With the end of the summer holidays looming, it’s still a good time for companies to review their marketing strategy. One of the solutions consists of exploring new tools and solutions to come up with a relevant action plan. In an increasingly competitive economic environment, it is essential to know how to reach the right people at the right time and by the right means. We offer you 5 easy-to-adopt solutions in order to activate a winning plan to ensure an effective back to school strategy.
With affiliate marketing, the advertiser works with a network of publishers in order to be able to promote products and services sold online. By monetising its audience, the affiliate plays the role of intermediary between its community and the brand asking for its help. This guarantees qualified premium traffic as the advertiser only pays for clicks and/or actual purchases. This is the principle of performance marketing, which ensures effective ROI-led investment.
Affiliates take the form of content creator (bloggers, YouTubers, influencers etc.) but can also be found on price comparison sites, money-saving and cashback websites and email databases. Thanks to affiliate marketing, you can increase your repeat purchase, conversion and new customer rate.
Display advertising is an effective branding mechanism. There are different types of formats depending on size and location, from just a banner to website skin ads. To stand out in a crowded market, display is a good practice for providing reassurance and confidence. This strategy works both on desktops and mobiles, and manages cross-device tracking in order to track your clients’ experience across all channels.
Online advertising also works by means of native advertising, which uses a third-party website’s code and editorial line. The content is relevant, customised, anti-AdBlock and non-intrusive.
Despite apps, social media and private messaging services, email is still the easiest and quickest way of staying in touch with prospects and clients. It allows you to send customised information depending on the products and services on offer at the time from your files, and also include opt-in email addresses deduplicated from third-party websites. What counts is complying with European GDPR regulations.
All actions can be traced from an email (opening, click, location etc.). It is also an effective system as the advertiser only pays for email openings.
Drive-to-store: generate footfall to sales outlets
Let people find out about your stores and sales outlets thanks to mobile advertising! Most consumers use their mobile phone to look up whether the desired product is available at the nearest store before going to the store. This means it is necessary to invest in local listings, mobile geolocation apps and technologies able to reconcile online and offline data.
The best drive-to-store marketing practices include using SMS to send promo codes to people located within your catchment area, or even targeted and location-based advertising on social media.
This is a marketing method that puts advertisers in touch with influencers presenting an affinity with a brand or business sector. Each influencer shares information with its community in order to promote a brand, product or universe. Sometimes, everything is highly coded, sometimes brands give influencers carte blanche to add their own creativity to the codes used.
Depending on the information shared, it is possible to track and measure ROI for campaigns, social engagement, shares, new subscriptions etc. Although influence marketing has a lot in common with B2C, it is also being developed in B2B. The networks and messages are different but the principle is the same, with consultants, researchers, speakers, figures from the worlds of economics and politics etc.
An effective back to school strategy in terms of marketing therefore means activating a variety of drivers that all work in synergy with each other. Between branding, marketing and performance, geolocation and influence, this convergence of approaches allows you to combine the best of technology and the human relationship to create a unique client experience. Contact us to find out more or assign your project to us for the best back to school strategy.
Affiliate marketing is a very effective marketing and business opportunity, based on a relationship between a publisher and an advertiser. This model, which focuses on pure performance, creates a lasting partnership to promote a product or service, whether in B2C or B2B. Whether you’re a pure player in online sales or the web is just one of several channels for you, affiliate marketing is a low-cost, high-reward approach which helps to increase sales and to develop your branding. Allow us to explain.
Affiliation: back to basics
Content producers and publishers who develop real expertise in a particular subject through a blog, a website, videos or regular social media posts are an interesting opportunity for advertisers. Advertisers can collaborate with them to showcase their products and services, paying the publishers for generated conversions. It’s a performance strategy model. Advertisers only pay based on key objectives: a click, a purchase, a download (white paper, mobile application, etc.), a subscription to a newsletter, etc.
The advertiser, therefore, entrusts a third party with the promotion of a brand or product. This third party can be a news site, a blog, a micro-influencer on social media, a price comparison site, a deal site, etc. The monetisation of this audience enables the publisher to finance his/her content and his/her development projects. The advertiser, meanwhile, is guaranteed to reach a qualified audience.
The affiliate promotes the brand by various means: newsletters for their community, native content, videos, banner ads, etc.
