Growth Strategies In Affiliate Marketing By Katy Atlas #ASE19

  • Introduction This session will present a comprehensive strategy for:
    ● Identifying segments of affiliate traffic,
    ● Placing them in today’s purchase funnel,
    ● Evaluating their alignment with core business objectives,
    ● Developing an execution plan,
    ● Iterating for best results.
  • The Basics I’m going to assume you already have…
    ● An active website or e-commerce site,
    ● Integration with Google Analytics,
    ● Custom sales reports,
    ● Your own in house marketing efforts …
    and you’re looking to explore further opportunities in affiliate marketing.
  • Affiliate Marketing Opportunities – Great Because…
    ✓ Unique opportunities
    ✓ Broad variety of opportunities
    ✓ Works for small & large budgets
    ✓ Can deliver growth at scale
    ✓ Collaborative But Remember…
    ✘ Hard to compare channels.
    ✘ Easy to overspend.
    ✘ Sometimes opaque.
    ✘ Sometimes unsuccessful.
    ✘ Critical to control brand image.
  • Types of Digital Marketing Opportunities
    ● SEO
    ● Search Engine Marketing
    ● Social Media Marketing
    ● Display and Advertorials
    ● Influencers & Bloggers
    ● Email
    ● Coupon & Deal Sites
    ● Comparison Sites
    ● Cashback/Loyalty Sites
    ● Toolbars
    ● Lead Gen
  • Sample User Path How do we allocate marketing spend to cover all these channels to achieve the final purchase?
    ● Learns about a product on social media
    ● Googles product and reads comparison sites
    ● Reviews brand’s website
    ● Abandons purchase
    ● Remarketed via display
    ● Researches selected brand on Google
    ● Googles discounts for first-time customers
    ● Purchase
  • Purchase Funnel: Traditional Linear decision-making process:
    ● Brand Awareness
    ● Research & Information Gathering
    ● Purchase
    ● Retention
  • Purchase Funnel:
    Today Research & Information Gathering
    Product & Brand Awareness PriceResearch
    ● Cyclical decision-making
    ● Research throughout the funnel
    ● Many segments contribute to the final sale
    ● Some overlap between segments
    ● Good data can isolate performance of each segment
  • Bucket Opportunity Groups
    ● Product & Brand Awareness
    ○ Social ○ Display ○ Email
    ● Research & Consideration
    ○ Influencers ○ Comparison Sites
    ● Pricing
    ○ Coupon & Deal Sites ○ Cashback/Loyalty Sites ○ Toolbars
  • Cross-Bucket Groups Can target strategies to any stage of the funnel:
    ● SEO ● Search Engine Marketing ● Email (sometimes)
  • Define Your Brand’s Goals
    ● New customers vs. retention
    ● Brand awareness vs. conversions
    ● Customer lifetime value
    ● Transparency in consumer path
  • Allocating Across Segments
    ● Categorical statements are almost always wrong
    ○ “There’s no value to working with bloggers.” ○ “We’re exclusively focused on social.”
    ● Be the owner of your data
    ○ Control tests and focus on high-quality partnerships
    ● Drive results with preferred monetization
    ○ Channels with greater scale potential require greater investment
  • Remember Additional Value Segments
    ● Non-tracked Sales
    ● Incremental offline growth
    ● Alignment with trusted brands
  • Compare Risks and Opportunities
    Opportunity
    ✓ Can influence brand awareness beyond a specific transaction.
    ✓ Great balance between investment and performance.
    ✓ Critical — the make or break point of the user journey.
    Risk
    ✘ Challenging to gauge success, potential to overspend without results.
    ✘ Competitive and requires greater investment.
    ✘ Overlap with other channels, last click attribution can over-attribute.
    Stage Early Funnel Mid-Funnel Late Funnel
  • Iterate
    ● Review all partnerships critically at regular intervals
    ● More data means better decision-making
    ● Look at user behavior to identify better-performing affiliates

 

