von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- OUR DNA
Our hook – Rational feature to emotional benefit “I feel good”
Our relevance – Our aesthetics “I look good”
Our reason to believe – The differentiator “They are good for me” Shoes so comfortable they allow you to live your life to the maximum while still looking great
- 2019 AFFILIATE OBJECTIVES
ENHANCE BRAND POSITIONING ACROSS AFFILIATE PUBLISHER MIX: SHOPPING, CASHBACK/LOYALTY, BLOGS, CONTENT/MEDIA SITES & COUPON SITES.
INCREASE REVENUE FROM AFFILIATES BY +30% VS 2018.
RECRUIT AND REWARD PREMIUM PUBLISHERS THROUGH A GLOBAL RECRUITMENT DRIVE TO PUSH UPPER FUNNEL AND FULL PRICE SALES.
- STRATEGY
Recruitment • GLOBAL RECRUITMENT DRIVE • PRESENCE ON ALL TOP PUBLISHERS
Optimisation • OPTIMISE WITH MID – TIER PUBLISHERS RECRUITMENT • OPTIMISE WITH PUBLISHERS BELOW THE BENCHMARK • REMAIN COMPETITIVE • REACTIVATE WITH LAPSED PUBLISHERS
Technology • USE CADENCE TO BETTER UNDERSTAND PLACEMENTS • UTILISE PUBLISHER TECHNOLOGY FOR SPECIFIC TARGETING • MULTI-TOUCH / SKU COMMISSIONING TO INCENTIVISE PUBLISHERS
Content • INVEST WITH UPPER – FUNNEL CONTENT PARTNERS • ALWAYS ON INFLUENCER APPROACH • COMPETITIVE CPA RATES
- OUR STRATEGY IS WORKING
CONTENT SITES ARE OUR FASTEST GROWING PUBLISHER CATEGORY
Traffic from Content publishers +95% vs LY.
Traffic from Cashback and Coupon publishers -8% vs LY.
- INFLUENCER MARKETING
7 Influencer Agencies
Shopping Links, Shop Style & Reward Style Partnerships
Direct Relationships
Regular Webinar and in-person events with focus on 1:1 relationships
Always on Gifting Approach
16 Campaigns • 354 Global Influencers
- RESULTS
OUR SHIFT TO A PREMIUM, INFLUENCER AND DATA-LED AFFILIATE STRATEGY HAS EARNED RECOGNITION GLOBALLY
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
12 Tips to Double Your Blog's Revenue
- 1. Make More Social Images. Use apps to quickly make great images you can monetize on Pinterest and Instagram.
- 2. Create Downloads. Make ebooks, printable lists or images as lead magnets to grow your mailing list.
- 3. Create and Sell Content. Sell custom content, or design services.
- 4. Work with Brands. Create sponsored posts or attend events for consumer brands in your niche.
- 5. Create Gift Guides. • Not just for holidays • Supply list for your niche • List of blogging resources
- 6. Merch! Create your own shop with drop-shipped products you design.
- 7. Subscription Boxes. Ship what you love, but think outside the box.
- 8. Increase Your Commissions. Get to know your affiliate program managers.
- 9. Organize Your Affiliate Efforts. Use plug-ins like Pretty Links for better branding, efficient managing of links.
- 10. Keep Eyes on Your Best Content. Use social media management tools like Tailwind, Buffer, IFTTT, to keep your best posts poppin‘.
- 11. Teach What You Know. Monetize your expertise by • creating courses, • running paid mastermind groups, & • hosting retreats.
- 12. Get a Job. Leverage your blog experience for employment in a relevant industry.
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- TACTIC #1: Reduce/Reorient your product marketing. ACTIONS: Persona-Driven architecture to your website. Clear benefits per product or service (reducing jargon). Reduce analysis paralysis and paradox of choice.
- TACTIC #2: Take a serious look at your pricing. „When purchasing online, B2B buyers rate pricing as the most useful information, followed by technical information and specifications. Product demonstrations are least valued.“ -EMARKETER.COM, B2B END -USER BUYERS ARE HUMAN, TOO
- TACTIC #3: Recharge & streamline your CTA Data-backed personalization. Shorten forms and optimize lead-to-buy process. Syncronize/Streamline your call to action. ACTIONS:
- B2B E-COMMERCE BUYER FACTORS: of B2B buying decisions, include at least 2 decision makers. 70% 50% of B2B companies say personalization is the #1 factor in deciding to move forward with one company over another. According, to „Wholesale Ecommerce Explained: 1 Site, 3X Sales with Automation and Personalization for B2B Online Wholesalers“, by BigCommerce.