Advice and best practices for a successful affiliate strategy
Affiliate marketing is simple to set up, once you have the right contacts. To save time, there are specialist agencies which act as intermediaries between publishers and advertisers, offering personalised support services and helping to set up a truly effective system.
Focus on evergreen content
It’s better to spend a bit more time on a quality text which can be amended and republished later, rather than quickly publishing a “low-cost” text, with very little, low-quality content. This evergreen content usually includes analysis and higher quality topics, which are explored in more detail, making it more interesting for readers. This content also responds to common, generic searches on search engines.
Pay attention to your message
To create a relationship of trust, the advertiser must want to work with you. So you need to have:
- quality design
- a professional approach
- clear, consistent messages (nothing provocative or scandalous, no conspiracy theories, fake news, clickbait, etc.).
The messages shared by the affiliate act as a showcase. The more attention you pay to it, the more appealing it is to readers.
Your community follows your content because it relates to a specific subject or area of expertise. If music’s your thing, don’t promote flights or car insurance! It’s tempting to want to monetise your audience but if you do it too much, your readers may change their minds and stop reading altogether. Publishers must constantly search for a balance between natural content and affiliate content.
Make life easier for publishers
Share information and content which is ready to use:
- email kits
- promotional material
- comprehensive product feed, etc.
The easier the work is for the publishers, the more likely they are to share your product/service. Especially given that your brand won’t be familiar to everyone. Wording is important, so save time with content which can be used immediately and is easy to understand.
Change up your offers
Some offers have a short shelf-life. This is especially true for well-targeted trading periods such as the sales, Christmas, back-to-school, etc. You need to update them frequently, both in terms of content and communication channels. This also helps to boost your visibility and to keep your audience interested.
A relationship with an affiliate goes beyond the usual relationship between a customer and a supplier. Above all, it must be a genuine partnership which is based on trust. To ensure that this partnership is effective, make sure that you communicate in advance with regard to the commission, payment terms, etc. Advertisers must focus as much on taking care of their publisher network as they do on taking care of their customers.
As a way to drive sales, to accelerate business, to facilitate connections and to catalyse creativity, affiliate marketing is an essential part of your toolbox. It rewards publishers’ personal investment and is non-intrusive, personalised and performance-oriented. Whether you’re an advertiser or a publisher, affiliate marketing is a win-win approach.
Would you like to entrust us with your next campaign or register your website, mobile application, database or your social media? Then contact us!
How to Increase the Volume of Sales on your Website this Summer? Ah, summer: the beach, the sound of the cicadas, the sun, evenings with friends, total relaxation… It all feels a long way from the noisy, fast-paced business world, doesn’t it? But this period no longer necessarily means people disconnecting and slow sales. Consumers still buy at this time of year and businesses should be investing to reach their goals. Some sectors like sport, wellness, tourism, training and individual and business services continue to operate in summer. Although the pace may drop off a little, this is the perfect time to make yourself heard, win back market share and reach new clients who could become loyal ambassadors in time. Let’s explore this further.
July is always an intense month. With clearance, new mark-downs and wary individuals who want to avoid the crowds already preparing for the back-to-school period in September, July is a good month for business and for increasing sales on your site. And preparation for this period can also be done online with special offers for digital pure-play companies and online vendors using an omnichannel strategy to boost their sales.
Then there is the never-ending stream of current events for newsjackers. Music festivals, Wimbledon, the Tour de France, exam results, The Proms, Notting Hill Carnival and other events all provide an opportunity for you to mobilise your community during the Sales period by providing tailored content.
Go digital and adapt what you’re offering
It’s often said that clients are hard to reach during the holidays. But the truth is that, just like the rest of the year, they are never off their phones – even at the beach. So, this is the time to use digital campaigns to make yourself known: on social media, via affiliate and influencer marketing, SEA, etc. There are various different ways to reach mobile users who are on holiday to increase sales.
You can use geolocation to carefully target individuals in a particular region. You can tailor your marketing to prospect location. For local traders, it’s the perfect time to bring tourists into store using drive-to-store campaigns.
