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A F F I L I A T E R E C R U I T M E N T
F R O M T H E T R E N C H E S
HELLO!
I’m Carrol Lee, Business Development Specialist
for Schaaf-PartnerCentric.
2
RECRUITMENT PROCESS
Identify Qualified Prospects
CRM Tool
Initial Outreaches
Pitches
Commitments
New
Productive
Affiliates...
WHERE TO FIND AFFILIATES
Top Blog Sites
Affiliate Networks
Conferences
Blogger Networks
Forums
Social Media & Organic Sear...
BEST PRACTICES:
VETTING AFFILIATES
 Review site – is content relevant?
 Pre-qualification: Alexa Rank
 How they partner...
IT’S MAGIC! MAGIC, I TELL YOU!
6
BEST PRACTICES:
WHAT TO DO
 Do your homework: Understand the
business model and what motivates
each potential affiliate
...
TRACKING, FOLLOWING UP
CRM –
Using a CRM tool
such as Zoho.com
is a great way
to stay on top
of your
efforts.
8
FACTORS THAT AFFECT AFFILIATE
CHOICES
The 2013 Affiliate Summit AffStat Report asked, “When selecting a merchant
to promot...
CASE STUDY
 Met this affiliate at ShareASale Think Tank
 Warm introduction led to a call
 Call led to discovery of oppo...
CHALLENGES
 Getting a response / feedback
 Getting the call from
‘shy’ affiliates
 With blogger/content sites,
competit...
Questions?
12
13
THANK YOU!
Carrol Lee
Business Development Specialist
(512) 354-7630
carrol.lee @schaafpc.com
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Affiliate Recruitment from the Trenches

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This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Carrol Lee is on the front lines of affiliate recruitment for Schaaf-PartnerCentric. She covers a range of questions: How can I find new publishers? Where do I go? What does the outreach look like?

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Affiliate Recruitment from the Trenches

  1. 1. A F F I L I A T E R E C R U I T M E N T F R O M T H E T R E N C H E S
  2. 2. HELLO! I’m Carrol Lee, Business Development Specialist for Schaaf-PartnerCentric. 2
  3. 3. RECRUITMENT PROCESS Identify Qualified Prospects CRM Tool Initial Outreaches Pitches Commitments New Productive Affiliates 3
  4. 4. WHERE TO FIND AFFILIATES Top Blog Sites Affiliate Networks Conferences Blogger Networks Forums Social Media & Organic Search 4
  5. 5. BEST PRACTICES: VETTING AFFILIATES  Review site – is content relevant?  Pre-qualification: Alexa Rank  How they partner: ad networks? Paid posts? Sponsorships?  Are they already familiar with affiliate marketing? Adjust outreach accordingly  Personalize the message!  Make the personal connection – building a relationship starts with first contact 5
  6. 6. IT’S MAGIC! MAGIC, I TELL YOU! 6
  7. 7. BEST PRACTICES: WHAT TO DO  Do your homework: Understand the business model and what motivates each potential affiliate  No mass e-mails  Set up a phone call  Use CRM to track calls, follow-ups, results  Educate affiliates about such things as bid policies, FTC regulations, etc. 7
  8. 8. TRACKING, FOLLOWING UP CRM – Using a CRM tool such as Zoho.com is a great way to stay on top of your efforts. 8
  9. 9. FACTORS THAT AFFECT AFFILIATE CHOICES The 2013 Affiliate Summit AffStat Report asked, “When selecting a merchant to promote, what are the top three factors that sway your decision?” Commission (62%) Product or Service Relevancy (54.40%) Affiliate Network or Tracking Platform (36.70%) Brand Awareness (34.20%) Merchant Reputation (31%) Affiliate Program Reputation (24.10%) Cookie Duration (24.10%) Payment Terms and Methods (17.10%) Marketing Terms and Conditions (16.50%) Earnings per click or EPC (15.20%) Other (9.50%) Ad Unit Availability and Optimized Landing Pages (7%) 9
  10. 10. CASE STUDY  Met this affiliate at ShareASale Think Tank  Warm introduction led to a call  Call led to discovery of opportunities  Built rapport through number of calls  Recommended few programs that were a great match for the Bride’s clientele  Resulted in activation as a productive publisher 10
  11. 11. CHALLENGES  Getting a response / feedback  Getting the call from ‘shy’ affiliates  With blogger/content sites, competitiveness and scalability  Recruiting is only HALF the battle  Getting a new affiliate to become active and drive conversions/sales or leads 11
  12. 12. Questions? 12
  13. 13. 13 THANK YOU! Carrol Lee Business Development Specialist (512) 354-7630 carrol.lee @schaafpc.com

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