von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- The Kroger Co.
Kroger offers thousands of quality food and household products from your favorite brands and companies.
From fresh produce, meats and seafood to dairy and home goods, we are your one stop for savings.
We also offer multiple ways to shop, so getting your groceries is easier than ever.
You can shop online and get your groceries delivered to your home in as little as one hour, or pick up at your local store within a one hour window!
With nearly 2,800 stores in 35 states under two dozen banners and annual sales of more than $115.3 billion, Kroger today ranks as one of the world’s largest retailers.
- AGENDA
Improving marketing efforts and maximizing business approach can lead to more desired results
LOYALTY/ CASHBACK
TEST, TEST, TEST
Implementing strategic tests to scale can lead to transformative discoveries to help drive conversation
THE IMPORTANCE OF SOCIALIZATION
Gaining internal alignment and spreading the word about your marketing channel will be crucial to success
- Determine Objective Key Results
SET CHANNEL GOALS
• Expand marketing presence
• Drive Revenue + Trips
• Increase Market Share
DISCUSS DEPENDENCIES
• Identify associated technical work
• Establish launch roadmap
CONVEY OPPORTUNITY
• Quantify/Project potential revenue impact
• Communicate expenses
- What is Affiliate Marketing?
• Reinforce Pay Per Revenue Strategy
• Identify Types of Publishers & Business Model
• Define Commissions and commissionable events
• Program Promotion
• Testing & Optimization
- Socialization of Affiliate Marketing:
Network and have a good understanding of how affiliate marketing fits into your department the broader marketing organization and your company Identify and onboard with important working teams:
Sales/Merchandising Technology/Innovation Loyalty & Rewards Data Science/Analytics
Deep dive into the business needs and goals
Identify budget needs including projection on commissions based on industry information, incremental placements, retainer for an agency
Develop use cases for adjacent teams “I googled discount sites and Retailmenot.com was listed within the search results.
I went to the website and typed in “grocery” which took me to a page with various consumer goods brands and offers.
Kroger offered $10 your first purchase using code “SHIP”.
- The Kroger Co.
As a company, we are committed to digital innovation and redefining customer experiences that bridge accessibility to fresh food.
Corporately, we forge partnerships that foster customer value and serve communities.
- Challenge:
Utilize digital marketing to reach consumers via e-commerce.
To invest in easy- to track performance.
To draw savvy shoppers, who transact on mobile and to automate their shopping and rewards programs. We wanted to create omnichannel programming that was low-risk and ROI focused.
Therefore, we outlined partnerships, that enabled new technologies and platforms while establishing a testing agenda that could be targeted and was 100% measurable.
Solution:
Implemented cash-back tests across various time durations for 3 month duration Tracked incremental Kroger shopping intent through offer linking modality (Decrease passive sales) -AND- every incentivized in-store consumer transaction.
- Performanc e Marketing Testing Agenda:
Identify purchasing partner and understand customer experience and user flow.
Acquaint yourself with shopper path to purchase Set clear objectives and test goals.
Align with business needs and how test can support Establish timing and budget.
Prevent overlap of in-market tests, to ensure “clean” results, and set expectation of when investment will exhaust
Understand offer strategy and customer incentive.
Decide on test targets based on demographics
Coordinate test methodology to effectively track KPI’s and incrementality
- Marketing Optimization:
Analyze test results and determine key takeaways in order to scale test.
Analyze Dig into customer targets.
Dig Deepen partnerships.
Closely collaborate and actively meet with partners to create effective programming that works
Deepen Gain alignment on learnings
Gain Implement subsequent test phase that is longer and broader to better understand customer behavior
Implement
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- WHAT’S TO COME –
● The power of social media in 2019 and beyond
● The only place to start
● Building a profitable audience
- THIS IS POSSIBLE FOR:
Coaches
Brick and mortar (stores/estate agents/service providers)
Info-products (courses, e-books, etc)
Physical products
Influencers
Service providers
People with a dream
- INDUSTRY = FITNESS
NICHE = WEIGHT TRAINING
SUB-NICHE = NEW MOTHERS
PROBLEM = HATES HER BODY
‘IDEAL FOLLOWER’ = NEW MUM WHO WANTS TO CHANGE HER BODY
YOUR VEHICLE TO GET HER THERE = WEIGHT TRAINING
YOU NEED ALL 4 ELEMENTS
- FREE VS STRATEGIC CONTENT
● Positions you as an expert.
● Know, LOVE, trust.
● Makes them aware of how much worse off their life is WITHOUT you.