Then, if you have a well-designed website, users can place an order from their phones in just a few seconds. Payment is even going digital with solutions like Apple Pay. Meanwhile, mobile apps are key catalysts that facilitate the customer journey, wherever clients are located. You could even go further by offering deliveries to your clients’ holiday accommodation…
B2B is slow…or not
It’s true that companies can see business slow in the summer…but this isn’t the case for managers and decision-makers. Although they can rest, they can never truly switch off. They can relax, but use their holiday time to catch up on the reading they didn’t have time for during the year. It’s a good idea to coordinate your marketing and offer ‘summer edition’ content with B2B messages sent out in white papers, magazines, and even paper-based content. If you educate, evangelise and share good ideas, your hard work will pay off come September and even increase sales on your site in summer.
Automate and pre-plan your campaigns
By working with an agency, your ads will still be put out even when you’re on holiday. This means clients will continue to pour in, even if you send your marketing and sales teams away for a break. You can also plan and schedule campaigns in advance so you’re not completely out of the picture or giving your competitors free rein. Although customer services staff must always be contactable to deal with client requests and questions, marketing colleagues can have time off to recharge ready to start off on the right foot come September. With Kwanko, you can pre-plan and schedule online ad campaigns! Learn more by filling in a contact request here!
Plan your September campaigns
People sometimes prepare very early for September, especially if they have children. So, it’s a good opportunity to look ahead, work out what you want to offer, think about your campaigns and prepare for website updates. September often marks the start of a new phase that can be even more significant than January. Lots of brands make the most of this. For sectors as diverse as beauty, sport, lifestyle, decor, travel, health, tourism, and even insurance and financial products, it’s a good time to take stock of needs and get acts together.
Summer is a transitional period that often marks a return to form between two seasons. But, despite appearances, it’s also a time that can be busy for opportunists: the second you decide to take your foot off the pedal, your competitors will take advantage. So, it’s time to drive more sales than them with the help of the Kwanko Team!
Although written content is certainly important online, visual material is paramount. From images and infographics to photos and animations, the right amount of care always needs to be taken when preparing every online visual. And if there’s one place where this care is particularly crucial for success, it’s in online advertising. Banner ads are still very relevant tools for branding, lead generation, and affiliate marketing. But you can’t just throw together the perfect banner. It must hit the right notes in both form and content to grab the reader’s attention, present the brand and build trust while being as unobtrusive as possible. We’ll take you through how it’s done.
Create a design that stands out from the crowd
Your banner must reflect your brand’s image and attract attention at the same time. To do this, we recommend using unique, high-quality images and photos. As often as possible, please try to limit the use of images from your database that are too standardised and easy to identify. The more the banner aligns with your corporate identity, your values, and your position, the more effective it is going to be. This means that while it must include your logo, you are free to play around a little with the color scheme.
The right balance must also be found between quality and technical features. The banner must load quickly in order to be effective, but must not be pixelated or vague in any way.
Your banners can be either static or animated. If you choose to animate, err on the side of restraint: the era of ‘Christmas tree’ webpages has long since passed.
Sculpt your text
A banner must say a lot with just a few words. The text must be both clear and concise. On Facebook, for example, the text must take up no more than 20% of a particular post’s space. This advice can be applied to all banners. No long-winded speeches; the text must get straight to the point.
You can also adapt your text to fit the context of the banner. The content of a social media post, for example, should be different from that of a blog or a major company’s website. The text portion can also be adjusted according to which stage of the sales cycle the prospect is in. The approach could be more general in nature at the beginning of the cycle, but more specific when displayed on specialist sites.
And, one final thing to keep in mind: always proofread! Spelling mistakes are unforgivable on banners, as they will discredit your brand. Make sure your message is completely clear. If you wish to be humorous or provocative, test your message in advance, as not everybody has the same cultural frame of reference.
Optimise your CTA
Call-to-action is the button that must make people want to click on your banner. These buttons can help measure the impact of your campaign. The aim is not necessarily to encourage people to buy: it’s to get them interested in your brand. So you can change or experiment with the ‘discover’, ‘register’, ‘free trial’ or ‘more information’ CTA structures.
You could also adapt your CTA according to the kind of interaction you have had or wish to have with a prospect. When addressing a prospect for the first time, for example, a different CTA should be used to when retargeting a prospect or conducting a performance ad campaign.
Every link should be measurable, so the performance of the banner can be properly evaluated. This is an important KPI as it assesses the relevance of the banner. By tracking clicks, you learn which CTA is most effective. A/B testing can be a very powerful tool for remedying uncertainty, optimising your banners and trying out new messages.