- ONLY TWO WAYS TO GROW A PROGRAM. Recruiting new partners. Growing performance from current partners.
- TACTIC #4: Market your program like a product ACTIONS:. Organic rankings: industry term + ”partner programs”. Guest blogging and podcasts. Co-webinars and live events.
- TACTIC #5: Cold Outbound Affiliate Outreach. ACTIONS: Prospecting: • Prioritize one channel at a time (organic, video, etc.) Recruiting: • Pitch Product vs. Affiliate Program • PFP – Personalized Followup Procedure.
- TACTIC #6: Seek non-traditional affiliates (agencies, integrations, etc.) ACTIONS: Whether by channel: email, closed communities, etc. Affiliate-as-a-service companies that perform services and get compensated via performance.
- TACTIC #7: 1-30 day affiliate onboarding improvements. ACTIONS: Affiliate information page improvements. • Livechat • Shorten length of forms (if on non-network)/SSO Personalized emails & touchpoints. Segmenting & Measuring.
- Affiliate Segmentation Example: Affiliate signs up – Segment: Review. After 14 days, Is there less than 10 clicks on affiliate link from affiliate? YES. Send email asking if there is any help needed to put a review together. NO
- TACTIC #8 Double down on your winners & commission rates. Video chat with top partners – once a month. ACTIONS: Run analysis on commission structure per affiliate, at least once a quarter.
- TACTIC #9: MDFs or Co-marketing with certain Publishers. Take a risk on new channels and new ways your partners might want to promote. ACTIONS: Investing in case studies, video testimonials, and other content opportunties with your partners.
- TACTIC #10: Run attractive performance incentives. Beat your best performance bonuses. ACTIONS: Be creative! Sometimes more commissions is not what ALL affiliates seek.
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- What is a Partner Program? Partners Promote Advertisers provide a program for affiliates to engage. Consumers Buy Software measures the outcome of the promotion. Advertiser Pays Partners are paid for the actions they influenced.
- What is a Network? There are two main types of networks Affiliate Network Advertiser manage their own partners on the network platform. Private Network Network manages publishers and partners optimizing for outcomes. or
- 3 Ways Advertiser work with Networks I work with one affiliate network and manage all of my partnerships from there! I never work with networks because I only work directly with my partners and affiliates :/ I buy from CPI and CPM from private networks and treat them like any other user acquisition channel.
- Partner Marketers Can Do It Better: I should treat private networks just like any other mega publisher. As a partner marketer, I have the tools to only approve what is driving real value.#1 Reason Partner marketers know how to control a CPA offer
- Partner Marketers Have Control: I should treat private networks just like any other mega publisher. As a partner marketer, I have the tools to only approve what is driving real value. Automation Set rules that warn or automatically block sub publishers and sites. i.e. anytime conversion rates go outside of your acceptable thresholds. Fraud Prevention Throw out Suspicious Clicks Immediately. Monitor individual affiliates by sub ID. Payment Clawbacks are not a problem. You don’t pay partners until you have approved the invoices and recognized the conversions. <Control>
- I Only Have One Network I work with one self serve network and manage all of my partnerships from there! Advantages 1. Easy to get started 2. Large Base of Partners 3. Searchable Marketplace 4. One Vendor to deal with
- Setting Up Any Network Is Easy SETUP = Links and Postbacks That is all you need… 1. Provide a unique affiliate link with sub affiliate fields and whatever additional fields your partner needs. 2. Get a postback link from your partner so you can send conversions back to their systems (optional)
- 3 Ways Advertiser work with Networks I work with one affiliate network and manage all of my partnerships from there! I never work with networks because I only work directly with my partners and affiliates :/ I buy from CPI and CPM from private networks and treat them like any other user acquisition channel.
- A Partner Program WITH Networks A Balanced Program …with Scale 1. I build my own direct and unique partner relationships. 2. I invest in the marketplaces provided by affiliate networks. 3. I manage private networks just like other mega publishers and drive scale across mobile and desktop!
- What is a Network? There are two main types of networks Affiliate Network Advertiser manage their own partners on the network platform. Private Network Network manages publishers and partners optimizing for outcomes. or
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- Agenda 1. Gusto Overview 2. Our Results: By The Numbers 3. How to Build A Program That Scales 4. Research, Land, Expand, Defend 5. Calling All Affiliates!!
