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Inside the Minds of Affiliates

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CPS affiliates discuss datafeeds, coupons, communication & incentives in a merchant’s affiliate program. Merchants and networks will learn how to engage and motivate affiliates.

Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Affiliate Mentality

Greg Hoffman, President, Greg Hoffman Consulting (Twitter @akagorilla) (Moderator)
Tricia Meyer, Owner, Sunshine Rewards (Twitter @sunshinetricia)
Eric Nagel, President, Eric Nagel & Associates, Inc (Twitter @esnagel)
Kim Rowley, Founder, Key Internet Marketing, Inc. (Twitter @kimarketing)

Published in: Business
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Inside the Minds of Affiliates

  1. 1. Affiliate Summit West 2011 Inside the Minds of Affiliates Greg Hoffman, President, Greg Hoffman Consulting (@akagorilla) Tricia Meyer, Owner, Sunshine Rewards (@sunshinetricia) Eric Nagel, President, Eric Nagel & Associates, Inc. (@esnagel) Kim Rowley, Founder, Key Internet Marketing, Inc. (@kimarketing)
  2. 2. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
  3. 3. Program Management <ul><li>Benefits </li></ul><ul><ul><li>They'll connect you with the right affiliates </li></ul></ul><ul><ul><li>They'll guide you on your way </li></ul></ul><ul><li>Warnings </li></ul><ul><ul><li>Give them the authority they need to do their job </li></ul></ul><ul><li>Differences between outsourced & in-house program managers </li></ul><ul><li>If you have an experienced, dedicated person vs. marketing person running affiliate program. </li></ul>
  4. 4. Program Management <ul><li>&quot;These people need to be fired: Affiliate managers who do not respond to emails, who expire publishers without warning or explanation, who will not help a publisher with a problem concerning an advertiser, who treat publishers as second class citizens.&quot; </li></ul><ul><li>&quot;Affiliate managers rarely make any effort to respond to my problems, complaints or request for help.&quot; </li></ul><ul><li>&quot;It should be easier to reach affiliate managers or at least know who is managing programs before signing up.&quot; </li></ul>Source: 2010 Affiliate Summit AffStat Report Used with Permission
  5. 5. Communications
  6. 6. First contact: Recruitment e-mail <ul><li>Know who we (the affiliates) are </li></ul><ul><li>Don't say, &quot;your site&quot; </li></ul><ul><ul><li>We have many of them </li></ul></ul><ul><li>Make sure your product / service fits our niche </li></ul><ul><li>Don't sign, &quot;the affiliate team&quot; </li></ul>
  7. 7. First contact: Program Description <ul><li>If you mention average figures, make sure they're in line w/ the network </li></ul><ul><li>However, they mean nothing to us. </li></ul><ul><ul><li>One affiliate can skew them </li></ul></ul><ul><li>Why are you different from your competition? </li></ul><ul><ul><li>Official / exclusive reseller of product X </li></ul></ul><ul><ul><li>Too many programs have identical products </li></ul></ul>
  8. 8. You've been approved e-mail <ul><li>Contact information </li></ul><ul><li>Highlight non-standard terms </li></ul><ul><ul><li>Coupons </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><li>Top-selling products </li></ul><ul><li>Seasonal trends </li></ul>
  9. 9. First sale e-mail <ul><li>Panel discussion </li></ul>
  10. 10. Be available
  11. 11. Types of communications with affiliates <ul><li>Email </li></ul><ul><li>Phone </li></ul><ul><li>Twitter </li></ul><ul><li>Facebook </li></ul><ul><ul><li>Don't add us to your Groups </li></ul></ul><ul><li>Instant messenger </li></ul>
  12. 12. Newsletter Frequency <ul><li>Depends on the program. </li></ul><ul><ul><li>If weekly coupons / specials, weekly e-mails </li></ul></ul><ul><ul><li>Don't send the same thing each week </li></ul></ul>Source: 2010 Affiliate Summit AffStat Report Used with Permission
  13. 13. When To Send A Newsletter <ul><li>Not on the 31st of the month, nor the 1st </li></ul><ul><li>Not Friday afternoon </li></ul><ul><li>Not 8:40pm on Cyber Monday, with your Cyber Monday deal </li></ul>
