Anatomy of a Great Affiliate Program

Anatomy of a Great Affiliate Program

Panel Moderator: Heather Paulson, President, PaulsonManagementGroup.com

Panel:Daniel Gray, Owner, MPGomatic.comJanet Attard, President, BusinessKnowHow.comIan Fernando, Owner, IanFernando.com


Panel Introductions - DanielDaniel Gray, Owner, MPGomatic.com

Daniel Gray is the founder and editor-in-chief of MPGomatic.com, "where mileage matters" ... the Internet's independent authority on fuel efficient vehicles. As a veteran tech writer with twenty books to his credit, Daniel has a penchant for both the untold tale and the long tail. In 1999, he authored the first book on affiliate marketing from a major publisher, "The Complete Guide to Associate and Affiliate Programs on the Net" (McGraw-Hill).


Panel Introductions - Janet Janet Attard, President, BusinessKnowHow.com

Janet Attard is the founder and president of BusinessKnowHow.com, a small business website that reaches close to 2.5 million individuals a year. An expert on small business and home businesses, Janet is the author of anumber of books including The Home Office and Small Business Answer Book, and of Business Know-How: An Operational Guide For Home-Based And Micro-Sized Businesses With Limited Budgets. The Home Office and Small Business Answer Book was a Fortune Book Club main selection when it first came out and was in the book clubs for many years.

A former content provider to America Online, MSN, and GE, Janet has beenrunning small and home business sites online for twenty years.


Panel Introductions - Ian Ian Fernando, Owner, IanFernando.com

Ian Fernando is an up and coming blogger and affiliate marketer. He has been seen all over the internet and provides useful insights on online marketing, affiliate marketing, blogging, etc. His blog (IanFernando.com) is more for the up and coming online entrepreneurs who would like to better themselves online without all the 'fluff'.

Ian Fernando is an aggressive internet marketer. Using the power of the internet he has become a very strong blogger and affiliate marketer. Seen with other popular bloggers and marketers, Ian is social proof on making money online. Being an 'out of the box' thinker puts Ian where he is today!


Panel Questions –

1. How do you recruit for affiliates?

2. What are your favorite recruiting tools and why?


When you are recruiting for affiliates – think about the types of affiliates that will support your program strategy and your resources!

1) Paid Search Affiliates (Direct linking and Hosted pages)

2) Coupon Affiliates (Does your shopping cart support coupons?)

3) Datafeed Affiliates (Can you get into PopShops.com? DataFeedFile.com?)

4) Blogger Affiliates ( Can you produce custom content?)

5) eMailer Affiliates (How will you monitor them? EmailAnalyst.com?)

6) Domainer Affiliates (What are your rules on redirecting through domains?)

7) SEO Affiliates ( What are your meta content and trademark rules?)

8) Video Affiliates ( Can you support their media and tracking needs?)

Now think about how to… Find them!

Affiliate Recruitment


Panel Questions –

1. What type of media can set one program apart from another?

2. How do you see advancements in affiliate media impacting the channel?

impact – emotion – extension - reachAffiliate Media

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Anatomy of a Great Affiliate ProgramAffiliate Media

1) Do you know what is available as far as media tools? Are you sure?

2) Are you able to get affiliates what they need to be successful with your program?

3) Do you have a media promotions plan for your affiliate channel?


Panel Questions –

1. Could you give examples of affiliate incentives you have seen work for a merchants program?

2. Should incentives be written into an annual affiliate programs sales

goal schedule?

$100 Bonus for most sales in August!

Two Tickets to Hawaii Sales over $15,000 in August

35% Off Coupon for High Traffic Affiliates

•Gifts/Prizes

•Cash Bonus!

•Custom Coupons

• Commission IncreasesSales over $1,500 – 15% Commission


Audience Participation Time

Raise your hand if YOU havean incentive plan for affiliates!

Affiliate Incentives Should be…..Fun – Rewarding – Easy – Gives Everyone a Chance!


Panel Questions –

1. How do you suggest organizing affiliate communications?

2. What is the most effective communication strategy to increase the profitability of an affiliate program?

Affiliate RSS Feeds - Affiliate Blog - Affiliate Newsletter - Affiliate Email - Affiliate Forums - Affiliate Directories

Affiliate Video/TV – Affiliate Promotional Calendar – Affiliate Tutorials – Affiliate FAQ’s – Affiliate TOA’s


How many of you have an organized plan for affiliate communications?

Audience


Panel Questions –

1. Once the affiliate program strategy is defined, how should a merchant choose an affiliate network?

2. Building an affiliate management team either internally or through third party (OPM)? What are the considerations for making this choice?


Panel Questions –

1. Is affiliate marketing a brand growth investment? Or should the channel be viewed as a performance based channel?

2. What is the minimum number of months or years a merchant should be willing to invest in an affiliate program?


Q and A

Anatomy of a Great Affiliate Program

Business

Transcript of Anatomy of a Great Affiliate Program