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7 Building Blocks of Affiliate Program’s Success

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This presentation is from Affiliate Summit East 2017 (July 30 - August 1, 2017 in New York).

Session description: Thriving affiliate programs are run by managers who devote their time to 7 specific things. Come to this session to discover what these are, and how you can improve your own approach. Q&As at the end.

Published in: Business
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7 Building Blocks of Affiliate Program’s Success

  1. 1. Geno Prussakov CEO, AM Navigator (marketing management agency) Chair, Influencer Marketing Days (conference) 888-588-8866 | Washington, DC www.amnavigator.com geno@amnavigator.com 7 Building Blocks of Affiliate Program's Success
  2. 2. Introduction
  3. 3. Element #1 Affiliate Recruitment
  4. 4. 5 Pillars of Affiliate Program Management
  5. 5. Types of Influencers
  6. 6. #1 Affiliate Recruitment
  7. 7. 2 types passiveactive (outreach)
  8. 8. Ways to Find Affiliates (Active) i. Affiliate identification tools a) integrated b) external i. Links to competitors ii. Similar websites iii. Happy customers iv. Social media fans
  9. 9. Ways to Get Found (Passive) 1. Link in footer / program description / support site 2. Paid search campaigns 3. Affiliate directories 4. Social media 5. Second-tier affiliates 6. "Subscribe to affiliate news" link 7. Press releases
  10. 10. “In advertising not to be different is virtually suicidal” — William Bernbach
  11. 11. #2 Affiliate Activation
  12. 12. How to Activate i. Motivate ii. Equip iii. Support
  13. 13. Approval Email
  14. 14. Welcome with… i. Program details ii. Activation motivator iii. Performance-based incentive(s) iv. Tips and ideas v. Contact information
  15. 15. Equip with… o Customer demographics o Content about product o Lists of bestsellers o Keywords o Testimonials o Videos
  16. 16. #3 Compliance Policing
  17. 17. Police & Enforce!
  18. 18. 3 Reasons i. Brand damage ii. Channel cannibalization iii. “Last click wins” model
  19. 19. What to Police 1. Paid search activity 2. Domain names 3. Coupon usage 4. FTC disclosures 5. Brand placement(s)
  20. 20. #4 Communication
  21. 21. Source: AffStat 2014 Report by Affiliate Summit Methods
  22. 22. Frequency Source: 2010 Affiliate Summit AffStat Report
  23. 23. How to Communicate • In their language • Equipping with what they need • Employing all available means (program description, approval email, regular newsletters, one-on-one, social media, etc)
  24. 24. #5 Program Optimization
  25. 25. I. Best Practices • Creative optimization • Dedicated landing pages • Affiliate tools • Marketing synchronization • Co-branding
  26. 26. II. Your Own Successes
  27. 27. R E A C T Research (terms, stats, etc) Evaluate (how you stack up) Apply (the knowledge) Craft (your own strategy) Tear (them) apart!!  III. Competitive Intelligence
  28. 28. #6 Networking
  29. 29. Ways to Network • Conferences • Meet-ups • Online forums • Social media groups • One-on-one
  30. 30. #7 Self-Education
  31. 31. Perhaps the most important part of offensive basketball is the part played by each man without the ball. ~ John Woden, Naismith Hall of Fame Coach One of the most difficult coaching tasks is to teach players to carry out actions that don’t involve the basketball — the magnet of the game. ~ Krause, Meyer & Meyer, Basketball Skills & Drills Moving without the ball requires you to be adept at starting, stopping, faking, and changing directions. You must have excellent court awareness and vision… ~ Ralph Pim, Winning Basketball
  32. 32. To Recap…
  33. 33. Thank You! Q&A Time

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