Affiliate Summit East 2016 in Las Vegas: January 18-20
4 LESSONS Walking Dead Can Teach Affiliates By Missy Ward - Page 2
Rules for Evolved Adults By Shawn Collins - Page 5
No More Duck Lips or Blurry Dogs! By Michelle Held - Page 14
Affiliate Summit West 2016 Agenda Page 35
Issue 33 ― January 2016
Issue 33 · January 2016
Table of Contents
STAFF Co-Editors in Chief Missy Ward, Shawn Collins Co-Publishers Missy Ward, Shawn Collins
2
Editor’s Note: 4 Lessons Walking Dead Can Teach Affiliates
3
5 Reasons Your Affiliate Application Wasn’t Approved
5
6 Rules for Evolved Adults
6
5 New “Team Members” Changed Everything
7
Building Your List for Free with Udemy
8
Growing Through Peer Collaboration
By Choots Humphries
9
Seller Beware – The Terms that Bind
By Rachel Hirsch
10
The Amazon Effect
11
3 Top-Ranking SEO Tips for 2016
12
5 Ways to Improve Lead Gen Performance
14
No More Duck Lips or Blurry Dogs!
By Missy Ward By Steve Root By Shawn Collins By Jessica Celenza By Sam Dey
By Paul Schroader By Shannon Steffen By Alex Kreek By Michelle Held
15
It Might Be Time to Outsource
16
Are Affiliate Paid Placements Worth the Cash?
By Stephanie Harris
17
RITS Approach to Activating Affiliates
By Geno Prussakov
18
6 Survival Tips to a Vegas Conference
By Dustin Howes
20
Got Client or Customer Conflict Dread?
By Brian Secrist
21
The Affiliate Management Wall
22
5 Ways to Excel in Mobile Marketing
23
5 Little-Known Strategies To Build Your List
24
5 Reasons to Create an Affiliate Program
25
3 Ninja Tactics Secures Websites from Hackers
26
7 Steps to Buzz-worthy Contests for SEO
By Priest Willis, Sr.
By Greg Hoffman By John Toskey By Candis Lynn Hidalgo By Victoria Galperina By Jason Ciment By Stephan Spencer
27
Mobile Marketing: Trends and Tools for 2016
29
Switching Product Categories - Before and After
30
Effectiveness of CPC Email in Performance Marketing
31
7 Tips to Recruit Affiliates Directly
32
Going Global: Prep for Success
By Kim Salvino
33
Future of Marketing Homeopathic Remedies in Doubt
By Slade Cutter
34
Eliminate Cross-Border Shipping Hassles for Canadian Success
By Steven Page
35
Affiliate Summit West 2016 Show Agenda
52
Kerri Pollard Keynote Bio
53
Greg Gifford Keynote Bio
54
Affiliate Summit West 2016 - Other Speaker Bios
66
Thank You Affiliate Summit West 2016 Top Sponsors!
67
Paris Las Vegas Map
Contributing Writers
Dale Carr, Jessica Celenza, Jason Ciment, Shawn Collins, Slade Cutter, Sam Dey, Teodora Dobjanschi, Victoria Galperina, Stephanie Harris, Michelle Held, Candis Lynn Hidalgo, Rachel Hirsch, Greg Hoffman, Dustin Howes, Choots Humphries, Alex Kreek, Yancy Naughton, Steven Page, Jennifer Parker, Geno Prussakov, Steve Root, Kim Salvino, Paul Schroader, Brian Secrist, Stephan Spencer, Shannon K. Steffen, John Toskey, Missy Ward and Priest Willis Sr.
Graphic Design Logan Gattis Designs www.logangattis.com Magazine Coordinator Amy Rodriguez
By Dale Carr By Jennifer Parker By Yancy Naughton By Teodora Dobjanschi
Affiliate Summit 9532 Liberia Avenue, #127 Manassas, VA 20110 tel (417)-2SUMMIT (278-6648) fax (908) 364-4627
Articles in FeedFront Magazine are the opinions of the author and may not necessarily reflect the views of the magazine, or its owners. FeedFront Magazine always welcomes opinions of an opposite nature. For more information, visit: www.FeedFront.com Interested in advertising? Please visit http://feedfront.com/advertising/ or email us at: feedfront@affiliatesummit.com © 2016 Affiliate Summit, Inc. and Individual Authors.
· Issue 33 · January 2016
Editor’s Note
4 Lessons
Walking Dead Can Teach Affiliates
by Missy Ward
Missy Ward
I
am DEADicated fan of the apocalyptic and post-apoca-
Was Michonne always a deadly, katana-swinging defend-
lyptic genres. Something about societies in the midst of
er of her group of survivors? Nope. While she did take a few
crumbling or seeing how people change after a cataclys-
fencing classes back in college, she was your everyday work-
mic event is relaxing to me. Don’t judge.
ing mother who enjoyed watching football on TV.
The “undead” sub-genre, especially zombie-related, has
Being a successful affiliate marketer requires that you
been my favorite since I first watched Dawn of the Dead back
constantly learn new skills and adapt to new situations and
in the late ‘70’s. Since 2010, my Sunday nights have been spent
technologies. Learning to roll with the punches will help your
watching The Walking Dead, when new episodes are airing.
business thrive.
Recently, I noticed that TWD not only teaches us the many ways to take out a Walker, it also provides some important, non-zombified lessons for affiliate marketers.
Plan Your Attack The survivors keep from going crazy by setting small goals. They go on supply runs to keep everyone fed and healthy. They
Quitters Make Great Zombie Chum In the very first episode, Deputy Sheriff Rick Grimes emerges from a coma into a world overrun by Walkers that
fortified a prison to make it a safe place for survivors. They attempt to relocate a mega-herd headed towards the Alexandria Safe-Zone. It’s easy to track their wins and epic fails.
think human flesh is pretty darn tasty. Did Rick use his service
To know what you’re aiming for, you need to set track-
revolver to end his life, rather than living in a zombie-infested
able goals and learn from your successes and flops. Without
world? Of course not.
a plan, you’ll wind up like Father Gabriel, aimlessly wandering
Instead, he heads off in a police cruiser, then steals a
around a forest, without weapons and zero survival skills.
horse and narrowly escapes a horde of Walkers all to find his family, who may or may not be at a refugee camp in Atlanta.
Fan Favorites Usually Live
When your affiliate efforts aren’t working as you expect-
In November, TWD experienced a 10% drop in ratings
ed, it can feel a bit overwhelming when deciding to continue.
from last season at the same time. I believe it’s due to loyal
Surviving is tough, but worth it.
fans (myself included) upset with the non-answers concerning the fate of long-term survivor Glenn Rhee.
Adapt or Die
Just as the writers have made Glenn’s character en-
Had Hershel operated on humans before the zombie inva-
dearing to their fans, your customers need to love you. Just
sion? Of course not. He was a veterinarian. But Hershel helped
slapping up affiliate links can kill your business. By providing
Carl, after he was shot, and performed other medical proce-
valuable information and offering great customer service, you
dures as needed.
may just survive.
2
Missy Ward is Co-Founder of Affiliate Summit, Co-Editor-in-Chief of FeedFront Magazine and blogs at MissyWard.com.
tl;dr – Understanding five basic reasons why your affiliate program application wasn’t approved.
· Issue 33 · January 2016
5 Reasons Your Affiliate Application
Wasn’t Approved by Steve Root
H
Steve Root
aving been in the affiliate industry for over eight years, it still amazes me how poorly some affiliates represent themselves when applying to join a program. Applying
to an affiliate program is akin to applying for a job.
build a site, create useful content, and then – after you start seeing traffic – apply to the relevant programs.
Just like a job application, affiliates must present themselves in a way that demonstrates they understand the needs of the program while also showing they’re qualified to deliver positive results for it. Here are five common reasons why affiliates aren’t approved by program managers.
Does the Affiliate Add Value to the Program? This is a question affiliate program managers ask themselves when approving new affiliates. Even if an affiliate has a relevant site with good traffic, they still must show they can add value. Remember, applying to an affiliate program is like applying for a job. Show the program manager your site is rel-
No URL Listed This seems basic, but I decline applications almost daily
evant, why you believe it’s a good fit for the program, and how you plan to promote the advertiser’s products or services.
because there’s no URL listed with the affiliate’s application. Be sure to always list your site’s URL within your network
Being Unresponsive and not Being Transparent
profile or program application. Missing this essential item of
Many times while approving new affiliates, I’ll reach out
information will always result in your application to an affiliate
with a question or ask for more information. If the affiliate
program being declined.
doesn’t respond, or their response indicates a lack of transparency over how they’ll promote the program, it’s an automatic
URL Provided Isn’t Relevant to the Program
decline. Just as an employer seeks a qualified, engaged, and
Taking point 1 to the next level, be sure your site is relevant to
proactive employee, program managers are seeking qualified,
the program for which you’re applying. Even if you’re already a
engaged, and transparent affiliate partners. Affiliates certainly
seasoned affiliate marketer with solid performance metrics in a
aren’t employees, but they’re vetted similarly to how potential
network, be sure you add the appropriate URL for the program.
employees are vetted.
Just because you’ve had success in one vertical doesn’t mean
If you want to be assured of being approved, treat the
the program manager will assume you’ll have success in another.
affiliate program application process like applying for a job. Show you understand the needs of the program, demonstrate
Site Under Construction No matter how great your site is going to be, or how much quality traffic it might send, a site under construction will never get approved. Best practice within the affiliate industry is to
you’ve got the experience to get the job done, and always be proactive and transparent. Keep these five tips in mind when applying to affiliate programs and you shouldn’t have any issues getting approved.
Steve Root is an eight-year affiliate industry veteran and the Affiliate Program Manager at Xero.
3
tl;dr – You are probably guilty of one or more of these jerky behaviors, so get it together.
· Issue 33 · January 2016
6 Rules
for Evolved Adults by Shawn Collins
B
usiness and personal relationships can turn sour over the smallest actions or cues, so it’s important to follow some simple rules.
These might seem basic to you. If so, congratulations,
because your parents taught you how to do things. For everybody else, get your act together. Shawn Collins
Never Arrive Empty Handed You’ve been invited over somebody’s home, and there is no clear indication that you should bring something, right? Wrong, you always bring something… a bottle of wine, dessert,
story. Don’t forget to put things in your calendar. Don’t procrastinate. Don’t look for scapegoats to get you off the hook. Say what you mean and do what you say.
a small gift that shows you put thought into it. Something! You are thanking your host for their hospital-
Be Reciprocal
ity. Oh, and if the plate of brownies or case of beer you brought
I knew a person once who joked that they were a much
are not all gone, you still don’t touch them, you savage. You
better guest than a host, so they didn’t bother hosting. The
don’t take some of your thank you back.
punchline was that they were also a lousy guest – the late, empty handed kind who may or may not show up when they
Be on Time
say they will.
Are you one of those people that is perpetually late, and
After a while, I noticed that they were not being invited to
you like to play it off as being a thing you can’t help? That’s not
social functions anymore. And just for the record, it does not
charming or cute – it is jackass behavior. You don’t have to
take any special skill to host. It takes effort, care, and consid-
miss flights, hold up meetings, keep lunch companions wait-
eration.
ing, or show up late to work. The secret solution here is to leave earlier. Wasn’t that easy?
Meet Deadlines If you agree to have something done by February 1, there
Respond to People
are two times that are acceptable to finish, and they are by
An email or a text comes in, or maybe an invite. Don’t ig-
the deadline or before it. Don’t turn your lack of planning into
nore it. That’s obnoxious and careless. Acknowledge when
somebody else’s emergency. Instead, plan out how long
somebody reaches out to you. Feeling overwhelmed? Work
something will take, and prioritize it.
some efficiencies into your day, so you are on top of things. You are not too busy to do it. You’re too selfish.
Deadlines make the world go around. Failure to meet them is a personal failure. The good news is that it’s the start of the new year. You
Honor Your Word You made a commitment to do something, be somewhere, handle a task, or whatever. Do it. That’s the end of the
can pretend these are resolutions or whatever nonsense you want to call them. The important thing is that you cut out your bad habits and get yourself right.
