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Jordan Rolband - Cartels Mastermind - January 2019

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DFO President & Co-Founder Jordan Rolband's presentation at the Cartels Mastermind Dominican Republic event in January 2019. Focused on global expansion in eCommerce and affiliate marketing.

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Jordan Rolband - Cartels Mastermind - January 2019

  1. 1. GLOBAL EXPANSION A N D AFFILIATE MARKETING J O R D A N R O L B A N D P R E S I D E N T A N D F O U N D E R
  2. 2. 2 DFO GLOBAL PERFORMANCE COMMERCE We deliver unparalleled results for advertisers, clients and affiliates in the eCommerce space via technology and marketing
  3. 3. 3 GLOBAL EXPANSION The Question: What are the most critical factors for scaling your business globally?
  4. 4. 4 GLOBAL FULFILLMENT & LOGISTICS CUSTOMER SERVICE INTERNATIONAL BANKING & MERCHANT PROCESSING TRAFFIC GLOBAL EXPANSION THE FACTORS
  5. 5. GLOBAL LOGISTICS AND FULFILLMENT GLOBAL EXPANSION
  6. 6. 6 Setup infrastructure based on cost- effectiveness AND customer centricity Don’t fall in love with one fulfillment relationship vet different partners in various locations Inventory and traffic teams must be on the same page Selling without inventory is a slippery slope GLOBAL FULFILLMENT & LOGISTICS GLOBAL EXPANSION TAKEAWAYS
  7. 7. CUSTOMER SERVICE GLOBAL EXPANSION
  8. 8. 8 4 3 2 1 If using 3rd parties, mystery shop them. Make sure they can deliver! Listen to your customers- increased complaints signal issues with product or fulfillment. If you have the ability to bring CS in-house and dedicate teams to voice, email and social - DO IT Global product offerings require global customer service teams English- only reps won’t cut it. CUSTOMER SERVICE MANAGING THE HUMAN ELEMENT
  9. 9. INTERNATIONAL BANKING & MERCHANT PROCESSING GLOBAL EXPANSION
  10. 10. 10 INTERNATIONAL BANKING & MERCHANT PROCESSING GO LOCAL L o c a l / d o m e s t i c e n t i t i e s s h o u l d b e u t i l i z e d i n o r d e r t o a v o i d “ c o m p a n y - k i l l i n g ” s c e n a r i o s GET BACKUP MAKE PALS M a k e s u r e t o d o u b l e a n d t r i p l e - u p o n s o l u t i o n s . D o n ’ t l e a v e y o u r s e l f e x p o s e d . P a y P a l - a n d i t s C C p r o c e s s i n g - i s a u b i q u i t o u s , g l o b a l g a m e - c h a n g e r a n d c a n ’ t b e n e g l e c t e d .
  11. 11. TRAFFIC GLOBAL EXPANSION
  12. 12. 12 Simple research can tell you who specializes in what, and where Your partners should be able to scale with you. Ask questions. What platforms do they use? What are they spending? Global platforms were not created equal. What works here may not work there. TRAFFIC BUILDING YOUR GLOBAL BASE
  13. 13. CASE STUDY GLOBAL EXPANSION
  14. 14. 14 A client’s product, foot reflexology insoles, were not selling at the volume originally anticipated. • Single-digit sales per day • Payment decline rates were above 20% • Earnings-per-click were less than $1 • Average order value (AOV) was approximately $57 DRIVING SALES ON A FOOT REFLEXOLOGY PRODUCT CHALLENGE
  15. 15. 15 DFO understood that the product, originally marketed as a holistic device helping align chakras and improve blood flow, was too complex and confusing for consumers. The team rebranded the product, launched new presell pages, dynamic content, and video assets to focus on how the product worked, why it was different, and what problem is solved - in this case, back pain. The team also introduced domestic processing and implemented several front-end optimization tests for the product. DRIVING SALES ON A FOOT REFLEXOLOGY PRODUCT STRATEGY
  16. 16. 16DRIVING SALES ON A FOOT REFLEXOLOGY PRODUCT STRATEGY: REBRANDING AND DYNAMIC NEW CONTENT
  17. 17. 17DRIVING SALES ON A FOOT REFLEXOLOGY PRODUCT BRAND-FOCUSED MARKETING EFFORTS
  18. 18. 18DRIVING SALES ON A FOOT REFLEXOLOGY PRODUCT RESULTS Full rebrand resulted in: 200% improved decline rate 20K+ global sales per day Eight-figure sales over last 8 mo.
  19. 19. AFFILIATE MARKETING W H A T Y O U N E E D T O K N O W A B O U T
  20. 20. 20 1 3 CHARACTERISTICS OF A GREAT PUBLISHER THE VALUE 2 THE WARNING SIGNS AFFILIATE MARKETING KEY FACTORS
  21. 21. AFFILIATE MARKETING H O W I T W O R K S : T H E G O O D , T H E B A D & T H E U G L Y
  22. 22. 22 CHARACTERISTICS OF A GREAT PUBLISHER They are transparent They - both affiliates and networks - are specialized They ask questions about your business - What do you want to achieve? How does the back-end work?