  14. 14. Newsletters <ul><li>Include the program name, including in subject line </li></ul><ul><ul><li>ex: &quot;We are Changing our Merchant Program&quot; </li></ul></ul><ul><li>Include the network! </li></ul><ul><li>Include MY link, or a link to the network's page where I can get links </li></ul><ul><li>Over 20% of affiliates promote 50 or more programs </li></ul>Source: 2010 Affiliate Summit AffStat Report Used with Permission
  15. 15. Newsletters <ul><li>&quot;It's annoying when program managers spam my Inbox with useless stuff! I tend to ignore those that email me too often. On the other hand, I DO appreciate information that is actually useful to me and sent ONLY when it's actually warranted. Don't know the difference? Send me ONE email and ask me to subscribe if I want more.&quot; </li></ul>Source: 2010 Affiliate Summit AffStat Report Used with Permission
  16. 16. What Works? <ul><li>Be generic! </li></ul><ul><li>Don't give out other affiliates' sites </li></ul>
  17. 17. Seasonal Trends <ul><li>We don't know your business like you know your business </li></ul>
  18. 18. Media Exposure
  19. 19. Specialty Categories <ul><li>Top sellers </li></ul><ul><li>Best sellers </li></ul><ul><li>Holiday Specials </li></ul><ul><li>Hot Deals </li></ul><ul><li>New Arrivals </li></ul>
  20. 20. Banners & Creative <ul><li>Text links </li></ul><ul><ul><li>Homepage link! </li></ul></ul><ul><li>Banners </li></ul><ul><ul><li>Popular sizes </li></ul></ul><ul><ul><ul><li>468x60, 728x90, 250x300 </li></ul></ul></ul><ul><ul><ul><li>See iab.net &quot;Ad Unit Guidelines&quot; </li></ul></ul></ul><ul><ul><li>Logo-only </li></ul></ul><ul><li>Widgets </li></ul><ul><li>Video </li></ul>
  21. 21. Datafeeds <ul><li>Updated </li></ul><ul><li>Check the links before you upload the datafeed </li></ul><ul><li>Thumbnail & fullsize images </li></ul><ul><li>Understand what affiliates use datafeeds for </li></ul><ul><ul><li>Product search </li></ul></ul><ul><ul><li>Niche site </li></ul></ul><ul><li>Let the affiliates know about major changes </li></ul>
  22. 22. Coupons <ul><li>Exclusives, tracked back to the affiliate </li></ul><ul><li>Handed out ahead of time, not day-of </li></ul><ul><li>Understand your network's coupon feed system so your coupons are included </li></ul><ul><ul><li>Watch the dates </li></ul></ul><ul><ul><li>Make sure our exclusives are really exclusive. </li></ul></ul>
  23. 23. Search restrictions <ul><li>Know what you're saying. Stating, &quot;affiliates cannot use our brand name in your source code&quot; is stupid. </li></ul><ul><li>Would you rather have your affiliates bidding on your brand name, or your competition? </li></ul><ul><li>Understand what TM, TM+ mean. </li></ul><ul><li>If you have rules, enforce them. </li></ul><ul><ul><li>Brand Verity </li></ul></ul>
  24. 24. Rewards & incentives <ul><li>&quot;Most sales&quot; contests don't motivate niche-blog affiliates. </li></ul><ul><li>Compete against last month, or year-over-year sales. </li></ul><ul><li>Discussion on subjective (opinion-based) contests </li></ul><ul><li>Personalized </li></ul><ul><li>Achievable </li></ul><ul><li>Ask your affiliates what they want: cash, prizes (electronics, trips, t-shirts), increased commissions </li></ul><ul><li>Don't make us ask for our bonsues. </li></ul>Source: 2010 Affiliate Summit AffStat Report Used with Permission &quot;Run more Promotions, where you can earn a bonus if you reach a given goal.&quot;
  25. 25. Leaks <ul><li>Fix with PayPerCall </li></ul><ul><li>Live Chat </li></ul><ul><li>Links to other sites </li></ul><ul><li>AdSense </li></ul>
  26. 26. Your Affiliate Account <ul><li>Have your own, so you can see what affiliates see </li></ul><ul><ul><li>0% commission </li></ul></ul>
  27. 27. Affiliate Summit West 2011 Inside the Minds of Affiliates Greg Hoffman, President, Greg Hoffman Consulting [email_address] Tricia Meyer, Owner, Sunshine Rewards [email_address] Eric Nagel, President, Eric Nagel & Associates, Inc. [email_address] Kim Rowley, Founder, Key Internet Marketing, Inc. www.kimarketing.com
  28. 28. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.

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