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What 90% of Affiliate Managers Often Overlook


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Missy Ward is the Co-Founder of 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.

What 90% of Affiliate Managers Often Overlook

  1. 1. Essentials Overlooked by 90% of Affiliate Managers Presented by: Missy Ward ( Co-Founder of Affiliate Summit, FeedFront Magazine, & Co-Publisher of &
  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
  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> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>