  23. 23. 23 Be mindful of aggressive creative and deceptive advertising practices (celebrity/physician angles). Highs can be high; lows can be low. Not all traffic sources are created equal. THE WARNING SIGNS
  24. 24. 24 SCALE, SCALE, SCALE. Long-term relationships mean long-term revenue If you’re willing to learn, doors you never thought possible will open. THE VALUE
  25. 25. PUBLISHER TOOLS O N L I N E P R O D U C T S T H A T A D D V A L U E
  26. 26. 26 NATIVE TOOLS PayPer Trail is a native and display ad spy tool powerhouse. Covering nearly all geos, it can search by keyword, ad type, publisher domain, ad platform (including Google!) and many other criteria. Competitive intelligence for display advertisers. Discover your competitor's most profitable publisher, ad copy and landing pages. Help uncover profitable campaigns running on 7 most popular native ad traffic sources. Also finds ads promoting affiliate offers from 100 affiliate networks.
  27. 27. 27 SOCIAL TOOLS Wide-reaching tool that allows searching on Facebook ads and associated landing pages. Has the ability to search by keyword, audience gender and age, and peek on ads in nearly all geos around the world. Spy tool developed by publishers, for publishers - same as WhichAdsWork. Filters allow for search by tracking link type, audience traits, and ecommerce platforms (like Shopify). Monitor and protect your ad accounts by applying smart rules relating to your specific guidelines and KPIs. Ideal for Facebook, Snapchat and Instagram. Fixed fee pricing and fast customer service.
  28. 28. 28 SOCIAL LISTENING Leveraging the largest social media data-set in the industry, Socialbakers’ social media marketing platform helps brands large and small ensure their investment in social media is delivering measurable business outcomes San Francisco based startup that measures social media engagement for lifestyle brands. Used especially by cosmetics and health brands.
  29. 29. 29 DOMAIN RESEARCH DomainIQ shows everything about a domain name, its owner, the server it's hosted on, its ownership history, similar domains and much more. While privacy protection services can cloak owner information, this tool remains incredibly useful. Web analytics services for businesses. Offers information on clients and competitor’s website traffic volume and referral sources, including keyword analysis and website “stickiness” (e.g., time on site, page views and bounce rate), among other features.
  30. 30. 30 VPNs Top-level VPN with access to 340+ locations. Largest VPN service with 890+ servers. Easy to use, security is lacking. Protect your privacy online and access media content with no regional restrictions. Strong encryption and no- log policy with 5000+ servers in 60+ countries. Luminati is a powerful VPN service that gives access to a pool of over 18 million residential IPs worldwide. Also a great solution for running ad scrapers in multiple geos. Starts at $500 and requires a level of tech savvy.
  31. 31. 31 CREATIVE ASSETS The Envato Elements package is an unlimited subscription service for digital assets, including video templates and audio samples. Transforms articles into videos in minutes. DFO has discount code if you’re interested.
  32. 32. 32 BUSINESS INTELLIGENCE / ANALYTICS Crunchbase is the leading destination for millions of users to discover industry trends, investments and news about global companies, big and small. Secure cloud services platform, offering compute power, database storage, content delivery and other functionality to help businesses scale and grow. Tableau can help anyone see and understand their data. Connect to almost any database, drag and drop to create visualizations, and share with a click.
  33. 33. 33 BEHAVIOR TRACKING Hotjar allows you to visualize how users engage with your site. Interactive heatmaps of clicks and actions, recordings of sessions, and data from surveys/polls help build a strong, data- backed understanding of what exactly people are using your site for, and how they’re using it. Free Web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes.
  34. 34. QUESTIONS? ASK AWAY
  35. 35. 35 JOIN THE NETWORK BUILD YOUR BRAND Premium eCommerce Network vervedirect.dfo.global www.dfo.global info@dfo.global @dfoglobalpc
  36. 36. 36 Co-founder & President Jordan Rolband jordan.rolband@dfo.global
  37. 37. THANK YOU

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