Adapt your banner to different formats.
There is no one-size-fits-all approach to making banners. They can be vertical, square or horizontal. This means taking time to re-frame banner content according to requirements. In some cases, pre-prepared visual content could perhaps not work from a new layout perspective. You must, therefore, be flexible enough to start again from scratch, rather than trying to forcefully hold everything together to the detriment of the final product.
Creating perfect banners for an ad campaign is a precise job that should not be underestimated. Every detail counts. Plus, if there are templates available online, it’s very difficult to completely customize them to your brand. This is the reason why it is always more worthwhile to work with professional designers (internal or external to your organization) who can offer a fresh perspective on the challenges you face. We would, therefore, like to offer you the services of our graphics studio. If you need to overhaul or create new banners from scratch, please don’t hesitate to get in touch !
Summer sales mark a turning point in advertisers’ business calendars. Originally limited to textiles and ready-to-wear, they have now been extended to encompass much of the economy for many years. From bank loans to software, household goods, interior decor, wellness products and cars, every brand uses sales as a promotional tool. The aim? To attract new customers, retain existing customer loyalty and increase average spend, while clearing out stock.
Update and monitor your product catalogue
The catalogue tells you what to sell, when and at what price. It should be right up-to-date as it will provide all the key information that goes out to publishers. You can also edit it in real time depending on how sales go. If one product is proving harder to sell than another, you can invest a bit more for a limited period. Take the time to check the quality of your catalogue: images, descriptions, titles, references and everything else should be as clear as possible with unique data and no duplication or errors.
Create and share appropriate and effective visuals
Working with publishers should be a win-win situation. For this to be the case, you need to make your publishers‘ lives easier so they can concentrate on their work and try to bring you new customers. This is why you should send them data and content that are easy to manage and add in. These can include email kits, banners, specific wording, sales strategies, etc. What matters is taking care with the style and content. The design serves the message. Time spent preparing will soon pay off once the campaign has been launched.
Manage different mark-downs
Prices fluctuate hugely during sales. Reductions can start at 20% and increase to 30% or 40% two weeks later. This means you have to be agile, react fast and anticipate all the situations that may arise. Stock management needs to be precise and effective. Your advertising campaigns should get underway immediately and your in-house validation process must be smooth to avoid wasting time. You can also use promotional codes for extra services. These are added to ongoing promotions (free delivery, free returns, insurance included, etc.).
Email is still the preferred way for affiliates to communicate with their communities. This is why affiliates should be sent elements that are ready to use. Choose visuals carefully, be inspiring, test the results on all platforms, check all the links and monitor email campaign performance in real time. You could send through an HTML file with images hosted on your server to optimise load time. Your email kits should be suitable for mobile devices so they work on all platforms. Finally, you can encourage A/B testing to optimise campaigns.
Managing your own affiliate campaigns can be time-consuming and tiring. It is more efficient to pass this work on to an agency who does it day in, day out. When deciding which agency to choose, you need to ask the right questions: how many publishers do they have in their network? Which countries are they in? Do they already have experience in your business sector? Do they have reliable campaign management technology? Would you have proper support? You can use the answers to these questions to choose the right trusted partner.
Summer sales do not only happen in stores. The online battleground can be the toughest because of the strong competition and real-time element. You should, therefore, see your publishers as business partners. They represent your brand on the (virtual) ground and the more convinced they are by your offering and brand, the more effective they will be. Consult our team of experts for assistance with your projects!
In order to make your products and services known, you spend a great deal of money creating marketing campaigns that must be effective and relevant. But how do you actually accurately measure the ROI of your actions? How do you know if your investment in Google Adwords is more effective than that on Facebook, for example? Are you sure that your marketing email campaigns or affiliate marketing campaigns have been the only conversion triggers? Faced with this complex problem, attribution models attempt to unlock the mysteries of the customer path, with a view to identifying and optimizing the progression that drives customers towards a purchase decision.
Implementing an attribution model: Why?
Attribution is a strategic method that measures the respective effectiveness of your various channels and your points of contact within the conversion paths taken by your customers. Yet, within a hyper-fragmented environment, it is never easy to know which steps have ultimately guided the customer decision. This can be very gradual or very sudden, depending on the needs and expectations, whether expressed or not.
