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22 Effective Ways to
Recruit Quality Affiliates
Geno Prussakov
CEO & President, AM Navigator LLC
www.amnavigator.com
Founder & Chair, Affiliate Management Days
www.amdays.com
(+1) 888-588-8866
geno@amnavigator.com
@ePrussakov

.
The 5 Pillars

≈80% of time
2 Kinds of Affiliate Recruitment

Active
You reach out to them

Passive
They find you
Recruitment Through Their Eyes

Active:
Direct contact: 42.4%
Conferences: 8.9%
Print publications: 4.4%
Source: 2013 Affiliate Summit AffStat Report
Recruitment Through Their Eyes

Active:
Network emails: 36.3%
Blogs: 29.6%
Online ads: 17.8%
Aff. manager emails: 13.9%
Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire
Active
Affiliate Recruitment
Active Recruitment
“S” Ways to Find Affiliates:
o
o
o
o
o
o
o
o
o

Software/tools
Social media
Search engines
Summits & symposiums
Symbiotic recruitment
Structure-based recruitment
Snail mail
Specific publications
Satisfied customers
1. Software / Tools
Free

Paid
Free & Inexpensive Tools
1.
2.
3.
4.
5.
6.
7.

Internet Success Spider (free)
SEO Quake (free)
Backlink Watch (free)
Citation Labs (~$20 per 500-1000)
BuzzStream ($29/mo - $249/mo)
Raven SEO Tools ($99-$249/mo)
iBusinessPromoter ($250-$500)
Paid Tools
1. AffiliateRecruitment.com
2. Linkdex
3. Syntryx
Linkdex (screenshot #1)
Dashboard (shows relative number of links and domain
backlinks; yields new mid to long-tail prospects)
Linkdex (screenshot #2)
Publisher Discovery (interrogating affiliate network- or
program-specific tracking domain(s), showing affiliate
sites linking in)
Recruitment Email
 Subject line
 Introduce
yourself/company
 Explain why you’re emailing
 Personalize
 Include concrete data on
your affiliate program (don’t
do the math for them!)
 Underscore competitive
advantages (tools, cobranding, policies)
 Primary & secondary CTA
2. Social Media
The media that they use

1. Blogs (the ones they read)
2. Forums (ABestWeb, PerformanceIN,
5StarAffiliatePrograms, AssociatePrograms)

3. Groups (on LinkedIn, Facebook, etc)
Play by the rules!
3. Search Engines
Or reaching out to websites that
rank high for relevant keywords.
4. Summits, Conferences
2014 Affiliate Marketing Conferences (worldwide)
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01/12-01/14 – Affiliate Summit West (Las Vegas, NV, USA)
01/15 – ClickBank Exchange (Las Vegas, NV, USA)
01/29-01/30 – LinkShare Symposium West (San Francisco, CA, USA)
02/06-02/09 – London Affiliate Conference (London, UK)
02/21 – CPA Day (Kiev, Ukraine)
02/25-02/26 – Affiliate TactixX (Munich, Germany)
03/19-03/20 – Affiliate Management Days (San Francisco, CA, USA)
03/25-03/26 – LeadsCon Las Vegas (Las Vegas, NV, USA)
05/13-05/14 – Affiliate Management Days (London, UK)
05/29-05/31 – Afiliados Brasil (São Paulo, Brazil)
TBA – Affiliate Dag 2014 (Amsterdam, the Netherlands)
06/24-06/25 – Performance Marketing Insights Europe (Berlin, Germany)
06/24-06/27 – Amsterdam Affiliate Conference (Amsterdam, the Netherlands)
08/03-08/05 – AvantExpo 2014 (Park City, UT, USA)
TBA – LeadsCon East (New York, NY, USA)
08/10-08/12 – Affiliate Summit East (New York, NY, USA)
TBA – Commission Junction University (Santa Barbara, CA, USA)
10/03-10/04 – Russian Affiliate Congress & Expo (Moscow, Russia)
TBA – Russian Affiliate Days (Moscow, Russia)
TBA – Barcelona Affiliate Conference (Barcelona, Spain)
TBA – China International Affiliate Conference (Tianjin, China)
TBA – LeadConf (Moscow, Russia)
TBA – Performance Marketing Insights London (London, UK)
TBA – Affiliate Konference (Prague, Czech Republic)
TBA – ShareASale ThinkTank 2014
TBA – LinkShare Symposiums (Japan, UK, Australia, Canada)
4. Summits, Conferences
Consider also niche- and
audience-specific conferences
5. Symbiotic Recruitment
Symbiosis – a cooperative relationship (as between
two persons or groups).
Source: Webster’s Dictionary

Promote your affiliate program on a crossprogram basis.