Shawn is Co-founder of Affiliate Summit and Co-Editor-in-Chief of FeedFront Magazine, and blogs at affiliatetip.com.
5
tl;dr – Use personas to educate your company on affiliate marketing and why it’s great
· Issue 33 · January 2016
5 New “Team Members”
Changed Everything
by Jessica Celenza Jessica Celenza
Q
»» Who is their audience? VC, the world’s leading video and ecommerce retail-
»» What is their intent?
er, is an $8.8 billion business that continues to grow
»» How can we engage them?
worldwide. With broadcast operations in the US, Ja-
»» Which promotions work on their site?
pan, Germany, UK, Italy, France and a joint venture in China, QVC reaches approximately 350 million homes worldwide.
»» Which brands and product types make sense for them? To date, we’ve presented our affiliate personas to the Cus-
There’s a lot going on all of the time. As a member of the
tomer Marketing team, eCommerce partners across all prod-
affiliate marketing team in the U.S., our challenge is not just
uct categories, the Social Marketing team, Corporate Commu-
getting heard, but figuring out how to communicate what ex-
nications, Public Relations, and Brand Initiatives.
actly it is that we do for this global company. We decided that the solution was education.
We have seen great results from the initial presentations. Cross-functional meetings have been developed to include
Everyone at QVC is familiar with our core customer. Lis-
the affiliate team in any and all efforts to work with influenc-
tening in around the company you can expect to hear phrases
ers. Our eCommerce partners are presenting new opportuni-
such as “She’ll love that!” or “I’m not sure that’s right for her.”
ties for our personas and supporting our requests for exclu-
We modify our copy, design, TV programming, social activity,
sives.
and products based on this personified, fictitious, yet repre-
Our Brand Initiatives team now understands that coupon
sentative version of the unifying driving force behind every-
sites don’t take away from the value of our brand, rather they
thing we do – our customer.
introduce our brand to a whole new audience. The Vendor
So, I thought, if the company can wrap its head around a
Marketing Team is using our guidance to educate our vendors
personified customer, why not personify our affiliate partners?
on how the affiliate program can support promotions and to
Meet Katherine, Lily, Brian, Gabi, and David.
explain why vendors should fund those initiatives.
Those are the names we created to educate other teams
If you’re having a hard time gaining support from other ar-
and departments about our affiliate partners. Each persona
eas of your business, I’d highly recommend creating your own
has likes and dislikes, wants and needs, preferences and non-
personas and distributing them throughout the company. It’s
negotiables. We all know that affiliates in each category are
an easy way to elevate your program and be front of mind for
indeed unique, but these personas help to provide a high-level
promotional opportunities. At the very least, awareness will be
view of how they are fundamentally different. The goal was to
created for the affiliate program and in any company, that is
define the following:
extremely powerful.
6
Jessica Celenza is the Affiliate Marketing Manager at QVC.
tl;dr – How you can optimize your Udemy course to generate targeted email list subscribers.
· Issue 33 · January 2016
Building Your List
for Free with Udemy by Sam Dey
U
demy is a fast-growing online education platform
Sam Dey
with an estimated eight million plus students enrolled in over 32,000 courses. The sheer volume of
active students using Udemy creates a massive opportunity for content creators to provide value to a mass audience in
written, or a particular section of the course. Of course, doing
return for either monetary gain or access to thousands of
so will bring the students back to your content.
potential leads.
Educational Announcements Optimize Your Content for Leads
On Udemy, you are allowed to send four educational an-
Keep your course as concise and engaging as possible.
nouncements per month to your students. Students receive
This will encourage your students to complete the course
these announcements in their email inbox. This is a chance
and increase the likelihood of your students converting into
for you to send educational links to your website, as long as
leads for you.
they are relevant to your course topic.
You are allowed to use a few seconds at the beginning
These announcements are a great way to engage with
and end of each lecture for self-promotion, as long as it only
students who have previously been inactive in your commu-
appears briefly. You should use this segment of video to pro-
nity on Udemy. This announcement will also encourage active
mote a squeeze page that provides the course slides to your
students to become subscribers to your mailing list.
students as a lead magnet to increase conversations. Also,
Entice your students by mentioning that you only post
remember to keep your lead magnet highly relevant to the
one announcement per week on Udemy, and if they want
content of your course.
more; they must complete the form on the sidebar of the post you send them.
Email Your Active Students As a Udemy instructor, you have access to detailed
Bonus Section
analytics, which will show you exactly who has started your
At the end of your course, you are allowed to add a bonus
course, and the stage of your course for each student. Once
section. In this section, you can promote anything you wish. If
you identify your active students, send each of them an email
a student gets to this bonus section, it is usually because they
saying something like ‘Hey John, I noticed you have recently
have completed your course on Udemy.
enrolled in my marketing course here on Udemy, is there anything, in particular, you would like to learn?’ Depending on the nature of their response, it may be relevant for you to reply with a link to an article that you have
As a result, they are more likely to convert from students into opt-ins for you. You should create a video specifically for your bonus section, which promotes your lead magnet and sends your students to your squeeze page.
Sam Dey is an ecommerce and digital marketing publisher and blogs at DeyTips.com.
7
· Issue 33 · January 2016
tl;dr – Peer collaboration could be your biggest asset in 2016.
Growing Through
Peer Collaboration
by Choots Humphries
Certainly, one would expect cooperation and collaboChoots Humphries
F
ration from multiple partners serving a single client (e.g., a network and an OPM working to support an advertiser or
riends and family often ask me what I like most about
affiliate). And, the challenges presented by customers are of-
my job. My answer is easy—I am surrounded by smart,
ten a rich source of innovation or technological change. But,
driven people. Our industry is one started and fueled
competition can be one of the greatest sources of inspira-
by entrepreneurs. And, entrepreneurs are a special breed.
tion—not to beat your competition, but to view the industry
Problem solvers built and continue to advance the af-
from a different perspective. To learn and broaden your view
filiate marketing industry with innovative thinking and early
of both limitations and opportunities in our industry, discus-
adoption of new technologies. These people are consumed
sion and potential collaboration with competition is often the
every day by thoughts of how to accomplish something in
best method for accomplishing such.
a better or more productive way. And often, these thoughts start with a peer conversation.
I strongly encourage you to engage more in 2016. Affiliate Summit is a great place to start—meet as many people as you
There are many moving parts in our industry. From ad-
can talk to at the conference. Join the Performance Market-
vertisers and affiliates to networks and outsourced program
ing Association and sign up to participate in one of the many
managers (OPMs)—each has a unique set of problems and
outstanding councils. Buy a drink for your competitor and sit
solutions to better work with one another. And, because our in-
down and get to know them and their business better. And,
dustry relies so heavily on technology, Gordon E. Moore’s pre-
more importantly, share more about you and your business.
diction of the driving force of technological change (Moore’s
Becoming an industry thought leader starts with talking
Law) also greatly and accurately describes how fluid affiliate
to the current leaders who are generally more than willing to
marketing is. The key is how this rapid technological change
have an intellectual discussion that could potentially advance
is applied to our industry to continue advancing.
our industry. As your perspective broadens, so too will your
Normally, we can rely on competition to ensure technol-
opportunities.
ogy is best applied to providing an industry’s customers with the solution that appropriately meets their needs. But, needs
Note: There is a great case study on the PMA website
vary tremendously in our industry; one that is young and ever
(www.thePMA.org) titled Co-Opetition that offers a
evolving. This opens the door more for discussion and col-
deeper look into the benefits of working with your
laboration—even among competitors.
competitors.
8
Choots Humphries is the Co-Founder and Co-President of LinkConnector Corporation.
· Issue 33 · January 2016
tl;dr – Key provisions of online terms and conditions.
Seller Beware:
The Terms that Bind by Rachel Hirsch
Rachel Hirsch
I
t today’s digital age, communicating with your customers
preme Court ruled in AT&T Mobility v. Concepcion, 563 U.S. 321
has become easier than ever. Yet, with all the ease that
(2011), that (well-written) arbitration clauses with class action
comes with today’s technology, is your message really
waivers preclude consumers from ganging up together and
coming across to customers, and more importantly, do your customers understand that message?
suing businesses in large groups. The enforceability of arbitration provisions, however, has
Whether your website is one-way information only, allows
been called into doubt by some courts, which require that the
user-generated content, or sells goods or services online, you
arbitration agreement, like any other contract, be supported
will need a set of terms and conditions that will create a bind-
by valid consideration. In other words, the arbitration provision
ing contract with your customers while balancing against the
itself, regardless of the larger contract, must be supported by
need for a good user experience.
an explicit mutual exchange of promises to arbitrate.
The exact provisions to include in terms and conditions
Also, calling into question the validity of arbitration claus-
can vary by individual business, but there are certain key pro-
es is the Consumer Financial Protection Bureau (CFPB), which
visions that online marketers should consider:
recently announced it is considering proposing rules that would ban consumer financial companies from using “free
»» General Disclaimers/Website-Specific Disclaimers - depending on the underlying nature of the website; »» Applicable Payment Terms - including methods for canceling accounts and obtaining refunds; »» Limitations of Liability – indicating that services or goods are being provided “as is;” »» Dispute Resolution Terms – including choice of law and venue provisions determining site and governing law of potential litigation; »» Digital Millennium Copyright Act Safe Harbor Language – if you are allowing users to post content »» Copyright and Trademark Ownership Terms – protecting your intellectual property from infringement; and »» Terms Governing Submission of User Content – including prohibitions against infringing or defamatory posts
pass” arbitration clauses to block consumers from suing as class actions and thereby avoiding big refunds while continuing to pursue profitable practices that violate the law. Regardless of what provisions you include, your terms and conditions only make a difference if your customers actually read and understand them. Therefore, the placement and prominence of your terms and conditions are equally important, if not more so, than their actual content. The best way of ensuring that your terms will be enforced is through evidence that the website user had notice of the agreement. Accordingly, when possible, online marketers should use scrollwrap agreements, giving their customers a realistic opportunity to review the terms, scroll through them, and affirmatively assent by clicking an “I Agree” button. Do not simply copy and paste another website’s terms and conditions. Rather, retain qualified legal counsel to tailor
Many online marketers also include mandatory arbitration clauses in their terms and conditions, because the SuRachel Hirsch is a Senior Associate at Ifrah PLLC, a law firm in Washington, D.C.
your terms based on the specific goods or services you are providing.
9
· Issue 33 · January 2016
tl;dr – The importance of having a comprehensive Amazon strategy.
The Amazon Effect by Paul Schroader Amazon Gets It Amazon is an amazing example of how to do things right in online retailing. At a recent online marketing conference, I heard
Paul Schroader
I
a keynote speaker affectionately call Jeff Bezos a “gangster”. f you’re a merchant who’s thought you could simply ignore
He went on to say that Bezos gets friction and understands
Amazon, think again. Knowing that nearly half of all product
how to not only solve customers’ problems but he also “de-
searches starts on Amazon should tell you how important
lights” them.
a comprehensive Amazon strategy is.
Amazing Statistics Too Big to Neglect
Look closely at some of Amazon’s high-level statistics and
Some merchants may convince themselves that their
you’ll practically drool with envy. Depending on where you get
dealer channel or other retailers can manage Amazon for them.
your data, you’ll find that up to 44% of all online product search-
Some even simply decide to ship their products to Amazon and
es start at Amazon, their site accounts for 23%-26% of all U.S.
have them take care of everything. This is a big mistake. Giving
e-commerce sales, and they have 40 Million U.S. consumers in
up control inevitably leads to MAP (Minimum Advertised Price)
their Prime loyalty program.
violation problems with Amazon itself or other dealers. It can
On top of that, Prime customers have a 74% conversion
cause price erosion and have a negative impact on your brand.
rate and for non-Prime members, it’s 13%.
