von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- MY BACKGROUND
Advisor: Macaitis advisory B2B: Slack, salesforce, zendesk. Advisor: Fox news, fox, IGN, askmen, Rotten tomatoes
- CUSTOMER CENTRIC
Advisory “I’ve already recommended your service to probably 20 or 30 colleagues”.
- MODERN MARKETING ORG
CMO, Ops & Analytics, Lifecycle Nurture, Growth, PMM, Brand, Content, PR, Campaigns Events, Intl, Evangelism
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- Winning SEO Tactics for Product Affiliates Dale Bertrand President, Fire&Spark August 12th, 2019
- SEO is a Moving Target
Gets more competitive every day
Search algorithms are constantly changing
Generating backlinks is harder than ever
- What Type of Sites Are We Talking About Today?
Anyone promoting products with any type of content
Dropship
Ecommerce
Coupon
Product review
Price comparison
Product blogs
Wholesalers
- My background
Built product review and education lead gen sites
Studied AI in graduate school
Practicing SEO since 1999
Founder of Fire&Spark digital marketing agency
Focus on SEO, content marketing and analytics
- Problems We’ll Tackle
Competitors are outranking you
Organic traffic isn’t converting
Gave up on link building
Lost traffic during an algorithm update
- You must have the most useful, trustworthy content in your niche
What Does Google Want?
Happy searchers (and to sell more ads)
Google is a happiness engine
Google wants to send searchers to sites they trust
- Foundational SEO Strategies
1 Build an SEO friendly site
2 Develop SEO Content
3 Generate backlinks
- Research keywords one- by-one I did this for a decade!
Rinse and repeat
Lurk in forums and FB groups for content ideas
Continuously generate content
Send thousands of link building outreach emails
- Old-school SEO Tactics
Rely on SEO Is Not a Numbers Game
More content
More links
More outreach emails
- SEO in 2018 Keyword targeting
Build an SEO-friendly site Authority based on backlinks SEO in 2019
Content must be high quality and useful
Minimum viable technical SEO
Authority based on backlinks and reputation
- One-task Strategies
Interview campaigns
Product giveaways
Student group sponsorships
- User Generated Content Strategies
Forums
Q&A Sites
Learning communities
- Purpose-driven Strategies The process
1. Identify a trending topic in your niche
2. Engage authentically
3. Build relationships
Lead a movement!
- Strategy,
We led the movement against the Consumer Product Safety Improvement Act (CPSIA)
Contacted anyone who wrote about the law
Interviewed activists
Wrote articles about the impact
Distributed banners and badges
- Results, Content, links and Rankings
Mentions and backlinks on blogs
Backlinks from Handmade Toy Alliance
Backlinks Overlawyered Blog
Banner and badge backlinks
Links from toy makers
Interview and issue oriented content
- Takeaways
SEO has evolved and we need to elevate our strategies
Your affiliate site can be “important reading”
Influencers have a soft spot for causes they care about
Dump mass email outreach for targeted email outreach
Generate natural links (don’t do link building)
Find a cause that you personally care about
- Choosing a Niche
OLD Evaluate keyword search volume vs. competition
NEW Start by looking for trending topics that you care about
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- BRANDS’ NEEDS
• Track partner activity and know ROAS.
• More automation and scalable tools.
• Tie payout to performance.
• More transparency.
• Better brand experience.
- PUBLISHER/ PARTNER NEEDS
• Grow their share of marketing budget shifted from brand to performance.
• More transparency into brand partner’s data and KPI’s.
• Clear communication from brand partners on changes, opportunities, etc.
• Fair and hybrid compensation.
• Real-time reporting on performance.
- BIGGER PARTNER MANAGEMENT TEAMS
• Multiple FTE’s.
• 5-10 year experience, VP/Director level.
• Multiregional experience, local language capability.
• Specific experience in recruiting, business development, campaign development, fraud, data analysis, etc.
- MORE LICENSED TECH & “IN HOUSE” PROGRAMS
• Separation of services and technology.
• No more “roadmap”, platforms will have to compete as tech companies on features available today and tomorrow.
• More licensed tech, continued phase out of performance fee.
• Partner and “In House Programs” using white labeled technology.
- ENABLING TECH – Reporting Automation & Integration
• OptimusPrime
• Affluent. Fraud
• Forensiq. Date and Attribution
• Odyssey. Buy Now
• Monotote. Publisher Analytics & BI
• Trackonomics
- INTEROPERABILITY
• Shift towards “open” systems vs “closed” systems.
• Interoperability will be essential. • Similar to path programmatic.
• Network compatibility.
- GOING GLOBAL FASTER
• Direct to consumer brands starting global and going global faster.
• Consumers are increasingly shopping from outside their own countries.
• As global e-commerce and global partner marketing grows, so will brands’ demand for more global partner marketing solutions.
- APAC GROWTH
• Ecommerce sales = $3.5 trillion in 2021
• Mobile device-commerce sales = 80% of transactions, just over $2.7 trillion dollars by 2021.
• Multitrillion-dollar e-commerce market and the world’s largest.
- GLOBAL AGENCIES & COMPLIANCE
• Why have five agencies when you have one platform?
• Brands looking for global solutions, integrated global strategy and in-country support.
• Brands/agencies need to stay abreast of global and region-specific changes such as GDPR, Nexus, FTC, rollout of more stringent policies in the U.S. around privacy and disclosures.
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- If you’re not active on Linkedin You’re missing 80% of your leads on users in 200 countries, and 2 new member network every second!
- 600+ MILLION content impressions in the Linkedin feed
- EVER DO THE MATH…468 BILLION PER YEAR ONLY 3 MILLION SHARE CONTENT WEEKLY
- #1 Profile
- #2 Content
- #3 Connecting
- #4 Engage
- #5 Messaging
- Tips for Picking the Right Linkedin Profile Pic
– Choose a recent pic that looks like you,
– Pic should take up 60% of the frame
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- Hamburg HQ • 35+ premium partners • 13 countries • Content adjacent coupon sites • 100+ staff • Digiday & Deloitte Awards
- Tip 1: Trust in Coupons
- Tip 2: Find the right partners
- Tip 3: Develop a Winning Strategy
- Tip 4: 360◦ Approach
- Tip 5: Ask for Innovation
- Trust in coupons
- Find the right partner
- Develop a winning strategy
- 360 approach
- Ask for innovation