Attribution models allow you to optimize your marketing strategy and better allocate your expenses by channel, based on their effectiveness. The goal is not to be everywhere, at all times, but rather to invest where it is really relevant, based on your products, your offers, and the customer profiles. To this end, an attribution model allows you to rate your channels based on the impact that they have had on the conversion. In plain language: what is it that made a customer decide to purchase a product? This is a decision that is not linear and one that depends on a wide variety of factors. And this is where everything gets complicated, as accurately retracing a decision is always to a certain extent random.
The different attribution models
There exist several different attribution models. Here we will present to you the most well known and the most widely used. Spoiler: none of them is actually 100% effective.
The last-click model
This is the most traditional model and one of the most widely used, especially in affiliate marketing. This model involves attributing the conversion to the last recorded click. It is a very basic model, as a conversion is always preceded by several interactions with a brand. To rely solely on the last click will never give you a global view of the customer path.
The first-click model
This model attributes full credit for the conversion to the first point of contact. It is simple, yet highly flawed, as it is only the start of a long path that may include numerous other areas of influence. The fact that a visitor clicks on a Facebook ad does not make this the sole trigger for the sale.
Since each conversion utilizes several channels, linear attribution smooths out all of these channels in identical fashion. The conversion is thus distributed in equal parts between the various channels that were involved in the conversion process. This model has in its favor the fact that it integrates the multi-channel factor into the analysis, however, its distribution remains arbitrary. For linear attribution, each channel has the same value.
Attribution based on positioning within the path
This model takes into account all of the points of contact, however, it attributes greater value to those that are close to the conversion. This is a useful model in the sense that it considers the last steps to be the most important, to the detriment of the discovery phase. This is an assumption that holds a certain logic, even if it attributes practically zero value to the initial steps.
This is a model that emphasizes the importance of the first and last channel on the conversion path. The first, because this is the discovery of the brand, and the last because this is the one that occurs immediately prior to the conversion and that has managed to influence the purchase act. All of the intermediate channels are smoothed out. This model is a hybrid of the first-click, last-click and linear models.
Can contribution analysis respond to attribution bias?
Theoretically, contribution analysis enables the analysis of the performance of all levers across the entire purchase path. It is possible to know which have held the most weight and had the greatest impact. This is a model based on fact, which avoids the majority of classic attribution errors by smoothing out the path. Contribution analysis renders attribution less arbitrary, with improved segmentation of the participants in the conversion chain. There are four main types of participant:
- Initiator: this is the first visit whereby exposure to a brand results in its discovery.
- Passer: an important role as it makes visitors return to the site, without necessarily resulting in a conversion.
- Autonomous: this is the one used when a conversion is only made possible on account of a single lever.
- Striker: he participates during the final sprint, immediately prior to conversion.
The attribution models are as useful as they are complex and assume a very good knowledge of the user experience and the customer path. Making decisions based on an imperfect or arbitrary model can prove dangerous in the long-term. This is why it is important to take time to refine the implementation of your model alongside data and web marketing professionals. Would you like to know more? Check out our intelligent attribution tool, SMARTattribution!
Every business sector has its own key and unmissable trade fairs and exhibitions. Affiliate Summit Europe 2018 is one of these. An essential event to attend for professionals in performance advertising and digital marketing in the broad sense, with its blend of networking, keynote speeches, training sessions and best practice knowledge sharing. It’s for this reason that our entire team attended in London this past February 6 and 7. Amongst the various trends we’ll be seeing developing over the course of 2018 are influencer marketing and strategic affiliation.
The Affiliate Summit Europe conference and trade show
The Affiliate Summit was initially founded in 2003 by Shawn Collins and Missy Ward. Since then, it has grown considerably over the years. To date it has expanded into various international events that take place on a regular basis in both North America and Europe. The Affiliate Summite London had a turnout of more than 1,600 visitors and 800 affiliates, all of which who came to share their knowledge, develop their expertise and find out more about digital trends to come.
Kwanko was represented by our UK team led by Alvaro Sanchez, Managing Director and specialist in advertiser-side performance marketing, and by Zaza Zakaraia, Affiliate Account Manager and expert in publisher-side marketing. The event provided an opportunity to promote and highlight the solutions we offer in terms of increasing sales, generating more traffic, workable lead generation, optimising conversions, and developing an influencer marketing based approach for our clients.
