“I go to a fast food chain if I want a quick meal, but I go to a restaurant if I want fine dining.”
The Dining Experience
Fast Food Chain
- Uniformity of menu with predictable taste
- Efficiencies of scale = inexpensive (food and atmosphere)
- Minimal, low skilled labor
Fine Dining Restaurant
- Complex menu with exotic taste
- Unique, difficult to mass-produce = more expensive (food and atmosphere)
- Centered around a creative chef with experienced staff (Host/hostess, Servers, Sommelier)
The Affiliate Experience
“Fast Food” Affiliate
- Limited value-add (links, presentation, content, etc.)
- Efficiencies of scale = maximize automation (site and user-experience)
- Minimal effort exerted (outreach, branding, voice)
“Fine Dining” Affiliate
- Extensive customization and value-add integrations
- Unique user experience = high value proposition (site and user-benefits)
- Centered around a creative niche and focus
- Person (blogger, celebrity, expert)
- Idea (loyalty, cause, entity)
- Need (“scratches an itch”)
17 tips to enrich your “menu” and rating as a master chef.
Take your savory experience from “greasy spoon” to five-stars. Food = Content!
Tip #1. Your Publisher Profile
- Keep it updated and interesting. Include a call to action!
- Concise, current network profile
- Why do I want to join your program?
- How can I help you, the advertiser?
- What is my value-add (to you)?
Tip #2. Affiliate Links
- Optimize banners and images as “web-friendly”
- Compare .jpg and .png quality and size
- Imagify (https://imagify.io) can do this for you!
- Why optimize?
- Fast sites = higher conversion rates (check @ https://tools.pingdom.com)
- Many users are on mobile devices
- Don’t overdo banner ads and links
- Ask affiliate manager for more!
- Custom banners
- Deep links
Tip #3. Commission
- Reward Generously
- Default commissions need to be efficient, competitive, easy to understand, yet tantalizing.
- Sell the sizzle to get the attention of publishers.
- Keep it simple – no one likes a confusing menu.
- Dynamic Commissioning
- Larger or niche publishers and advertisers require a more detailed and complex commission.
- Different verticals need different commission structures.
- Some larger publishers will be paid a much higher commission rate. Advertisers and Publishers need to cater to the needs of each other.
- Attribution Settings
- Attribution separates who gets what and why. Know how you get paid and what works best!
Tip #4. Incentives
- Boost Campaigns & Bonuses
- Menu Specials
- In Fast Food, across the board commission boosts encourage recruitment, activation or re-engage a dormant publisher.
- Fine Dining publishers may be encouraged to promote a specific product with a boost or are offered more per sale in a bonus based on volume tiers.
- Set up a program to encourage sales activity, make the rules simple and measurable, then let everyone know how it works.
- Used to promote new products or encourage more sales activity.
- Top Partner Events
- The Ultimate Fine Dining Event. Sometime Fine Dining is actually part of the event.
- Solicitation of high volume players or Top Revenue producers.
- 1×1 opportunity for relationship building.
Tip #5. Coupons
- Coupon Tracking, Suppression & Attribution
- Ensures proper attribution for the Publisher.
- Advertisers prefer automation to determine attribution.
- Process needs to be standard, efficient and built for scalability.
- Promo Codes / Custom Codes
- Most Promo Codes designed for the masses like $1.00 off on Hamburgers.
- Advertisers can use Vanity Codes or Custom Promo Codes for top-tier Publishers.
- Publishers can use this tool as a co-branding tool or exclusive offer.
- Coupon commissioning
- Advertisers need to refrain from making discounts so deep that they impact commission amounts.
- Publishers need to understand the commission terms and if coupon affects commission.
- Data Feeds
- Great tool for Publishers to receive current coupons from multiple advertisers.
- Advertisers use data feeds to distribute their offers to many publishers.
Tip #6. Communications
- Email exchanges are 1×1 (Fine Dining) experiences.
- Consistent communication between top Advertisers and Publishers are essential for optimization.
- Newsletters are mass communication to a large audience.
- Newsletter communications are vital to developing relationships with a large number of affiliates.
- Press Releases
- Great way to communicate a message or announcement to a large population.
- Like Fine Dining, message is well crafted and the process more formal.
Tip #7. Be Mobile-Friendly
- Google’s Mobile-Friendly Test: https://search.google.com/test/mobile-friendly
- Many users are not on computers
- Nearly 3 Billion smartphones in use now worldwide but only 2 Billion personal computers!
- MediaPost: 53% of smartphone users purchase with them
- Ad blockers more common on desktops
- Don’t forget about tablet users also.
