How To Motivate And Incentivise Affiliates Effectively By Mark Russell Existem Affiliate Management
Nov 11, 2014
How To Motivate And IncentiviseAffiliates Effectively
By Mark Russell
Existem Affiliate Management
Think like an affiliate
• What do they do?
• How do they do it?
• Why do they do it?
• Recognise their entrepreneurial nature.
• Recognise they are paid by results
- Therefore – motivated by results
Getting a result – Primary Goals
• Making a sale• Driving a lead
Getting a result – Other Goals
• Achieving high SEO ranking• Building a database of keywords• Visible blog / original content
Getting a result
• What can I do to help drive these goals?
Your Website Conversion
• Reduce leakage– Telephone numbers– Non-commissionable products and links– Dead end pages
Your Website
• Optimise conversions• Ensure fast page loads• Ensure stock situation is clear to
consumer• Clear call to action• Necessary product explanations• Simple checkout
Programme Policy and Description
• Ensure clear commercial policy
• Clear PPC guidelines
• Clear “validity” guidelines
• Comprehensive merchant description
The Basics – A Recap
• Affiliates will choose high conversion over high commission
• Affiliates trust merchants with affiliate friendly sites
• Affiliates will sign up for programmes that are easy to work with
• Getting the basics right motivates RECRUITMENT!
Motivation Strategies
• Sales growth
• Lead quality
• Recruitment
• Affiliate Type
Motivation – Sales Growth
• Commission – Affiliate Facing– Commission Rates
– Commission Tiers
– Time limited increases
Motivation – Sales Growth
• Commission – Affiliate Facing– Commission Rates
– Commission Tiers
– Time limited increases
• Exclusive Discount / Promotions – Customer facing– Customer discount
Motivation – Lead Quality
• Target quality
• Pay higher CPA when good results are apparent
• Be transparent
• Validate promptly with rapid feedback
• Provide affiliate education
• Provide affiliate with customer education material
Motivation – Affiliate Recruitment
• Double first commissions– First sale
• Introductory rates– High first month commission
• Prize draw– For posting links
Motivation – Affiliate Types
• Different affiliate types require different strategies– Cash back / Incentive
– Content
– Voucher Code
– PPC
– Comparison
Content Sites - Motivation
• SEO friendly content• Descriptions• Timely information
Cashback / Incentive Sites - Strategy
• Exclusive offers to affiliate
• Higher commission rates
• Exclusive offers to customers
Content Sites - Strategy
• Supply bespoke copy• Send out best-seller / new product
information• Ensure flow of new and relevant
communication• Ensure using all network tools
Voucher Code Sites - Strategy
• Ensure you can supply voucher codes• Exclusive voucher codes• Custom Voucher Codes
PPC Affiliate - Motivation
• Opportunity• Volume• Conversion • Keywords• Cash-flow
PPC Affiliate - Strategy
• Clearly defined PPC policy• Ensure site converts efficiently • Make available keyword information• Provide all tools for available opportunities• Prompt validation
Comparison Site - Motivation
• Multiple retailers• Standardised information• Available product • Conversion• Revenue
Comparison Site - Strategy
• Ensure campaign is visible• Ensure product feed is correctly specified• Ensure product feed is updated frequently• Ensure commission and conversion is in line
with or better than similar retailers
Strategy - Summary
• Understand needs and motivation of affiliate types and address them specifically
Conclusion
• Motivating and incentivising is 2 tiered– Site basics / Programme housekeeping
– Tailored strategy for affiliates
• All communication needs to be timely
• All communication needs to be respectful
• Politeness and courtesy go along way in affiliate motivation