Influencer marketing: a craze that delivers what it promises
Influencer marketing serves as a major form of leverage in the world of digital marketing. A real game changer, it is now in the process of becoming firmly established alongside more traditional methods of online advertising. A growing number of brands have begun using it in earnest and others are currently experimenting with it in small doses, though almost all are interested in it.
Influencers can choose to incorporate an acquisition strategy into their approach. But working with them requires experience, practical knowledge and the support of a properly trained team.
Performance marketing: what’s the best way to work with influencers?
The first thing to do is make sure you understand how influencers are organised. Content, editorial, tone, the volume and audience you are looking to target, expert knowledge of the subject matter
before knowing how to work with influencers, you first need to know and understand what motivates them. This is work that takes place over a long term basis that is built on trust. For majority of micro-influencers, performance marketing is one of the most effective tools available.
The second stage consists of properly and effectively communicating with the influencers. According to the Vuelio UK Bloggers Survey 2017, more than a third of influencers are contacted up to seven times per week on average. However, very few of these contacts result in value-added content on the influencers’ blogs, channels or social media accounts. Hence the importance of making targeted choices and carefully choosing wording to avoid drowning influencers in technical jargon they won’t necessarily be able to master. To communicate effectively with influencers, you need to build a natural human-like relationship and take the time to really get to know their brand and their audience. This is win-win strategy and push pull. You help them, they help you.
And lastly, taking an economical approach is an extremely important factor: the traditional model based on CPA and funded via conversion at the final click does not work with influencers. The scope needs to be increased to enable more effective tracking, established on the basis of community engagement. To achieve this, each advertiser must know and understand what the KPIs and most impactful metrics for their brand are and build their relationship with their influencers around these more open and less restrictive factors.
Both a catalyst for creative energy and a high-value place to meet and share good practices, the Affiliate Summit Europe conference and trade show enabled us to confirm the relevance of our acquisition solutions to performance and to broaden our teams’ expertise on highly specific and targeted issues. It also provided a way for us to make ourselves directly known to advertisers and publishers in order to share our experience and know-how.
Launched by Amazon in 1996, affiliate marketing has rediscovered the path of growth since 2016 after a small loss of speed recorded in 2014. Boosted by the growth of M-commerce and online sales, now better tracked, affiliate marketing points to perennial growth.
Affiliate marketing is starting up again
After a year of weak performance in 2014, affiliate marketing has regained strength! Yet the trend over the last few years seemed to reflect a loss of interest. Although affiliate marketing had seen a constant increase between 2011 and 2013, the year 2014 was marked by a decline of 5%.
Thus, investments in affiliate marketing in France increased slightly in 2015 from 208 to 210 million euros. An upturn which is confirmed by a new increase of 8% observed in the first half of 2016.
The rough patch observed in recent years can be explained by the democratization of mobile use. This trend is disadvantageous to advertisers who use affiliate marketing. Mobile advertising formats have long been neglected in favour of messages optimized for desktop, while at the same time, browsing time on smartphones and tablets has strongly increased.
As a consequence of these new modes of consumption, Internet users juggle between several devices. For example, they read their e-mails on the mobile when they wake up, find out about their favourite sites from a computer during the day and consult social networks on the tablet in the evening. The relevance of the campaigns disseminated mostly on a desktop is thus in question.
Cross-device tracking to the rescue of affiliate marketing
With these new habits, advertisers are faced with another problem: how to track users from one device to another throughout a single affiliate marketing campaign? Kwanko responds to this demand by implementing cross-device tracking that evaluates the weight of each medium along the purchase path.
Advertisers now have reliable and specific data concerning their campaigns. They know at what time of day the conversions are the most numerous or what is the average basket of the Internet user. They also know the customer’s entire path, media by media.
Result: campaigns can be optimized in terms of cost, message and targeting, which gives a much better ROI from one operation to another. Another advantage is that the conversion funnel is gaining visibility and the advertiser is able to pay the publishers more fairly based on its actual contribution in the purchase process.
ROI at the heart of affiliate marketing
Affiliate marketing is a means of promotion that is not only effective and relevant but also oriented towards optimizing the ROI. And with good reason, the advantage of affiliate marketing resides in its founding principle “You dont pay money until you get money”, otherwise said, you only pay for results. The remuneration of the affiliate is only made after the conversion: your ROI is therefore guaranteed and protected by this principle.