Take Control
Amazon as Affiliate
You can control content images, descriptions, titles, bul-
If you truly take control of the Amazon channel, you can
let points, and pricing through brand registry. And if you work
provide customers with the experience you want while manag-
with a clever firm you may be able to control who is selling your
ing product pricing and brand image. Utilizing Amazon’s FBA
product on Amazon, as well. If it’s already on there, which it
seller program (Fulfilled by Amazon) allows you to treat Ama-
most likely is, make sure your product is represented properly
zon as an affiliate. This forces them to play by the rules while
to customers
providing the bonus of housing your inventory and sending it to
Joseph Hansen of Buy Box Experts, a consulting firm
them on your behalf.
that helps sellers and brands manage their Amazon presence, says, “Controlling your product content on Amazon
Impact on Traditional Affiliates
was historically impossible to do until Amazon created the
Are Amazon’s prices affecting affiliates? Of course, they
brand registry process. Unfortunately, more than 95% of sell-
are. Price erosion on Amazon can cannibalize both affiliate and
ers miss the crucial, last step in the brand registry process of
merchant sales. You need to control the Amazon channel to
resubmitting their product feeds with their Brand Registra-
help your affiliates and your own website sales, as well as your
tion ID numbers (aka GCIDs),”
retail partnerships.
10
Paul is Founder and President of PS Web Solutions specializing in affiliate program management.
tl;dr – The three less known factors that will affect your search engine rankings in the New Year.
· Issue 33 · January 2016
3 Top-Ranking
SEO Tips for 2016 by Shannon K. Steffen
I
t used to be that all you needed was quality content and some links to rank high in the search engines. Search engine programming is changing every few days, and it’s im-
possible to keep up unless all you do is search engine optimization (SEO).
Shannon K. Steffen
My friends, SEO has changed to become smarter, faster, and more agile. Of course, that is great for those searching, but what about for those businesses, bloggers, and affiliate marketers that want to get found online? Not to worry, I’m going to
search engines understand that you are in it for the long haul
help you with sharing three less-known SEO tips for 2016.
and that you plan to stay around. The easy fix is to sign your lease – or renew your domain
The Location of Your Website’s Server The location of your website’s server tells the search
– for a few years ahead of time. This shows that you plan to grow and add quality to the World Wide Web.
engines where your business is located and uses this information to display your website to those searching. So, if your
Your Social Media Reputation
business is in the USA and your webhost is using a server in
I have to laugh at this one, because so many people still
India, the search engines think your business is in India and
place SEO and social media in separate containers. Sure, they
will rank your website higher in the search engine results for
had completely separate online strategies a while ago, but as
people searching your keyword terms in India. See how this
the Google, Yahoo, and Bing get smarter, social media reputa-
can cause a problem?
tion is having a greater influence on search engine rankings
To fix this, contact your webhosting company and verify
(SERs).
where your server is located. If it is not in the same country
To take advantage of this opportunity, you need to add
then you will either need to request that they move your web-
quality to the Internet and share your knowledge with others.
site to one of their servers in your country or you will need to
Becoming part of the conversation, instead of standing on the
move to another webhost.
sidelines, adds weight to your authority online and increases your reputation in the eyes of the search engines.
The Longevity of Your Website’s Domain
Of course, there are many other SEO factors that can help
If you are only purchasing your domain in 1-year inter-
you increase your search engine rankings in 2016. However,
vals, the search engines may view your website has a “fly-by-
if you follow these 3 simple tips given, you will be that much
night” website meaning that it is here today and gone tomor-
closer to getting in front of your target audience and increase
row. When you purchase the domain for 10 years though, the
your potential for website conversion.
Shannon is a twenty-year SEO veteran, award-winning independent Human SEO strategist, and Founder of daymarkdigital.com.
11
· Issue 33 · January 2016
tl;dr – Five surefire ways to improve your lead gen performance.
5 Ways to Improve Alex Kreek
E
Lead Gen Performance by Alex Kreek
veryone manages the lead gen process differently. As lead generation marketers, we’ve all been in situations
Analyze Duplication Windows
lacking enough data, but what we really want is more
Most organizations have 30-60-day “dupe” policies. While
opportunities to convert pre-qualified prospects—even better,
it’s OK to return duplicate inquiries, it’s more important to cre-
more opportunities without the extra spend.
ate notification protocols to revisit inquiries meeting duplicate
We’ll explore five strategies any industry can implement, that have been successful in the education sector, to get more lead volume and improve performance.
criteria. Cycle dupes up to the department head for quality control (QC). Why are these prospects considered duplicates? How was their customer experience? Why didn’t they move through
Stop Returning for Returns Sake Just because your organization’s representative couldn’t get a hold of a prospect on the phone, when the inquiry ap-
the process? Your motive behind this “Dupe QC” is to answer the real question: Why are prospects having to re-contact the organization in the first place?
peared on their screen, doesn’t mean this lead should be returned. Prospects with invalid phone numbers may want to be
Drip Drop
targeted in a less invasive way, such as email, text or direct mail.
A “drip” campaign, or “remarketing/stitch-in’’ campaign
Marketers should approach this subject not as a question
can help engage current and prospective customers. Lower
of getting paid for delivered leads, but as an effort to improve
the attrition rate from enrollment to start with cost-effective
a client’s lead conversion rates—or start rates in EDU.
methods including text, email, direct mail, social media, and general invites to organization events.
Implement Call-Auditing Returns
The industry average for higher education is approxi-
By developing a “three contacts in five days” strategy,
mately 32%, meaning out of 100 enrollments, 68 will start
we’ve seen client returns drop an average of 45%, and conver-
class. Sample College’s attrition rate went down 7% by add-
sions increase 2%. Alternate your contact methods, but don’t
ing a drip campaign. On an annual start goal of 350, that 7%
go past five days, because you’ll miss opportunities convert-
translates to 25 additional starts for the year.
ing additional valid inquiries if you wait to scrub or invalidate
Lastly, Has Anyone Seen a Referral Lately?
at month end. A weekly scrub minimum will help maximize your bud-
Make referrals part of your marketing plan. Ask customers
get. Here’s how that played out with an institution we’ll call
for three people who may be interested in your service. Make it
“Sample College”:
a part of your script for those prospects that enroll. Heck, some
»» Monthly Scrubbing: 112 valid inquiries, two starts – 23.5% scrub rate »» Weekly Scrubbing: 171 valid inquiries, four starts – 15% scrub rate
12
schools have started a “bring a friend to school” day. Referrals are free and convert on an average of 18% to start. After all, it’s better to get more opportunities without extra spend.
Alex Kreek is TDM’s Marketing Manager connecting people and products through technology for 10+ years.
· Issue 33 · January 2016
tl;dr – You are not making the best impression when your photos are not optimized.
No More
Duck Lips or Blurry Dogs! by Michelle Held Michelle Held
W
e all know someone who uses their pet’s picture as a social media profile photo. I am con-
consumers say the quality of an ecommerce site’s product
nected on Facebook with acquaintances of “real
images is very important to selecting and purchasing a prod-
friends”, and it can be years before we ever meet in person. I
uct. An amazing 63% of consumers feel that the quality of a
always thought this one guy was actually a dog until we finally
product’s image is more important than product specifica-
met up at a conference.
tions and description.
Ok, not really! On Facebook, his profile photo is a sable
Not only does the quality of your online images matter to
and white, rough coat Collie. On LinkedIn, he uses a place-
potential buyers, but your images are also a way to encourage
holder avatar (a human silhouette, not a Collie). So, why does
your readers to share your offerings on social media. Using
it matter what he looks like?
images in social posts increases user engagement. Twit-
Many job seekers have a LinkedIn profile that includes an
ter states that tweets with photos average a 35% increase
irrelevant, ugly, or blurry photo accompanied by an outdated
in retweets. Tweets that contain videos get a 28% boost in
bio. According to CareerBuilder, more than half of hiring man-
retweets.
agers review a candidate’s social profile before making a hir-
On Facebook, posts with photos also get more user en-
ing decision. You are not making the best impression when
gagement. Kissmetrics data shows that Facebook posts
your profiles aren’t looking ideal. That means those duck-lip
with photos get 53% more likes, 104% more comments, and
selfies need to be replaced with a clear, quality headshot.
84% more click-throughs than posts that only contain text. Of
One connection of mine has a dark photo of a stage as his LinkedIn profile photo. Although he is in the entertainment
course, page owners need to carefully choose relevant, quality images that readers will want to share!
industry, he is not a bio-human collection of scaffolding and
The importance of images in social media is evidenced
lighting. No matter who you are: a DJ, public speaker, a start-
by the rise of highly visual social platforms like Pinterest and
up seeking funding, freelancer, or ecommerce site, branding
Instagram. Snapchat’s video views are closing in on Face-
should be important to you. Your online photos are critical to
book, having more than tripled in the last six months. Snap-
your public perception.
chat gets about 6 billion video views a day.
The image cleanup doesn’t just apply to social profile
Join me at Affiliate Summit West 2016 in Las Vegas, on
photos; it’s important for website product shots to look good
January 10th where I’ll be talking about images in my session,
as well. According to the National Retail Federation, 67% of
“How to Optimize Images for Social Media Sharing”.
14
Michelle is an author and digital agency owner who blogs on metrony.com and pintalk.net.
tl;dr – Extend your marketing team quickly, efficiently and cost effectively through outsourcing.
· Issue 33 · January 2016
It Might Be
Time to Outsource by Priest Willis, Sr.
T
he Rolling Stones have a song called ‘Time is on My
Priest Willis, Sr.
Side’, and sometimes it just doesn’t feel like it. You have KPI targets to set and execute for all of your
digital marketing efforts. Did I mention that it’s just you in the digital marketing “department?” Where do you turn for help? In recent times, the trend of outsourcing digital marketing has caught fire, as more businesses are inclined to out-
Upwork for various tasks, especially for the editing of my podcast and have been happy with the work. Another site to consider, that’s worked well for me is Freelancer.com.
source their work. In many professions, from digital marketing to customer service, outsourcing has become the saving grace for many.
Budget Matters If it doesn’t make money, it doesn’t make sense - or cents.
I’ve run different businesses, including side businesses,
(Sorry, I’m getting carried away.) The idea of outsourcing is to
since 1998 and along the way, I’ve leveraged outsourced sup-
save time, but also the focus should be on saving money. In
port even before there was a Fiverr. However, with competi-
most cases, you’re not paying the overhead with internal sup-
tion increasing online every year, it’s easier to find the support
port such as insurance, 401k, etc.
you need to grow your business.
The global economy is developing, and you can leverage it at a fraction of the cost. If you’re working on a large
Results Driven or Driving You Crazy?
data task, it’s easy to negotiate to fill in pertinent data
We’re all guilty of trying to be everything to everyone in
by line for pennies vs. paying someone an hourly wage
our businesses, from the accountant to the person who ships
for the same work. A company I’ve worked with on this is
the product. I get it, you take pride in your work, but also real-
3alphadataentry.com.
ize that time = value. So, what is your time worth?
I’m an advocate for finding and developing local talent,
While I’m pretty good at math and Excel, I don’t want to
which I continue to do, but I also work with skilled developers
handle my taxes. Frankly, I make more money doing other
and other professionals in the Philippines and India. I save
tasks, so I use a company called Merritt Booking for all of my
thousands of dollars a year doing this, which I can re-invest
bookkeeping online at a reasonable cost.
into my business and other projects. It’s just good business sense.
Experience and Skill Speak for Themselves
The Internet has leveled the playing field for small busi-
Another reason to outsource: you can find qualified tal-
nesses, and it’s time to be more strategic about how to scale
ent quickly. I’ve had work done through Fiverr, and it’s been
your business and get the help you need for the office. Your
hit-or-miss, with more misses in recent memory. I like to use
time is your most valuable commodity.
Priest Willis, Sr. is Founder and CEO of AffiliateMission.com. Find him at @priestwillis or @affiliatemisson.
15
tl;dr – Affiliate paid placements can be lucrative if timing, costs, and offers are appropriately leveraged.
· Issue 33 · January 2016
Are Affiliate Paid Placements
Worth the Cash?
by Stephanie Harris This is a good method to “pre-test” whether or not buying a placement with that affiliate would be lucrative.
Stephanie Harris
A
Flat bounty placements will often give you the biggest re-
ffiliate program management is a time-intensive
turn. This is in line with the “more risk, more reward” model.
process that requires constant recruitment, opti-
These are often leveraged during the holiday season to help
mization, and maintenance of the program. For a
stand out from the competitors, push great deals, or get in a
program to be well managed, an affiliate manager must have
coveted “Buyer’s Guide”. In our agency experience, the highest
a solid sense of prioritization and know what will work, what
cost placements have proven to generate the most revenue.
might work, and what won’t work. When it comes to affiliate placements, is it worth the time
Merchant Offer
spent on research and negotiations, and ultimately, the cash?