Form short- or long-term cross-program
recruitment relationships with affiliate
programs run by merchants that sell related
products or services.
6. Structure-Based Recruitment

Network-based
 Newsletter inclusion
 Directory listing
 Internal recruitment opps

External tools
 Forums
 Other platforms
7. Snail Mail
Experiment with postcards!
(they do catch attention)
Especially, when they come with
a gift card, or contain a
"private" offer.
8. Specific Publications (Ads)









Revenue Performance
FeedFront
Conference programs/guides
Electronic Retailer
Internet Retailer
Visibility
Website Magazine
Target Marketing
9. Satisfied Customers
Invite them to become affiliates on:
 Order confirmation page
 Newsletters
 Social media
Passive
Affiliate Recruitment
Recruitment Through Their Eyes

Passive:
Merchant site: 51.3%
Search engines: 38.6%
Directories: 38%
Word of mouth: 20.3%
Support efforts: 14.6%
Source: 2013 Affiliate Summit AffStat Report
Recruitment Through Their Eyes

Passive:
Support pages: 47%
Network sites: 44.7%
Search engines: 33.1%
Forums & directories: 17.6%
Word of mouth: 17.5%
Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire
Passive Recruitment
Ways to Get Found by Affiliates:
o
o
o
o
o
o
o

Program description (with visible link)
Program FAQ and/or support site/blog
Affiliate directories
Social media
Second-tier affiliates
“Subscribe to affiliate news” link
Press releases
10. Program Description






Merchant description + link
Commission structure
Info on cookie life
Availability of data feed
Information on competitive advantages (e.g.:
anti-parasite policy, phone tracking, conversion
rates, EPC)
 Underscore tools (widgets, deep linking, cobranding opps, custom creatives/LPs)
 Any restrictions and/or special terms that
affiliates should know about
Avoid Clichés!
Cliché – a trite expression,
often a figure of speech whose
effectiveness has been worn out
through overuse and excessive
familiarity.
Top 10:
Source: http://grammar.about.com/od/c/g/clicheterm.htm

1. “instantly”
2. “ultimate”
3. “easy”
4. “unparalleled”
5. “perfect match”
6. earn/get/make “$X in X days/months”
7. “highest payouts”
8. “impressive conversion rate(s)”
9. “best affiliate program”
10. “number one” merchant/offer/program
11. Affiliate Program Support Site
Minimum
• Program Details (with sign-up link/form)
• Program Agreement
• Blog
Ideally
1.
2.
3.
4.
5.
6.
7.
.

Program Details
Program Agreement
FAQ Section
Tips & Ideas
Creatives
Blog
Contact Us
11. Affiliate Program Support Site
12. Affiliate Directories
Nearly 1/5th of affiliates use them
10 Directories to Sumit Your Program To:
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AffiliatesDirectory.com
AffiliateFirst.com
AffiliatePrograms.com
AffiliateRanker.com
AffiliateScout.com
AffiliateSeeking.com
AllAffiliatePrograms.com
AssociatePrograms.com
JamAffiliates.com
Top-Affiliate.com
13. Social Media
13. Social Media
13. Social Media
Whatever the media, design conversions

This is the key to succeeding with social
(not only for affiliate recruitment purposes)
14. Second-Tier Affiliates

One-time bounty

Recurring payouts
15. Affiliate News Subscription
16. Press Releases
• Branding benefits
• SEO benefits
• Visibility/exposure
• Spread of news
Other Methods of
Affiliate Recruitment
Other Methods
Delve In & Dissect:
o
o
o
o
o
o