This pattern also applies when we do not achieve online sales. For example, you can collect leads regardless of your field of activity. The mechanics remain the same: you pay your affiliates only when a prospective client validates a request for a quotation or downloads a brochure after filling in a form.
Thanks to reasonable budgets, affiliate marketing makes it possible to reach many Internet users, easily and very quickly. As a result, your products are offered to thousands, even tens of thousands of prospects without you spending a penny!
As opposed to traditional advertising campaigns, which are often expensive and whose impact is still difficult to measure today, you get free access through your affiliates to the web to boost your sales.
Check these 5 Best practices to Develop an Effective International Affiliate Marketing Program.
Online purchases no longer have any barriers. Today, it is very easy to purchase a product in China, to order a piece of software in the United States, or a book in the United Kingdom. What is true for consumers is also the case for brands and advertisers. Once a good understanding of the local market has been acquired, the logical step is then international expansion.
Yet, to increase effectiveness as part of your development plan, have an impact more quickly on the correct people, a good affiliate marketing program is essential. However, if this decision is rational and logical, it is important to prepare it well.
Making your affiliate marketing program international is like going on holiday abroad. You must know the basics of the language, the culture, be aware of the health risks and places to avoid, to really enjoy your trip. And with our advice and good practices, no need for repatriation insurance!
1 – Work on the Relevance of Your Product
You know your product, you have all the right pitches and good publishers in your country, but are you certain that this works in the same way elsewhere? Do you know your competitors in the country you are targeting? Good knowledge of the habits, customs and local market trends is vital to ensure your product is relevant elsewhere in the world.
To do this, background work is required to establish a suitable action plan: identifying the strengths that are there, analysis of the competition, sociodemographic data research
The aim is to produce a business plan which will enable you to see things more clearly at the time you launch.
2 – Find Trusted Representatives in the Target Country
If you cannot or do not want to do everything yourself, introduce yourself to agencies or companies which do this as their job. You will save time and dedicate your budget and your energy to collaborating and working in tandem. Rather than dabbling by yourself. By choosing an affiliate marketing platform that has a global network with real experience internationally from the very beginning, it will be a lot easier to make the transition to new countries.
Now, you must take your time to choose your partner well. Compare offers, make on-site trips, meet people and do not rely on a website or a too salesy business pitch. To avoid bad surprises, choose a partner with an affiliate marketing program which has already developed campaigns in several countries with good global coverage. One which has networks of international and local companies that understand all the aspect of their markets. Experience and quality will always be paramount when it is about launching outside of your natural environment.
3 – Anticipate Monetary Fluctuations
Exchange rates can be very different from one month to the next, and from country to another. Publishers expect to be paid in their local currency. If your product is sold in another currency, be sufficiently flexible, and find good partners to juggle between several currencies with you.
Also ensure that your financial and accounting organisation is a stakeholder in your expansion plan, just like key players in sales and logistics. If you take too long, or if your sending costs are prohibitive when shipping a product abroad, you risk disappointing people. Your whole organisation must be singing from the same hymn sheet.
4 – Minimise the Language Barrier
Understanding English will be vital for you to become international, including for finding representatives or partner agencies. If this is not your strong point, surround yourself with a team with experience or knowledge of going international.
Most of the time, English will be enough, but you may need to also do it in another language. A disagreement or a problem with understanding could have an impact at the time of signing your contract!
5 – Adapt your Approach with Affiliate Marketing Program
If your brand does not have the power or recognition of Google, Apple or McDonalds, you must take the time to adapt your approach to your new market. From sales pitches, seasonality, sales experience, expectations, product visuals, slogans, wording
all your preparatory work needs to be ready before launching.
The promotional material that you supply for your affiliate marketing program must also be suitable. Banners, emails, the style and template of your design, graphic charter, etc. Adapting communication media is a very important step to ensure increased conversion rates. Nobody is expecting you on-site. It is down to you to draw out your path with suitable tools for your affiliate marketing program.
Finally, be clear with your economic model. It is important to adapt your remuneration models well, to attract new affiliates. What you practise in your domestic market is perhaps very different from the remuneration practices abroad. Researching, adapting, then proposing attractive models for all parties is a gauge of trust and quality. To begin your international diversification well.