FREE VS STRATEGIC CONTENT
- SAVE TIME WHILE CREATING FREE CONTENT…
● Batch-create content
● Repurpose your content
● Strategic content posting & distribution calendar
- You Need To Focus
● E-commerce
● MLM
● Online courses
● Brick & mortar
● Public speaking
● Podcasting
● Brand deals
● Coaching
● Consulting
● Affiliate marketing
● Freelancing
● Events
● Infoproducts…
- CHALLENGE = MONETISING
- RECAP: HOW TO DOMINATE SOCIAL MEDIA WITH LAUREN TICKNER
● 1 = IDENTIFY YOUR GOALS ON SOCIAL MEDIA
● 2 = KNOW YOUR NICHE
● 3 = SELECT THE BEST PLATFORMS FOR YOUR IDEAL CLIENTS
● 4 = SELL THE RIGHT THING TO THE RIGHT PEOPLE, THE RIGHT WAY
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- Please Note • Read the Associates Operating Agreement & Program Policies • I am not a lawyer • Additional resources available
- Transparency: Shoppers “They will trust you more if you are transparent about where you are directing them.”
- Amazon Tools amzn.to Short Links OneLink Influencers Easier to share Global links Product Collections No ability to edit or view metrics Storefront specific links limit commissions Javascript specific, doesn’t work on social media Storefront specific links limit commissions
- Allowed! Can I use third-party tools to create and share posts? Yes, as long as the resulting post is compliant with the OA and Program Policies.
– Resource Center: Guide to Sharing Amazon Links on Social Media (w) You will not use a link shortening service, button, hyperlink or other ad placement in a manner that makes it unclear that you are linking to an Amazon Site.
– Associates Operating Agreement: Policies Third-Party Tools
- Third-Party Tools amzn.to Short Links OneLink Influencers Easier to share Global links Product Collections No ability to edit or view metrics Storefront specific links limit commissions Javascript specific doesn’t work on social media Storefront specific links limit commissions Necessary
- Best Practices • Add all channels before you start referring traffic. • Add the full channel not just the domain
(eg. “twitter.com/geniuslink/”) • Update the list for EACH of the Amazon Associates program • Be sure to include “geni.us” if you’re are using Choice Pages. • Include “kit.com“ if you are listing products on Kit
- Transparency: Government “You must also comply with all applicable laws and regulations, including by providing all necessary disclosures. The Federal Trade Commission (FTC) requires that material connections between advertisers and endorsers are disclosed to customers.”
- “As an Amazon Associate I earn from qualifying purchases.” For social media user-generated content, it must be associated with your account. This can be on an “about” or “info” section. For individual social media postings this full statement is not required. Transparency: Government
- Not Okay! 1/ Not Your Channel
“You are the sole moderator of the account that you plan to post to…”
2/ Private Channels “The network is public and widely accessible, and does not require access through paid applications. Anyone should be able to access it or view it without requiring special permissions…“
3/ Paid Ads
“…you cannot use affiliate links in paid ads or pay (“boost”) posts that include affiliate links.”
- Not Okay! 4/ Asking for Clicks or Bookmarks
“you can’t ask or encourage others to distribute your links or post your Associates-related content on any account that doesn’t belong to you.”
– Resource Center: Guide to Sharing Amazon Links on Social Media
“g) You will not offer any person or entity any consideration, reward, or incentive (including any money, rebate, discount, points, donation to charity or other organization, or other benefit) for using Special Links.”
– Associates Operating Agreement: Policies
“You must not encourage customers to bookmark your Special Links.”
– Associates Operating Agreement: Policies
- Conclusion You may NOT:
…publish, link to, sell, otherwise distribute, or place a Qualifying Link on any social networking sites, including, but not limited to, Facebook, MySpace, Twitter, etc.
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- About us
Robin Cyrus We run offers, ecom stores, an agency, monetization, and consulting.
- Who is this for?
Advertisers, affiliates, solutions, networks, banks, and all reps: we are here to show you how to make more money from any offer using data you already have.
- Why this matters if you’re a…
Advertiser Stop leaving money on the table and start monetizing your data. Affiliate Help your advertisers implement this and you’ll get more cap and larger/faster payouts. Solution Provider Your clients will have lower chargebacks, higher transaction volume, and brand longevity.
- What the Heck!
You sell to hundreds if not thousands of new customers a day and you think your job is done after the first sale? You’re collecting VALUABLE DATA from self-selecting audiences!
● Page visits ● Prospects ● Customers ● Declines
Your affiliate just made you a valuable sale using the perfect advertorial and all you want to do is charge their card as many times as you can before they CB, report to BBB, and force you to rebrand.
- Monetized offers can outspend others on the same customer…
If I can spend more than my competitors, then I can get the best traffic and the most sales. This is true for all types of offers! Affiliate based, internal, and across every vertical… How?
