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"From Couch to Agency: "I had no experience, and he basically taught me how the industry worked. I started as just a little internship, then after a few weeks, it turned into an hourly job. And then before I knew it, I was a full time employee there and I worked there for five years."
"Creating an Effective Affiliate Strategy: "We want to try to get in those articles because if you're looking for maybe best betting and you type in what is the best betting to Google, that first article is going to get a lot of traffic. And if you are able to be in that article, you're going to get a lot of traffic to your site in return."
"Performance PR: Forging Relationships and Getting Editors Interested": "It really takes a lot more than just setting it up in the platform. I think that's probably the biggest misconception that I get from people when I talk to them that have an affiliate program. We set it up, nothing's happening. Yeah, nothing's happening because you haven't gone out and done anything. You have to go out, you have to forge relationships with these publishers and get them interested and excited about your brand."
"Meaningful Attribution in Affiliate Programs: "If it's all top of funnel, then I usually can have a good idea, like, are they missing a lot of partners? Do they have the right mix? Are they on the right track? If it's full funnel, I can look at the partners that I normally work with and if I see that they have a really low conversion rate and they're driving a lot of traffic, that to me already says that they're losing attribution to maybe somebody that's at the bottom of the funnel."
"Last Click Attribution: 'The last touch is always going to get the credit because it's going to have the highest intent.'"
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❇️ Key topics and bullets
I. Introduction - Overview of affiliate marketing and why it matters - Guest speaker's background in affiliate marketing
II. Setting Up an Affiliate Program - Importance of using an affiliate network to track sales and provide links - Identifying where the customers are, including mass media partners, niche sites, bloggers, influencers, and SEO-based product review sites - Understanding competitors' network and commission rates - Setting up a framework and adjusting commission rates over time - Identifying and targeting competitors' mentions for promotion
III. Payout Structure and Payment Process - How publishers are paid out by the affiliate network - Payment process and the frustration it can cause for new publishers - The locking period and its impact on publisher payout
IV. The Role of Relationships in Affiliate Marketing - Establishing relationships with publishers to promote the brand - The merging of affiliate marketing with PR - Using relationships to drive performance PR and find the right publishers
V. Common Mistakes and Issues in Affiliate Marketing - The belief that one can manage an affiliate program alone - Approving low-value publishers and not knowing how to vet partners - Misconfiguring advanced program features - Fraud and scams in affiliate marketing
VI. Evaluating and Optimizing Affiliate Programs - The importance of evaluating the publisher mix - Attribution and the impact on affiliates' conversion rates - Full-funnel affiliate programs and the role of top and lower funnel partners - Using affiliate marketing for prospecting and performance-based campaigns - The evolution of affiliate marketing and the role of technology and tools - Whitelisting and the growth of influencer marketing - Traditional affiliate networks and the use of secondary platforms to find the right influencers - Content partnerships and affiliates' role in promoting brands - The importance of crediting both the first and last touchpoints in affiliate sales
VII. Conclusion - Recap of the main points about affiliate marketing and its benefits for brands and publishers.
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