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This presentation is from Performance Marketing Summit 2014 in Salt Lake City. Session Description: A look at seven elements of program management that are crucial, yet so very often overlooked by program managers everywhere.
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Seven Essential Overlooked Tools &
StrategiesFor Affiliate Program Management
Our Objective:
Understand seven overlooked tools & strategies that can be absolutely
should beused for affiliate program
management.
#1 Welcome Emails
“How Do I Get Started With Your Program?”
- Every Newly Approved Affiliate Ever
Welcome Emails
-Genuine Welcome-Contact Name & Info
- Roadmap To Get Started
Welcome Emails Here’s What Not To Do:
Welcome to the B--------- affiliate program. You have been accepted at the following commission rate: 8%. To get started creating links login to your account.
Best Regards,Jon ------
Welcome Emails
Now For A Good Example: bit.ly/emailwelcomes
#2 Communication Options
“And How Can I Get A Hold Of You?”- Every Serious Affiliate Ever
Communication Options
-Email Is Good-Talking On The Phone Is Better
-Webinars & Screen Sharing Is Best- Video Support…? (we’ll see this later)
Communication Options
Seven different mentions of how an affiliate can contact them through email, on the phone, and on a forum all on their program description page.
#3 Dedicated Creative For Promotions
“How Often Do You Run Sales?”- Every Proactive Affiliate Ever
Dedicated Creative For Promotions
-Specific Creative To Promote-Update Creative Regularly
-Use Dynamic Updates If Available
Dedicated Creative For Promotions
← 2009 Gear Of The Year?!
#4 Recruit Outside Of The Network
“This Blog Has Lots Of Potential, But They’re Not An Affiliate With Our Network :( “
- A Very Bad Program Manager
Recruit Outside Of The Network
-Don’t Focus Only On Network’s Affiliates-Bring In External Qualified Affiliates
-Blogs, Forums, Facebook, Meetup, Twitter
Recruit Outside Of The Network
“Hey network. Will you work on getting this affiliate that we want to work with on board the moment they apply?”
- Great Program Manager
“10-4, Great Program Manager.”
- Awesome Affiliate Network
Typical Conversation When A Manager Recruits A New Affiliate:
#5 Know Your Network’s Tools
“Banner Ads Are The Best”- Every Affiliate In 1997
Know Your Network’s Tools
-Banner/Text Ads Are So 1997-Dynamic, Product-Level Advertising
-Massive ROI Opportunities-Be Familiar & Teaching
Product Ad Widget
Deal of the Day
SnapVisi
Know Your Network’s Tools
#6 Relevant, Actionable Communication
“Would You Send Me Your Regular Ecommerce Newsletter To Keep Me
Updated On Your Program?”- No Affiliate In History Ever, Ever, Ever
Relevant, Actionable Communication
-Monthly Newsletters….Suck-Always Promote Sales & Promos
-Include (If Possible) Relevant Creative-Related To The Affiliate Channel
#7 Understand Attribution
“Marketing Channels Don’t Really Overlap That Much, Right?”
- Someone Who Is About To Get Fired
Understand Attribution
-Multiple Channels-Multiple Affiliates
-Dynamically Split Commission Payouts
Understand Attribution
Make your affiliate program reactive and refined based on REAL data and
not industry assumptions!
Seven Essential Overlooked Tools &
StrategiesFor Affiliate Program Management