affiliate managers toolkit (mark russell)
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How To Motivate And IncentiviseAffiliates Effectively
By Mark Russell
Existem Affiliate Management
Think like an affiliate
• What do they do?
• How do they do it?
• Why do they do it?
• Recognise their entrepreneurial nature.
• Recognise they are paid by results
- Therefore – motivated by results
Getting a result – Primary Goals
• Making a sale• Driving a lead
Getting a result – Other Goals
• Achieving high SEO ranking• Building a database of keywords• Visible blog / original content
Getting a result
• What can I do to help drive these goals?
Your Website Conversion
• Reduce leakage– Telephone numbers– Non-commissionable products and links– Dead end pages
Your Website
• Optimise conversions• Ensure fast page loads• Ensure stock situation is clear to
consumer• Clear call to action• Necessary product explanations• Simple checkout
Programme Policy and Description
• Ensure clear commercial policy
• Clear PPC guidelines
• Clear “validity” guidelines
• Comprehensive merchant description
The Basics – A Recap
• Affiliates will choose high conversion over high commission
• Affiliates trust merchants with affiliate friendly sites
• Affiliates will sign up for programmes that are easy to work with
• Getting the basics right motivates RECRUITMENT!
Motivation Strategies
• Sales growth
• Lead quality
• Recruitment
• Affiliate Type
Motivation – Sales Growth
• Commission – Affiliate Facing– Commission Rates
– Commission Tiers
– Time limited increases
Motivation – Sales Growth
• Commission – Affiliate Facing– Commission Rates
– Commission Tiers
– Time limited increases
• Exclusive Discount / Promotions – Customer facing– Customer discount
Motivation – Lead Quality
• Target quality
• Pay higher CPA when good results are apparent
• Be transparent
• Validate promptly with rapid feedback
• Provide affiliate education
• Provide affiliate with customer education material
Motivation – Affiliate Recruitment
• Double first commissions– First sale
• Introductory rates– High first month commission
• Prize draw– For posting links
Motivation – Affiliate Types
• Different affiliate types require different strategies– Cash back / Incentive
– Content
– Voucher Code
– PPC
– Comparison
Content Sites - Motivation
• SEO friendly content• Descriptions• Timely information
Cashback / Incentive Sites - Strategy
• Exclusive offers to affiliate
• Higher commission rates
• Exclusive offers to customers
Content Sites - Strategy
• Supply bespoke copy• Send out best-seller / new product
information• Ensure flow of new and relevant
communication• Ensure using all network tools
Voucher Code Sites - Strategy
• Ensure you can supply voucher codes• Exclusive voucher codes• Custom Voucher Codes
PPC Affiliate - Motivation
• Opportunity• Volume• Conversion • Keywords• Cash-flow
PPC Affiliate - Strategy
• Clearly defined PPC policy• Ensure site converts efficiently • Make available keyword information• Provide all tools for available opportunities• Prompt validation
Comparison Site - Motivation
• Multiple retailers• Standardised information• Available product • Conversion• Revenue
Comparison Site - Strategy
• Ensure campaign is visible• Ensure product feed is correctly specified• Ensure product feed is updated frequently• Ensure commission and conversion is in line
with or better than similar retailers
Strategy - Summary
• Understand needs and motivation of affiliate types and address them specifically
Conclusion
• Motivating and incentivising is 2 tiered– Site basics / Programme housekeeping
– Tailored strategy for affiliates
• All communication needs to be timely
• All communication needs to be respectful
• Politeness and courtesy go along way in affiliate motivation