Developing an international affiliate marketing programme can take time, like the reflection, research and work which goes with it must allow you to prepare the field well. This time-lapse can, however, be considerably reduced, by relying on an experienced partner who understands these problems it is what they do. If your clients put trust in you as an expert in your sector, it is down to you to put trust in an international affiliate marketing program.
Affiliate marketing is a real team effort.
Its a partnership that involves three different parties:
- the client, or visitor, that browses the various website pages looking for information about a product or service;
- the publisher, or content editor, often a specialized website or blogger that integrates links towards a partner site;
- and the brand, or retail website, that is selling the product or service.
For this trio to work well, a strong sense of trust needs to be in place between the various parties and it is paramount to find high-level publishers that can commit to the process with full transparency.
The more a publisher produces high-quality work on their website, the higher their visibility with increased visits, and increased interest in their image from brands. Not only is it necessary to find a real gem, but they also need to agree to the affiliate marketing program. Thanks to our tips and best practice, you will soon be ready to entice them with an attractive affiliate marketing program.
Offer your Publishers Winning Conditions in Affiliate Marketing
Beyond the image, trust, and interest a publisher has in your brand, retribution is always at the heart of the situation. The best way of finding publishers and gaining their loyalty is long-term engagement with products sold at an attractive price point, substantial commissions and a quick payment system. These three key elements are the foundations of your partnership and the three must work hand in hand. The higher the price, the larger your return on investment potential, and the more publishers can work to promote the brand.
Additionally, regular payments are necessary to build a relationship of trust. You wouldnt like earning your first paycheck six months late, would you? Publishers wouldnt, either.
Finally, offer simple tools with minimum administrative red tape. Your strategy will be more effective if the various steps are easy to implement.
A publisher can be paid in different ways, and one same system may not be a good fit for everyone. It is up to you to adapt your business model to your publishers in affiliate marketing:
- Cost per action (CPA) is a long procedure that can be lucrative if your conversion funnel is optimized.
- Cost per lead (CPL) is a useful solution to work on your MQL (Marketing Qualified Leads) and enrich your data.
- Cost per click (CPC), a more classic approach, will generate traffic on the brand website, without ensuring conversion. However, this is a useful way of exposing your brand to a new audience.
- Finally, Cost per Mille (CPM) is another strategy that can be used to develop your notoriety or build awareness.
Your business model will be able to adapt to brand and publishers needs and priorities. Maximum flexibility for optimal success.
Provide your publishers with the right tools
Affiliate marketing is about creating partnerships that work. To do so, you need to provide your publishers with useful tools that will help boost sales and communication. These are:
- landing page,
- advice on product description,
- useful content to boost online sales,
- customer testimonials,
- images adapted for various formats,
- visuals optimized for social media,
- SEO target keywords, etc.
Once your publishers have the right toolbox, they will be able to work in a more productive way in affiliate marketing.
Share the right data
To be productive, a publisher needs benchmarks.
A dashboard with precise analytics is a minimum to shed light on the project. When your publishers have access to precise data, they can optimize their workload to maximize conversions.
Win your best publishers over for an effective Affiliate Marketing
Just like a sales team, publishers are important growth drivers for your brand. When they do great work, they should be rewarded. Its a little extra that doesnt cost much but can strongly increase employee motivation.
You can create a premium club with your best publishers, give them bonuses, gifts, financial benefits or benefits in kind such as gift cards, trips, training
You can also boost your affiliate marketing network by highlighting specific publishers, who will appreciate seeing their editorial work rewarded and earn additional readers. You can integrate sales challenges with prizes or specific events to meet with influencers or major advertisers. This is a useful means of developing a professional network.
Regarding publishers as true partners will increase their involvement and motivation in your project.
Provide a dedicated support department
Your publishers should be able to reach you easily whenever they have a question. Comparable to customer service for questions or claims, you also need a support department for publishers that deal with technical, sales, or financial issues.
Whether on the phone, via email or a dedicated Facebook group, internal support needs to be as effective as external support.
Attracting the best publishers is like recruiting a football team: the best players will be interested in compensation, benefits, as well as the teams prestige, fan support and impact on their personal image.
Building a trusting relationship with your publishers is a priority in guaranteeing that your online sales moves will last. Nows the time to get your team together! And we can help you with it. 😉