90+ Tips, Tricks,
Tools, and Techniques for
Effective Affiliate Recruitment
Geno Prussakov
CEO & President, AM Navigator L...
The 5 Pillars
≈80% of time
2 Kinds of Affiliate Recruitment
Active Passive
You reach out to them They find you
ǝsɹǝʌǝɹ
Recruitment Through Their Eyes
Source: 2013 Affiliate Summit AffStat Report
Active:
Direct contact: 42.4%
Conferences: 8.9...
Recruitment Through Their Eyes
Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire
Active:
Network emails: 36....
Active
Affiliate Recruitment
Active Recruitment
“S” Ways to Find Affiliates:
o Software/tools
o Social media
o Search engines
o Summits & symposiums
o ...
Software / Tools
Free Paid
Free & Inexpensive Tools
1. Internet Success Spider (free)
2. SEO Quake (free)
3. Backlink Watch (free)
4. Citation Labs (...
Paid Tools
8. AffiliateRecruitment.com
9. Linkdex
10. Syntryx
Linkdex (screenshot #1)
Dashboard (shows relative number of links and domain
backlinks; yields new mid to long-tail prospe...
Linkdex (screenshot #2)
Publisher Discovery (interrogating affiliate network- or
program-specific tracking domain(s), show...
Recruitment Email
 Subject line
 Introduce
yourself/company
 Explain why you’re emailing
 Personalize
 Include concre...
Social Media
The media that they use
11. Blogs (the ones they read)
12. Forums (ABestWeb, PerformanceIN,
5StarAffiliatePro...
14. Search Engines
Or reaching out to websites that
rank high for relevant keywords.
15. Summits, Conferences
2014 Affiliate Marketing Conferences (worldwide)
 01/12-01/14 – Affiliate Summit West (Las Vegas...
15. Summits, Conferences
Consider also niche- and
audience-specific conferences
16. Symbiotic Recruitment
Symbiosis – a cooperative relationship (as between
two persons or groups).
Source: Webster’s Dic...
Structure-Based Recruitment
17. Network-based 18. External tools
 Newsletter inclusion
 Directory listing
 Internal rec...
19. Snail Mail
Experiment with postcards!
(they do catch attention)
Especially, when they come with
a gift card, or contai...
Specific Publications (Ads)
20. Revenue Performance
21. FeedFront
22. Conference programs/guides
23. Electronic Retailer
2...
28. Satisfied Customers
Invite them to become affiliates on:
 Order confirmation page
 Newsletters
 Social media
Passive
Affiliate Recruitment
Recruitment Through Their Eyes
Source: 2013 Affiliate Summit AffStat Report
Passive:
Merchant site: 51.3%
Search engines: ...
Recruitment Through Their Eyes
Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire
Passive:
Support pages: 47%...
Passive Recruitment
Ways to Get Found by Affiliates:
o Program description (with visible link)
o Program FAQ and/or suppor...
 Merchant description + link
 Commission structure
 Info on cookie life
 Availability of data feed
 Information on co...
Avoid Clichés!
Cliché – a trite expression,
often a figure of speech whose
effectiveness has been worn out
through overuse...
Minimum
• Program Details (with sign-up link/form)
• Program Agreement
• Blog
Ideally
1. Program Details
2. Program Agreem...
30. Affiliate Program Support Site
Affiliate Directories
Nearly 1/5th of affiliates use them
Directories to Submit Your Program To:
31. AffiliatesDirectory.c...
41. Social Media (forums)
42. Social Media (networks)
Social Media
Whatever the media, design conversions
This is the key to succeeding with social
(not only for affiliate recr...
One-time bounty Recurring payouts
43. Second-Tier Affiliates
44. Affiliate News Subscription
45. Press Releases
• Branding benefits
• SEO benefits
• Visibility/exposure
• Spread of news
Other Methods of
Affiliate Recruitment
Other Methods
Delve In & Dissect:
o Reach out to influencers
o Analyze similar sites
o Explore related verticals
o Target ...
Influencer Outreach
Tools to Employ
46. BlogDash (bloggers)
47. BloggerLinkUp (bloggers)
48. Business 2 Blogger (bloggers)...
66. Similar Websites
• Similar sites
• Site topics (more
key influencers!)
• Key phrases &
categories
• "Similar search"
(...
67. Related Verticals
Travel Websites Fashion Sites
Consider also sites catering to:
 Pilots
 Anglers
 Golfers
 Cyclis...
68. Seasonal Affiliates
January-September: 13,000 UVs/mo
October: 95,000 UVs
November: 2,000,000 UVs
Competitors’ Backlinks
Tools to Consider
69. Google (link:www.competor.com)
70. Open Site Explorer (by SEOmoz)
71. Majesti...
Ongoing Monitoring
Free Online Tools
79. Google Alerts
80. Marketing Grader
81. Pipes (aka Social Media Firehose by Yahoo)...
3 Points in Conclusion
“…the chief distinction of a diplomat is that he can
say no in such a way that it sounds like a yes.”
– Lester B. Pearson
#1. Do Not Burn Bridges!
We are sorry, but the website(s) and/or promotional
methods listed on your affiliate profile do(e...
#2. Remember to Follow Up
Effectiveness:
 Initial email: max. 4% sign up
 Follow-ups: ≈12% more join
Frequency:
1. A wee...
#3…
persistence is key!
Tips & Tricks, Tools & Techniques for Effective Affiliate Recruitment by Geno Prussakov
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Tips & Tricks, Tools & Techniques for Effective Affiliate Recruitment by Geno Prussakov

