Real World Aff Mgt Tips - Mark Russell & Keith Budden/Arctic Sunrise

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  • 1. Communicating With Affiliates By Keith Budden Arctic Sunrise
  • 2. Communicating with affiliates
    • Accept that there are three types of people
  • 3. Communicating with affiliates
    • Accept that there are three types of people
    • Those who make things happen
  • 4. Communicating with affiliates
    • Accept that there are three types of people
    • Those who make things happen
    • Those who watch things happen
  • 5. Communicating with affiliates
    • Accept that there are three types of people
    • Those who make things happen
    • Those who watch things happen
    • Those who wonder what happened!
  • 6. Communicating with affiliates
    • Make contact details available
    • Let affiliates know when you are not there
    • Regular affiliate newsletters
    • Affiliate pages on your website/network website
    • Press releases
  • 7. Communicating with affiliates
    • Find out how your affiliates like to communicate:
  • 8. Communicating with affiliates
    • Find out how your affiliates like to communicate:
    • Email
  • 9. Communicating with affiliates
    • Find out how your affiliates like to communicate:
    • Email
    • MSN
  • 10. Communicating with affiliates
    • Find out how your affiliates like to communicate:
    • Email
    • MSN
    • Telephone
  • 11. Communicating with affiliates
    • Find out how your affiliates like to communicate:
    • Email
    • MSN
    • Telephone
    • Skype
  • 12. Communicating with affiliates
    • Find out how your affiliates like to communicate:
    • Email
    • MSN
    • Telephone
    • Skype
    • A4U
  • 13. Communicating with affiliates
    • Find out how your affiliates like to communicate:
    • Email
    • MSN
    • Telephone
    • Skype
    • A4U
    • SMS
  • 14. Communicating with affiliates
    • Find out how your affiliates like to communicate:
    • Email
    • MSN
    • Telephone
    • Skype
    • A4U
    • SMS
    • Webinar
  • 15. Communicating with affiliates
    • Find out how your affiliates like to communicate:
    • Email
    • MSN
    • Telephone
    • Skype
    • A4U
    • SMS
    • Webinar
    • Face to face
  • 16. What to communicate
    • Is it really news?
  • 17. What to communicate
    • Is it really news?
    • Don’t speak for the sake of making noise
  • 18. Email – what’s really important
    • The subject must be clear
  • 19. Email – what’s really important
    • The subject must be clear
    • Ensure the message is ‘above the fold’
  • 20. Email – what’s really important
    • The subject must be clear
    • Ensure the message is ‘above the fold’
    • Ensure the message has timelines
  • 21. Email – what’s really important
    • The subject must be clear
    • Ensure the message is ‘above the fold’
    • Ensure the message has timelines
    • Experiment with colours and fonts
  • 22. The 10 second pitch
    • 10 seconds is the most you have to grab attention (and it’s probably more like 7!) ‏
  • 23. Phone/MSN/Skype
    • Find a time that suits you and them – this may be outside of your office hours
  • 24. Phone/MSN/Skype
    • Find a time that suits you and them – this may be outside of your office hours
    • Accept that No really does mean NO
  • 25. Phone/MSN/Skype
    • Find a time that suits you and them – this may be outside of your office hours
    • Accept that No really does mean NO
    • Do leave a message or don’t be surprised if you get no response
  • 26. Phone/MSN/Skype
    • Do all of your phone calls one after another
  • 27. Phone/MSN/Skype
    • Do all of your phone calls one after another
    • Your brain gets into ‘phone’ mode
  • 28. Phone/MSN/Skype
    • Do all of your phone calls one after another
    • Your brain gets into ‘phone’ mode
    • Do write down what you need to talk about – make small talk but keep it brief – your time (and theirs) costs money
  • 29. Finding the time
    • If you can’t work harder – work smarter
  • 30. Finding the time
    • For each item in your ‘inbox’ do the following:
  • 31. Finding the time
    • Is it actionable?
  • 32. Finding the time
    • Is it actionable?
    • If the answer is no then either file it
  • 33. Finding the time
    • Is it actionable?
    • If the answer is no then either file it
    • Or BIN it
  • 34. Finding the time
    • Is it actionable?
    • If the answer is YES then:
  • 35. Finding the time
    • Is it actionable?
    • If the answer is YES then:
    • If it will take less than 2 minutes to do – do it now!
  • 36. Finding the time
    • Is it actionable?
    • If the answer is YES then:
    • If it will take more than 2 minutes to do – either delegate it or defer it
  • 37. Finding the time
    • Is it actionable?
    • If you defer it either:
  • 38. Finding the time
    • Is it actionable?
    • If you defer it either:
    • Give it an action date/time or
  • 39. Finding the time
    • Is it actionable?