- Cross-device tracking
Tip #8. Cross-Device Tracking
- 50% of all transactions begin on mobile
- Tracks a transaction across multiple devices, such as first click on mobile device, final purchase from desktop
- Average sales increase 3-24%
- Greatest percentage gain from CDT – Content Publishers
- Nothing required from affiliate – implementation occurs on advertiser’s site
Tip #9. Affiliate Tools
- Product Feeds
- Enables advertisers to send detailed product information to a large group of publishers.
- Gives publishers all the info they need to promote specific products and deep link into carts.
- Reduces clicks and increases conversions.
- Allows publishers to put a little piece of the advertiser’s site on their landing page.
- Product choices made with a widget are then deep linked into an advertiser’s cart.
- Allows for a seamless sale in a franchise-like experience.
- Custom Landing Pages
- Custom / co-branded landing page – ultimate fine dining experience
- Pages are optimized to maximize conversions with custom promotions or offers.
- The special meal not on the menu!
Tip #10. WordPress
- It’s free and used by ~27% of all websites!
- Huge selection of templates
- Massive plugin options that add features (over 40K)
- Other WordPress advantages
- Translated into more than 50 languages
- Highly consistent and flexible design elements
- Frequent upgrades and security enhancements
- Highly customizable (blog, how-to, journal, forum, membership site, etc.)
- Mobile-ready (responsive) “out of the box”
- Social media friendly
- Search engine optimized
- Scalable (grows with you)
- Easy to use!
Tip #11. Technical Integration
- Most networks offer advanced APIs
- Affiliate service provider APIs
- WordPress affiliate plugins
- Service providers
- Shopping cart extensions
- WooCommerce integration with product catalogs
- Use “sub-networks”
- Skimlinks & VigLink
Tip #12. Attribution
- Dividing commission based on role in sales process
- Last click doesn’t take it all
- Advertiser’s choice
- Methodologies vary by network
- Fixed portions based on location in sales process
- Bonus based on involvement
- Soft click – won’t overwrite existing cookies
Tip #13. Site Monetization
- Paid Placements
- How-to articles (with product suggestions)
- Blog posts
- Paid content
- Social media
Tip #14. Expand the Affiliate Channel
- Look at affiliate marketing through a bigger lens
- Search Promotion
- Social Media Tracking
- Instagram – Snapppt.com
- App tracking (Oplytic)
Tip #15. Reporting
- Many reports available through network interface. Learn all of them.
- Fast food – Conversion statistics, timing
- Fine Dining – EPC, AOV
- Best sellers
- Custom Parameters – best performing pages
- Commission status
- I wonder if…
- Google Analytics – not designed for affiliate marketing
Tip #16. Partnerships
- Strategic Alliances
- Well thought-out partnerships between advertisers and publishers.
- Agreements can be from multiple groups of both.
- Fine Dining experience for the Advertiser, Publisher and Shopper, taking advantage of synergies and maximizing traffic revenue for both parties.
- Can be exclusive or semi-exclusive
- Both parties rely on each other's brand to maximize sales.
- Reciprocal Agreements
- Great way to promote synergies between partners
- Each advertiser can become a publisher for the other, provide links to purchase on their site / cart.
- Burger company teaming up with a bun company and selling their products in a way that offers both.
Tip #17. Account Management
- Service levels
- Varies by management agreement
- Could be managed by in-house Affiliate Manager, OPM or network team
- Get to know the management team
- Best sellers
- Seasonal specials
- New Products
- Special site promotional opportunities
- Read the Newsletters!
Common Native Verticals
- Technology (gadgets, software)
- Health & Beauty
- Financial Services
- Education & Careers
6 Most Effective Styles For A Strong Headline
- Shocking & Jaw-Dropping
- Touching & Heartwarming
Campaign Goals That Align Well With Native Ads
- Increase traffic to original content
- Improve CTR and Engagement
- Educate the general public (and inspire new customers)
- Alter brand perception (and associate brand with content)
- Improve sign up rate for mailing lists
Reflection: Why Choose Native
- Native advertising is on the rise
- Strong Native ad campaigns have:
- –A compelling headline
- –A motivating description that includes key words and language that inspires action
- –A clear and emotional image that will be relatable to users
- Native ads improve your CTR
- Native ads are great for campaigns that:
- –Are content driven
- –Aim to acquire new customers
- –Aim to change brand perception
The Editorial Calendar
- Use themes.
- Plan months in advance.
- Break down themes into content.
- Be prepared to flex.
- Measure engagement
Have an Angle
- Business problem
- Customer as hero
- Behind the scenes
- Be informative
- Essential details
- Skip attribution
- Be visual
- Expert quotes
- Internal SMEs
- Third-party studies
- Always attribute
Brand = promise in a personality – but: what is Brand Perception?
- It’s not what you say
- It is tied to what you do
- It’s not your advertising
- It is tied to your customer service
- It’s not your social stance
- It is how CUSTOMERS and potential CUSTOMERS see you
What drives Brand Perception?
