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Lesson 4
Affiliate Marketing
Presented by:
Richard Hegarty
Course Educator
Diploma in Digital Marketing - Part I
Lesson 3 Recap
We showed you how to set up Google ads
You gained an understanding of keywords
You developed knowledge on remarketing
You gained an understanding of SEO
We showed you how to optimise your website
We explained how to use search console
Todays Lesson Affiliate Marketing
You will gain an understanding of affiliate marketing
You will learn how to optimise affiliate marketing partnerships
We will explore how to manage partners
We will get you started with using the partnership platforms
Summary
Course Interaction
Q & A
Affiliate Marketing
Affiliate Marketing
Affiliate Marketing – Definition
Affiliate marketing is performance-based marketing. A business rewards affiliates for each visitor or customer brought by the affiliate's own marketing efforts.
Affiliate Marketing - Question
What type of Business uses affiliate marketing?
Case Study
2 Guys Office Computer Idea
Affiliate Marketing – Lead Flow
Affiliate Marketing
The 4 Major Pillars
Merchant/Retailer = Shaw
Publisher/Affiliate = 3rd Party
Customer/End User = You
Network/Offers for Affiliates
Affiliate Marketing
In a word… YES
16% of E-Commerce orders in 2015 came through affiliates.
3% Growth from 2014.
Projected to continue to grow 2016.
Scale of Affiliate Marketing
Affiliate Marketing
Revenue shared
Revenue shared
Revenue shared - Definition
Revenue shared is a type of performance based marketing
in which a business rewards one or more affiliate for each
visitor or customer brought by the affiliate's own marketing
efforts.
Revenue shared - Question
Why might we want to use revenue shared in our marketing efforts ?
Revenue shared
Revenue Shared
Advertising defined by the revenue
generated.
80% of all revenue from affiliate programs.
Can also be related to content marketing
Similar to working off “commission”.
Revenue shared
Cost per Acquisition (CPA)
Revenue is received when a publisher
creates a conversion
Generally involves a transaction or
purchase.
Cost-effective for advertisers only pay
for conversion
Cost per Lead (CPL)
Revenue is received when a publisher
creates lead
Usually involves a user filling out a
contact form.
Cost-effective as commission are
predetermined by advertiser.
Commercial Types
Web Affiliates Standard
White Labels*
Bespoke Verticals*
Comparison Sites
Cashback / loyalty sites
Social Media Partners
Discount Sites
Revenue shared
Risks
CPA’s
Conversions
Aligned Interests
Cash Flow & Receiving Revenue
Tracking Performance
Revenue shared
Risks
No Conversions
No revenue.
Non-targeted traffic, or fraud.
Benefit by remaining
honest.
For example –Ryanair/Hertz
Revenue shared
Risks
Aligned Interests
You Don’t Want to Compete with Yourself.
Don’t Give Your Competitors Traffic or Revenue.
Merchant + Affiliate = Partnership
Same space = Problems
Offering should have widest appeal.
Revenue shared
Risks
Cash Flow & Receiving Revenue
• Merchant = a bad deal too much money going out.
• Affiliate = a bad deal no money coming in.
Money Timing
• How you structure a deal is crucial.
• Time to vet the authenticity of the transaction.
• Ensure you receive the funds quickly.
Revenue shared
How Does Affiliate Marketing Work?
Revenue shared
Affiliate programme - Definition
An affiliate program is a great way to make money on the Web. You write the content that you
typically write and then link to the products that you talked about. When one of your
customers clicks on the link and buys the product, you get a small commission of the sale.
Affiliate programme- Question
How can we gauge an affiliates potential?
Affiliate programme
Phase 1 = being the Affiliate.
Phase 2 = being the Merchant.
You can be Both and Most Are.
Merchant or Affiliate
Merchants must have……..
Site
Product
Conversions
Commercials
Platform
Tracking
Affiliate programme
Personal login.
Real time detailed reporting.
Communicate with publishers via group emails.
A platform to upload new creative
The Merchant ability to select affiliates
The opportunity to increase payments.
The ability Track multiple metrics.
Affiliate programme
Recruiting and Managing Affiliates
Web Searching.
Attractive Payment Structures.
Know your Affiliates Motivations.
Communicate with them and be Adaptable.
Treat with Care.
Affiliate programme
Software Providers
http://www.hasoffers.com/compare-features/
http://www.hitpath.com/features/ http://www.postaffiliatepro.com/featu
res/
Affiliate programme
Our Affiliate Platform
• http://www.postaffiliatepro.com/features/
Affiliate programme
Questions to ask…..
What is the size of the audience?
Who is the audience?
How does the affiliate communicate with them?
The frequency of communication?
Past comparable performances?
What is their Alexa?
Look at Owler
Affiliate programme
Affiliate Network Websites
• https://accounts.clickbank.com/marketplace.htm
• http://www.cj.com
• http://www.associateprograms.com/directory
• http://www.affiliatesdirectory.com/directory
• http://uk.affiliatewindow.com/homepage/about-us/?rt
• http://www.zanox.com/gb/
• http://www.linkshare.co.uk/
• http://www.tradedoubler.com/
Affiliate programme
Plugging Affiliate Marketing Into Social Media
Killer Offerings
Social (Web Assets) Program Management
Partner Success Support
Affiliate programme
Focus on Creative Material.
Provide Affiliate Software.
Stay in Contact.
Train your virtual team!
Focus on the winners.
Provide tiered incentives.
Affiliate programme
Rewards? Is it Worth it?
Industry to Grow to $6.8 Billion Over Next Five Years
90 percent of advertisers said very important to strategy
80 percent of advertisers devoted over 10 % of budget
ROI with Affiliate marketing is £1 spent with £11 made
(February 4, 2016 by http://mthink.com/)
Affiliate programme
Benefits
Low Risk.
Search Affiliates.
Builds Your Online Authority & Ranking.
Ready Made Specialist Networks / Providers.
Global 24/7/365 Workforce.
Affiliate programme
Affiliate programme – Conclusion
Merchant AND Affiliate
Software provider
Alexa Rewards
Social media
How can we gauge an affiliates potential?
Our Digital Marketing
YouTube Channel
https://www.youtube.com/user/theshawacademy
What is Affiliate Marketing
Affiliate marketing partnerships
How to manage partners
Affiliate partnerships & lead generation
Risk and rewards of Affiliate marketing
Keep up the hard work.
o Attend all of the lessons live to ask Questions
in real time and benefit the most
o We’re here to help, so contact us anytime!
Summary
Further Learning
To expand upon the subjects covered in todays lesson:
• How to get more for Less - Lesson 3 ADD
• Affiliate Marketing Practical - Lesson 3 Practical
Facebook setting up business account
Facebook success case studies
Setting up advertising on Facebook
Facebook for Lead generation
Creating content that converts
o Attend all of the lessons live to ask
Questions in real time and benefit the most
o We’re here to help, so contact us anytime!
Next Lesson
Facebook - Targeted Advertising for Lead
Generation
@shawacademy @ShawacademyRH
QUESTION TIME See you back for Lesson 5Facebook - Targeted Advertising for Lead Generation
richardhegarty@shawacademy.com
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