sale • Driving a lead
  • 4. Getting a result – Other Goals • Achieving high SEO ranking • Building a database of keywords • Visible blog / original content
  • 5. Getting a result • What can I do to help drive these goals?
  • 6. Your Website Conversion • Reduce leakage – Telephone numbers – Non-commissionable products and links – Dead end pages
  • 7. Your Website • Optimise conversions • Ensure fast page loads • Ensure stock situation is clear to consumer • Clear call to action • Necessary product explanations • Simple checkout
  • 8. Programme Policy and Description • Ensure clear commercial policy • Clear PPC guidelines • Clear “validity” guidelines • Comprehensive merchant description
  • 9. The Basics – A Recap • Affiliates will choose high conversion over high commission • Affiliates trust merchants with affiliate friendly sites • Affiliates will sign up for programmes that are easy to work with • Getting the basics right motivates RECRUITMENT!
  • 10. Motivation Strategies • Sales growth • Lead quality • Recruitment • Affiliate Type
  • 11. Motivation – Sales Growth • Commission – Affiliate Facing – Commission Rates – Commission Tiers – Time limited increases
  • 12. Motivation – Sales Growth • Commission – Affiliate Facing – Commission Rates – Commission Tiers – Time limited increases • Exclusive Discount / Promotions – Customer facing – Customer discount
  • 13. Motivation – Lead Quality • Target quality • Pay higher CPA when good results are apparent • Be transparent • Validate promptly with rapid feedback • Provide affiliate education • Provide affiliate with customer education material
  • 14. Motivation – Affiliate Recruitment • Double first commissions – First sale • Introductory rates – High first month commission • Prize draw – For posting links
  • 15. Motivation – Affiliate Types • Different affiliate types require different strategies – Cash back / Incentive – Content – Voucher Code – PPC – Comparison
  • 16. Content Sites - Motivation • SEO friendly content • Descriptions • Timely information
  • 17. Cashback / Incentive Sites - Strategy • Exclusive offers to affiliate • Higher commission rates • Exclusive offers to customers
  • 18. Content Sites - Strategy • Supply bespoke copy • Send out best-seller / new product information • Ensure flow of new and relevant communication • Ensure using all network tools
  • 19. Voucher Code Sites - Strategy • Ensure you can supply voucher codes • Exclusive voucher codes • Custom Voucher Codes
  • 20. PPC Affiliate - Motivation • Opportunity • Volume • Conversion • Keywords • Cash-flow
  • 21. PPC Affiliate - Strategy • Clearly defined PPC policy • Ensure site converts efficiently • Make available keyword information • Provide all tools for available opportunities • Prompt validation
  • 22. Comparison Site - Motivation • Multiple retailers • Standardised information • Available product • Conversion • Revenue
  • 23. Comparison Site - Strategy • Ensure campaign is visible • Ensure product feed is correctly specified • Ensure product feed is updated frequently • Ensure commission and conversion is in line with or better than similar retailers
  • 24. Strategy - Summary • Understand needs and motivation of affiliate types and address them specifically
  • 25. Conclusion • Motivating and incentivising is 2 tiered – Site basics / Programme housekeeping – Tailored strategy for affiliates • All communication needs to be timely • All communication needs to be respectful • Politeness and courtesy go along way in affiliate motivation
  • 26. Thank You For Your Time Mark Russell www.existem-am.com mark@existem-am.com 0870 8031366 07971 199909