What 90% of Affiliate Managers Often Overlook

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Missy Ward is the Co-Founder of http://www.affiliatesummit.com. This is the presentation that she delivered during PubCon South 2011 in Austin.

This presentation covers items that Affiliate Managers often overlook when it comes to affiliate recruiting.

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What 90% of Affiliate Managers Often Overlook

  1. 1. Essentials Overlooked by 90% of Affiliate Managers Presented by: Missy Ward (Twitter.com/MissyWard) Co-Founder of Affiliate Summit, FeedFront Magazine, GeekCast.fm & AffStat.com Co-Publisher of Revenews.com & MoneyMindedMoms.com
  2. 2. Affiliate Recruitment
  3. 3. The Recruitment Hot Mess <ul><li>Where it all goes wrong: </li></ul><ul><ul><li>More or Less? </li></ul></ul><ul><ul><li>Time Commitment </li></ul></ul><ul><ul><li>The Affiliate Content </li></ul></ul><ul><ul><li>Exposure/Networking </li></ul></ul><ul><ul><li>How to Find Affiliates </li></ul></ul><ul><ul><li>The Pitch </li></ul></ul><ul><ul><li>Incentives </li></ul></ul>Photo by GuideSpot.com
  4. 4. Mistake #1: More is Always Better <ul><li>Goal: Make Determination on Quantity vs. Quality </li></ul><ul><ul><li>80/20 Rule? </li></ul></ul><ul><ul><li>Available Resources </li></ul></ul>
  5. 5. Mistake #2: Recruitment Isn’t That Important <ul><li>Goal: Time = Money when it comes to recruiting. </li></ul><ul><li>If you build it, they will come mentality </li></ul><ul><ul><li>Takes too much time to recruit </li></ul></ul><ul><li>Factors: </li></ul><ul><ul><li>Size/Age of Program </li></ul></ul><ul><ul><li>Manpower (Dedicated AM?) </li></ul></ul><ul><li>Seasonality </li></ul><ul><li>Competition </li></ul><ul><li>Suggested Commitment: </li></ul><ul><ul><li>1-2 hours per day/week </li></ul></ul>
  6. 6. Mistake #3: Affiliate Information Page Sucks <ul><li>Goal: Grab Affiliate’s Attention </li></ul><ul><li>Conspicuously displayed on Merchant Page </li></ul><ul><li>Sell Without Hype </li></ul><ul><li>Competitive Advantage </li></ul><ul><li>Commission, Cookie Duration </li></ul><ul><li>Conversion Rates </li></ul><ul><li>Sample Creatives, Deals, Promotions </li></ul><ul><li>Link to Blog, Facebook, Twitter, Contact </li></ul><ul><ul><li>Info, Newsletter, etc. </li></ul></ul>
  7. 7. Mistake #4: It’s OK To Be Shy <ul><li>Goal: Make Your Face Synonymous With the Program Your Managing </li></ul><ul><li>Can’t be afraid to Network </li></ul><ul><li>Elevator Pitch </li></ul><ul><li>Guest Posts, Podcasts </li></ul><ul><li>Industry Magazines </li></ul><ul><li>Meetups </li></ul><ul><li>Forums </li></ul><ul><li>Facebook, Twitter, Linked In </li></ul>
  8. 8. Mistake #5: Finding New Affiliates is Easy <ul><li>Goal: Create a Multi-Channel Approach to Recruitment </li></ul><ul><li>Existing Customers </li></ul><ul><li>Announcements (Forums, Groups, Newsletters, </li></ul><ul><ul><li>Blogs, Twitter, Network, LinkedIn, Facebook… </li></ul></ul><ul><li>Affiliate Directories </li></ul><ul><li>PPC/SEM to Affiliate Program Page </li></ul><ul><li>Advertising </li></ul><ul><li>Cooperative Marketing </li></ul><ul><li>Individual Recruitment </li></ul>
  9. 9. Mistake #5: Mass Solicitations <ul><li>Goal: Target Properly But Do Not Spam </li></ul><ul><li>Software (Arelis, LinkCapture, Syntryx) </li></ul><ul><li>Search Engine Rank/Domain Tools </li></ul><ul><li>List Buying </li></ul><ul><li>Promotion (Win a Free …) </li></ul><ul><li>Network Email </li></ul>
  10. 10. Mistake #5: Used Car Salesman Approach <ul><li>Goal: Discuss Specific Ways Your Program Works With Their Site </li></ul><ul><li>Avoid Generics (Highest Paying Offers, Best Conversions, etc) </li></ul><ul><li>Avoid Jargon, Overpromises & Lengthy Emails </li></ul><ul><li>Avoid Misleading and Generic Subject Lines </li></ul><ul><li>Take time to review site, discuss specifics </li></ul><ul><li>Provide examples (Creatives, Coupons, etc.) </li></ul>
  11. 11. Mistake #5: Forgetting the Wow! <ul><li>Goal: Stand Out from the Pack </li></ul><ul><li>Sample Products </li></ul><ul><li>Exclusive Deals For Their Audience </li></ul><ul><li>Test Budget (Deducted from Commissions) </li></ul><ul><li>Slotting Fees </li></ul><ul><li>Exclusive Landing Pages </li></ul><ul><li>Bonus Commissions </li></ul><ul><li>Contests </li></ul>
  12. 12. Miscellaneous Things That Affiliate Managers Overlook in the Area of Recruitment (that drive me crazy) <ul><li>Don’t use a contact database, so they forget who they contacted – and how many times </li></ul><ul><li>Don’t follow up after 1 st email solicitation </li></ul><ul><li>That affiliates may not want to be contacted by OPMs for other programs </li></ul><ul><li>Avoid blogs altogether </li></ul><ul><li>Forget to put the Join URL in the solicitation </li></ul><ul><li>Using a non-related email address (gmail, yahoo, etc.) </li></ul><ul><li>Use generic names (Affiliate Manager @) </li></ul><ul><li>Forget about seasonality, holidays, etc. </li></ul><ul><li>Stalking is creepy and guessing at email addresses makes you look lame </li></ul><ul><li>Responding to inquiries that come back from solicitations in a timely manner </li></ul>
  13. 13. Contact Me <ul><li>Twitter.com/missyward </li></ul><ul><li>Facebook.com/missyward </li></ul><ul><li>Linkedin.com/in/missyward </li></ul><ul><li>[email_address] </li></ul>

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