Affiliate Management - Passive Publisher Recruitment
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The slides of my presentation at the Affiliate Summit Europe 2019 in Amsterdam. The topic of the presentation was Passive Publisher Acquisition and it was shown which possibilities there are to make it easier for partners to find your Affiliate Program.
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Affiliate Management - Passive Publisher Recruitment
- 1. Passive Publisher Recruitment How publishers will find your affiliate program. Tips and tricks for passive publisher recruiting from 10 years of experience Alexander Hollstein
- 2. Introduction Alexander Hollstein ● * 1982 ● Online Marketer since 2005 ● Affiliate Management since 2007
- 3. What is the difference between active and passive recruitment?
- 4. Active recruitment • active search • sending an e-mail • giving a call
- 5. Passive recruitment ● all actions that do not require direct contact with the potential publisher ● actions to raise awareness of the program ● actions which make it easier for publishers to find the program
- 6. Where do affiliates look for new programs?
- 8. Search
- 9. Optimize your program description ● basis is the title and the program description in the network ○ program description should be keyword optimized ○ all relevant keywords and brands should be included in the description ● no pure graphic as description
- 15. Promotion pages ● overview pages for current end customer promotions / vouchers
- 18. Newsletter
- 20. Special Pages ● publisher campaign pages for special events such as Easter ○ mostly bookable places and additionally free of charge for merchants with special promotions ● some networks provide special pages with exclusive offers for publishers
- 22. Summary: affiliate network ● search ● newsletter ● promotion sites in your network ○ overview of current partner promotions ○ network specials ● advertising spaces
- 30. Web
- 31. ● SEA campaign ● SEO landing page for your program on your website
- 32. Your own website
- 35. Newsletter
- 36. Affiliate forum
- 39. Social Media
- 42. Sales rallyes
- 44. Affiliate blogs
- 48. Press releases
- 49. Events
- 52. Summary: Passive publisher recruitment ● in the network ● affiliate program directories ● the website of the merchant ● affiliate forums ● social media ● press releases ● at affiliate events ● an affiliate program
- 53. Thank you for your attention.
Editor's Notes
- The First Question is
- Active Affiliate recruitment is everything, where you actively look for and approach a partner. For example, Google Search for relevant websites and sending them an email or giving the potential partner a call. One of the main tasks for an affiliate or better partnership manager.
- Passive recruitment means everything, which make it easy for potential partners to find your program or increases the awareness of your affiliate program. So, your potential partner can easily find it or even notice that you have an affiliate program. There are many ways and places to do that. So, there is just one question
- And the first answer and the first Spot is often your affiliate network and there are thousands of programs. For example AWIN Europe more than 4900 and webgains more then 1000 So, what you must do to be found in the network.
- You must found in the search if The search engine in networks is a bit like google it not working with links but it analyses your description and title for keywords. Cause Publishers which are searching for programs using Keywords that are relevant to their website, Brandnames as they are looking for new offers/discounts. Offers and Discount are step two.
- To be found you have to optimize your program description Base is Title and Description You must check if have all relevant Keywords in your description. And it is not bad for you if you have their also the names of your competitors If you can use grafics dont use only a grafic I Know this sounds natural, but I have seen programs where the description was just a picture.
- Here an example vangraff a brand of peek and cloppenburger, a German fashion distributor, in a german network.
- If you search for the name of the main company nobody finds the program. (Grafik)
- Another example why its important to optimize your description if you search at awin in German programs for “unterwäsche” which means underwear you find 7 advertisers
- if you look at the category there are 28. (Grafik) 21 will not be found if somebody search for it
- But don´t put just a big tag cloud in it or if you do so name it suggested keywords. Example a short text about the program and the merchant filled with keyword The Benefits for Partners and Custumers And a Exempel banner ad, if it is possible to ad grafix A little tip, if you can use pictures, use the alt tag for keywords you don’t wont seen in the description.
- Most networks have sites were publisher can find actual promotions and vouchers. There you can promote all your offers and vouchers and publisher can see them even they are not an actual affiliate.
- For example, at Webgains and tradedoubler actual offers were displayed at the home page after the login.
- Use this even this will not shown on the home page after the publisher login like Webgains or Tradedoubler doing it. Because in the most networks publisher can download via Feed or URL also if if they are not actually logged in in the network. What else you can use in the network to aquire no affiliates
- Besides this don’t forget networks also provide newsletters,
- if you start an promotion for affiliates like a sales Rallye, commission increases they give the option to promote this sometimes for free in this newsletter. So, talk to your Account manger when you plan an promotion for your affiliates.
- Two last point to Networks. Sometimes networks start their own special pages for certain events such as Easter or Black Friday where they list all campaigns for partners. If you got listed there, the network will promote your program.
- Here a exemple from affilinet Here you find offers for affiliates not coustumers And at last point to networks you can buy there advertising spaces, right after the login in the search and of course in the newsletter.