    • If you defer it either:
    • Give it an action date/time or
    • Add it to your ‘when I get time’ list
  • 40. Finding the time
    • Every action should have a context
  • 41. Finding the time
    • You must find the time to have a weekly review
  • 42. How To Motivate And Incentivise Affiliates Effectively! By Mark Russell Existem Affiliate Management
  • 43. Think like an affiliate
    • What do they do?
  • 44. Think like an affiliate
    • What do they do?
    • How do they do it?
  • 45. Think like an affiliate
    • What do they do?
    • How do they do it?
    • Why do they do it?
  • 46. Think like an affiliate
    • What do they do?
    • How do they do it?
    • Why do they do it?
    • Recognise their entrepreneurial nature.
  • 47. 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
  • 48. Getting a result – Primary Goals
    • Making a sale
    • Driving a lead
  • 49. Getting a result – Other Goals
    • Achieving high SEO ranking
    • Building a database of keywords
    • Visible blog / original content
  • 50. Getting a result
    • What can I do to help drive these goals?
  • 51. Your Website Conversion
    • Reduce leakage
      • Telephone numbers
      • Non-commissionable products and links
      • Dead end pages
  • 52. Your Website
    • Optimise conversions
    • Ensure fast page loads
    • Ensure stock situation is clear to consumer
    • Clear call to action
    • Necessary product explanations
    • Simple checkout
  • 53. Programme Policy and Description
    • Ensure clear commercial policy
    • Clear PPC guidelines
    • Clear “validity” guidelines
    • Comprehensive merchant description
  • 54. 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!
  • 55. Motivation Strategies
    • Sales growth
    • Lead quality
    • Recruitment
    • Affiliate Type
  • 56. Motivation – Sales Growth
    • Commission – Affiliate Facing
      • Commission Rates
      • Commission Tiers
      • Time limited increases
  • 57. Motivation – Sales Growth
    • Commission – Affiliate Facing
      • Commission Rates
      • Commission Tiers
      • Time limited increases
    • Exclusive Discount / Promotions – Customer facing
      • Customer discount
  • 58. Motivation – Lead Quality
    • Target quality
  • 59. Motivation – Lead Quality
    • Target quality
    • Pay higher CPA when good results are apparent
  • 60. Motivation – Lead Quality
    • Target quality
    • Pay higher CPA when good results are apparent
    • Be transparent
  • 61. Motivation – Lead Quality
    • Target quality
    • Pay higher CPA when good results are apparent
    • Be transparent
    • Validate promptly with rapid feedback
  • 62. Motivation – Lead Quality
    • Target quality
    • Pay higher CPA when good results are apparent
    • Be transparent
    • Validate promptly with rapid feedback
    • Provide affiliate education
  • 63. 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
  • 64. Motivation – Affiliate Recruitment
    • Double first commissions
      • First sale
  • 65. Motivation – Affiliate Recruitment
    • Double first commissions
      • First sale
    • Introductory rates
      • High first month commission
  • 66. Motivation – Affiliate Recruitment
    • Double first commissions
      • First sale
    • Introductory rates
      • High first month commission
    • Prize draw
      • For posting links
  • 67. Motivation – Affiliate Types
    • Different affiliate types require different strategies
      • Cash back / Incentive
      • Content
      • Voucher Code
      • PPC
      • Comparison
  • 68. Cashback / Incentive Sites - Strategy
    • Exclusive offers to affiliate
    • Higher commission rates
    • Exclusive offers to customers
  • 69. Content Sites - Motivation
    • SEO friendly content
    • Descriptions
    • Timely information
  • 70. 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
  • 71. Voucher Code Sites - Strategy
    • Ensure you can supply voucher codes
    • Exclusive voucher codes
    • Custom Voucher Codes
  • 72. PPC Affiliate - Motivation
    • Opportunity
    • Volume
    • Conversion
    • Keywords
    • Cash-flow
  • 73. PPC Affiliate - Strategy
    • Clearly defined PPC policy
    • Ensure site converts efficiently
    • Make available keyword information
    • Provide all tools for available opportunities
    • Prompt validation
  • 74. Comparison Site - Motivation
    • Multiple retailers
    • Standardised information
    • Available product
    • Conversion
    • Revenue
  • 75. 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
  • 76. Strategy - Summary
    • Understand needs and motivation of affiliate types and address them specifically
  • 77. Conclusion
    • Motivating and incentivising is 2 tiered
      • Site basics / Programme housekeeping
      • Tailored strategy for affiliates
  • 78. Conclusion
    • Motivating and incentivising is 2 tiered
      • Site basics / Programme housekeeping
      • Tailored strategy for affiliates
    • All communication needs to be timely
  • 79. 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
  • 80. 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
  • 81. Thank You For Your Time
    • Keith Budden
    • www.arcticsunrise.co.uk
    • [email_address] 0207 873 2154
    • Mark Russell
    • www.existem-am.com
    • [email_address]
    • 0870 8031366
    • 07971 199909