While the burden of the placement’s success relies heav-
Our data indicates a successful ROI will come down to a few
ily on the affiliate’s influence on their traffic, it’s important for
key factors.
the merchant to help with the conversion piece of the puzzle. Merchants should be prepared to provide a top-converting,
Timing
best-of-web offer.
In a pure, short-term ROI analysis from Q4, the best place-
In most cases, when arranging the placement, the affili-
ments are in October. We see an average 12% cost-to-revenue
ate will request an exclusive offer, semi-exclusive offer, or van-
ratio, with November and December at 14% and 15%, respec-
ity code. These will mean nothing if the offers won’t convert
tively. The cost of placements tends to go up in November and
on the merchant site.
December given consumer spend behavior on the two peak shopping days, Black Friday and Cyber Monday. Therefore, from an ROI perspective, the ratio increases
If the merchant cannot offer one of these, passing to the affiliate a choice from the top three converting banners will ensure an asset that best resonates with the intended audience.
slightly. If a merchant is not retail-focused, Q4 may not be
Like any other marketing initiative, affiliate paid place-
the best time to leverage these pricier placements just for the
ments require testing and reporting. Keep analytics on the
peak shopping exposure.
performance and costs of all of the placements and work to determine the highest value opportunities. Then, budget 80%
Placement Cost
toward placements that have previously performed, and 20%
Cost negotiation depends on the appetite for risk. To limit the potential downside, try to negotiate for a temporary
toward new opportunity testing for a fresh, data-driven paid placement strategy.
increase in affiliate commission in return for additional expo-
Regularly re-evaluate the landscape of opportunities and
sure. This allows the merchant to stay within the CPA bound-
how your particular program performs to ensure you’re al-
aries and often doesn’t require additional budget approval.
ways getting the best bang for your paid placement buck.
16
Stephanie Harris is CEO of Schaaf-PartnerCentric, a premier affiliate program management agency.
· Issue 33 · January 2016
tl;dr – The key elements of making affiliate activation/integration easy are resources (to educate), incentives (to motivate), tools (to equip), and support.
RITS Approach to
Activating Affiliates by Geno Prussakov
Geno Prussakov
M
any advertisers complain that the vast majority
time, Checks Unlimited, a top affiliate program on ShareASale,
of their affiliates are inactive, yet very few put the
used to offer a $5 incentive for affiliates to put up links to them.
time and effort into making activation easy.
Over the years, as I have observed and audited various
Tools (to equip)
affiliate programs, I couldn’t help but notice a characteristic
Whatever you can do to make things easier for them, do
shared by the more successful ones – the ease of integration
it. Walmart, for instance, created a WordPress plugin that ana-
for affiliates to enjoy.
lyzes affiliate’s blog post and when it finds “text that match-
There are four key elements to this, and they can be lev-
es a set pattern, it” converts it “to a paid Walmart.com link.”
eraged in any affiliate program. These elements are easiest to
Overstock.com empowers developers by offering them API
remember as an acronym – RITS. Here’s how it breaks down:
access to their product catalog. Amazon offers both “Product Advertising API” and also makes their affiliate program attrac-
Resources (to educate) Even before an affiliate joins Walmart.com’s affiliate pro-
tive to mobile app and game developers via their “Mobile Associates” API.
gram, they are able to dive into it via “Walmart Affiliate Link”, which provides prospects with access to the latest blog posts
Support
about the program, shows them the creatives they’d get ac-
The main challenge that affiliate program managers face
cess to, and explains (via FAQs and TOS) how exactly this
boils down to this: marketing (their program) to marketers.
relationship would be structured. MOO does the same, addi-
You can succeed by (a) building relationships and (b) sup-
tionally providing handy video User guides, where, in a “how
porting a constant and consistent communication channel.
to” format, they show how to join their affiliate program and
In 2009, responding to Econsultancy’s Affiliate Census, 64%
activate your account.
of affiliates expressed their unhappiness with the way advertisers handled communication with them. 12% complained
Incentives (to motivate)
about the lack of communication, 18% said they only get “indi-
A classic example is Amazon’s volume-based commission
rect communication through a network,” and 34% character-
scale. Everyone starts at 4% payout, but once an affiliate refers
ized communication as “limited.” In 2013 AffiliateBenchmarks
seven orders in any given month, their commission is increased
discovered that affiliates’ top-preferred method of communi-
50% (from 4% to 6%). Zappos, on the other hand, while not offer-
cation, chosen by over 62% of respondents, is “direct personal
ing a sliding commission scale, incentivizes incremental busi-
email.” Additionally, AffStat 2015 discovered that more than a
ness by compensating affiliates five times higher when they re-
third of affiliates deem relationships “crucial” in their choice
fer a new customer: 5% commission for return customers, but
regarding affiliate programs to “join, promote” or “terminate.”
25% for new customers. Besides your performance incentives, do consider offering activation-geared incentives. For a long
Go on now – reevaluate your own affiliate activation strategy against the RITS mnemonic.
Prussakov runs AM Navigator affiliate management agency, chairs Affiliate Management Days, speaks, writes, blogs, consults.
17
tl;dr – How to survive a Las Vegas conference without embarrassing yourself or your company.
· Issue 33 · January 2016
6 Survival Tips
to a Vegas Conference by Dustin Howes the alcoholics you work with. If you can drink like a fish, keep Dustin Howes
E
in mind that you are probably drunker than you think. Don’t be that person who licks the ice sculpture.
very time I come to an Affiliate Summit West conference I inevitably hear “what happens in Vegas, stays in
Hang Out With People You Trust
Vegas.” Well, it turns out the person that came up with
Good friends and coworkers will keep you safe. Listen
that cliché wasn’t speaking to me or you. A more appropri-
when they cut you off. Act cool and get back to your hotel
ate slogan for a Vegas conference would be “what happens
room ASAP. There is no shame in asking for help back to your
in Vegas, will live in infamy with all your coworkers back at the
hotel room to sleep it off. Don’t be that person who wanders
office.” This doesn’t have to be you.
off and throws up on the dance floor.
There is free booze around every corner, which inevitably leads to overdrinking. Before you start drinking like the world is going to end, here are a few tips on how you can avoid embarrassing yourself or your company.
Avoid Situations If you have passionate feelings for someone, whether it be disgust or lust, it’s probably best to stay away from them while you are drinking. Same goes with clients or partners.
Stay Focused
Things can get real awkward, real quick. Don’t be that person
The affiliate world is known for the “work hard, play hard”
who slurs “I’m kind of a big deal.”
mindset. But playing too hard will affect your performance to create business deals. When you are out gambling and drink-
One Beer, One Water
ing until 3am, no amount of caffeine will bring your mind back
Conferences can have long periods of standing time and
to full capacity. Go have fun after work is done, but make sure
it’s easy to forget how much energy you expel. When Happy
you are on time for your meeting in the morning. Don’t be that
Hour rolls around, make sure to take down water between
person who forgets you are there for work.
cocktails. Don’t be that person sitting in the booth on day two.
Know Your Limits
Carry Mints, Gum and Eye Drops
Free alcohol is not an excuse to act a fool. I can’t tell you
When you ignore all the other tips above, this tip is your
how many times I’ve heard the phrase “did you hear what Pat
best chance to mask your humility. Your dragon breath the
did last night?” This story has the same equation every time:
day after boozing isn’t going to close deals. Your bloodshot
got too drunk > acted a fool > was reprimanded or even fired.
eyes will exude immaturity to your potential partners.
If you know you are a light weight, don’t go drink for drink with
18
Don’t be that person who ignores all of these tips.
Dustin manages the affiliate program at WP Engine, the leader in WordPress Hosting.
tl;dr – How to guide for removing stress with client or customer conflict.
· Issue 33 · January 2016
Got Client or Customer
Conflict Dread?
by Brian Secrist
Brian Secrist
A
nyone who has been in a professional business en-
Accept that the chips will fall where they may. But inside
vironment has at one time or another felt this way.
you will know that you are creating the environment that you
You have a meeting with a client coming up, and
want, regardless of external factors. I can’t understate this
you know it’s going to be a tough one. The client is not happy about the progress and has no problem telling you about it.
first point enough; it is the key to this change. Now that (hopefully) you have this outlook for the upcom-
They could already be contentious personalities, or may-
ing call, you can start working on why the client may be upset
be even just not very nice in general. The stress of the upcom-
or contentious. Ask yourself some questions. Do they keep
ing meeting could even be affecting your other work, loss of
repeating themselves? Are they frustrated with performance?
sleep the night before, and your overall mood in general.
If the answer is yes to either or both of those, then they likely
This situation sound familiar? You are not alone. As a manager myself years ago, I had some moments where I felt
don’t feel they are being heard and are expecting something that they are not getting.
this way. And I see that same stress affecting other new man-
Plan for the call. Keep calm, create a positive environ-
agers. It does not happen often, but those instances can have
ment, regardless of what they say. Don’t speak, let them talk
widespread effects on morale and company culture.
(the more they talk, the better they will feel after). If they are
Long ago, I decided that was enough. I am no longer go-
upset, empathize, make sure they feel they are being listened
ing to feel that way and was ready to do something about it.
to, and focus on those complaints. Do they have goals or ex-
And by solving this for myself, I have been able to coach oth-
pectations that were not shared or agreed upon? Great time to
ers to do the same.
unpack that on the call and get to a consensus.
There are a number of simple steps that can go a long
All the empathy and listening skills will only come if you
way in helping. The first thing I tell people is to adjust your
can do the first part. Create the call you want. Come at with
perspective. Rather than think of all the terrible things that
nothing but positivity. Do that, and watch your reality change.
COULD happen in the call/meeting, think of what you can do
I love contentious calls now. Even look forward to them. They
to create the call or meeting that YOU want.
are more opportunities to make our clients love us.
20
Brian Secrist is Director of Accounts at JEBCommerce.
tl;dr – Best practices for merchants to understand how to grow their affiliate programs.
· Issue 33 · January 2016
The Affiliate
Management Wall by Greg Hoffman
I
Greg Hoffman
n each and every affiliate program, there exists a wall, sep-
while being flexible enough to work with new information as
arating the merchant from long-term growth. The wall is
it comes in. The program strategy determines the profitability
mighty. The wall is real. But it can be conquered.
of the merchant and the success of the affiliates.
The tools you will need include, but are not limited to,
Learning more about what category each affiliate fits
the following: patience, tenacity, communication skills, un-
into and how they promote merchants will take the program
derstanding, technical support, effort, resources, efficiency,
to the next level. Not all affiliates are equal, and the manager
hustle, experimentation, luck, and some failure.
has to determine which ones to nurture. If they cater to cou-
There are some fantastically managed programs, but
pons and loyalty sites, especially ones with toolbars, they will
there are also thousands of dead or dying programs on all the
most likely lose sight of the rich content partners that bring
networks because the wrong strategies were followed—or no
new customers. It takes more work to find 100 content af-
strategy at all was followed.
filiates than one coupon affiliate, but finding the balance is
If you have ever heard an Affiliate Summit keynote or ses-
worth it in the long run.
sion by Tim Ash, you will understand that conversion is every-
If a program isn’t attractive as affiliates are window shop-
thing. Many merchants look to the affiliate marketing world as
ping, it’s losing out on great relationships. The program de-
the savior to their growth needs. But if their site doesn’t con-
scription, newsletters, and statistics need to show a vibrant
vert on its own, how do they expect affiliate traffic to convert?
and well-manicured foundation. Affiliates can easily tell if a
Testing to improve conversion on all landing pages should be
program has potential without even joining. They also talk to
an everlasting task. The steps to climb that wall are built with
other affiliates and don’t want to miss out on good opportuni-
every conversion percentage increase.
ties. Make sure the program is competitive in the marketplace
The right person for the affiliate manager job needs to
and test different promotions and incentives each month.
fully embrace the channel and learn from others. Bob from
Finally, do whatever it takes to get on the good side of the
Accounting probably isn’t the right person; neither is the CEO.
programmer. Bribes are always encouraged. The program-
Anyone can be a manager, but they need to understand the
mer needs to make sure tracking never fails, and the program
job evolves over time.
structure can expand when necessary. Advanced commis-
The manager has to understand the needs of the merchant and the affiliates while finding a balance between the two sides. They have to be consistent and firm with decisions Greg Hoffman is an outsourced program manager.
sion rules, cleaner data feeds, and custom reporting are all tasks easily accomplished by a good programmer. The view on the other side of the wall is spectacular.