Reach out to influencers
Analyze similar sites
Explore related verticals
Target seasonal (holiday-oriented) affiliates
Study competitors’ backlinks
Monitor keywords and niches
17. Influencer Outreach
20 Tools to Employ
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BlogDash (bloggers)
BloggerLinkUp (bloggers)
Business 2 Blogger (bloggers)
BuzzStream (all sorts of content websites)
eCairn.com (bloggers and communities)
FindPeopleOnPlus.com (Google+ influencers)
Followerwonk (Twitter influencers)
Google Blog Search (bloggers)
GroupHigh.com (bloggers)
Klout (an array of social media)
Kred (social media | check out Communities)
Listorious (Twitter)
Outreachr (all sorts of content websites)
Pitch It To Me (bloggers)
Simply Measured (analytics tool for Twitter, Facebook, YouTube, Google+)
SocialBro (Twitter)
Sulia (Facebook and Twitter)
Topsy (Twitter | check their Experts section)
Twellow (Twitter)
Twitter Search (Twitter influencers)
18. Similar Websites
• Similar sites
• Site topics (more
key influencers!)
• Key phrases &
categories
• "Similar search"
(SEO & SEM
rivals)
• "HeatMap"
19. Related Verticals

Travel Websites

Fashion Sites

Consider also sites catering to:
 Pilots
 Anglers
 Golfers
 Cyclists
 Snow sports fans
 Gamblers
 Women
20. Seasonal Affiliates

January-September: 13,000 UVs/mo
October:
95,000 UVs
November:
2,000,000 UVs
21. Competitors’ Backlinks
7 Tools to Consider
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Google (link:www.competor.com)
Open Site Explorer (by SEOmoz)
Majestic SEO
Link Diagnosis
Advanced Link Manager
Bing Webmaster Tools Link Explorer
Backlink Watch
22. Ongoing Monitoring
11 Free Online Tools
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Google Alerts
Pipes (aka Social Media Firehose by Yahoo)
Omgili
TweetBeep
BuzzMonitor
Collecta.com
BackType
BoardReader
WhosTalkin.com
SocialMention
BlogPulse
3 Points in Conclusion
“…the chief distinction of a diplomat is that he can
say no in such a way that it sounds like a yes.”
– Lester B. Pearson
#1. Do Not Burn Bridges!
We are sorry, but the website(s) and/or promotional
methods listed on your affiliate profile do(es) not
meet our approval criteria. We have therefore
declined your application.
If, however, you feel that we have overlooked your
potential, we would like to hear from you. Just email
us a brief explanation of how you were planning on
marketing our product/service, and we will gladly
reconsider your application.
#2. Remember to Follow Up
Effectiveness:



Initial email: max. 4% sign up
Follow-ups: ≈12% more join
Frequency:
1.
2.
3.
4.
5.

A week from original email
1 more week down the road
2-3 months
Half a year
A year
#3…
persistence is key!
22 Effective Ways to Recruit Quality Affiliates

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22 Effective Ways to Recruit Quality Affiliates

