turn up the heat: engage and activate ice cold affiliates
DESCRIPTION
This presentation is from Affiliate Summit East 2014 (August 10-12, 2014 New York City). Session Description: This presentation will show you how to re-engage dormant affiliates to become successful members of your program through outreach strategies, engagement techniques and methods for activation.TRANSCRIPT
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Prepared by
Driving Performance Marketing
Director of eCommerceAll Inclusive MarketingJon Levine |
Affiliate Summit East | New York City | August 2014
@itsjonlevine
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@itsjonlevine
Agenda
• About me
• Getting Off on the Right Foot
• Affiliate Decline: The Why
• Relationships & Communication
• The Nitty Gritty: Tactics You Can Use
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@itsjonlevine
• Jon Levine, Director of eCommerce for All Inclusive Marketing
• Director of Marketing for several industry leading companies over the last 14 years
• Launched and managed affiliate marketing programs for different companies in multiple categories
• Founded and launched three successful online startups
• Featured speaker and panelist at ShareASale ThinkTank!, SFIMA, and Affiliate Management Days conferences and events
About Me
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@itsjonlevine
Start the Relationship Off Right
• You can’t connect with someone you don’t know
• You’re going to have a program full of the wrong affiliates.
• Not bad people, just not a good fit
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@itsjonlevine
Painting Into the Corner of Success
• Overcome resistance
• Take away failure option
• Only option to move forward
• Give them all of the tools needed
• No excuse but to succeed
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@itsjonlevine
Loading Their Guns…
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@itsjonlevine
Your Very First Touchpoint: The Welcome Email
• Contain items just mentioned, not links to them
• Already coded with their affiliate IDs
• Copy, paste and go
• I’ve done everything but click the mouse for you
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@itsjonlevine
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@itsjonlevine
Money, Money, Money
Get Active Get Money
Banner or Blog Post $5 Bonus
First Sale $10 Bonus
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@itsjonlevine
Affiliate Decline: The Why
The SuperheroThe Everydayer
The Giver-upper
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@itsjonlevine
Affiliate Decline: Money• Affiliates are in this game to make
money
• If they start out making money, they want to make more
• Money declines, they’ll try to figure out why
• Maybe try and fix the issue and maybe not. It depends if they deem it to be worth their effort.
• If money issue, specific tactics can be used
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@itsjonlevine
Affiliate Decline: Competition• New competitors in their
space
• More hands in the pot means less money to go around
• Pulling back from specific channels due to increase costs
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@itsjonlevine
Affiliate Decline: Method• Seen more in SEO affiliates
• Google makes algorithm change
• Rankings on SERPs start to plummet
• Effort on affiliate’s part to either refactor their content or add new — both time consuming
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@itsjonlevine
Affiliate Decline: Life
• Situations in the affiliate’s life has changed.
• Maybe they had a baby
• Maybe an illness.
•They just can’t dedicate the time and effort they used to.
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@itsjonlevine
Relationships
Cash is King Content is King Communication is King
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@itsjonlevine
Analytics
• Congratulating affiliates starting to grow
• Recognizing specific milestones
• Lend assistance earlier in the process
• Nip potential issues in the bud
Either way, building relationships
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@itsjonlevine
Make it Personal
• Everyone wants to feel special and everyone wants to feel like they’re part of a team.• Make your program personal to them. • When something is personal, it becomes less about dollars and cents. • You’re fostering a loyal relationship that help affiliates stay involved and grow• Keep them involved through some rough patches• More effort out of them because they want to be a part of something successful.
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@itsjonlevine
Outreach
•Solid relationship with your affiliates
• If a decline starts, you can reach out
•Most importantly it’s genuine
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@itsjonlevine
The Nitty Gritty: Tactics You Can Use
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@itsjonlevine
Grouping
• Identify these affiliates and group them together
• Sending the right message to the right affiliates
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@itsjonlevine
Straight Up Cash Money, Homie.
• Review your bonus structures. Are your bonus thresholds too high? This can discouraging some affiliates from even trying.
• Create a special bonus plan exclusive to this group with lower thresholds
• Turn back the clock. Tell affiliates in this group that you’re wiping the slate clean and that they can receive a first and second sale bonus again
• Put up a banner by this date and send me the page, earn a bonus
• Give the affiliate a specific goal and a timeframe to complete it. This helps to keep people focused.
Bonus Campaigns
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@itsjonlevine
• Increase commissions for members of the group for a set period of time
• Offer double commissions on their first X amount of sales (more than one)
• Offer to pay increased commission on their highest sale of the month for the next three months (need to have a sale in each month)
Commission Increases
Straight Up Cash Money, Homie.
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@itsjonlevine
Free Products or Services
• Especially good for ecommerce or specialty item merchants
• Incentivize them by allowing them time with the product to have a better understanding of it
• Offer them two, one for them and one they can use for a contest or giveaway on their own site
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@itsjonlevine
Exclusivity
• Exclusive coupon in exchange for dedicated post or banner placement
• Exclusive banner or content
• Blog post that’s pre-written and pre-wired with their affiliate code
• Exclusive coupon for special customers for a new post or putting up a new banner
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@itsjonlevine
Sales Contests
• Most traffic driven or most sales made within a specific time frame
• High-ticket-sounding items: iPad or cruise for two
• Give away merchant’s products or free memberships to their service
• Yearly subscriptions to tools affiliates use (Hootsuite, PopShops, etc.)
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Prepared by
Driving Performance Marketing
Thank You!
Director of eCommerceAll Inclusive Marketing
Jon Levine
@[email protected] www.allinclusivemarketing.com