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Securing top talent in the ever-changing, innovative and diverse affiliate marketing sector can be somewhat of a challenge.

With the industry moving at a steady pace, comes the need for top-notch affiliates with a sound and compliant understanding of the model.

The array of effective methods to recruit new affiliates is much wider than what most affiliate managers use. Grounding our foundation in statistics and practical experience, this session looks at affiliate recruitment types, methods and nearly 100 tools and platforms to employ. Expect to come away equipped with a rich arsenal of hands-on methods and tools to recruit quality affiliates.

Published in: Marketing, Business

Tips & Tricks, Tools & Techniques for Effective Affiliate Recruitment by Geno Prussakov

  1. 1. 90+ Tips, Tricks, Tools, and Techniques for Effective Affiliate Recruitment Geno Prussakov CEO & President, AM Navigator LLC www.amnavigator.com Founder & Chair, Affiliate Management Days www.amdays.com (+1) 888-588-8866 geno@amnavigator.com @ePrussakov .
  2. 2. The 5 Pillars ≈80% of time
  3. 3. 2 Kinds of Affiliate Recruitment Active Passive You reach out to them They find you
  4. 4. ǝsɹǝʌǝɹ
  5. 5. Recruitment Through Their Eyes Source: 2013 Affiliate Summit AffStat Report Active: Direct contact: 42.4% Conferences: 8.9% Print publications: 4.4%
  6. 6. Recruitment Through Their Eyes Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire Active: Network emails: 36.3% Blogs: 29.6% Online ads: 17.8% Aff. manager emails: 13.9%
  7. 7. Active Affiliate Recruitment
  8. 8. Active Recruitment “S” Ways to Find Affiliates: o Software/tools o Social media o Search engines o Summits & symposiums o Symbiotic recruitment o Structure-based recruitment o Snail mail o Specific publications o Satisfied customers
  9. 9. Software / Tools Free Paid
  10. 10. Free & Inexpensive Tools 1. Internet Success Spider (free) 2. SEO Quake (free) 3. Backlink Watch (free) 4. Citation Labs (~$20 per 500-1000) 5. BuzzStream ($29/mo - $249/mo) 6. Raven SEO Tools ($99-$249/mo) 7. iBusinessPromoter ($250-$500)
  11. 11. Paid Tools 8. AffiliateRecruitment.com 9. Linkdex 10. Syntryx
  12. 12. Linkdex (screenshot #1) Dashboard (shows relative number of links and domain backlinks; yields new mid to long-tail prospects)
  13. 13. Linkdex (screenshot #2) Publisher Discovery (interrogating affiliate network- or program-specific tracking domain(s), showing affiliate sites linking in)
  14. 14. Recruitment Email  Subject line  Introduce yourself/company  Explain why you’re emailing  Personalize  Include concrete data on your affiliate program (don’t do the math for them!)  Underscore competitive advantages (tools, co- branding, policies)  Primary & secondary CTA
  15. 15. Social Media The media that they use 11. Blogs (the ones they read) 12. Forums (ABestWeb, PerformanceIN, 5StarAffiliatePrograms, AssociatePrograms) 13. Groups (on LinkedIn, Facebook, etc) Play by the rules!
  16. 16. 14. Search Engines Or reaching out to websites that rank high for relevant keywords.
  17. 17. 15. Summits, Conferences 2014 Affiliate Marketing Conferences (worldwide)  01/12-01/14 – Affiliate Summit West (Las Vegas, NV, USA)  01/15 – ClickBank Exchange (Las Vegas, NV, USA)  01/29-01/30 – LinkShare Symposium West (San Francisco, CA, USA)  02/06-02/09 – London Affiliate Conference (London, UK)  02/21 – LinkShare Symposium Japan (Tokyo, Japan)  02/25-02/26 – Affiliate TactixX (Munich, Germany)  03/19-03/20 – Affiliate Management Days (San Francisco, CA, USA)  03/25-03/26 – LeadsCon Las Vegas (Las Vegas, NV, USA)  04/01 – CPA Day (Kiev, Ukraine)  04/03 – LinkShare Symposium UK (London, UK)  04/16 – CPA Life (St. Petersburg, Russia)  05/13-05/14 – Affiliate Management Days (London, UK)  05/15 – Affiliate Konference (Prague, Czech Republic)  05/22 – Affiliate Dag 2014 (Amsterdam, the