- He or she who can spend the most to acquire a new customer wins. -Every legendary digital marketer
“If you read the first Dotcom Secrets book, that’s all I talked about. The person who can spend the most money to acquire a customer wins. Done, that’s it. I can spend more money than Lead Pages to acquire a customer. I can spend more money than Infusionsoft, I can spend more money than all my competitors. Any competitor of ClickFunnels, I can out spend every single one of them. Every one of them. There’s not one person in my market that can outspend me. That’s why we’re destroying everybody else right now. Do you understand that? That is the key.” -Russell Brunson, Founder of ClickFunnels“
- Importance of having Straight Sale and Trial for every offer
Downsell Trial Pay as much as you need to acquire a straight sale customer then monetize with a trial downsell (and tons of others). MID Benefits Show banks your hybrid model, and run straight sale and trial on the same account to keep a clean chargeback. Perceived Value Your trial offer is much more likely to convert on an audience that has seen your straight sale offers. Build brand. Compliant Trial Pages Disclose terms because your audience understands the value of your product. Then run it on every platform. Pricing Bill $40-60 for your VIP membership so you can actually pitch it as good deal. Stick rates/LTV increase, chargebacks decrease. Regulation All of this is white-hat so you’re also preparing for an increasingly regulated industry.
- What are you currently doing with your data?
● Ad views ● Page Visitors ● Leads ● Customers ● Declines
- Best methods to monetize your data
Email Educate and sell your customers with audience- specific sequences. SMS If you can get high deliverability, this is gold. Get personal with your audience. Retargeting This is your best performing paid ads allows for scale. Calls Great not only for customer support and partials, but also for upselling coaching and other offers. Direct Mail Branded letters build up value and bring your customers and leads back to your offers. Ringless Voicemail Direct to voicemail offering downsell or value to call in.
- Layer these on the backend for more money
13 Amazon Amazon already gets a ton of traffic, so your products need to be on here. Trial downsell A discounted trial or downsell to your straight sale offer. Buyers club Small monthly membership to your ecommerce type store. eBooks These act as trip wires for cold and warm audiences and as upsells for existing customers. More physical products Cross sell customers your other products, and delivery the right products to the right audiences. Coaching A great sell over the phone especially in the wellness space. Offer quality coaching for a monthly fee.
- This layers on top of your current traffic. It doesn’t replace anything.
Use your existing data to get higher LTV’s, find better media buyers, pay vendors faster and increase MID cap
- Easy to set up and highly effective
Retargeting, Email, SMS
- Retargeting Sell To Your Page Views
◇ Use your pixel data ◇ Educate them on your product ◇ Testimonial overload
- Retargeting Sell To Your Prospects
◇ Testimonial overload ◇ Limited time discount offers ◇ Cross sell your product line
- Retargeting Sell To Your Buyers
◇ Buyer Thank-you ads ◇ Cross sell products in your line ◇ Memberships are key
- Email Sequences:
Prospects ◇ SS Offer ◇ Trial Offer ◇ Amazon discount ◇ Flash sale ◇ Other products
- Email Sequences:
Customers ◇ TY Buyer Ads ◇ Push Discount Offer ◇ Build Rapport/Value ◇ Other physical products ◇ Rebuy emails after 1 month ◇ Other emails like asking for testimonials
- Email Sequences:
Declines ◇ Amazon offer ◇ Offer help or assistance/other ways to purchase ◇ Apologize for difficulties and offer discount
- SMS:
Prospects ◇ Discount offer ◇ Trial offer ◇ Occasional flash sale blasts
- SMS:
Customers ◇ Thank you + confirmation ◇ Shipping update ◇ Offer to call in for free coaching → upsell ◇ Rebuy and flash sales
- Internal Media Buying
Reasons why media buyers don’t want to work directly with typical offers:
● Can’t offer media buyers anything that a network or other advertisers can’t offer
● Media buyers want real data and ways to monetize that data
● Not enough cap to scale properly
● Build a real brand to offer media buyers equity With a fully monetized offer, you’ll attract quality media buyers that are willing to grow with you long-term.
- Sell Your Brand
Typical offers won’t sell. You can begin by layering this on top of your current traffic and current brand, and you can use that data to build separate brands with all of this plugged in at the start.