1) Social Responsibility
- Supports good causes
- Environmental Responsibility
- Community Responsibility
2) Emotional Appeal
- Feel good about
- Admire and Respect
3) Products & Services
- High quality
- Value for the money
- Stands behind
4) Workplace Environment
- Rewards employees fairly
- Good place to work
- Good employees
5) Financial Performance
- Outperforms competitors
- Record of profitability
- Low-risk investment
- Growth prospects
6) Vision & Leadership
- Market opportunities
- Excellent leadership
- Clear vision for the future
What’s Bad and What’s not
- Bad Customer Reviews
- Bad word of Mouth
- Bad behavior by executives or employees
- Bad products
- Bad Business Practices
- Social Stands
- Honest Mistakes
- Missing the mark Marketing
- Disgruntled Employees (mostly)
- Honest but mostly positive reviews
What can brands do?
- Proactive Reputation Management
- Respond to reviews!
- Spend money on customer service
- Take responsibility for actions
What can affiliates do?
- Monitor your brand’s reputation. Tell them when you see a problem
- Know your audience and what they are sensitive too
- Push brands to do positive reputation management
- Don’t risk your reputation with a bad brand. It’s not worth it.
How To Triple Your Revenue With Non-Fiction Books by Jim Kukral
CEO, AuthorMarketingClub.com & BusinessAroundaBook.com
- How to maximize revenue from non-fictions books
- How to take your expertise and sell it “beyond” the book
- Discover business models available to you generate revenue
- How you can get started today!
There are two reasons people use the Internet, and two reasons only:
- To have a problem solved.
- To be entertained.
Winning Non-Fiction Formula
- Write a great book.
- Build business abround the book.
- Use book to drive leads to business.
- Prodit. Wash, rinse, repeat.
Let’s Do Some Math
- The average non-fiction author will only sell 800 copies of their book in their lifetime!
- Let’s say you are the anomaly and you sell 1,000 books next year.
- 1,000 books sold at $5.99 on Amazon = $5,900
- After you pay the Amazon cut, you make $4,130.
- Plus your costs (cover, editing, marketing)
- Maybe you only end up earning $2,000 from 1,000 books sold.
- That’s not enough!
Why Do People Pay For Things?
- People pay to have problems solved (non-fiction)
- People pay to save themselves time
- People pay because they don’t want to do it themselves
- People pay because they don’t like making mistakes
- So the question to you is…
- What are you offering to people who want those things? And if you’re not… what’s stopping you?
- Your book is an instant credibility builder and lead generator, it’s time you used it as such!
But Nobody Will Pay For What I Know!
- Doesn’t matter in most cases what your book is about
- Doesn’t matter that you think people don’t want to know what you know
- What matters is you offer your expertise to a target of people who want the solution to the problem the have!
- What matters is you use your book to build a business “around” that book!
The Big Questions
- What type of business should I create “around” my book?
- What do I price it at for maximum revenue/conversions?
- How do I know if I’m pricing it too high or too low?
- How do I most effectively close sales?
- What should my sales funnel look like and how do I set it up?
- Should I use Facebook ads? How do I set them up and where to target?
- How much time/effort is this going to take from me to do?
- How much money can I make from doing this?
- What technology should I used to power my program?
- How do I get my first sale and future sales?
Influencer Marketing Statistics
- When social media is part of their buyer’s journey, customers tend to convert at a 129% higher rate.
- They are also four times as likely to spend significantly more than those without a social component.
- Customers acquired through word-of-mouth (such as influencer marketing) are retained at a 37% higher rate than those acquired through other means.
Brands are spending a lot on influencers
- Globally, marketers spent $570 million on influencer marketing last year… on Instagram alone.
- In 2016, brand sponsored influencer posts cost $9.7 million. By 2019, it’s expected to rise to $32.3 million. (Source: Media Kix)
- On average, brands spent $25,000 – $50,000 per influencer campaign in 2016.
- Some companies charge a minimum of $10k to run a campaign but results can be seen with a smaller budget.
- Ideal partnership between brand and influencer allows for transparency within the campaign terms and analytics.
- Bloggers should disclose their exact number of followers and degree of influence.
- Brands should clearly identify their content needs, specifically if there are any legal mentions such as #ad or #sponsored and pay influencers on time.
Campaign Tracing and KPIs
- Brands and retailers should have a real-time view into how well the campaign is performing.
- KPIs should be agreed upon before the campaign and measured fairly throughout.
- Some influencers are better at driving sales and conversions while others are best for engagement and user acquisition.
- KPIs should be unique to the campaigns.
Influencer Marketing will be a large part of the overall marketing strate
- A recent Influence 2.0 study shows that influencers will play a role in the overall customer journey through content, engagement and community.