Netherlands)  05/29-05/31 – Afiliados Brasil (São Paulo, Brazil)  06/24-06/25 – Performance Marketing Insights Europe (Berlin, Germany)  06/24-06/27 – Amsterdam Affiliate Conference (Amsterdam, Netherlands)  06/25-06/26 – LinkShare Symposium East (New York, NY, USA)  TBA – Affiliate Marketing Master Class (Athens, Greece)  08/03-08/05 – AvantExpo 2014 (Park City, UT, USA)  08/14-08/15 – LeadsCon East (New York, NY, USA)  08/10-08/12 – Affiliate Summit East (New York, NY, USA)  TBA – LinkShare Symposium Australia (Sydney, Australia)  09/09-09/11 – Commission Junction University (Santa Barbara, CA, USA)  10/03-10/04 – Russian Affiliate Congress & Expo (Moscow, Russia)  10/19-10/21 – ShareASale ThinkTank 2014 (Charlotte, NC, USA)  10/28-10/29 – Performance Marketing Insights: London (London, UK)  TBA – Russian Affiliate Days (Moscow, Russia)  TBA – Barcelona Affiliate Conference (Barcelona, Spain)  TBA – China International Affiliate Conference (Tianjin, China)  TBA – LeadConf (Moscow, Russia)  TBA – LinkShare Symposium Canada (Toronto, Canada)
  18. 18. 15. Summits, Conferences Consider also niche- and audience-specific conferences
  19. 19. 16. Symbiotic Recruitment Symbiosis – a cooperative relationship (as between two persons or groups). Source: Webster’s Dictionary Promote your affiliate program on a cross- program basis. Form short- or long-term cross-program recruitment relationships with affiliate programs run by merchants that sell related products or services.
  20. 20. Structure-Based Recruitment 17. Network-based 18. External tools  Newsletter inclusion  Directory listing  Internal recruitment opps  Forums  Other platforms
  21. 21. 19. Snail Mail Experiment with postcards! (they do catch attention) Especially, when they come with a gift card, or contain a "private" offer.
  22. 22. Specific Publications (Ads) 20. Revenue Performance 21. FeedFront 22. Conference programs/guides 23. Electronic Retailer 24. Internet Retailer 25. Visibility 26. Website Magazine 27. Target Marketing
  23. 23. 28. Satisfied Customers Invite them to become affiliates on:  Order confirmation page  Newsletters  Social media
  24. 24. Passive Affiliate Recruitment
  25. 25. Recruitment Through Their Eyes Source: 2013 Affiliate Summit AffStat Report Passive: Merchant site: 51.3% Search engines: 38.6% Directories: 38% Word of mouth: 20.3% Support efforts: 14.6%
  26. 26. Recruitment Through Their Eyes Source: AffiliateBenchmarks 2013 Global Affiliate Questionnaire Passive: Support pages: 47% Network sites: 44.7% Search engines: 33.1% Forums & directories: 17.6% Word of mouth: 17.5%
  27. 27. Passive Recruitment Ways to Get Found by Affiliates: o Program description (with visible link) o Program FAQ and/or support site/blog o Affiliate directories o Social media o Second-tier affiliates o “Subscribe to affiliate news” link o Press releases
  28. 28.  Merchant description + link  Commission structure  Info on cookie life  Availability of data feed  Information on competitive advantages (e.g.: anti-parasite policy, phone tracking, conversion rates, EPC)  Underscore tools (widgets, deep linking, co- branding opps, custom creatives/LPs)  Any restrictions and/or special terms that affiliates should know about 29. Program Description
  29. 29. Avoid Clichés! Cliché – a trite expression, often a figure of speech whose effectiveness has been worn out through overuse and excessive familiarity. Source: http://grammar.about.com/od/c/g/clicheterm.htm Top 10: 1. “instantly” 2. “ultimate” 3. “easy” 4. “unparalleled” 5. “perfect match” 6. earn/get/make “$X in X days/months” 7. “highest payouts” 8. “impressive conversion rate(s)” 9. “best affiliate program” 10. “number one” merchant/offer/program
  30. 30. Minimum • Program Details (with sign-up link/form) • Program Agreement • Blog Ideally 1. Program Details 2. Program Agreement 3. FAQ Section 4. Tips & Ideas 5. Creatives 6. Blog 7. Contact Us . 30. Affiliate Program Support Site
