Date post: | 21-Jan-2018 |
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Business |
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Expanding Reach: How Affiliates and Social Drive Together
Brandon MyersAffiliate DirectorAceable
Dave Stewart Chief Technology OfficerCAKE
Brandon MyersAffiliate DirectorAceable
Dave Stewart Chief Technology OfficerCAKE
About
Affiliate and Social Working Together
Affiliates marketing via social platforms
Affiliates contribute to the Customer Journey through other channels outside of direct media buying
Affiliate and Social: 7 Ways to Expand Reach
1. Build a brand through social media
2. Gain followers
3. Provide valuable and authentic content
4. Leverage brand and sales messaging
5. Measure your success
6. Use the power of your data
7. Trust your Instincts
Build a Brand Through Social Media
The Role Affiliates Play in The Social Ecosystem
Powerful voice: affiliates have the power to say what brands can’t always say
Create buzz: affiliates add buzz and act as enablers from a branding perspective
Take action: neutrality of publisher sites/emails/handles can push peoples emotions to the point of following or the point of sale
Social and The Greater Multi-channel Story
Invest in social: social is the way people “hear” about your brand
Understand the Customer Journey: SEO, PPC, Organic, are often the touchpoints taken immediately after social as the consumer goes through the exploration process
Track everything: technology bridges the gap between all channels
Optimize: experiment with different targeting and budgets methodically to measure lift
Gain Followers
Social Engagement
Social media as an active voice
Social is a platform to ACTIVELY interact with users as their interest and needs are piqued
Social media is the place for your voice to be consistent Brand gains personality with just a few accounts
Build your Following
Select social media strongholds
Social media tool should be primary application(s) of your audience
Many audiences still use multiple networks
Automate mundane tasks while maintaining strong content and brand voice
FollowLiker (Bot) and reasons it works/doesn’t work
Real follower dilemma
Leverage reciprocity as a social rule in a social media setting
Who to Target
Don’t be afraid to target very granularly for your ideal demographic
Track organic vs. paid separately
Leverage re-targeting opportunities to stay in front of your customers
Investment in good viral content leads to cost-effective engagement opportunities
Not all social is alike
Snapchat
Provide Valuable and Authentic Content
What Works Best for Publishers
⦿ Collaboration⦿ Filling a need in a confusing marketplace⦿ Becoming an expert on this need and expanding from there⦿ Trial and error
Leverage Brand and Sales Messaging
Brand Messaging vs. Sales Messaging
What is the difference?
What does your brand or website stand for?
What emotions and value should people draw from your brand or website?
How do you talk to your customers and prospects?
How do your customers want to be talked to?
Best Practices: Sales Messaging
Differentiate: sales messaging from brand messaging
Less focus on building trust
More focus on customer acquisition
Identify the problem: customer base experiencing issues
Present the solution: know how to enhance or alleviate a pain point in your audience’s life
Demonstrate value: show your customer a reason they can’t miss out on what ultimately will enhance their life
Best Practices: Sales Messaging
Provide a clear CTA: pose the problem - present a solution -provide the reason why
Equip advertisers: offer a clear CTA and solution for the audience to solve their problem
Customize Messaging: make it fit your audience
Measure Your Success
Measuring Success
Brand building metrics:
Follows or shares
Comments
Sharing through pictures
Acquisition metrics:
Clicks/Click through rate (CTR)
Transactions/Conversion rate
Customer lifetime value (CLTV)
Time to conversion
Implement a Feedback Loop
Build a transparent relationship with your affiliates
Measure campaigns with as much detail as possible
Optimize Campaigns
Tweak design
Change content
Leverage Anecdotal Feedback
Affiliate insight
Reward Performance
Increase payout for quality traffic
Use the Power of Your Data
Leverage Data Effectively
Use additional data obtained from social platforms to augment your (potential) customer profiles
Analyze all touchpoints to understand how complex engagements are occurring
Avoid first/last touch attribution
Use algorithmic/data-driven attribution if possible
Use linear if not
Tie ultimate customer lifetime value back to all marketing campaign touchpoints (close the loop)
Know Your Audience
Regularly visit sites your target demographic frequents
Analyze interaction patterns before purchase decisions
No two verticals/businesses equal
Gather as much customer feedback as possible
Trust your Instincts
Go with your Gut
DISCLAIMER
Analytics
There is no substitute for testing, analytics, and actionable data
Proper research ensures top ROI
But gut…
Sometimes we don’t have time to test
Go with your gut
LEARN from what you choose
Create transparency with affiliates
Leverage effective messaging
Consider the entire customer journey at all times
Track and measure everything
Experiment, rinse and repeat
Key Takeaways
Thank You!