  • 1. 22 Effective Ways to Recruit Quality Affiliates Geno Prussakov CEO & President, AM Navigator LLC www.amnavigator.com Founder & Chair, Affiliate Management Days www.amdays.com (+1) 888-588-8866 geno@amnavigator.com @ePrussakov .
  • 3. 2 Kinds of Affiliate Recruitment Active You reach out to them Passive They find you
  • 4. Recruitment Through Their Eyes Active: Direct contact: 42.4% Conferences: 8.9% Print publications: 4.4% Source: 2013 Affiliate Summit AffStat Report
  • 5. Recruitment Through Their Eyes Active: Network emails: 36.3% Blogs: 29.6% Online ads: 17.8% Aff. manager emails: 13.9% Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire
  • 7. Active Recruitment “S” Ways to Find Affiliates: o o o o o o o o o Software/tools Social media Search engines Summits & symposiums Symbiotic recruitment Structure-based recruitment Snail mail Specific publications Satisfied customers
  • 8. 1. Software / Tools Free Paid
  • 9. Free & Inexpensive Tools 1. 2. 3. 4. 5. 6. 7. Internet Success Spider (free) SEO Quake (free) Backlink Watch (free) Citation Labs (~$20 per 500-1000) BuzzStream ($29/mo - $249/mo) Raven SEO Tools ($99-$249/mo) iBusinessPromoter ($250-$500)
  • 11. Linkdex (screenshot #1) Dashboard (shows relative number of links and domain backlinks; yields new mid to long-tail prospects)
  • 12. Linkdex (screenshot #2) Publisher Discovery (interrogating affiliate network- or program-specific tracking domain(s), showing affiliate sites linking in)
  • 13. Recruitment Email  Subject line  Introduce yourself/company  Explain why you’re emailing  Personalize  Include concrete data on your affiliate program (don’t do the math for them!)  Underscore competitive advantages (tools, cobranding, policies)  Primary & secondary CTA
  • 14. 2. Social Media The media that they use 1. Blogs (the ones they read) 2. Forums (ABestWeb, PerformanceIN, 5StarAffiliatePrograms, AssociatePrograms) 3. Groups (on LinkedIn, Facebook, etc) Play by the rules!
  • 15. 3. Search Engines Or reaching out to websites that rank high for relevant keywords.
  • 16. 4. Summits, Conferences 2014 Affiliate Marketing Conferences (worldwide)                           01/12-01/14 – Affiliate Summit West (Las Vegas, NV, USA) 01/15 – ClickBank Exchange (Las Vegas, NV, USA) 01/29-01/30 – LinkShare Symposium West (San Francisco, CA, USA) 02/06-02/09 – London Affiliate Conference (London, UK) 02/21 – CPA Day (Kiev, Ukraine) 02/25-02/26 – Affiliate TactixX (Munich, Germany) 03/19-03/20 – Affiliate Management Days (San Francisco, CA, USA) 03/25-03/26 – LeadsCon Las Vegas (Las Vegas, NV, USA) 05/13-05/14 – Affiliate Management Days (London, UK) 05/29-05/31 – Afiliados Brasil (São Paulo, Brazil) TBA – Affiliate Dag 2014 (Amsterdam, the Netherlands) 06/24-06/25 – Performance Marketing Insights Europe (Berlin, Germany) 06/24-06/27 – Amsterdam Affiliate Conference (Amsterdam, the Netherlands) 08/03-08/05 – AvantExpo 2014 (Park City, UT, USA) TBA – LeadsCon East (New York, NY, USA) 08/10-08/12 – Affiliate Summit East (New York, NY, USA) TBA – Commission Junction University (Santa Barbara, CA, USA) 10/03-10/04 – Russian Affiliate Congress & Expo (Moscow, Russia) TBA – Russian Affiliate Days (Moscow, Russia) TBA – Barcelona Affiliate Conference (Barcelona, Spain) TBA – China International Affiliate Conference (Tianjin, China) TBA – LeadConf (Moscow, Russia) TBA – Performance Marketing Insights London (London, UK) TBA – Affiliate Konference (Prague, Czech Republic) TBA – ShareASale ThinkTank 2014 TBA – LinkShare Symposiums (Japan, UK, Australia, Canada)
  • 17. 4. Summits, Conferences Consider also niche- and audience-specific conferences
  • 18. 5. Symbiotic Recruitment Symbiosis – a cooperative relationship (as between two persons or groups). Source: Webster’s Dictionary Promote your affiliate program on a crossprogram basis. Form short- or long-term cross-program recruitment relationships with affiliate programs run by merchants that sell related products or services.
  • 19. 6. Structure-Based Recruitment Network-based  Newsletter inclusion  Directory listing  Internal recruitment opps External tools  Forums  Other platforms
  • 20. 7. Snail Mail Experiment with postcards! (they do catch attention) Especially, when they come with a gift card, or contain a "private" offer.
  • 21. 8. Specific Publications (Ads)         Revenue Performance FeedFront Conference programs/guides Electronic Retailer Internet Retailer Visibility Website Magazine Target Marketing
  • 22. 9. Satisfied Customers Invite them to become affiliates on:  Order confirmation page  Newsletters  Social media
  • 24. Recruitment Through Their Eyes Passive: Merchant site: 51.3% Search engines: 38.6% Directories: 38% Word of mouth: 20.3% Support efforts: 14.6% Source: 2013 Affiliate Summit AffStat Report