  31. 31. 30. Affiliate Program Support Site
  32. 32. Affiliate Directories Nearly 1/5th of affiliates use them Directories to Submit Your Program To: 31. AffiliatesDirectory.com 32. AffiliateFirst.com 33. AffiliatePrograms.com 34. AffiliateRanker.com 35. AffiliateScout.com 36. AffiliateSeeking.com 37. AllAffiliatePrograms.com 38. AssociatePrograms.com 39. JamAffiliates.com 40. Top-Affiliate.com
  33. 33. 41. Social Media (forums)
  34. 34. 42. Social Media (networks)
  35. 35. Social Media Whatever the media, design conversions This is the key to succeeding with social (not only for affiliate recruitment purposes)
  36. 36. One-time bounty Recurring payouts 43. Second-Tier Affiliates
  37. 37. 44. Affiliate News Subscription
  38. 38. 45. Press Releases • Branding benefits • SEO benefits • Visibility/exposure • Spread of news
  39. 39. Other Methods of Affiliate Recruitment
  40. 40. Other Methods Delve In & Dissect: o Reach out to influencers o Analyze similar sites o Explore related verticals o Target seasonal (holiday-oriented) affiliates o Study competitors’ backlinks o Monitor keywords and niches
  41. 41. Influencer Outreach Tools to Employ 46. BlogDash (bloggers) 47. BloggerLinkUp (bloggers) 48. Business 2 Blogger (bloggers) 49. BuzzStream (all sorts of content websites) 50. eCairn.com (bloggers and communities) 51. FindPeopleOnPlus.com (Google+ influencers) 52. Followerwonk (Twitter influencers) 53. Google Blog Search (bloggers) 54. GroupHigh.com (bloggers) 55. Klout (an array of social media) 56. Kred (social media | check out Communities) 57. Listorious (Twitter) 58. Outreachr (all sorts of content websites) 59. Pitch It To Me (bloggers) 60. Simply Measured (analytics tool for Twitter, Facebook, YouTube, Google+) 61. SocialBro (Twitter) 62. Sulia (Facebook and Twitter) 63. Topsy (Twitter | check their Experts section) 64. Twellow (Twitter) 65. Twitter Search (Twitter influencers)
  42. 42. 66. Similar Websites • Similar sites • Site topics (more key influencers!) • Key phrases & categories • "Similar search" (SEO & SEM rivals) • "HeatMap"
  43. 43. 67. Related Verticals Travel Websites Fashion Sites Consider also sites catering to:  Pilots  Anglers  Golfers  Cyclists  Snow sports fans  Gamblers  Women
  44. 44. 68. Seasonal Affiliates January-September: 13,000 UVs/mo October: 95,000 UVs November: 2,000,000 UVs
  45. 45. Competitors’ Backlinks Tools to Consider 69. Google (link:www.competor.com) 70. Open Site Explorer (by SEOmoz) 71. Majestic SEO 72. Raven Backlink Explorer 73. Link Diagnosis 74. Ahrefs 75. Advanced Link Manager 76. Bing Webmaster Tools Link Explorer 77. Backlink Watch 78. MonitorBacklinks.com
  46. 46. Ongoing Monitoring Free Online Tools 79. Google Alerts 80. Marketing Grader 81. Pipes (aka Social Media Firehose by Yahoo) 82. Omgili 83. TweetBeep 84. BuzzMonitor 85. Collecta.com 86. BackType 87. BoardReader 88. WhosTalkin.com 89. SocialMention 90. BlogPulse
  47. 47. 3 Points in Conclusion
  48. 48. “…the chief distinction of a diplomat is that he can say no in such a way that it sounds like a yes.” – Lester B. Pearson
  49. 49. #1. Do Not Burn Bridges! We are sorry, but the website(s) and/or promotional methods listed on your affiliate profile do(es) not meet our approval criteria. We have therefore declined your application. If, however, you feel that we have overlooked your potential, we would like to hear from you. Just email us a brief explanation of how you were planning on marketing our product/service, and we will gladly reconsider your application.
  50. 50. #2. Remember to Follow Up Effectiveness:  Initial email: max. 4% sign up  Follow-ups: ≈12% more join Frequency: 1. A week from original email 2. 1 more week down the road 3. 2-3 months 4. Half a year 5. A year
  51. 51. #3… persistence is key!

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