Becoming a Better Recruiter of Affiliates

Becoming a Better Recruiter of Affiliates

Karen Whitekwhite@chateau20.com

Lauren Pfanmillerlaurent@igniteopm.com

Stephanie Harrisstephanie@schaafpc.com

Van Chappell van@5iq.com

Becoming a Better Recruiter of Affiliates

TO RECRUIT BETTER…..

Know your NetworkKnow your CategoryKnow your Competition

Karen Whitekwhite@chateau20.com

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. kwhite@chateau20.com

Chateau 20 RESULTS

…AND that is just this year!

Copyright © 2015 Chateau20 9

OPTIMIZATIONS WORKS

Lauren Pfanmillerlaurent@igniteopm.com

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 Harrisstephanie@schaafpc.com

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