the importance of effective communication flow
DESCRIPTION
Merchants will learn the art of communicating and building strong relationships with publishers, to maximize the affiliates’ earning potential and in turn growing the merchant’s business.Experience level: IntermediateTarget audience: Merchants/AdvertisersNiche/vertical: CommunicationRooshina Modi, Senior Manager, Online Marketing, Barnes & Noble (Twitter @rooshina) (Moderator)Dannielle Brantley, Senior Marketing Manager, LinkShare CorporationSylvia Cintrón, Afffiliate Marketing, AREA203 DIGITAL (Twitter @sylviacintron)Stephanie Laughon, Account Executive, ShopAtHome.com (Twitter @stephlaughon)TRANSCRIPT
T h e I m p o r t a n c e o f E ff e c t i v e C o m m u n i c a t i o n F l o wModerator:Rooshina Modi, Senior Manager of Online Marketing, Barnes & Noble
Panel Members:Dannielle Brantley, Senior Marketing Manager, LinkShare Corporation Sylvia Cintrón, Affiliate and Lead Generation Manager, AREA203 DIGITAL (Twitter @sylviacintron) Stephanie Laughon, Account Executive, ShopAtHome.com (Twitter @stephlaughon)
T H E I N T R O D U C T I O N
What should the Advertiser & Publisher share?
Product/Service DetailsCampaign Expectations & GoalsAudience Demo/PsychographicEffective Promotional MethodsCreative RequirementsTerms & ConditionsCommission Model
ADVERTISER PUBLISHER
NETWORK
T H E I N T R O D U C T I O N
T H E L A U N C H
Tracking Links: Desktop / Pay-Per-Call Reporting Tools: Multi Channel Tracking, Pixel Placement Channel Deliverables: Direct Email / Form Host
T H E L A U N C H
How to Get Launched Quickly!
6C’sConfirm Channel MixCompliant CopyConverting Creative
T H EG R O W T HP E R I O D
T H E G R O W T H P E R I O DOptimizing the Relationship!
TIP: The more the affiliate knows about your product and services
the more confident and assertive they will be when promoting.
Schedule follow up calls to discuss performance
Review pub traffic, trends & audiences: Alexa, Compete, Quantcast
Identify challenges and roadblocks the publishers could have
Provide trends, business practices, promo content specific to your product/service
Listen & Mentor
T H E G R O W T H P E R I O DOptimizing the Relationship!
TIP: The Publisher must work with the Advertiser and Network to
establish a plan for achieving the desired goal. Examples of these: new customer acquisition, brand awareness, social media expansion, new product launch, etc.
Schedule follow up calls to discuss performance
Review established KPIs with Advertiser and Network
Was Initial Goal was achieved? If Not, was another Goal reached?
Offer – was it strong enough?
Timing – did we hit them at the right time?
Targeting – did we target the right audience?
Design – was it aesthetically pleasing?
T H E G R O W T H P E R I O DOptimizing the Relationship!
TIP: Advertisers/Publishers work with your network rep to discuss lead
activity feedback and identify best methods of promotion.
Stay engaged with your network rep Provide back end conversion data with network with referring publisher
code – weekly/monthly/daily Provide information on resource availability (tech, marketing creative,
legal) so network rep can manage expectations for campaign optimization changes
Share your methods of promotion with network rep. (i.e.. keyword based desktop search, mobile search, banner-text placement, direct email (size of drop))
Competitive Analysis of Advertiser Performance
Status:Mature AdvertiserIncrease order volume with no increase in CPA
Strategy:Network review pub touchpointsConduct competitive analysisRefresh landing pages & related creative (improved customer flow)
Results:In the first 2 weeks, conversion rates 3.68% to 4.22% New landing page also resulted in a 25% increase in lead volume
T H E G R O W T H P E R I O DNew advertiser landing page 25% increase in valid orders
Status:New Channel Launch – Pay-Per-CallImprove Lead Quality
Strategy:Advertiser share conversion metricsNetwork perform outreach based on pub feedbackOptimize pubs with positive conversion ratesDiscovery call to improve low converting pubs
Results:Campaign stabilityImproved lead qualityIncrease in lead volume
T H E G R O W T H P E R I O DAdvertiser Conversion Metrics Pay-Per-Call Growth Opps
T H E C U S T O M I Z AT I O N S TA G E
T H E C U S T O M I Z AT I O N S TA G ENeed Something Unique?
TIP: Evaluate your publisher base and identify potential unique
partnerships based on new technologies, performance needs & growth potential.
THINK OUTSIDE OF THE BOX!
CUSTOM TOOLS:
Unique Creative / Messaging / Brand
Channel Focus – Paid Search (Keywords), Social Media (short copy), Pay-Per-Call (call scripts), etc.
Targeted Content
Co-Branded Landing Pages
Custom Reporting / Tracking
T H E C U S T O M I Z AT I O N S TA G ENeed Something Unique?
TIP: Committed partners increase their opportunity for unique
campaigns.
LACK OF COMMUNICATION OFTEN LEADS TO MISSED OPPORTUNITY!
DISCOVERY QUESTIONS/UPDATES:
In addition to banner-text link promotions, what other channels can the offer be promoted through? Social platforms, Blogs, Pay-Per-Call, etc.
What’s advertiser’s promotional marketing calendar/seasonality?
Inform advertiser/network of publisher promo events/marketing calendar.
Get involved with each other’s internal teams (e.g. Social Media, Search)
T H E C U S T O M I Z AT I O N S TA G ENeed Something Unique?
TIP: Advertiser/Publisher inform network of all current and future
promo capabilities. Network will highlight an opportunity to customize the relationship and/or form a unique partnership.
THERE’S MORE THAN ONE WAY TO DRIVE A LEAD KEEP AN OPEN MIND!
THINK FOR NOW & THE FUTURE:
Discuss special placement opportunities with network rep If expanding into new channel promo types, share plan of action with
network rep keep an eye out for advertiser matches If you can develop creative, scripts or video clips, DO IT! Be an Advocate for internal A/B testing Utilize network rep to find out what’s hot & new
T H E C U S T O M I Z AT I O N S TA G ECo-Branded Landing Pages 65%+ Increase Conversion
Status:Mature AdvertiserIncrease ConversionsEnhance Customer ExperienceIncrease Sales Revenue
Strategy:Select participating publisher(s)Isolate two month period58% of the days send pub coupon traffic to regular homepage. On 21 of this 56 day period same pub traffic sent to custom landing page
Results:The increases in 5 key metricsCustom experience outperforms Regular homepage (despite 11 extra days)
Be Precise & Concise in All CommunicationsDon’t take anything personally!
Utilize the Rule of 3:
3-Word subject lines3 paragraphs≤ 3 sentences per paragraph
Work hard and do the best you can, always, in all things!
W e a r e i n t h e i n d u s t r y o f S e r v i c e ! !
Moderator:Rooshina Modi, Senior Manager of Online Marketing, Barnes & Noble
Panel Members:Dannielle Brantley, Senior Marketing Manager, LinkShare Corporation Sylvia Cintrón, Affiliate and Lead Generation Manager, AREA203 DIGITAL (Twitter @sylviacintron) Stephanie Laughon, Account Executive, ShopAtHome.com (Twitter @stephlaughon)
T h a n k -Yo u !
Q u e s t i o n s ?