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“Superiority of numbers is the most common element of victory.”

– Military historian Carl von Clausewitz

Clauzwitz’s words apply to online performance marketing as well. Today the successful brand needs to generate traffic and convert it to sales quickly. Deriving branding and leads from advertising is critical. And testing is a sure path to top results.

There is a continuing shift in online advertising. Gone are the days of blanket institutional “big splash” campaigns. Advertisers want guaranteed results, and to that end, web publishers need to provide click-favorable real estate. But it’s a two-way street; advertisers have the responsibility of understanding their product and target audience thoroughly, working closely with their creative and publishing partners to prevent exorbitant customer acquisition costs.

The web is an interactive medium; a direct response channel used to offer and take action immediately. And every transaction a web visitor makes is a learning opportunity for a savvy marketer. Your site loyalists (repeat visitors, your primary revenue base) will tell you what they like…just ask them. Capturing the traffic from partner sites is the key to dominant market share. Do you have a viable sales process in place to tap into this traffic? If you can’t sell your offer on your own site…and show good conversion rates…. partner publishers will have a tough time promoting you to their visitors.

 Two steps in the right direction:

Step 1: Study behavior. Implement a tracking system to chart all visitor metrics on your site. And analyze the findings. What messaging elicits the most response? What pages or sections garner the majority of eyeballs? A/B test via email, display, etc. to increase your visitor knowledge base. And of course, add offers from co-marketing partners to extract additional dollars from your Web site audience.

Step 2: Plug your tested offer(s) into other web sites via ads based on performance, i.e., pay the publisher on completed actions (cost-per-action or cost-per-sale), not impressions. Your rate model can reflect per lead, per click or per sale, or a hybrid version of the three.

Effective affiliate network managers deliver ROI instantly, and collaboratively give a positive experience to existing and potential buyers. Progressive performance marketers realize affiliate networks strengthen brand identity by acting as media buyers, creative consultants, researchers and 24/7 virtual sales teams.

The Performance marketing landscape is a changing dynamic place and if you’re not arming your self with the leading tools, trust me, your competitors are!

-Erik Keller, Affiliate Manager, Advaliant

(ekeller@advaliant.com) tel:646 209-9339

…Of course you do. Anybody who is anybody wants to take their affiliate marketing business to the next level. OK, so how do you do it? Tell me Mike, what’s the quickest way to strike it rich? Tell me, tell me, tell me NOW!!!

The first step in the creation of your “ladder to success” is, and this is coming straight from the advertiser’s mouth; “think like the client.” What helps them drive their business? Put yourself in their shoes and pretend you’re the VP of Marketing for a while. Be original and swim up-stream. The effort is worth it and besides, it’s not as crowded in that direction.

The reality of today’s online space (and kick me if I wrong) is that almost anybody can be an affiliate. Somewhere along the way you’ve become incredibly web-savvy, have a site or sites with ad space, have built an email database of opt-ins or you have the uncanny ability to create a search program while eating your Cheerios. With one or more of those skills and assets you’ve just earned your affiliate ID # and can now start promoting offers and cash-in on the CPL or CPA payout. Don’t get me wrong, there are some great affiliates out there, but there’s also no bar exam to pass, no affiliate designation to get. On top of that, unfortunately, that openness to join the affiliate fraternity allows a few rotten apples to ruin it for the bunch. What do you get when you build a pile of great apples and then surround them with a few rotten ones? - it’s not a pretty smell to advertisers. That smell means we have to self-regulate to clear the air.

I can’t tell you how many times I’ve come across a new affiliate running a campaign whose conversion rates have been out of this world. When you see 5 clicks and 5 conversions, jackpot bells don’t ring, fraud sirens do. Wow, how did that affiliate get that great conversion rate? – don’t bother answering, we already know. With that kind of activity does the affiliate believe that those leads will turn into customers for the client? Do they think that the client won’t notice your AFFID # as the source of poor leads and ban you from future campaigns? The reality is the Aff ID# will be red-flagged and not allowed to run other high quality private ad campaigns.

Let’s get real here. If you think like the client and focus on finding and acquiring quality leads and quality conversions then you will be building your “ladder to success” – not with toothpicks but solid high quality rungs. The client will identify (and us too) that you are a professional marketer, and that your leads and conversions can be trusted. With honesty, effort and professionalism comes opportunity. Straight from the client’s mouth: “quality is the number one focus.” If the quality is there then the vault will open and everyone will get rich.

Which way are you going to swim?

As an affiliate marketer, you have embarked on a journey that provides you with the entrepreneurial freedom to choose a business model that caters to your professional strengths and personal interests. All successful conquests begin with a clear and concise roadmap and as an affiliate marketer yours must be transferrable and innovative! Your marketing strategy should be as dynamic as the landscape is, and by incorporating these points to each of your initiatives, you will be well on your way to a successful campaign launch!

Identify and Become the Brand

• Take the time to assess the active marketing initiatives of the brand you are looking to promote.
  -What mediums is the brand actively using to market its product? (online, radio etc)
  -Current SEM promotion: is the brand marketing on all tier 1-3 engines?
  -Note the verbiage and graphics used in all of the promotions (is the message clear and marketable?)
  -What is the value proposition to the user and is there a sense of urgency (seasonality/limited time offer)?
• Determine the core demographic of the brand and identify who the online target audience is.
  -Is there a similarity (brand demo and online target audience)?
  -If so, draw the parallels and note the similarities. This will assist you with marketing to the most conversion prone audience.
  -If not, be sure to target both audiences as there may be an opportunity to capitalize on a new (unsaturated) market share.

Competitive Landscape Analysis

• Conduct an extensive search to determine who the brands offline/online competitors are.
  -Analyze each competitors campaigns by taking note of the features/benefits of the product and the value proposition to the user.
• Note the distribution channels that the competition is using to promote their campaign (IE: SEM and Social Media etc).
  -Diversifying distribution channels allows for an extensive reach to multiple market shares. (IE: SEM targets real-time purchasers while social media provides brand engagement/awareness)
• Do not simply mirror the competition but trump it through innovation.
  -Identify what is marketable about the competitor’s campaign and finesse it.

Distribution Channel: En Route to Conversions

• Establish a marketing budget which is flexible to the emerging media landscape.
  -SEM distribution: Be clear with what your ceiling and floor spends are but ensure you have the ability to inflate/deflate daily.
• Institute a monthly TEST budget .
  -If you’re monthly marketing budget is $1000 (SEM distribution), allocate $200 of that to test distribution via an alternative channel.
• Marketing your campaign through more than one distribution channel will assist with stabilizing your revenue streams and building your portfolio. Diversification is the claim to fame!

Happy marketing (and earning)!