- But what can you do besides the opportunities the network gives you and what should you do when you are using a private network. The first and obvious answer is use affiliate directorys like
- is use affiliate directorys like 100partnerprogramme.de,, associateprograms.com https://www.affiliateprograms.com/ http://www.affiliateseeking.com/addsite.html, http://www.top-affiliate.com/listings/package
- ttp://www.affiliateseeking.com/addsite.html,
- affiliate-marketing.de
- http://www.top-affiliate.com/listings/package
- For the german market 100partnerrpogramme has a nice feature, you can look for what keywords affiliates search and you can edit your description and optimises them for your keywords.
- Important put any relevant information for your affiliate program at the directory, cause there can affiliates compare your program directly with your competitors If you can edit your description by yourself look at what competitors do, especially when they rank in front of you in the search and optimize your description to the relevant keywords IF you can not write the provider of the website a mail maybe you can send them a good description via mail So back to the first question where publishers searching for an affiliate program and the third answer is the web or better google, bing and any other search engines.
- And to be found there you have many opportunities the simples is to start a SEA Campaign for your Affiliate program and direct link your network or better a special page on your website, where you give any information’s about your affiliate program.
- Why is this better? Cause you can link this page in the footer of your shop and your costumers, yes they are potential affiliates can see that you are providing a partner program. Also, you can get an organic ranking with this side, so if publisher search at google they will find this page and your program.
- In Combination with the third point Affiliate Directorys you can try to fill the organic search to your main keyword in combination with affiliate program with your program. So, if an affiliate search he must find your program.
- What Information’s you should provide on this page. This depends a bit on you if you don´t want that your costumers know how much commission you pay, but besides the commission you should provide any information about your program Here an example. A description informations about productfeeds the contact of your affiliate manager Example ADS Benefits for the Partners and don´t forget the link to your program That’s was the Business now we come to the pleasure. You can use this side in many ways The first point, you can use this for a retargeting campaign for example in facebook. What else can you do with this page and how you can make it even more profitable for your affiliate program.
- Do you send newsletters to your costumers? Do you know how many of your custumers own a website, a blog or a big social media site? NO? So why don’t you ask them? The easiest way is to put a little banner to promote your program with a banner in the footer of your newsletter. Ask in the Banner your costumers do you have a website and like to be our partner and link to your site for your affiliate program. So make your custumers to your affiliates What else can you do
- Be active in affiliate forums, social media groups, help if publisher asks and you have a answer. Even if the affiliate itself is not relevant, this increases your visibility and shows that you are there for the partners. But don´t spam. Links in the footer are ok but don’t post any new textlink you have in your program.
- Here are two exemples
- And affiliateseeking forum
- Besides to be active in Forums and Social Media Group you could also offer a Social Media Page for your affiliate program, or if you are a agency a site for all your program
- As i told you you you can use groups and also provide sites for your program or as an agency for all your programs
- You can provide there informations to sales, and new campaings for affiliates like sales rallies Which are also a good thing to aquire and activate partners. By the way don´t delete inactive affiliates, try to active them.
- Why to aquire? As I Told you can please them in the newsletter In Forums On Your Social Media Site And in the Newsletter for your program cause inactive publishers are a A good Sales Rallye offers incentives for large little and new partners, so that any Partner are willing to start to promote or increase the promotion. If you just offer a bonus for the three publishers with the most sales, any little partner will not start cause he don’t believe that he have any chance to get one of the incentives. To avoid this you must difference between active affiliates and new/inactive affiliates and also your super affiliates. For a example a bonus payment for the fist Sales and boni for 10 and 50 Sales for your inactive and new partners. For your normal Affiliates offer a commission increase or a boni if they double their sales or increase them. Better is to use an absolute number like increase the sale by 20 units you get a boni and if you increase the sale by 50 units you get this incentive. Cause a affiliate which deliver normaly 1 Sale a month double his sales without any problems an affiliate, which deliver 1000 sales can normally not easily double their sales.
- If you are a merchant with more than one brand and more then one affiliate program, combine sales rallyies in your programs, so you can cross promoted them. For example Brand A has a Sales Rallye Brand Two you offer an commission increase and as special you offer a boni for publisher which deliver sales in both programs and you can promoted the one program in the other. We do this in summer and and eastern it started yesterday?
- Offer advertising spaces, interviews or to ask for a guest artikle where you show somethink to help publishers and promoted your program
- Affiliate Blogs who write about Programs ask for an interview to promoted your Program
- Also if you giving interviews to oline markting blogs Noch drei kurze Tipps
- 3 Tipps noch If you start any campain for affiliates promote them also via press releases You can reach people how never heard about affiliate marketing And you will get links to your program
- Affiliate Marketing is peoples Business and so you have to meet people to have success
- You can meet potential Partners You can promoted your affiliate program as a sponsor You can talk to other marketers Affiliate Conference, OMBash, Affiliate Summit, PI Live and not to forget our Event the affiliate Stammtisch Leipzig
- The last tipp, start a affiliate programs for your publishers, so if they promoted your program they earn a commision 5% of the commission of the partners recruited by them in the first year or 10€ per active affiliate who has delivered at least 1 sale