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This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Carrol Lee is on the front lines of affiliate recruitment for Schaaf-PartnerCentric. She covers a range of questions: How can I find new publishers? Where do I go? What does the outreach look like?
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A F F I L I A T E R E C R U I T M E N T F R O M T H E T R E N C H E S
HELLO!
I’m Carrol Lee, Business Development Specialist for Schaaf-PartnerCentric.
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RECRUITMENT PROCESSIdentify Qualified Prospects
CRM Tool
Initial Outreaches
Pitches
Commitments
New Productive Affiliates
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WHERE TO FIND AFFILIATESTop Blog Sites
Affiliate Networks
Conferences
Blogger Networks
Forums
Social Media & Organic Search
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BEST PRACTICES:VETTING AFFILIATES Review site – is content relevant?
Pre-qualification: Alexa Rank
How they partner: ad networks? Paid posts?Sponsorships?
Are they already familiar with affiliate marketing? Adjust outreach accordingly
Personalize the message!
Make the personal connection – building a relationship starts with first contact5
IT’S MAGIC! MAGIC, I TELL YOU!
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BEST PRACTICES:WHAT TO DO Do your homework: Understand the
business model and what motivateseach potential affiliate
No mass e-mails
Set up a phone call
Use CRM to track calls, follow-ups, results
Educate affiliates about such things asbid policies, FTC regulations, etc.
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TRACKING, FOLLOWING UP
CRM – Using a CRM toolsuch as Zoho.comis a great way to stay on topof your efforts.
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FACTORS THAT AFFECT AFFILIATE CHOICESThe 2013 Affiliate Summit AffStat Report asked, “When selecting a merchant to promote, what are the top three factors that sway your decision?”
Commission (62%) Product or Service Relevancy (54.40%)Affiliate Network or Tracking Platform (36.70%)Brand Awareness (34.20%)Merchant Reputation (31%)Affiliate Program Reputation (24.10%)Cookie Duration (24.10%)Payment Terms and Methods (17.10%)Marketing Terms and Conditions (16.50%)Earnings per click or EPC (15.20%)Other (9.50%)Ad Unit Availability and Optimized Landing Pages (7%)9
CASE STUDY
Met this affiliate at ShareASale Think Tank
Warm introduction led to a call
Call led to discovery of opportunities
Built rapport through number of calls
Recommended few programs that werea great match for the Bride’s clientele
Resulted in activation as a productive publisher
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CHALLENGES Getting a response / feedback
Getting the call from ‘shy’ affiliates
With blogger/content sites,competitiveness andscalability
Recruiting is only HALF the battle
Getting a new affiliate to become activeand drive conversions/sales or leads
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Questions?
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THANK YOU!
Carrol LeeBusiness Development Specialist(512) 354-7630carrol.lee @schaafpc.com
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