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- My Background • Saas, eCommerce, eLearning • Affiliate Manager, Director of Affiliate, Product Manager Wins • Grew 40+ million-dollar company after 6 years of declines • Grew a company that lost 13 million the previous year • Part of two teams that grew brands to over 1 million customers
- Why Care? 1 Anyone can buy traffic It takes talent to turn it into profits Anyone Can Buy Traffic 2 Affiliate Manager & Affiliate & Entrepreneur Advancement 3 The world looks different when you understand these strategies Mindset 4 25 strategies can make you better than 99.8% It’s Easy 5 This isn’t wishy washy stuff – There is data to prove it Analytical 6 With so many free and cheap tools, there isn’t an excuse It Doesn’t Cost Much
- Focal Points Good Affiliates Focus on EPC Affiliate Site Checkout Landing Page Andrew Woolbert | GEM.digital 6 • Helping Affiliates Earn Creates Loyalty • Landing Pages Are an Easy Tool • Checkout Offers the Biggest Gains
- Important Tools Analysis • Google Analytics • Hotjar Testing • Google Optimize • Unbounce / Leadpages Geotargeting • Geotargetly Uptime and Speed • Pingdom • Google Page Insights Abandonment • Upsellit • Optinmonster This list is far from complete, but I am focusing on cheap, easy, and essential Andrew Woolbert | GEM.digital
- Affiliate Site (Part 1) Analysis • What pages currently receive the most traffic • What keywords lead to the traffic • What are the bounce rates • Test site speed Pre-Click • Schema is important to stand out • Analyze titles and descriptions • Test site speed Strategy • Create network of money pages • Maximize internal linking • Update regularly
- Affiliate Site (Part 2) Organization • Use comparison tables • Put top picks near the top of long best x pages • Add money pages to top menu • Ensure relevant images are clickable Testing • Change enough but not too much • Look to paid search • Use subid’s • Need traffic Tactics • Cross outs, % saved, x people picked • Expand the clickable area = • Use widgets with data feed= • Reassure
- Landing Pages Why Use a Landing Page Creator • Cheap • A/B testing • No Devs • Downside – not as good for SEO Tactics • Continuity from affiliate money pages • Ordering • Length • Quality leads vs quantity
- Examples • Add Product • Trusted By • Selling Points • Testimonials • FAQ • Questions? • Trust Seals
- Checkout / Cart Strategies • Add Urgency • Mobile • Monitor Errors • Reduce Leakage • Cheer • Reassure • Upsell • Market Leader • Payment Options • Reduce Fields • One Page • Geo Fields • Language Switching • Progress Bar or Steps
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- 34% Americans (aged 18 to 49) use Pinterest 291 Million Monthly Active Users
- 85 M in the U.S.
- 206 M overseas
- Pinterest’s Top 5 Countries
• USA • Brazil • India • Turkey • Russia
- Millennials (ages 23 to 38 in 2019)
• 50% use Pinterest every month
• 59% Discovered products
• 47% make a purchase
• Use Pinterest as much as Instagram
• 90% Use Pinterest to make purchase decisions
• 55% Looking specifically for products
• 97% Searches are unbranded
- Pinterest users spend 29% more while shopping than non-users
- @metrony#pubcon experiment with new recipes 29% try new brands 27% explore new musical genres & artists 23% try latest tech 21%
- 50% of Small Biz – > NO Website
- 45% not likely to patronize a small biz with a bad website
- 80% Lose Trust in Businesses if Online Information is Incorrect
- Incorrect or inconsistent contact details or business names
- Out-of-date photos
- Incorrect hours
- Pinterest Video
- 60% increase in video use over the last year
- 44% of users are shopping
- Get Conversions
- Life moments = 22% lift in sales
- Lifestyle videos = 10x lift in awareness
- Landing pages that match the pin = 13% percent sales lift
- 95% of US Instagramers use YouTube
- 50% of US Instagramers use Pinterest
- Plan a Good Foundation
• What kind of video are you creating? (Product Demo, Ad, Review)
• Who is it for? (Consumers, Press, Employees)
• Where will it live? (YouTube, Webpage, Social Media, Email) PinTalk.net
- Optimize:
• profile
• boards
• pins
• images
- Rich Pins (4 types)
• App, product, recipe & article pins
• Meta data
• Colorful images
- Top Categories for Lens Searches:
• Fashion
• Home decor
• Art
• Food
• Products
• Animals
• Outfits
• Beauty
• Vehicles
• Travel
- Character Counts
• Title: 100 characters max
• If no title, people see Pin description
• Description: 500 characters max
• Put important info in first 50-60 characters
- Optimized video sizes(organic & promoted)
• .mp4 or .mov
• Max file size: 2GB
• 4 seconds to 15 minutes
Aspect ratios:
• Shorter than 1:2 or taller than 1.91:1
• Recommended square (1:1) or vertical (2:3, 9:16)).
- Lifetime Metrics
• 30 day
• 7 day
• 24 hours
- promoted carousels
Image count: 2-5 images per Carousel
File type: PNG or JPEG
Max file size: 32 MB per image
Aspect ratio: 1:1 or 2:3
