becoming a better recruiter of affiliates
TRANSCRIPT
Becoming a Better Recruiter of Affiliates
Karen [email protected]
Lauren [email protected]
Stephanie [email protected]
Van Chappell [email protected]
Becoming a Better Recruiter of Affiliates
TO RECRUIT BETTER…..
Know your NetworkKnow your CategoryKnow your Competition
Karen [email protected]
Affiliate Summit East
Karen White - CEO-Founder
Recruitment & Optimization Strategies
Copyright © 2015 Chateau20
Is It better to be a big fish or a small fish?
ANSWER: NEITHER
It’s better, easier, more profitable to be the Smartest Fish in the sea.
Dolphins –Not the biggest or smallest fish in the sea.They are brilliant, second smartest being on the planet.Have the largest brains next to humans.
So smart scientist suggest they should be considered Non-human beings
Head
Top Performers (Big Traffic Drivers)
$100,000+ / 100+ SALES A MONTH
Belly
2nd Tier Partners (Growth Builders)
10 - 20 SALES PER MONTH
Tail
3rd Tier Partners (Incremental Sales
Boosters)
1-5 SALES
BUILDING SMARTER AFFILIATE PROGRAMS
Copyright © 2015 Chateau20 4
“On this team, we fight for that inch.
Cause we know; when we add up all those
inches, that’s going to make the fucking
difference.Between winning and losing. Between living
and dying.”
Al Pacino - ANY GIVEN SUNDAY
Copyright © 2015 Chateau20 5
Affiliate Program optimization is a one by one effort. Stop focusing all your attention on
“JUST” the big fish.
Grow, build, optimize your relationships with the smaller (smarter) partners in your program.
Copyright © 2015 Chateau20 6
Take a Deep Dive into the make up of your existing program breaking partners into three categories.
Active PartnersThose driving traffic, clicks
Productive PartnersThose driving one or
more sales per month, consistently
Non-activeNo clicks,
no consistent activity
RECRUITMENT OPTIMIZATION
Copyright © 2015 Chateau20 7
3rd Tier
2 Sales Per month x 50 =
100 New Sales
Here’s what you want to achieve:
2nd Tier
10 Sales Per Month x 20 =
200 New Sales
Top Performers
100 Sales Per Month x 3 =
300 New Sales
600
Total New Sales
FINDING INCREMENTAL GROWTH
Turn active partners into productive partners, help existing productive partners grow.
Copyright © 2015 Chateau20 8
- 40% Productive Partner Rate
- 70% Active Partner Rate
- 300% YOY Revenue Growth
- 30%+ MOM Sales Growth
- Travel – 100,000 Room Nights Sold
- Entertainment – 30,000 Tickets Sold
Karen White, CEO Founder Chateau 20
P. 702-949.6129E. [email protected]
Chateau 20 RESULTS
…AND that is just this year!
Copyright © 2015 Chateau20 9
OPTIMIZATIONS WORKS
Lauren [email protected]
Make it a No Brainer
»Competitive
»Relevant
»Easy
» Review 3-5 Competitor Programs
» Similar Web
» 5IQ
» Affiliate Network Accounts
» Competitive Analysis
» Products
» Offer/ Conversion Point
» Pricing
» Commission Structure
» Cookie Duration
» Promotions
» Unique Differentiators
» Ensure that Your Program Structure is Competitive & Compelling
Make It Competitive
You are competing against all other affiliate programs in your vertical. Understand your competitors and give pubs a reason to choose yours.
Relevant» Seasonality
» Traditional Holidays
» Vertical Specific Events
» Seasonal Themes
» Promotions
» Promotional Calendar
» Seasonal/ Product Specific Promos
» Unique/ Vanity Codes
» Sneak Peaks
» Early Product Reveals
» Teasers
» Widgets/ Tools
» Search Widgets
» Event Widget
Let’s give them something to talk about.
Sneak Peak
Easy
» Customize
» Customize outreach based upon site/audience
» Clarify unique partnership opportunity
» One-Stop Shop
» Send all relevant program details
» Highlight your differentiators & why you’re the clear
winner for their site/audience
» Make sure that they have everything they need to
make a decision and post today, including publisher
links, promos and banners
Make it Easy.
Stephanie [email protected]
PLACEMENTS IN ACTION
THE RESULTS
Traditional Content Recruitment Median
Case Study: Content Partner Recruitment
Non-Traditional Engagement Campaign
0 10 20 30 40 50
TIME COMPARISON OF RECRUITMENT EFFORTS
# WEEKS
DEFINITIONSInitial Outreach: time from first outreach to site, to getting them joined.Activation: time from joined to posting links, content, giveaways, etc.Results: time from activation to results.Net Yield: percentage of total sites targeted who engaged.
NET YIELD
18%
5%
2%
EFFORTS COMPARED
Becoming a Better Recruiter of Affiliates