  • 25. Recruitment Through Their Eyes Passive: Support pages: 47% Network sites: 44.7% Search engines: 33.1% Forums & directories: 17.6% Word of mouth: 17.5% Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire
  • 26. Passive Recruitment Ways to Get Found by Affiliates: o o o o o o o Program description (with visible link) Program FAQ and/or support site/blog Affiliate directories Social media Second-tier affiliates “Subscribe to affiliate news” link Press releases
  • 27. 10. Program Description      Merchant description + link Commission structure Info on cookie life Availability of data feed Information on competitive advantages (e.g.: anti-parasite policy, phone tracking, conversion rates, EPC)  Underscore tools (widgets, deep linking, cobranding opps, custom creatives/LPs)  Any restrictions and/or special terms that affiliates should know about
  • 28. Avoid Clichés! Cliché – a trite expression, often a figure of speech whose effectiveness has been worn out through overuse and excessive familiarity. Top 10: Source: http://grammar.about.com/od/c/g/clicheterm.htm 1. “instantly” 2. “ultimate” 3. “easy” 4. “unparalleled” 5. “perfect match” 6. earn/get/make “$X in X days/months” 7. “highest payouts” 8. “impressive conversion rate(s)” 9. “best affiliate program” 10. “number one” merchant/offer/program
  • 29. 11. Affiliate Program Support Site Minimum • Program Details (with sign-up link/form) • Program Agreement • Blog Ideally 1. 2. 3. 4. 5. 6. 7. . Program Details Program Agreement FAQ Section Tips & Ideas Creatives Blog Contact Us
  • 30. 11. Affiliate Program Support Site
  • 31. 12. Affiliate Directories Nearly 1/5th of affiliates use them 10 Directories to Sumit Your Program To:           AffiliatesDirectory.com AffiliateFirst.com AffiliatePrograms.com AffiliateRanker.com AffiliateScout.com AffiliateSeeking.com AllAffiliatePrograms.com AssociatePrograms.com JamAffiliates.com Top-Affiliate.com
  • 34. 13. Social Media Whatever the media, design conversions This is the key to succeeding with social (not only for affiliate recruitment purposes)
  • 35. 14. Second-Tier Affiliates One-time bounty Recurring payouts
  • 36. 15. Affiliate News Subscription
  • 37. 16. Press Releases • Branding benefits • SEO benefits • Visibility/exposure • Spread of news
  • 39. Other Methods Delve In & Dissect: o o o o o o Reach out to influencers Analyze similar sites Explore related verticals Target seasonal (holiday-oriented) affiliates Study competitors’ backlinks Monitor keywords and niches
  • 40. 17. Influencer Outreach 20 Tools to Employ                     BlogDash (bloggers) BloggerLinkUp (bloggers) Business 2 Blogger (bloggers) BuzzStream (all sorts of content websites) eCairn.com (bloggers and communities) FindPeopleOnPlus.com (Google+ influencers) Followerwonk (Twitter influencers) Google Blog Search (bloggers) GroupHigh.com (bloggers) Klout (an array of social media) Kred (social media | check out Communities) Listorious (Twitter) Outreachr (all sorts of content websites) Pitch It To Me (bloggers) Simply Measured (analytics tool for Twitter, Facebook, YouTube, Google+) SocialBro (Twitter) Sulia (Facebook and Twitter) Topsy (Twitter | check their Experts section) Twellow (Twitter) Twitter Search (Twitter influencers)
  • 41. 18. Similar Websites • Similar sites • Site topics (more key influencers!) • Key phrases & categories • "Similar search" (SEO & SEM rivals) • "HeatMap"
  • 42. 19. Related Verticals Travel Websites Fashion Sites Consider also sites catering to:  Pilots  Anglers  Golfers  Cyclists  Snow sports fans  Gamblers  Women
  • 43. 20. Seasonal Affiliates January-September: 13,000 UVs/mo October: 95,000 UVs November: 2,000,000 UVs
  • 44. 21. Competitors’ Backlinks 7 Tools to Consider        Google (link:www.competor.com) Open Site Explorer (by SEOmoz) Majestic SEO Link Diagnosis Advanced Link Manager Bing Webmaster Tools Link Explorer Backlink Watch
  • 45. 22. Ongoing Monitoring 11 Free Online Tools            Google Alerts Pipes (aka Social Media Firehose by Yahoo) Omgili TweetBeep BuzzMonitor Collecta.com BackType BoardReader WhosTalkin.com SocialMention BlogPulse
  • 46. 3 Points in Conclusion
  • 47. “…the chief distinction of a diplomat is that he can say no in such a way that it sounds like a yes.” – Lester B. Pearson
  • 48. #1. Do Not Burn Bridges! We are sorry, but the website(s) and/or promotional methods listed on your affiliate profile do(es) not meet our approval criteria. We have therefore declined your application. If, however, you feel that we have overlooked your potential, we would like to hear from you. Just email us a brief explanation of how you were planning on marketing our product/service, and we will gladly reconsider your application.
  • 49. #2. Remember to Follow Up Effectiveness:   Initial email: max. 4% sign up Follow-ups: ≈12% more join Frequency: 1. 2. 3. 4. 5. A week from original email 1 more week down the road 2-3 months Half a year A year