Journalism and Content Marketing – Peanut Butter & Jelly by Christine Parizo #ASE17

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

Executive Summaries

  • Essential details
  • Skip attribution
  • Be visual
  • Differentiate

Leverage interviews

  • Expert quotes
  • Internal SMEs
  • Paraphrase

Research!

  • Statistics
  • Third-party studies
  • Examples
  • Always attribute

 

How Negative Brand Images Can Affect Affiliate Revenue by Tonyn Wright #ASE17

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
  • Trust

3) Products & Services

  • High quality
  • Innovative
  • 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

  • Bad Customer Reviews
  • Bad word of Mouth
  • Bad behavior by executives or employees
  • Bad products
  • Bad Business Practices

Not Bad

  • 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.

5 Profitable Businesses To Build Around a Non-Fiction Book by Jim Kukral #ASE17

How To Triple Your Revenue With Non-Fiction Books by Jim Kukral

CEO, AuthorMarketingClub.com & BusinessAroundaBook.com

Topics

  • 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.

Lets 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?

Accelerating Revenue Growth Through Influencer Marketing by Tadd Spering #ASE17

Why influencer marketing?
Influencer marketing is one of the hottest, and most effective, ways to get your brand in front of a massive targeted audience.

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.

Best Practices

Transparency

  • 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

Campaign Overview

  • 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.

Affiliate Network Migrations Made Simple by Chris Tradgett #ASE17

 

Overview

  • why move your program?
  • program audit
  • new program setup
  • migrating affiliates
  • ongoing analysis

why move?

  • 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
  • technology
  • 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?

program audit

  • 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

migration process

  • 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
  • success
  • Example migration from Missguided.com
  • migrated exclusively to Awin network

ongoing analysis

  • 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