This document provides 11 techniques for affiliates to effectively market products and services: 1) Research the brand, audience and product; 2) Test-drive the product; 3) Use behavioral targeting; 4) Collaborate on content creation; 5) Use co-branding; 6) Retarget website abandoners; 7) Leverage incentives; 8) Promote product launches; 9) Synchronize marketing; 10) Use pay-per-call promotions; 11) Engage in cross-promotion. Co-branding in particular has been shown to increase conversions by 3-4x when used on landed pages. These techniques allow affiliates to better understand audiences and perform the marketing in a way that benefits both the affiliate and

1. Geno Prussakov
CEO & Founder
AM Navigator (affiliate management agency)
888-588-8866 | Washington, DC
www.amnavigator.com
geno@amnavigator.com
Evergreen Techniques
to Rock at Affiliate Marketing

2. Introduction

3. Food for Thought…
“Uber, the world’s largest taxi company, owns no vehicles...
Alibaba, the most valuable retailer, has no inventory. And Airbnb, the
world’s largest accommodation provider, owns no real estate...”
T. Goodwin, The Battle Is For the Customer Interface, TechCrunch.com, 2015
Affiliates have been doing this since 1994!

4. “Affiliate marketing – the art of doing a merchant's marketing
better than they can, and profiting from it”
— Chris Sanderson

5. source: Unspun Consulting Group
Common Misconception

6. The Truth is…
“Affiliate marketing is not a marketing ‘channel’ but,
rather, a way of remunerating a marketer (based on
performance).”
Affiliate Program Management: An Hour a Day, 2011

8. Affiliate marketing is multi-channel

9. Widespread Problem
91%
COUPONS
Data Feed Affiliates 3%
Paid Search 1%
Monetization Tools 5%

10. 11 Techniques

11. 1. Research
 Brand
 Audience (the brand’s ideal customers)

12. I sometimes get requests from AMs on
what will help affiliates market the product.
I always ask for content.
FOR:
• Blog posts, articles
• Reviews, how-to guides
• Social media content
• Text(s) of email promotions
Ask Brands (for Content)

15. • Product
• Audience
• Bestsellers
• Keywords
• Restrictions (and non-commissionable items)
Talk to Brands to Understand:

16. “To succeed as an affiliate marketer, it's imperative that you
truly understand your target demographic”
— Zac Johnson

17. i. Why (the reasons)
ii. When (the timing)
iii. Where (the place(s))
Analyze the Audience to Understand:

18. 2. Test-Driving
Try the product/service yourself to evaluate it.

21. 3. Behavioral Targeting
Advertising dictated by the
user's individual behavior

22. ?

23. 4. Collaboration on Content Creation

24. 5. Co-Branding
“Creating co-branded landing pages… to align an advertiser’s brand with the
publisher’s brand” increases the “likelihood of a transaction or action”
Source: Google

25. 5. Co-Branding
66.45% conversion increase, nearly 44% revenue boost, and
132% difference in new customers acquired
Source: Rakuten’s case study on SmartBargains.com

26. 5. Co-Branding
3x to 4x increase in conversions (from 8.5% to 23.2% for a cashback affiliate,
2.5% to 10.9% for a coupon affiliate) upon introduction of co-branded
landed pages
Source: AWIN’s case study on Prezzybox.com
https://wiki.awin.com/index.php/Clever_Co-branding_Aids_Affiliate_Conversions

28. Why Co-Branding
(1) Connect (affiliate logo, wording, colors)
(2) Convince (exclusive promotion, urgency)
(3) Convert (auto-apply promo, call to action)

31. 6. Retargeting
Allow brands to retarget abandoners of your own
affiliate website.
 Interested in their brand/product
 Considering their competition’s brand(s)

32. 7. Leveraging Incentives

33. Types of Incentives
RelationalTransactional

34. i. Relational Incentives
Examples:
• VIP Treatment
• Event invite
• Sneak peek
• New product trial

35. ii.Transactional Incentives
1. Activation bonuses
2. Performance incentives
3. Contests
4. Free products (aka “test-driving”)

36. 8. Product Launches

38. 9. Marketing Synchronization

41. 10. Pay-per-Call

42. How It Works

44. Marry It With Mobile!
Mobile search to generate 73
billion calls to businesses in
2018 (up from 30 billion in 2013)
Source: BIA/Kelsey
That’s: 6+ billion/month
200 million/day

45. Marry It With Mobile!
70% of mobile searchers connect
with businesses directly from the
search engine results pages
using click-to-call
Source: The Role of Click to Call in the Path to Purchase by Google/Ipsos

46. PPCall Conversion Rates
• Insurance (auto, health, life, and dental): 28%
• Education: 24%
• Home Services (storage, TV, cable, security): 22%

47. 11. Cross-Promotion

48. How?
Co-advertising and cross-promoting brands
and/or products that cater to the same (or similar)
target audience(s).

51. Conclusion

52. — Anthony Bourdain
“Without experimentation, a willingness to ask questions and try
new things, we shall surely become static, repetitive & moribund”

53. Thank You! Q&A Time