conversion wednesday fair etail
DESCRIPTION
presentation Conversion Wednesday FairEtailTRANSCRIPT
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From leads to loyal customers
MORE LEADS & SALES WITH AFFILIATE MARKETING
by Dennis KENIS & Erik BOUMAN from FairEtail - 16/6/2010
Topics
1. FairEtail introduction
2. Affiliate Marketing – it’s a complicated world Market players Eco-System
3. 10 tips for better performance
4. Q & A
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FairEtail introduction
Truly independent partner for Performance-based online marketing
Full coverage of all channels for optimal performance
Full service approach:From strategy to execution
The FairEtail team consists of experts in the performance-marketing field
FairEtail Performance-Based Marketing AgencyOur combination of full-service & no-cure no-pay is unique in the Benelux
100% Performance-based business modelOur clients pay only for results!
AFFILIATE MARKETING -
It’s a complicated world
THE MARKET PLAYERS
Affiliate Marketing – it’s a complicated world
THE MARKET PLAYERS
Affiliate Marketing – it’s a complicated world
THE MARKET PLAYERS
Affiliate Marketing – it’s a complicated world
THE MARKET PLAYERS
Affiliate Marketing – it’s a complicated world
Affiliate Marketing – it’s a complicated world
Affiliate Marketing – it’s a complicated world
THE ECO-SYSTEM
Affiliate Marketing – it’s a complicated world
THE ECO-SYSTEM
ConsumersAffiliatesAffiliate
NetworksAdvertiser
Affiliate Marketing Programme
TradeDoubler
Premium Sites
Consumer
segment A
Consumer
segment B
Verticals
Consumer
segment C
Consumer
segment D
Zanox
Email publishers
Consumer
segment E
Consumer
segment F
NetAffiliation
Search affiliates
...
Consumer
segment G
Consumer
segment H
DIFFERENT PERSPECTIVES – ADVERTISER vs AFFILIATE
As Advertiser you set the rules for YOUR affiliate marketing programme The Advertiser presents the affiliate programme via a network to the affiliates They choose to apply or not The Advertiser accepts or refuses the applications The accepted affiliate can start to promote the Advertiser, without any
engagement in terms of volume Both the Advertiser and the affiliates can end the collaboration at any time,
respecting a minimum term
Affiliate Marketing – it’s a complicated world
Mutual agreement with long-term perspective and short-term engagement = win-win
10 TIPS FOR BETTER PERFORMANCE
Advertiser vs Affiliate perspective
Statement # 1
Use an unlimited sales budget for affiliate marketing.
10 tips for better performance
Tip: Don’t use a fixed marketing budget to assure continuity
Right !
Advertiser vs Affiliate perspective
Statement # 2
The more the merrier, so work with as many networks as possible.
Tip: Work with 2 or 3 networks and present your programme as a pitch
Wrong !
10 tips for better performance
Advertiser vs Affiliate perspective
Statement # 3
Your paying twice as much for sale as your competitor, so you are attracting all the best affiliates.
Tip: The only objective benchmark for your programme is EPC
Wrong, have you ever thought in terms of earnings per click?
10 tips for better performance
Advertiser vs Affiliate perspective
Statement # 4
Affiliates may have reasons to complain they are being paid too late.
Tip: Pay your invoices on time, so your affiliates are paid on time too
Right, but you control their payment term!
10 tips for better performance
Advertiser vs Affiliate perspective
Statement # 5
The affiliate commission is the most important factor for success.
Tip: Work on all conversion elements and make sure you don’t have to compensate with commission
Right, After offering, promotion, banners, landing page & conversion flow...
10 tips for better performance
Advertiser vs Affiliate perspective
Statement # 6
Conversion is the key performance indicator when evaluating affiliates.
Tip: Conversion is an important factor, but don’t focus blindly on it
Right, but it doesn’t tell you everything.
10 tips for better performance
Advertiser vs Affiliate perspective
Statement # 7
Be very selective when accepting new affiliates, so you only attract the ones you are 100% sure about.
Tip: Judge affiliates on their performance, not on first sight
Wrong !
10 tips for better performance
Advertiser vs Affiliate perspective
Statement # 8
15% of your affiliates are generating 85% of your business. You have to do something about it.
Tip: Focus on your top affiliates as they are true online experts, but don’t ignore the high-potentials among the 85%
Wrong, That’s perfectly normal.
10 tips for better performance
Advertiser vs Affiliate perspective
Statement # 9
Your affiliates are just like offline sales representatives who need to be tickled in order to perform.
Tip: Communicate, give clear objectives & motivate your affiliates!
Right !
10 tips for better performance
Advertiser vs Affiliate perspective
Statement # 10
You don’t have the resources and expertise to handle your affiliate management in-house, but an external party will never show the same engagement as an employee.
Tip: If you choose to outsource your affiliate management, consider outsourcing the financial risk at the same time
Wrong, if you choose the right partner and the right model!
10 tips for better performance
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QUESTIONS ?
Dennis KENISManaging Partner
[email protected] Tel: +32 479 99 37 36
Erik BOUMANCountry Manager NL
[email protected] Tel: +31 645 31 47 17