21
tl;dr – Take your mobile marketing to the next level with these tips to deepen engagement and increase earnings.
· Issue 33 · January 2016
5 Ways to Excel in
Mobile Marketing
by John Toskey
S
John Toskey
martphones and tablets have changed the way people shop online, with more opportunities for the entire
Dig into to your data We know that customers behave differently on mobile de-
ecommerce industry, including affiliate marketers.
vices than they do on desktops, so how do you know what’s
And with 30% of ecommerce sales driven through mobile,
working where? In addition to looking at your own website an-
according to Internet Retailer, affiliates can deepen engage-
alytics, partner with merchants or networks that break down
ment and increase earnings by reaching visitors anytime, any
your clicks, transactions and conversion rates for desktop,
place. If you’re looking to take your mobile marketing to the
app and mobile web traffic.
next level, start here.
Analyze, test and refine your processes, using data to drive your decisions.
Optimize your website Whether you’re using a responsive design or a dedicated
Don’t neglect mobile apps
mobile site, deliver an experience that’s optimized across all
According to comScore, 88% of consumer mobile inter-
screens. Several basic guidelines define a good mobile experi-
net time is spent in apps, so think about how you can provide
ence: avoid using software like Flash that isn’t typically used
your visitors with a seamless experience in their preferred en-
on mobile devices. Make sure your text is a readable size, and
vironment.
that your content is sized to the screen, so users don’t have
Some merchants offer deep mobile app linking, which au-
to scroll or zoom. Space links out so that the correct one can
tomatically directs mobile visitors to a page within their mo-
easily be selected.
bile app if the user has that app installed. Customers receive a
Test to make sure your visitors can easily navigate your
richer, more engaging experience, leading to a greater chance
site, no matter what device or operating system they’re using.
of conversions and earnings for affiliates.
Deliver a cohesive experience
Partner with mobile leaders
While a mobile-friendly website is the basic building block
Take a look at what types of items resonate with your au-
of a mobile strategy, there are many other touch points be-
dience, and are also likely to be purchased via mobile. Accord-
tween you and your audience. Think about mobile compatibili-
ing to BI Intelligence, this includes digital content, clothing,
ty across your entire funnel, including search engine optimiza-
tickets, daily deals, gift certificates, and electronics.
tion and social media, as well as email marketing campaigns.
Do your research to discover who is investing in mobile
On your website, pay attention to the type of affiliate ads
ecommerce to make it easier for shoppers and, in turn, af-
or links you’re using, and determine which convert well for mo-
filiate marketers. With the rates of mobile browsing and shop-
bile visitors. Take a look at the mobile checkout process for
ping constantly climbing, you’ll stay on the cutting edge by
your affiliate partners to make sure you’re not directing your
partnering with merchants and networks that offer items that
visitors to a frustrating sales experience.
are known to convert in mobile.
22
John Toskey is the Global Director of eBay Partner Network.
tl;dr – Five strategies to increase your subscribers starting today (that most people don’t know about).
· Issue 33 · January 2016
5 Little-Known Strategies To
Build Your List by Candis Lynn Hidalgo
I
n an online world filled to the brim with marketing blogs, tips, and programs, it can seem like we’ve heard the same list-building advice a thousand times. For a fresh approach
Candis Lynn Hidalgo
that too few marketers are using, try these little-known strategies to win more subscribers to your list. What you’re looking for are videos from channels that have
The Facebook Piggyback
a large subscriber base. Then, simply reach out to them and
Find a Facebook Group with members who are your tar-
ask them if they would be interested in sharing your free offer
get audience. Build rapport with the group by posting helpful
(lead magnet) with their subscribers via email or video. You
comments at least 3-5 times per week. Then, once a month,
could offer the publisher a commission on any signups you
post a link to your own article or landing page asking the
receive or just pay them an agreed upon dollar amount up-
group for feedback. Not only will you get new subscribers this
front. Many YouTubers, even if they have a lot of subscribers,
way, but also stay on the pulse of what your audience wants.
are making little or no money, so your offer has a great chance of getting accepted.
The Share Bonus Turn every new subscriber into a free and credible word-
The Expert Mashup
of-mouth advertiser for you. Upon sign-up, simply offer them
I saved the best for last (aren’t you glad you kept read-
an extra valuable bonus if they share your page on social me-
ing?). Write a detailed article that delivers high value to your
dia. The bonus could be an entry into a giveaway or a down-
readers, making sure to use top influencers in your niche as
loadable PDF that will give them a quick win and help them
success examples throughout. Once published, share it on
reach a goal.
social media tagging the influencers in the post. For example, you could tweet something like this:
The Content Gate Review old posts on your blog that still get a steady flow
“How These 5 Moms Are Making 6-Figures Online”
of traffic. Keep the title and first teaser paragraph viewable,
bit.ly/5moms6figures featuring @AmyPorterfield, @
and then hide the rest behind a gated content wall and require
RebekahRadice and more
an email sign up to unlock it. To bump signups even more, you can also group these posts under a “Free Resources” menu tab or sidebar image.
The influencers will get pinged from your mention and likely share it with their (huge) audience. After all, everyone likes a compliment. Just make sure to put a sign-up call-to-
The YouTube Reach Search YouTube using the same key phrases that you audience uses when looking for answers to their problems.
action somewhere in your post. Challenge Time! Take action on at least one of these strategies this week to build your list.
Candis Lynn is a mama of three helping other moms make money online at CandisLynn.com.
23
tl;dr Business travel can be an outstanding investment in the affiliate marketing industry, here –are tl;dr Set a few up your top reasons own affiliate to travel. program to help your business take off
· Issue 33 · January 2016
5 Reasons to
Create an Affiliate Program by Victoria Galperina Victoria Galperina
Outsourced Marketing There are many types of affiliates out there, and a lot of
S
them are professionals at what they do, so by recruiting them, o you finally decided to turn a new leaf in your life, and
you are basically outsourcing your marketing activities, letting
you set up your own online business. You’ve got the
the experts grow your business.
product or service figured out, and you’re even get-
ting the long-last clients that you worked so hard on getting.
Being in control
You’ve joined a couple of affiliate programs or even net-
By having your own program, you have total control over
works to monetize your website, and all seems to be going well.
what and how is being promoted. It is up to you to create the
You are successfully converting traffic to buyers, but you are
message, which your affiliates will then spread around the
just not seeing the amount of traffic you want and monetary
globe for you. Each affiliate has their own promotional style,
results you are looking for.
so it’s also important to give them some freedom of choice.
So why not set up your own affiliate program? Here is how
Cross-marketing activities
having your own affiliate program will help you:
If you are working with multiple traffic acquisition chan-
Free Traffic
nels, your affiliate program can become a source of cross-
It’s an excellent opportunity to attract thousands of people
marketing promotions. This will allow you to collaborate with
to your website. Think of it as word of mouth tactic, but online.
your affiliates on mutually beneficial levels that don’t involve
If you get your current subscribers or buyers to spread the word
commissions, such as publishing an interview with your af-
about you to their friends, you’ll already gain new traffic from
filiates on your blog, inviting them to participate in webinars
curious people and the more people you get to join the program
and your social media activities, like Twitter chats. Your affili-
and participate, the more traffic you will receive.
ates will get exposure, and you will get their audience to get involved with your product or service.
Sales boost
The key concept to remember, when setting up your own
No matter what it is you are selling, you only have to pay
affiliate program, is that every affiliate is your partner and if you
your affiliates for results, so if the result is selling your product
treat them as such, your affiliate program will become one of
or service, you’ll just have to share the profit that you got from
your top revenue sources.
the recommendation of your affiliate with that affiliate in the form of commission. It is a win-win situation for both of you.
24
So what are you still waiting for? Start making the most from your business right now.
Travis is PeerFly’s Director of Business Victoria Development, Galperina you is the can Head follow of Affiliate him @TravisPeerFly Marketing aton SEMrush. Twitter.
tl;dr – Stop website hackers with three free security tactics that protect you from intruders.
· Issue 33 · January 2016
3 Ninja Tactics
Secures Websites from Hackers by Jason Ciment
I
n December 2014, Sucuri.net revealed that 100,000+
Jason Ciment
WordPress sites were hacked, because of one plugin exploit. In 2013, Forbes published that 30,000 websites per
day were being hacked. There are now YouTube videos that
to /donut and someone who has not been whitelisted gets
teach people how to hack WordPress websites. Things are
to that page on a computer or mobile device, they will get a
not getting any better with more plugins to protect and more
page not found error.
hackers to block.
Know that this tactic is cumbersome. If you are traveling
How can you be protected from malicious virtual wood-
and you go to an Internet cafe, you can’t login without first
peckers that peck away to find website vulnerabilities? Let
adding the IP of the cafe to your whitelist. And that might be
me be up front about something. This article is not going to
too complicated to accomplish remotely.
give you standard suggestions like using long alphanumeric
Fortunately, there is an alternative solution, from a com-
passwords and changing access privileges regularly. You can
pany called www.sekur.me, from technology wizard Jack
Google phrases like “WordPress secure my site” and you’ll
Bicer. His mobile security application works on iOS and An-
find plenty of compelling tips from companies also promoting
droid. For WordPress, your login page displays a Sekur.me
their security product offerings.
logo with a QR code. You log in to the Sekur.me app on your
I don’t have a lottery ticket to sell you because my digital marketing firm doesn’t offer any product to help you secure
phone, hold up your phone so that it can “see” the QR code and it logs you in.
your site. But we do host a bunch of clients’ sites, and I have
No typing of username or password. If any computer has
learned a few ninja techniques below that can help protect
a keylogger capturing keystrokes, you are protected there, too.
your website.
I run Sekur.me with the whitelist solution because we are over-
First, change your admin login URL address. Don’t use
protective for our SEO clients.
“admin” or “login” or “signin”. Shake things up. Go unexpected
The last tactic is to monitor your third party software (i.e.
without simply combining words. For a WordPress site, get
plugins). Set up a Google Alert for your plugins to see if news
iThemes Security. It’s free and has other features to optimize
is published or updates are released. We have seen many
your site performance.
hacked sites get compromised through plugins.
Let’s go a little deeper though to lock things down fur-
The whitelist option cannot protect from plugin vulner-
ther. Add an IP whitelist (check with your hosting company)
abilities. There are ecommerce platforms, like Adrecom, Ma-
where you create a list of IP addresses that have privileges
gento Enterprise, or NetSuite, that don’t allow third party pl-
to log in to an admin page. Let’s say you set your login page
ugins for this reason.
Jason Ciment provides SEO, PPC and social marketing for professional service firms, manufacturers, and businesses.
25
tl;dr – Contests that follow these seven steps can generate great link authority and top rankings.
· Issue 33 · January 2016
7 Steps to Buzz-worthy
Contests for SEO by Stephan Spencer
Stephan Spencer
C
ontests can be a fantastic addition to your content marketing and your SEO. Simply assemble the right ingredients in the right order, and voilà: authoritative
links and top Google rankings. It’s a tried and true strategy. When Jeremy Shoemaker, founder of Shoemoney Media
Promote the heck out of the contest yourself, too.
and super blogger at Shoemoney.com, wrote the foreword for
Don’t just rely on your partners to do it for you. We
my recent book, Social eCommerce, he brought up a contest
reached out to a bunch of design sites, and they greeted us
I dreamed up years ago and ran on his site for my client Over-
with enthusiasm. Their readers (“creatives”) love contests
nightPrints.com. I crushed it for the client, taking them from
because winning them, or even just being selected a “final-
nowhere in Google for “business cards” to the top of page one
ist”, looks stellar on a resume.
at #2. The premise: design Jeremy’s new business card and
Host the contest page on your site.
you could win free business cards for life. The winning entry,
Not on your partner’s. You want the link authority flow-
to this day, looks awesome. And yes, the strategy, if well-ex-
ing directly to your site. As you might guess, the contest en-
ecuted, still works, even with Google’s latest algorithms like
try page was on OvernightPrints.com, not Shoemoney.com.
