Why You Need a Performance Marketing Program
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Instructed by Jon Levine.
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Why You Need a Performance Marketing Program
- 1. Why You Need a Performance Marketing Program for Your Business Jon Levine Director of eCommerce All Inclusive Marketing
- 2. Today You Will Learn • What Performance Marketing is • How Performance Marketing Can Help Grow Your Business • The Future of Performance Marketing
- 3. About Me • Jon Levine, Director of eCommerce for All Inclusive Marketing • Director of Marketing for several industry leading companies over the last 13 years • Launched and managed affiliate marketing programs for different companies in multiple categories • Founded and launched three successful online startups • Featured speaker and panelist at multiple ShareASale ThinkTank! events
- 4. Agenda • Performance Marketing Defined – What is performance marketing? – Different types of performance marketers – How to choose the right performance marketer for you • How Performance Marketing Can Help Grow Your Business – – – – Increased profits Greater reach Risk vs. reward Branding and placement • The Future of Performance Marketing – – – – Sophistication and innovation Performance marketing in real life Mobile Industry growth
- 5. Imagine growing your sales force and customer base nearly overnight! + AFFILIATES
- 6. Performance Marketing Defined • What is performance marketing? Sale Takes Place Affiliate Sends Traffic Commission is Paid
- 7. How Performance Marketing Works Customer clicks on link from affiliate Link redirects to the merchant’s website Network pays the affiliate Link goes to affiliate network server Link is recorded and attributed to specific affiliate Action takes place Results of action are sent by the merchant to the network
- 9. Benefits of Using Affiliate Networks While it’s certainly acceptable to track and pay your affiliates using an in-house system, there are many benefits of using an affiliate network. • • • • Your program is visible to thousands of affiliates Finding affiliate for recruitment Trust, on both sides Repository for all of your creative, coupons and data feeds • Easy of operation
- 10. Types of Affiliates Content Affiliates Coupon Affiliates Loyalty Affiliates Price Comparison Affiliates
- 11. Types of Affiliates: Content
- 12. Types of Affiliates: Coupon
- 13. Types of Affiliates: Loyalty
- 14. Types of Affiliates: Price Comparison
- 15. Types of Affiliates: Lots More! YouTubers, Mommy Bloggers, Arbitrage (PPC), Email, SEO… the list goes on!
- 16. How to choose the right affiliate • Do you sell a product or a service? – What category is your product or service in • Electronics/fashion/shoes, etc. products • Travel services • Legal or financial – Are there performance marketers already in that space? • Are you trying to gain leads, subscriptions or members or are you selling a physical (or downloadable) product? • Is your focus around getting more sales or increasing visibility of your business or brand?
- 17. What Can You Offer the Right Affiliate? • How does your product differ from your competitors? • Does your product or service complement or enhance an established performance marketer’s offerings or would they be taking a risk on something new? • Are you able to offer a commission that meets or exceeds other performance marketing programs
- 18. How Performance Marketing Can Help Grow Your Business Commission Rates Discount Amounts Verifiable actions
- 19. How Performance Marketing Can Help Grow Your Business
- 20. Reach Blogs Discussion Forums Search Engines Video Channels Private Groups Membership Only Sites News Aggregators Enthusiast Sites Educational Sites
- 21. Cross Placement
- 22. Risk vs. Reward Product or Brand Promotion AFFILIATES
- 23. The Future of Performance Marketing Very tech savvy and always trying out the latest methodshigh innovation Fierce competition and and being very nimble leads to and technologies
- 24. The Future of Performance Marketing Call Now! 888-555-5555 AFFILIATES
- 25. The Future of Performance Marketing
- 26. Move The Needle
- 27. First Steps • Visit an affiliate network such as ShareaSale, Commission Junction, or Linkshare • See if any of your key competitors have affiliate programs and evaluate them • Look at your model and decide if an affiliate program is right for you Move The Needle
- 28. Key Takeaways • • • • • Performance Marketing can help broaden your customer base with very little expense Performance Marketers are business owners, just like you, and are focused on making money. They do this by driving traffic and sales to your website Performance Marketers can help your brand awareness by advertising your products to customers at no cost to you A good Performance Marketing program can be one of your highest ROI advertising channels The future of Performance Marketing is not just online, but offline and mobile as well
- 29. Thank You! Learn more at www.onlinemarketinginstitute.org
Editor's Notes
- Your business needs channels to sell it’s products and one of the biggest benefits of performance marketing is that there are literally tens of thousands of people out there to help you do it. Tapping into this torrent of sales activity is easy and something that your business needs to be doing now.
- Performance marketing is a marketing channel in which individuals or companies, known collectively as affiliates, use various marketing techniques do drive traffic to a merchants website. The affiliates are compensated when a desired result is achieved on the merchants site. This could be anything from a sale of a product being made to the filing out of a form.
- Note that this example is using affiliate networks (more on that in the next slide). However, this can be done in house.
- While you can recruit,manage, track and pay all of your affiliates using in-house tools, using an affiliate network vastly simplifies the process. Not only does the network act as the go-between for the affiliate and the merchants, but they also handle all payments and click tracking. Furthermore, affiliates look for merchants to represent on these networks and merchants can find lists of affiliates and their performance in the same manner.
- Brief description of different type of affiliates
- Brief description of different type of affiliates
- Brief description of different type of affiliates
- Brief description of different type of affiliates
- Brief description of different type of affiliates
- Brief description of different type of affiliates
- First, and probably most important, is profit. Performance marketing programs, when properly managed, can be one of the most profitable marketing efforts your company employs. Costs can be very easily controlled
- Branding and exposure benefit from affiliate advertising, even if no commissions are paid.
- Affiliates are masters of finding places for new customers. They’ve been to places on the internet that you didn’t even know existed
- Another benefit of utilizing performance marketing is the creation of what I like to call ‘virtual strategic partnerships. Let’s say you sell Halloween costumes. A performance marketer might have a site dedicated to Halloween and, naturally, also promote candy from a different merchant. A customer who is search to buy their candy online for Halloween finds this affiliate’s site and, while there, also notices the Halloween costumes from your company, resulting in a sale.
- Starting an affiliate program is a relatively low cost endeavor that has tremendous upside. There is a fairly high level of time investment if you choose to do it yourself; or you can hire an affiliate manager or management company, such as All Inclusive Marketing, that can build, launch and manage your program for you. Once you have the program in place, the benefits become evident. Because you’re only paying when an action takes place, the majority of the advertising risk falls to the affiliate.
- Sophistication and innovationThousands of performance marketers looking for a leg upPerformance marketers are always on the lookout for the next big opportunity. Most are highly tech-savvy and are always are trying and using the latest methods and technologies to promote your brand and products.Thinking outside of the box as a method of survivalPerformance marketers live in a sink or swim world. Unless they’re successful, they don’t get paid. This makes them efficient, focused and motivated.They can be your beta testersPerformance marketers are very likely to use the latest tools and techniques on the bleeding edge which you can learn from with no risk
- Performance marketing is even moving out of being just an exclusively digital channel. With things like pay-per-call programs that pay commissions on phone calls to unique, trackable phone number; to things like mobile-app-centric performance marketers who utilize the latest in barcode scanning and geo-location to put your products in front of customers at exactly the right time.
- Performance marketing is even moving out of being just an exclusively digital channel. With things like pay-per-call programs that pay commissions on phone calls to unique, trackable phone number; to things like mobile-app-centric performance marketers who utilize the latest in barcode scanning and geo-location to put your products in front of customers at exactly the right time.