affiliate activation: 20 ways to get them cranking
TRANSCRIPT
Affiliate Activation:20 Ways to Get Them
CrankingGeno PrussakovCEO, AM Navigator (affiliate management
agency)www.amnavigator.com
Founder, Affiliate Management Days (conference)
www.amdays.com
888-588-8866 | Washington, DC [email protected] | @ePrussakov
.
Common Problem
© 2015 Universal Studios
Paradox?Yes!!
AdditionalChallenge:
“Marketingto Marketers”
OPPORTUNITY!
BUT
Greato Resources
(to educate)o Incentives
(to motivate)o Tools
(to equip)o Support
G.R.I.T.S
- I -RESOURCES
Pattern to Follow:
1. Remind them of your program details 2. Include reasons to activate3. Present precoded affiliate links4. Call to action 5. Provide detailed contact info
1. Approval Email
Key Objective:Excite them to take action
2. Static Textual Content
Examples:
• Program Support Website• FAQ Section• Tips and Ideas• Educational Material
2. Static Textual Content
2. Static Textual Content
Examples:
• Blog• Facebook page and/or group• LinkedIn group• Twitter updates
3. Dynamic Textual Content
3. Dynamic Textual Content
4. Visual Content
Source: http://www.blanc.ltd.uk/infographics/
4. Visual Content
4. Visual Content
4. Visual Content
- II -INCENTIVES
Congratulations! You have just been approved for FTP access to the HalloweenMart.com's affiliate datafeed.
Import our datafeed soon, send $799 in sales by February 28, 2015, and I will deposit a $50 cash bonus (on top of your commissions) into your ShareASale account. With our 30-day affiliate-referred AOV exceeding $50, reaching this goal is not hard, and we are looking forward to your participation!
5. Activation Incentives
6. Performance Incentives
7. Contests
- III -TOOLS
8. Blogger Plugins
9. Widgets
CrazyForBargains widget (on ShareASale)
I sometimes get requests from AMs on what will help affiliates market the product. I always ask for content I can use to craft articles, emails, tweets, etc. I rarely get a response. [bold font added]
10. Content About Product
Content helps them create:• Blog posts, articles• Reviews, how-to guides• Social media content• Text(s) of email promotions
11. List(s) of Bestsellers
11. List(s) of Bestsellers
12. Keywords
Application Programming Interface (API) – a set of functions and procedures that allow the creation of applications which access the features or data of an operating system, application, or other service.
Oxford Pocket Dictionary of Current English
Equip Developers!!
13. Product API Access
13. Product API Access
14. Mobile-Oriented Tools
Ericsson Mobility Report Q 2014 (via @wearesocialsg)
14. Mobile-Oriented Tools
for Feature Phones
• 120×20 (small banner)• 168×28 (medium
banner)• 216×36 (large banner)• 120×30 (small high
image banner)• 168×42 (medium high
image banner)• 216×54 (large high
image banner)
for Smartphones
• 300×250 (static interstitial)• 300×50 (mobile
leaderboard)• 320×50 (static wide
banner)• 320×100 (large banner)• 300×75 (high image
banner)• 300×160
Creatives
API access for mobile app & game developers
14. Mobile-Oriented Tools
- IV -SUPPORT
15. Being Reachable
16. Segmentation
“As a retailer, you likely segment your consumers…
Segmentation can also be applied to your affiliate marketing channel. Just as different types of customers require different levels of service, different types of affiliates require different resources.”
— Carolyn Kmet, former Director of Affiliate Marketing at Groupon
Criteria:o Typeo Performanceo Nicheso Terms/Payouts
16. Segmentation
Here's how well some of our current affiliates are doing
• SEM: $2,854 1-day commission // $188 EPC
• Email: $1,554 1-day commission // $142 EPC
• Blogging: $2,226 1-day commission // $110 EPC
17. Motivation Thru Examples
Always remove sensitive info! (URL, names, content, etc)
18. Tailored Suggestions
I recently signed up to one affiliate program that had their act together:1. It was “manual approval” and I was accepted into the program within 24 hours.2. I received a nice welcome email with all the names of the outsourced affiliate
managers3. Shortly after that I was welcomed by the ecommerce the company itself and the
affiliate associates introduced themselves.4. Over the next week the affiliate management company sent a few
suggestions to get the most out of the program via email.… I will do my best to promote this company and their products.What a contrast to about 70% of the other companies that have affiliate programs!
19. SurveysExample:
Effectiveness:
Initial email: max. 4% response Follow-ups: ≈12% more respond
Frequency:
1. A week from original email2. 1 more week down the road3. 2-3 months4. Half a year5. A year
20. Follow-ups
To Recap…
RESOURCES:
1. Approval email2. Textual content (static)3. Textual content (dynamic)4. Visual content
INCENTIVES:
5. Activation incentives6. Performance incentives7. Contests
TOOLS:
8. Blogger plugins9. Widgets10. Content about product11. Lists of bestsellers12. Keywords13. Product API access14. Mobile-oriented tools
Activate Affiliateswith GRITS Approach
SUPPORT:
15. Being reachable16. Segmentation17. Motivation thru examples18. Tailored suggestions19. Surveys20. Follow-ups
In Conclusion…
Thank you! Questions?