RankBrain. Let’s peel back some of the layers to deconstruct how we did this so you can replicate it:
Make it relevant to your business and keywords. It wouldn’t have made any sense for OvernightPrints. com to run a contest where you write a letter to the Presi-
The prize needs to sound impressive. In general, a “lifetime supply” of anything sounds impressive. Choose an inexpensive prize that a winner won’t
dent and win a trip to Washington DC. Their money term was “business cards”, so being on page one in Google for that was worth big bucks.
gorge on daily. Run a chain of spas? Offer free manicures for a year. You can use the fine print to put limits on it, like OvernightPrints.com did, at 1,000 business cards per year for a maximum of 20 years.
Keep it simple. People online are lazy and impatient, so lower the barriers to entry. Long entry forms and complex rules kill participation.
Get a partner with name recognition who’s willing to promote your contest.
Involve the community.
This is crucial. Like I partnered OvernightPrints.com with
Successful contests are participatory. Have the part-
Jeremy, one partner can provide the prize and the other can
ner’s community get in on the judging to select finalists.
provide the fan base and thus the reach. Leverage the influ-
Contestants will invariably enroll family, friends and follow-
encer’s brand by enlisting their help in spreading the word
ers in voting; might as well encourage it. Final say on the
via social. Jeremy posted on his blog, Twitter, and YouTube.
winner should always be yours, however.
26
Stephan Spencer is a renowned SEO expert, three-time O’Reilly author, and acclaimed professional speaker.
· Issue 33 · January 2016
tl;dr – Five innovations that will have an impact on mobile in 2016.
Mobile Marketing:
Trends and Tools for 2016 by Dale Carr
T
his forecast prepares marketers to take advantage of the Dale Carr
latest mobile tech and feature developments to create high-performance campaigns.
wider market. While it’s attractive to reach an audience (of
2015 brought notable innovations that will change the
primarily avid athletes and tech lovers) in this highly intimate
way people use apps, and bring new opportunities for adver-
method, there are some risks to advertisers. If you’re too
tisers to engage mobile users in the year ahead:
intrusive, it could backfire. Also, ads are tiny.
3D Touch
Ad Blockers
3D Touch was perhaps the most compelling feature
In a move designed to make your mobile web experi-
born of the Apple iOS 9 release. iOS 9 devices are now sensi-
ence better (faster, streamlined, etc.), iOS 9 introduced sup-
tive to the pressure of touch applied to the screen, enabling
port for ad-blocking for Safari’s mobile browsers. There’s
all kinds of layered experiences for marketers. By pressing
far more strategy to their decision, but in short, ad blocking
screens slightly harder, for example, users may be able to
does not impact apps. In fact, Apple encourages app usage
peek at a snippet of content that “pops-up”; Pressing deeply
and wants marketers to utilize its service, iAd. Whichever ad
might allow users to jump directly into an action. Advertisers
platform or partner you choose, advertising in-app is a good
are urged to find creative and advantageous ways to apply
idea for this simple fact: Users spend more time in apps than
3D Touch technology into their campaigns.
they do using mobile web.
Haptic Technology
Consider Advertising in Utility and Music Apps
This familiar vibration technology (already used for mo-
Games are great for reaching audiences but don’t forget
bile alerts with incoming messages) can range from low to
utility apps and music apps. The Utilities category offers ad-
high, slow to fast, and can be strung together to create cus-
vertisers undeniable advantages to reach a global audience
tom, nuanced tones and feelings, like a sensory song. Think
and align their brand with our most trusted and useful tools.
thumps, zooms, beats. As haptic innovations advance, mar-
Utilities apps have universal appeal, are more likely to be
keters can add this experiential and immersive element to
used on a daily basis, and their popularity and usage is grow-
video ads. The vibrational tracks add depth of feeling and
ing exponentially in emerging markets, all of which provide
emotion, lending the ad to more connected, and completed
exciting opportunities for advertisers.
views and higher recall.
Music apps like Spotify and Pandora are now dominating the top-grossing charts of app stores. As streaming mu-
Apple Watch Wearables are tempting for 2016 but tread lightly. Keep an eye on smart watches as they evolve and appeal to a
sic apps continue to climb in popularity, they offer marketers a lucrative audience and can be great vehicles for cleverly designed native ads.
Dale Carr is founder and CEO of Leadbolt, an award-winning high-performance mobile advertising platform.
27
tl;dr – Things to consider when contemplating changing product categories with your affiliate network.
· Issue 33 · January 2016
Switching Product Categories:
Before and After by Jennifer Parker
C
Jennifer Parker
oming into a field as diverse and complicated as affiliate marketing as a newb advertiser can, at times,
There’s so much information being transferred
be overwhelming. Affiliate marketing, like most in-
when you’re signing up with a network that it
dustries, employs a special language. So while you’re trying
can be easy to overlook even something as
to decipher what CPC (Cost Per Click), DOI (Double Opt-In)
significant as advertising category.
and EPC (Earnings Per Click) are, you still have to do the grunt
For networks, in which you have much more input, make
work of getting your program up and running. Switching prod-
sure you pay attention to what category you choose. If you’re
uct categories is not generally recommended, but it can be
not sure, ask your contact what advertisers similar to you
necessary. I found myself in that situation.
have done. For the less transparent network, have your con-
Here’s what I learned:
tact explain in detail how they will be promoting your offer.
Different networks have varying degrees of
On networks where it is permitted, sign up as an
transparency.
affiliate.
A network might ask you about your model for creating
ShareASale is one network that encourages you to sign
conversions (in the case of lead generation) or the types of
up as an affiliate. This information has been invaluable to
products you sell and then serve up your banners and ads to
me. It has shown me where I stack up with the other adver-
the affiliates of their choosing. This kind of faith-based rela-
tisers in my category. I can see if my offer is competitive, or
tionship should be monitored closely months after launch,
if I need to tweak it.
and audited routinely thereafter. I prefer the most transparent networks, where you can fill out your own information that will be accessed and viewed by potential affiliates.
You have to ask to change categories. Don’t do what I did and search through my account settings for an hour. Send an email to your contact or the network’s help desk and ask to switch to a more appropriate
Product categories can range from pretty vague—General Web Services—to specific such as Clothing.
category. Before switching from the disastrous (for us!) General Web Services category, the only affiliates in our program
Whether it was user error or a setting default, our pro-
were ones that had been specifically invited to our program.
gram ended up in the General Web Services category, com-
Once I noticed the error and requested to be moved to the
pletely inappropriate for our lead gen campaign that promot-
Freebies, Free Stuff, and Rewards Program category, re-
ed membership to our consumer survey panel.
quests from appropriate affiliates began pouring in.
Jennifer Parker is a Panel Administrator and Affiliate Marketing Manager at Decision Analyst.
29
tl;dr – Buying and selling clicks to increase your profits and sustainability with CPC email.
· Issue 33 · January 2016
Effectiveness of CPC Email in
Performance Marketing
by Yancy Naughton Yancy Naughton
O
pt-in email has long been one of the most effective traffic channels in performance marketing. If a con-
CPC for Advertisers
sumer opens an email and clicks on it, they are prob-
Advertisers like CPA, because they feel all the risk of per-
ably interested in the offer. CPM (cost per thousand impres-
formance is on the publishers. But most advertisers spend a
sions) was initially the model favored by publishers who would
lot of their time and money trying to attract the best publish-
simply charge per 1,000 emails.
ers to their offers; trying to get noticed in a sea of similar per-
CPA (action) and CPL (lead) are preferred by advertisers
formance based offers.
largely because in the CPM model advertisers often found
CPA is paying per ‘action’, but think of all the ‘actions’
they were paying for drops that did not click. CPC (cost per
required to create a click, and you will understand why pubs
click) is an excellent meeting point for advertisers and publish-
want to know they are getting paid for them. An email click is
ers to meet to produce effective and sustainable campaigns.
one of the best clicks available, so it is worth a budget on the part of the recipient.
CPC for Publishers
When you think in terms of what publishers have to do to
CPC is very attractive for publishers because they are
get the visitor to your page, and how much control they have
guaranteed a click price. If they manage to acquire an opt-in
after they send the visitor, you will understand why they do not
email, build and upload a new campaign, get through the com-
want to do all that work and let you decide whether you will
mercial filters, get inbox, opened, read, clicked, and redirected
pay for the lead or action, or not.
to the landing page, they should be paid.
Watch CPC campaigns closely, and check quality and
Publishers realize at that point that clicks have to still perform to get future orders, but should get paid the part of the funnel they control. Pubs can try more new campaigns on CPC.
price per click. A good network will manage your conversions and back them into your desired KPIs or conversion metrics. In short, all traffic is performance based, because advertisers do not buy traffic for very long that loses money. Com-
And since variation is the essence of sustainable email,
pliant email clicks are worth acquiring, so look to CPC as a
CPC keeps the ball rolling. Running the same offers to the
viable meeting point between publisher and advertiser’s KPIs.
same subscribers will not sustain. Publishers must constant-
Publishers look at eCPM (rev/1,000 emails) and advertis-
ly test, but with CPA all the risk is put on the pubs. CPC allows
ers look at CPA (cost per action). CPC is a fair meeting of KPIs
for shared risk and allows pubs to test earlier and more often.
of the two necessary parties.
30
Yancy Naughton is the founder of HasTraffic, WantsTraffic and The CPC Email Exchange.
tl;dr – Regardless of each industry particularities, there are seven tips any vendor can use to recruit affiliates without outsourcing the job.
· Issue 33 · January 2016
7 Tips to
Recruit Affiliates Directly by Teodora Dobjanschi
Teodora Dobjanschi
Focus on identifying the right affiliates. Now that you know your ideal affiliate profile, you can use the data to start searching for the right affiliates. Use relevant
A
keywords for your industry to manually search and select the ffiliate recruitment is a very important part of the
top affiliates for each relevant segment.
development of an affiliate program. Whether you already have an established affiliate program or have
just launched one, here are seven simple tips that you can use to recruit affiliates directly:
Contact affiliates directly. 14% of affiliates find out about a new program when the affiliate managers contact them directly (2015 AffStat Report, affstat.com). For a good response rate, usecall to action mes-
Make sure you have an optimized affiliate sign-
sages and include sign-up links. You can either offer a higher
up page on your website.
commission, extend the cookie lifetime, lower the threshold,
Many vendors focus so much on nurturing and managing affiliates; they forget to optimize their affiliate sign-up page to
or offer a hybrid attribution model, to motivate affiliates to take action.
include a program description, commission structure, and a sign-up button. This is important, as, according to the 2015 AffStat Report (affstat.com), 24% of the affiliates find out about new affiliate programs from the merchant’s website.
Recruit new affiliates within the network. Each network offers recruitment solutions to their vendors, and I suggest using this feature. It would be best if you
Invest in PPC (Pay Per Click) recruitment campaigns.
would work with a niche network as this will increase your
Create targeted campaigns to reach potential affiliates,
chances to get in contact with industry’s affiliates.
as 22% of the affiliates search for new affiliate programs on search engines (2015 AffStat Report, affstat.com). You can
Run contests and special campaigns.
start with a test budget to see bid amounts and results for the
You can run contests to engage existing affiliates to drive
relevant keywords in your industry, and then optimize these
more sales or activate dormant affiliates, but also to recruit
campaigns.
new affiliates. New affiliates can be engaged into raffles so that they have a fair chance to win. To accelerate the activa-
Use segmentation to find your ideal affiliate
tion process, ask the newcomers to perform a specific action
profile.
after creating their account (start promoting a minimum of
You can do this by affiliate category (coupon sites, review sites, content, etc.) or by geo-targeting (select the top 10 sell-
products or generate a minimum of one order, etc.) to be included into the raffle.
ing countries or choose countries by the languages supported
These actions should be included in the development
on your website, etc.). Select the categories that best fit your
strategy of virtually any affiliate program to generate new
program and keep these in mind for your future actions.
business, fresh traffic, and conversions.