- My Profile Dan Davidow Head of Performance Marketing @ Gusto Notable previous experience: ● Team Lead, Digital Marketing @ Cisco ● Head of Biz Dev @ InferLink ● Founder, CEO @ TD Imports
- Gusto: A Brief Overview ● Gusto = People Platform (Integrated HR + Payroll + Benefits) ● Focus on companies between 1-100 employees ● 800+ employees in San Francisco & Denver ● Launched in Dec 2012 ● Just closed Series C financing – $140M 4K+ partners 60K+ companies $4B+ payroll annually 100+ 5-star reviews
- Gusto’s core product offering includes… Full Service Payroll Modern HR Our suite includes employee self onboarding, customizable documents, PTO requests, and lifetime employee accounts. We automatically pay and file all federal, state, and local taxes. We handle direct deposits, check printing, and different pay rates and schedules, with an additional fee. Fully Integrated Benefits We give small businesses big time benefits, with health insurance, 401(k), HSA, FSA, and more. We have better technology and are able to offer a superior employee experience.
- Gusto’s Target Customer “Jessica” Arum Kang, Co-Founder & CEO of Coffee Meets Bagel ● Titles: Founder, Owner, Operations Manager ● Profile: Tech forward, Wears many hats, “Do it all” types, self identifies as “values team”, looking for simplicity and all in one solutions ● Key parts of decision making process: Reviews & ratings, talking to friends and other business owners, working with experts (accountants, lawyers..etc)
- Affiliate By The Numbers 150% YoY growth in FY19 25 Total partners in program, growing 5-10 per year 10% Percentage of total acquisition mix brought in by affiliate 4x LTV: CAC of affiliate, highly efficient
- Key steps in building a high performance B2B affiliate program Research Deeply understand your customer and the journey your customer takes to find you Land Aggressively prospect for affiliates with a strategic approach Expand Relationships aren’t built overnight. Defend Protect your relationships and stay ahead of the competition 1 2 3 4
- Step 1: Research Key Questions ● Who are you targeting? What makes them unique? ● What is your target audience looking for in the path to purchase? Content? Reviews? ● Where do they find it today? Where to Find Answers ● ASK! → customer calls, sales team, surveys ● Walk the path → Imagine you are a customer, try to buy. What sites do you end up on? ● Inbound links → Who’s linking to you for free already? Can you do more with them? ● Simple searches → Look at keywords that work in search and see who ranks.
- Step 2: Land Identify your own opportunities, a network won’t do the work for you. Emphasize your value prop in prospecting Start payouts on the lower side, raise them over time Be creative! Invent new models for your affiliates. Be flexible, but be aggressive
- Step 3: Expand Data, Data, Data Frequent Check-Ups Provide Resources Reward Top Affiliates
- Step 4: Defend ● Have a strong brand ● Improve your landing pages, your conversion rates, or your deal size → then you can pay more! ● Be easy to work with ● Add more value beyond the payout
- Calling all affiliates! Why Gusto ● Best reviews ● Tiered payouts, first touch attribution ● Easy to work with & communicative ● Commitment to maximizing yield through optimization, leading to higher willingness to pay
von Erfolg Im Netz | Aug. 17, 2019 | Affiliate Marketing, Events
- Art of Influence…
• Double Down on Brand Essence
• Stop Being an Expert! No One Cares…
• Be Polarizing
- Connect, Community, Conversation
InfluencerTribe.com
HeatherHavenwood.com
- Pillar 1: Double Down on the Brand Essence..
Strong, Smart, Feminine, Direct
- 2.6 Million Followers @massy.arias
61 Million – A Vision @realdonaldtrump
1.5 Million – @shaaanxo – Inspiration
- What is Influence?
• Motivation
• A Vision
• Inspiration (overcoming a fear, living through someone)
• A Movement…
- The Ultimate Influencer Never Positioned As An Expert.
- What Do All of These Influence Brands – Have in Common? SlideShare.net/heatherhavenwood
- Influencer of a Movement In the Religious Industry – NOT the Fast Food Industry
- Your Influence Brand is… Your Insurance Policy…
- Art of Influence..
• Double Down on Brand Essence
• Stop Being an Expert! No One Cares…
• Be Willing to Be Polarizing