- It is by engaging influencers in authentic, long-term relationships and creating value within the relationships between influencers and their communities, that CMOs can impact sales, satisfaction, retention and overall customer experience
- Budget of < $10k
- 10 style influencers created outfit posts featuring the products provided by brand.
- Influencers shared all posts to their blogs, Instagram, Pinterest, Facebook and Twitter, with full tracking functionality through Stylinity’s Go2Buy platform.
- The duration of the campaign was 3 months.
- why move your program?
- program audit
- new program setup
- migrating affiliates
- ongoing analysis
- network closing…
- network not what it used to be
- your business has changed
- expanding markets
- moving to a SaaS platform
check the details
- do your due diligence
- mobile and cross-platform
- reach and service
- compliance and fraud management
- affiliate relationships
- affiliate reporting system
- negotiate contract terms
- ensure there’s no ‘non-compete’ clause
- assess your team – new hire or OPM?
- understand existing publishers
- revenue drivers
- promotional needs and channels
- ensure lines of communication open
- conduct a gap analysis
- prepare recruitment communications
- Set a manageable overlap time
program set up
- communication is key to success
- build a strong PR plan for launch
- phone major affiliates well ahead to pre-warn
- email all affiliates ahead of launch date
- get the new network fully set up and tested well before launch
- manage partner migrations
- personal interaction
- meet major affiliates
- provide page link analysis
- ensure the right creative is available
- look at incentives for changing links
- maybe cull inactive publishers…
- dead links
- beware of brand issues from dead links:
- major affiliates more likely to move
- old blog posts may not be obvious
- smaller affiliates less responsive
- all can lead to a network 404
- consumer views of the brand may be impacted
- Example migration from Missguided.com
- migrated exclusively to Awin network
- program analysis
- continual network affiliate analysis
- use third party link analysis tools to identify links still active
- compare with competitors using backlink analysis tools
- completing migration
- ongoing analysis of former programs
- regular communications to prompt
- keep up pressure until the overlap period ends
- incentivize late movers
„Wer zu lesen versteht, besitzt den Schlüssel zu großen Taten, zu unerträumten Möglichkeiten.“ – Aldous Huxley
Folgende Bücher und Autoren/Persönlichkeiten erachte ich als „must reads“ für Unternehmer und Selbständige, und kann nur wärmstens empfehlen, dass Du Dich mit dieser Lektüre beschäftigst:
- „Denke nach und werde reich“ („Think and grow rich“) von Napoleon Hill ist ein Klassiker. Da der Autor schon seit über 70 Jahren verstorben ist, kann das Buch kostenlos und legal hier gelesen/heruntergeladen werden, und auch auf YouTube hat es einige gute Clips dazu: http://www.kunstundlebenstraum.de/napoleon%20hill%20download.html
- Das Buch von Perry Marshall „80/20 Sales and marketing – the definitive guide to working less and making more“, ist eine super Erläuterung des Pareto-Prinzips: https://www.perrymarshall.com/8020-book/
- Wenn's um den richtigen Mindset fürs Business geht, haben Jay Abraham und Dan Kennedy auch viel zu bieten, die sind ja auch schon seit Jahrzehnten im Geschäft: http://www.abraham.com/gifts/thankyou.html und https://gkic.com/blog/.
- Dann haben wir noch James Altucher, mit seinen beiden „Choose Yourself“ Bestsellern, die mich sehr inspiriert haben: http://www.jamesaltucher.com/books/
- Natürlich darf auch Tim Ferriss nicht fehlen, mit seinem Bestseller „Die 4 Stunden Woche“ und der Tippsammlung „Tools of Titans“ – wer sich persönlich weiterentwickeln will, der ist damit gut beraten.
- Und last but not least: Die Autobiografie eines Yogi von Paramhansa Yogananda war das einzige Buch, das Steve Jobs auf seinem iPad hatte, und dass an seiner Beerdigung an alle Gäste verteilt wurde – Download hier: http://www.holybooks.com/wp-content/uploads/Autobiography-of-a-Yogi-by-Paramahansa-Yogananda.pdf
Viel Spaß und bereichernde Erkenntnisse wünsche ich DIR!
„Bücher begleiten uns durch unser Leben. Sie sind Mittel unserer Menschwerdung, sie vertiefen unser Bewusstsein.“ – Reinhard Piper
P.S.: Hier gibt es „Das große Retargeting Praxis-Handbuch“ zum kostenlosen Download, an dem ich mitgewirkt habe: https://go.wpretarget.net/ebook
P.P.S.: Lust auf Romane, Sachbücher, Ratgeber etc.? In unserem Verlagshaus Stuber Publishing findest Du für jeden Geschmack die passende Lektüre :-).