Teodora Dobjanschi is Senior Affiliate Recruiter at Avangate.
31
tl;dr – Going international? Ensure you proactively avoid these common pitfalls and mistakes before you launch your global affiliate program.
· Issue 33 · January 2016
Going Global:
Prep for Success by Kim Salvino
What are the Legal Considerations by Region?
Kim Salvino
G
Research on the latest tax law, privacy law, trademark oing global, much like going mobile, is an initiative
law, etc. isn’t just a great idea – it’s a requirement. Looping in
that continues to spike in popularity. Your site is
your legal team early on and getting the clarity on important
ready for international e-commerce, but does that
issues prevents launch delay and lots of wasted time.
automatically translate to successful affiliate channel sales? The short answer is no. Hastily thrown together plans
Are You Equipped for In-Language Support?
and lack of realistic expectations make for a poor experience
You can utilize Google translate for some communica-
where, in the affiliate world, you get only one chance to make
tions, but sending publisher newsletters, creating text links
a lasting impression. Please consider the below points prior to
and other creative materials, and drafting the Terms and
installing those extra pixels and activating your sign up pages.
Conditions are going to require someone fluent in the local language. You’ll also want to ensure those vetting potential
Is Your Brand Globally Recognized? How big is your presence outside of your most successful market region? How does that success translate to potential
publisher sites can do so effectively, ensuring the sites approved for the program are operating within the terms of your agreement.
affiliate sales according to global market trends? If customers aren’t actively seeking out your brand in a specific region,
Set Internal Expectations
affiliate marketing isn’t going to offer the solution you seek.
All affiliate programs require ramp time. Anyone selling
It’s your job to market your brand and create a respected, well-
you on the fact that a launch will immediately lead to large
received presence, worthy of publisher traffic.
profits is quantity and not quality focused. This will ultimately lead to disaster. Expectations should be communicated up
Scrutinize Your Network of Choice Don’t be afraid to ask the tough questions of reporting
front to dispel any confusion. An affiliate program presence will not immediately translate to instant revenue spikes.
solution providers and perform a full competitive analysis be-
Creating an international affiliate marketing program is a
fore signing on the dotted line. Spell out your requirements
viable way to increase revenue for globally recognized brands
for reporting, invoicing, publisher payments, and any other
with the proper network, management, and in-language sup-
important criteria. Get the costs IN WRITING and ensure the
port. Recognizing that the process will require research, legal
contract contains clear legal language, specifying service lev-
clarification and commitment over time will be your best in-
els by region if necessary.
vestment.
32
Kim Salvino, Client Services Director for Performance Horizon, has been optimizing programs since 2005.
tl;dr – Recent FTC and FDA activity suggests imminent changes in how homeopathic remedies can be marketed.
· Issue 33 · January 2016
Future of Marketing
Homeopathic Remedies in Doubt
Slade Cutter
by Slade Cutter
H
omeopathy is a controversial form of alternative med-
The Federal Drug Administration (FDA) requires ho-
icine that has faced intense criticism from the scien-
meopathic marketers to follow the 1988 “Compliance Policy
tific community for years. The practice is based on
Guide,” which does not require over-the-counter (OTC) homeo-
the idea that a substance known to cause certain symptoms
pathic drugs to be approved by the FDA as safe and effec-
in healthy people can be used to relieve those symptoms when
tive, as long as they satisfy certain conditions, including that
given in a sufficiently minute dose to sick people.
the product’s label must contain an “indication for use” (i.e., a
Indeed, homeopaths typically dilute doses to the point
claim that the drug is effective for specific uses). But the FDA
that they no longer contain any detectable amount of the ac-
does not require marketers to have any evidence supporting
tive ingredient, theorizing that the hyper-diluted solution car-
the specified use.
ries a “memory” of the active ingredient’s “electromagnetic signature.”
If you’re scratching your head, you’re in good company. The Federal Trade Commission (FTC) has noted on multiple
Although some early studies appeared to support the effi-
occasions that the FDA’s requirement that homeopathic mar-
cacy of homeopathy, these initial findings have been thoroughly
keters specify an indication for use even when there’s no sup-
refuted in a wide range of scientifically-controlled clinical studies.
porting evidence for that use conflicts with the FTC’s com-
The most recent of these was a meta-study completed
monsense requirement that all health claims be substantiated
last year by the Australian National Health and Medical Re-
by competent and reliable scientific evidence.
search Council. This study rigorously examined the proce-
This interagency regulatory disconnect, along with the re-
dures and results of 1,800 other studies and concluded that
cent rapid growth in the homeopathic industry, has prompted
homeopathic remedies are no more effective than placebos,
the agencies to work together to find a solution. To that end,
and the theory of “water memory” has no basis in science.
the FTC held a workshop on homeopathic marketing in Sep-
Despite this scientific smackdown, homeopathic medi-
tember 2015, and the FDA closed an extensive public com-
cine has grown into a multi-billion dollar industry in the US,
ment period regarding the regulatory framework for homeo-
with significant sales driven through affiliate marketing. This
pathic medicines in November 2015.
has been possible because the Senate sponsor of the 1938
There are a number of ways the agencies might address
federal law governing manufacture and marketing of drugs
the regulatory question, but preserving the status quo is very
was a prominent New York homeopathic physician who spe-
unlikely. Consequently, any marketers relying on revenue from
cifically exempted homeopathic remedies from many of the
homeopathic products should stay tuned because there are
rules regulating other drugs.
big changes coming soon.
Slade Cutter is a digital advertising lawyer at Wittliff Cutter, PLLC in Austin, Texas.
33
tl;dr – Three easy-to-follow strategies to slash shipping costs and eliminate cross-border hassles to successfully sell in Canada.
· Issue 33 · January 2016
Eliminate Cross-Border Shipping Hassles
for Canadian Success by Steven Page
Steven Page
A
1.
Local In-Country Fulfillment. This is the most efficient
s a marketer, you understand the intensity with
way to get products to consumers within two to four
which your business can grow at any given moment.
days, and includes full tracking information. You can
PayPal estimates that, by 2018, nearly 130 million
store your product in Canada, either at your own facility
shoppers will place orders outside of their borders, spending
or a local fulfillment warehouse. This method will reduce
over $300 billion a year.
your international shipping costs because the product is geographically closer to the customer who will automati-
Canada’s market has various advantages that make it a
cally receive Canadian shipping rates.
practical option for cross-border sales. Canada and the U.S. share a lengthy border, a common language, and not to forget,
2. Turnkey Cross-Border Logistics. If you do not want to
the North American Free Trade Agreement. Most importantly,
store product in Canada, and prefer to use your current
sixty percent of Canadians already make purchases from
U.S. distribution center, you can still work with a Cana-
American web merchants, according to cross-border transac-
dian logistics company that provides cross-border con-
tion processor Payvision; and online research firm, eMarketer,
solidated shipping services. Consolidated shipping will
reports that Canadians purchased $22.97 billion worth of
allow for cost-effective shipping directly from the U.S. to
goods online in 2014.
Canada and avoid cross-border delays and hassles.
Canada is a great international market to enter, as long as
3.
Flat-Rate Shipping. With the right high volume logistics
you keep in mind the involvement of duties, sales tax, regulations
partner, you will have the ability to provide your custom-
for health and beauty products, and customs clearance proto-
ers with flat-rate shipping. High volume shippers receive
cols. Unexpected challenges can arise especially when your
the lowest rates through Canada Post and can reach
business grows faster than anticipated, and consumers start
your consumers in a shorter amount of time than if you
purchasing before you have a Canada-specific logistics plan.
were to ship directly from the U.S.
When not handled correctly, customers may experience
Although Canada presents some traditional problems,
shipping delays, high shipping costs, and surprise fees. By
having a Canadian logistics partner that can manage every-
working with the right people in Canada, who can help you
thing on the back-end ensures that your Canadian custom-
seamlessly navigate each step, you can ensure that your Ca-
ers receive their orders with the same hassle-free service that
nadian customers are satisfied with their purchase and your
your U.S. customers get.
business.
This allows you to focus on what made you a successful
To determine the method that works best for you and
marketer in the first place: sales and marketing that doesn’t
your product category, consider one of these three strategies
get you caught up with trying to become an international lo-
to help your business grow and succeed in Canada:
gistics expert.
34
Steven Page is Founder & President of Stalco, a Canadian-based logistics and fulfillment company.
· Issue 33 · January 2016
Day 0 Saturday, January 9
Meet Market Table Setup Time: 9:00 am - 12:00 pm Location: Concorde
Early Attendee Check-In
Meet Market Exhibitors may set up their tables during this time.
Time: 12:00 pm - 8:00 pm Location: Paris Foyer
Exhibitor or Sponsor Ribbon Required
Come by Saturday evening to pick up your badge and attendee bag so you can enter immediately on Sunday when the show opens!
First Timer Orientation Time: 10:00 am - 10:30 am Location: Champagne Ballroom 1
Day 1 Sunday, January 10
Shawn Collins, Co-Founder, Affiliate Summit All first-time attendees are welcome to join Affiliate Summit Co-Founder Shawn Collins for tips and advice for getting
Attendee Check-In Time: 8:00 am - 6:00 pm
the most out of your time at Affiliate Summit. Experience Level: Beginner
Location: Paris Foyer
Target Audience: Affiliate/Publisher, Merchant/
Pick up your conference badge and attendee bag, and get
Niche/Vertical: Networking
started with Affiliate Summit.
Exhibit Hall Booth Setup Time: 8:00 am - 6:00 pm
Advertiser, Network Open to All Pass Holders
Speaker Ready Room Time: 10:00 am - 5:00 pm
Location: Rivoli Ballroom
Location: Bordeaux
Exhibitors may set up their booth at this time.
This is a space where speakers can find some quiet, and
Exhibitor or Sponsor Ribbon Required
it goes smoothly during their sessions.
run through their presentations one last time to ensure that
Speaker Ribbon Required
Refuel, Rendezvous & Refresh Room Time: 8:00 am - 6:00 pm Location: Vendome A All attendees are welcome to take advantage of the tables and WiFi to have meetings, catch up on work, or simply take a break. Coffee and Tea available to those with Refresh Drink Tickets.
Session 1a - Six Figure Blogging: Ask the Experts & Secrets Revealed Time: 11:00 am - 12:00 pm Location: Champagne Ballroom 1 »» Syed Balkhi, Founder, WPBeginner »» John Chow, Titles Are For Wimps, John Chow dot Com
Open to All Pass Holders
»» Zac Johnson, CEO, MoneyReign Inc »» John Rampton, President, Adogy
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· Issue 33 · January 2016
A panel of four six figure bloggers share the secrets to their success, while also answering Q&A to help grow your blogs, brands and business in the process. Experience Level: Intermediate Target Audience: Affiliate/Publisher Niche/Vertical: Blogging Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Meet Market Time: 12:00 pm - 6:00 pm Location: Concorde The Meet Market at Affiliate Summit is an extended session of structured, face to face networking. Affiliate programs and networks have tables set to meet with affiliates to discuss their offers and cut deals. Open to All Pass Holders
Session 1b - Blogger Outreach Strategies That Don’t Suck (Time or Money) Time: 11:00 am - 12:00 pm Location: Champagne Ballroom 4 »» Ciaran Blumenfeld, CMO, Hashtracking »» Debbie Bookstaber, Owner, Element Associates »» Kelby Carr, CEO, Type-A Parent »» Anne Parris, Managing Partner, Midlife Boulevard
Press Room Time: 12:00 pm - 6:00 pm Location: Burgundy The Press Room is an area reserved for credentialed Press only to grab some desk space, blog, interview, relax, and network. Press Ribbons Required
If you’re pitching bloggers and not seeing a strong ROI, you won’t want to miss this panel. We will cover tools that save time and outline questions you need to ask to identify the right influencers. Experience Level: Advanced Target Audience: Merchant/Advertiser Niche/Vertical: Blogger Outreach Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 2a - Chill the F**k Out: You’re Killing Yourself Time: 12:15 pm - 12:45 pm Location: Champagne Ballroom 1 »» Sean Steinmarc, Founder, Steinmarc.com Proud of your ‘work all the time, make all the $$$’ lifestyle? So was I-until I disconnected for a week and saw incredible improvements in my life & productivity. Learn to do more by
Session 1c - Live SEO & Monetization Site Reviews
connecting less.