How to 10X off Push and build your Reciprocal Growth Loop By Mark Bauman #ASE19

  • What is a Growth Loop?
    1. (Input) New User – A new or returning user is created by reinvesting the output of the loop
    1. Action/Step – A series of actions or steps activate you on the product to create an output
    1. Output – The steps product some output that can be directly reinvested in the input
  • Reciprocal Growth Loop
    1. (Input) New User – A new or returning user is created by reinvesting the output of the loop
    1. Action/Step – A series of actions or steps activate you on the product to create an output
    1. Output – The steps product some output that can be directly reinvested in the input
    1. Reciprocal Growth – The missing link is the output which then can be used as lead to 10X your next input. Trading with other like products through Push, Email, and SMS will help you and your partners grow.
  • Dating Sales Funnel
    1 User signs up free/paid and their data is captured
    2 Free/paid user is presented with ads and branding
    3 Users value diminishes with time and must be re-marketed to
    4 Plug users back in to new funnels/products through Email, Push, and Display ads5 Data sharing creates more growth loops and hyperbolic growth
  • Seduction Sales Funnel
    1 User signs up free/paid and their data is captured
    2 Free/paid user is presented with ads and branding
    3 Users value diminishes with time and must be re-marketed to
    4 Plug users back in to new funnels/products through Email, Push, and Display ads
    5 Data sharing creates more growth loops and hyperbolic growth
  • When Great Funnels Collide!
    Company A brings in users on a mobile media buy
    Company B brings in users on a desktop media buy Overtime
    Company A/B can’t convert all user base.
    Time to Share Data sharing allows for new targeting and Hyperbolic Growth
    Company A/B plugs users in through Email, Push = Both Grow

Going Global: How To Grow Shopper Audience & Convert Existing Traffic By Nele Sharp #ASE19

  • A new breed of digital consumer is growing quickly:
    The Cross Border Shopper
    57% of online shoppers who have made a purchase in the past 6 months have bought something from an overseas retailer Data source: eMarketer
    17% Average AOV increase of cross-border transaction vs. Domestic AOV
  • Cross-Border Shopper Persona
    Is price-sensitive
    Makes purchases outside of their market to get a specific product
    Values authenticity
    Expects global payment options
    Will accept shipping delays to get what they want from retailers outside their market
    Doesn’t expect brand engagement to be localized
    Shops key global shopping events, such as Black Friday and Singles’ Day
  • Local Shopper Persona
    Purchase from trusted, local retailers for local experience
    Expects local experience to limit logistical challenges, including payment options, language and local shipping policies
  • CJ’s Framework to Win on a Global Scale
    Define target audience
    Put offers in place
    Establish opportunities
    Promote
    Analyze
    Repeat Your Affiliate Initiative Plan Collaboration (Network, Advertisers & Publishers)
  • 96% of advertisers & publishers in the CJ network see global transactions
  • Key Takeaways
    Tap into cross-border shoppers TODAY to drive incremental growth Leverage 2019 holiday period to test with these shoppers.
    One size does not fit all Each market has its own social and economic drivers impacting how consumers engage with brands and shop online, so it’s important to develop strategy by market (cross-border vs. local).
    Network Effect Speak with your existing / prospect advertisers / publishers about their global reach and where their consumers are coming from in the world.
    Scale & repeat Choose an affiliate network that offers many solutions that allow you to scale your business to drive results and drive domestic growth cross border.

True Value Of Influencer Marketing (Fitflop.com) By Gylan Saunders and Catherine Comeford #ASE19

  • 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

12 Tips for doubling your blog income By Jana Seitzer with Jen Goode and Anne Parris #ASE19

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.

 

10 Tactics to Fuel B2B Affiliate Program Growth By Taylor Barr #ASE19

  • 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.

 

Building a Partner Program with Networks By Peter Hamilton #ASE19

  • 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

Building and scaling a high performance affiliate program in B2B By Daniel Davidow #ASE19

  • 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

The Art of Influence by Heather Havenwood #ASE19

  • 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