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What 90% of Affiliate Managers Often Overlook
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What 90% of Affiliate Managers Often Overlook

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Missy Ward is the Co-Founder of http://www.affiliatesummit.com. This is the presentation that she delivered during PubCon South 2011 in Austin. …

Missy Ward is the Co-Founder of http://www.affiliatesummit.com. This is the presentation that she delivered during PubCon South 2011 in Austin.

This presentation covers items that Affiliate Managers often overlook when it comes to affiliate recruiting.

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  • 1. Essentials Overlooked by 90% of Affiliate Managers Presented by: Missy Ward (Twitter.com/MissyWard) Co-Founder of Affiliate Summit, FeedFront Magazine, GeekCast.fm & AffStat.com Co-Publisher of Revenews.com & MoneyMindedMoms.com
  • 2. Affiliate Recruitment
  • 3. The Recruitment Hot Mess
    • Where it all goes wrong:
      • More or Less?
      • Time Commitment
      • The Affiliate Content
      • Exposure/Networking
      • How to Find Affiliates
      • The Pitch
      • Incentives
    Photo by GuideSpot.com
  • 4. Mistake #1: More is Always Better
    • Goal: Make Determination on Quantity vs. Quality
      • 80/20 Rule?
      • Available Resources
  • 5. Mistake #2: Recruitment Isn’t That Important
    • Goal: Time = Money when it comes to recruiting.
    • If you build it, they will come mentality
      • Takes too much time to recruit
    • Factors:
      • Size/Age of Program
      • Manpower (Dedicated AM?)
    • Seasonality
    • Competition
    • Suggested Commitment:
      • 1-2 hours per day/week
  • 6. Mistake #3: Affiliate Information Page Sucks
    • Goal: Grab Affiliate’s Attention
    • Conspicuously displayed on Merchant Page
    • Sell Without Hype
    • Competitive Advantage
    • Commission, Cookie Duration
    • Conversion Rates
    • Sample Creatives, Deals, Promotions
    • Link to Blog, Facebook, Twitter, Contact
      • Info, Newsletter, etc.
  • 7. Mistake #4: It’s OK To Be Shy
    • Goal: Make Your Face Synonymous With the Program Your Managing
    • Can’t be afraid to Network
    • Elevator Pitch
    • Guest Posts, Podcasts
    • Industry Magazines
    • Meetups
    • Forums
    • Facebook, Twitter, Linked In
  • 8. Mistake #5: Finding New Affiliates is Easy
    • Goal: Create a Multi-Channel Approach to Recruitment
    • Existing Customers
    • Announcements (Forums, Groups, Newsletters,
      • Blogs, Twitter, Network, LinkedIn, Facebook…
    • Affiliate Directories
    • PPC/SEM to Affiliate Program Page
    • Advertising
    • Cooperative Marketing
    • Individual Recruitment
  • 9. Mistake #5: Mass Solicitations
    • Goal: Target Properly But Do Not Spam
    • Software (Arelis, LinkCapture, Syntryx)
    • Search Engine Rank/Domain Tools
    • List Buying
    • Promotion (Win a Free …)
    • Network Email
  • 10. Mistake #5: Used Car Salesman Approach
    • Goal: Discuss Specific Ways Your Program Works With Their Site
    • Avoid Generics (Highest Paying Offers, Best Conversions, etc)
    • Avoid Jargon, Overpromises & Lengthy Emails
    • Avoid Misleading and Generic Subject Lines
    • Take time to review site, discuss specifics
    • Provide examples (Creatives, Coupons, etc.)
  • 11. Mistake #5: Forgetting the Wow!
    • Goal: Stand Out from the Pack
    • Sample Products
    • Exclusive Deals For Their Audience
    • Test Budget (Deducted from Commissions)
    • Slotting Fees
    • Exclusive Landing Pages
    • Bonus Commissions
    • Contests
  • 12. Miscellaneous Things That Affiliate Managers Overlook in the Area of Recruitment (that drive me crazy)
    • Don’t use a contact database, so they forget who they contacted – and how many times
    • Don’t follow up after 1 st email solicitation
    • That affiliates may not want to be contacted by OPMs for other programs
    • Avoid blogs altogether
    • Forget to put the Join URL in the solicitation
    • Using a non-related email address (gmail, yahoo, etc.)
    • Use generic names (Affiliate Manager @)
    • Forget about seasonality, holidays, etc.
    • Stalking is creepy and guessing at email addresses makes you look lame
    • Responding to inquiries that come back from solicitations in a timely manner
  • 13. Contact Me
    • Twitter.com/missyward
    • Facebook.com/missyward
    • Linkedin.com/in/missyward
    • [email_address]

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