Time: 11:00 am - 12:00 pm
Experience Level: Intermediate
Location: Versailles 1-2
Target Audience: Affiliate/Publisher, Merchant/
»» Kenny Hyder, Founder, Hyder Media »» Scott Polk, Founder / CEO, Marketing Nomads »» Adam Riemer, President, Adam Riemer Marketing
Advertiser, Network Niche/Vertical: Productivity Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Have your website reviewed by industry experts and learn to rank better in Google as well as how to make more money. Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Niche/Vertical: SEO Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
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Session 2b - Buying and Selling Websites Time: 12:15 pm - 12:45 pm Location: Champagne Ballroom 4 »» Chuck Mullins, President, Cash For Your Site
· Issue 33 · January 2016
Expanding your affiliate business through website acquisitions and sales? Our experts will provide detailed strategies for buying and selling websites guaranteed to maximize your revenue potential. Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Niche/Vertical: Monetization Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 2c - How to Optimize Images for Social Media Sharing Time: 12:15 pm - 12:45 pm Location: Versailles 1-2 »» Michelle Held, Owner, Metrony, LLC Posts that include images get more engagement. Do your images look good on all social platforms? How to optimize images for social posting and drive traffic! Experience Level: Intermediate Target Audience: Affiliate/Publisher Niche/Vertical: PPC Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 3b - Humanize Marketing to Drive Brand and SEO Time: 1:00 pm – 1:30 pm Location: Champagne Ballroom 4 »» Jackie Bates, Director of Marketing, LinkConnector »» Helen Fang, General Manager, Ecommerce, Coupons.com Humanize your marketing to reach a hyper-connected audience. Through social listening and strategic content marketing, escalate your search visibility and drive brand awareness.
Session 3a - Optimize WordPress
Experience Level: Intermediate
Like a Super Affiliate
Target Audience: Affiliate/Publisher, Merchant/
Time: 1:00 pm – 1:30 pm Location: Champagne Ballroom 1 »» David Vogelpohl, Vice President of Web Strategy, WP
Advertiser Niche/Vertical: SEO Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Engine Learn how to use WordPress to boost commissions and
Session 3c - Leveraging Technology
deliver an amazing experience to your visitors. Great tips on
to Enhance Your Program
WordPress management and effectively promoting offers
Time: 1:00 pm – 1:30 pm
from your merchants. Experience Level: Beginner Target Audience: Affiliate/Publisher Niche/Vertical: Wordpress Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Location: Versailles 1-2 »» Tom Rathbone, Head of Technology, SchaafPartnerCentric A look into a few different ways that merchants and agencies are using tracking platforms and network features to align company goals with the affiliate program.
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· Issue 33 · January 2016
Experience Level: Intermediate Target Audience: Merchant/Advertiser Niche/Vertical: Technology
Niche/Vertical: Recruitment Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 4c - Whoomp! There it Is VIP & All Access Snack Break Time: 1:00 pm - 3:00 pm Location: Vendome B Take a break from the networking and education for some snacks and drinks in a relaxed networking environment. (Snack Tickets are also required.) VIP & All Access Pass Holders with Meal Tickets Only
Disclosures, Disclosures, Disclosures Time: 1:45 pm – 2:15 pm Location: Versailles 1-2 »» Rachel Hirsch, Attorney, Ifrah PLLC What does “clear and conspicuous” disclosures mean given the advancement of technology? Navigate effective disclosures in digital advertising according to the FTC’s .com Disclosure Guidelines. Experience Level: Intermediate
Session 4a - Ad Blocking and the
Target Audience: Affiliate/Publisher, Merchant/
Future of Digital Advertising
Advertiser, Network
Time: 1:45 pm – 2:15 pm Location: Champagne Ballroom 1
Niche/Vertical: Disclosures Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
»» Hanna Kassis, CEO, OAREX Capital Markets, Inc. This session will explore recent developments in the ad
RevShare Roundup
blocking dilemma facing the digital advertising world and
Time: 2:00 pm – 5:00 pm
how the online ecosystem will (should) adapt in response.
Location: Champagne Ballroom 2&3
Experience Level: Intermediate Target Audience: Affiliate/Publisher, Network Niche/Vertical: Profitability Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
»» Kim Rowley, Founder, Key Internet Marketing, Inc. The Affiliate Summit RevShare Roundup debuts with a broad range of revenue share affiliate programs to discover. This event was designed to facilitate discussions between the revenue share programs represented and affiliates/
Session 4b - Up-and-Comers: Recruiting & Engaging with Smaller Affiliates Time: 1:45 pm – 2:15 pm Location: Champagne Ballroom 4
publishers/bloggers looking for new revenue share programs to drive traffic to. Unrelated conversations will not be entertained during this 3-hour event. Only the following attendee badge types will have access to all the RevShare Roundup: Affiliate, Advertiser, Affiliate Management, OPM/ Agency and Network.
»» Rick Gardiner, CEO, iAffiliate Management Techniques and tools to recruit bloggers and small-to-me-
Session 5a - You Oughta Be on YouTube!
dium size affiliates into your program. We’ll share proven
Time: 2:30 pm – 3:00 pm
methods to nurture those partnerships into profitable affili-
Location: Champagne Ballroom 1
ate partnerships. Experience Level: Intermediate Target Audience: Merchant/Advertiser
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»» Dave Taylor, Editorial Director, AskDaveTaylor
· Issue 33 · January 2016
Video has become a MUST for online marketing, so where are your videos? How’s your YouTube channel doing? I’ll show you how to make quick and dirty videos and upload
Niche/Vertical: China Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
them for maximum benefit! Experience Level: Beginner Target Audience: Affiliate/Publisher Niche/Vertical: Video Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 6a - Success Not Secrets: Social Media Brand Building Time: 3:15 pm – 3:45 pm Location: Champagne Ballroom 1 »» Karen Garcia, Co-founder, Lab 6 Media
Session 5b - Scaling the Great Wall: Performance Marketing in China Time: 2:30 pm – 3:00 pm Location: Champagne Ballroom 4 »» Patrick Hearon, Director of Sales, HasOffers by TUNE Patrick will share advice on the key issues you’ll need to be aware of before entering the Chinese market. He’ll touch on the Great Firewall, transparency, privacy, and more. Experience Level: Intermediate
Learn the art of nurturing real relationships on social media to grow your business and brand. Discover fresh, actionable content to boost your communications and build your online community. Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser Niche/Vertical: Social Media Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network
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· Issue 33 · January 2016
Session 6b - Conversion Optimization: Optimize or Die Time: 3:15 pm – 3:45 pm Location: Champagne Ballroom 4 »» Shannon MacLeod, Senior Director, Conversion Optimization, Avangate If you’re not optimizing your website, you are leaking revenue. Learn best practices for CRO, design principles for conversion, and A/B testing methodologies to improve your landing pages. Experience Level: Beginner Target Audience: Affiliate/Publisher, Merchant/ Advertiser Niche/Vertical: Conversion Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
40
Session 6c - Boost ROI on Mobile Media: Affiliates, Advertisers & Brands Time: 3:15 pm – 3:45 pm Location: Versailles 1-2 »» Apoorv Soni, Managing Director, MobiVisits Learn the new trends and adapt advanced strategies to make most out of mobile traffic. Includes some of the best kept secrets and several ways to convert your losing campaigns into winners in 2016. Experience Level: Beginner Target Audience: Affiliate/Publisher, Merchant/ Advertiser Niche/Vertical: Mobile Media Buying Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
· Issue 33 · January 2016
Session 7a - Out of the Box SEO
Experience Level: Intermediate
Tactics that Will Blow Your Mind
Target Audience: Affiliate/Publisher, Merchant/
Time: 4:00 pm – 4:30 pm Location: Champagne Ballroom 1 »» Ariel Hochstadt, Co-Founder, HostAdvice.com
Advertiser, Network Niche/Vertical: Optimization Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Tweak Linkedin to promote your site for free, make any page on your site the most bookmarked compare to competitors, reverse engineer google analytics in your favor, X7 the times your site is shared. Experience Level: Advanced Target Audience: Affiliate/Publisher, Merchant/ Advertiser Niche/Vertical: SEO Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Newcomer Program Meetup Time: 6:30 pm - 7:30 pm Location: Bordeaux The Affiliate Summit Newcomer Program helps connect first-time attendees with Affiliate Summit veterans. Conference veterans volunteer their time to share their past experience ideas and information to help newcomers optimize their time at the conference. This is an opportunity for those first-time attendees and conference veterans to meet. (You must be enrolled in the Affiliate Summit New-
Session 7b - Average Affiliate Channel Stats & KPIs- How Do You Stack Up?
comer Program to participate in this event.) Newcomer Program Participants Only
Time: Time: 4:00 pm – 4:30 pm Location: Champagne Ballroom 4 »» Chad Waite, Marketing Manager, AvantLink Get network-level insight into performance averages on af-
Monday, January 11
Day 2
filiate and program KPIs like AOV, conversion rates, mobile sales, and many more. Find out where you excel and where you can improve. Experience Level: Beginner Target Audience: Affiliate/Publisher, Merchant/ Advertiser Niche/Vertical: Statistics
Attendee Check-In Time: 7:30 am - 5:00 pm Location: Paris Foyer Pick up your conference badge and attendee bag, and get started with Affiliate Summit.
Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Refuel, Rendezvous & Refresh Room Session 7c - Applying Optimization Fundamentals For Major Gains
Time: 7:30 am - 5:00 pm Location: Vendome A
Time: 4:00 pm – 4:30 pm
All attendees are welcome to take advantage of the tables
Location: Versailles 1-2
and WiFi to have meetings, catch up on work, or simply
»» Justin Rondeau, Optimization Manager, Digital Marketer CRO is about research and process, not tactics and hacks. In this session, you’ll learn the tools and what it takes to
take a break. Coffee and Tea available to those with Refresh Drink Tickets. Open to All Pass Holders
evaluate campaigns & come up with clever solutions that impact the bottom line.
41
· Issue 33 · January 2016
Press Room Time: 8:30 am - 6:00 pm Location: Burgundy The Press Room is an area reserved for credentialed Press only to grab some desk space, blog, interview, relax, and network. Press Ribbon Required
Discussing how to implement strategies to dominate a particular niche or industry online. Whether you are a merchant, advertising or affiliate, this session will guide your overall digital strategies. Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Niche/Vertical: Marketing Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Exhibit Hall Refresh Time: 9:00 am - 10:00 am Location: Rivoli Ballroom Exhibitors may use this time to refresh their booth, catch up with their employees and enjoy a selection of morning pastries and coffee before the Exhibit Hall opens.
Session 8b - SEO: Ask Me Anything Time: 10:00 am – 11:00 am Location: Champagne Ballroom 4 »» Bruce Clay, President, Bruce Clay Inc »» Duane Forrester, VP, Organic Search Operations,
Exhibitor or Sponsor Ribbon Required
Bruce Clay, Inc. »» Stephan Spencer, Co-Author, The Art of SEO
Buffet Breakfast
A combined 50+ years of SEO experience stand on one
Time: 9:00 am - 10:00 am
stage at Affiliate Summit. Bing’s longtime spokesperson
Location: Concorde
Duane Forrester, godfather of SEO Bruce Clay and co-
Buffet Breakfast is open to VIP and All Access pass holders with breakfast tickets only.
author of “The Art of SEO” Stephan Spencer answer your every SEO question. Experience Level: Intermediate
VIP & All Access Pass Holders with Meal Tickets Only
Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Niche/Vertical: SEO
Speaker Ready Room Time: 9:00 am - 5:00 pm
Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Location: Bordeaux This is a space where speakers can find some quiet, and
Session 8c - The Chemistry of the
run through their presentations one last time to ensure that
Landing Page with Live Critiques
it goes smoothly during their sessions. Speaker Ribbon Required
Time: 10:00 am – 11:00 am Location: Versailles 3-4 »» Brian Massey, Conversion Scientist, Conversion Sciences LLC
Session 8a - How to Dominate Any Industry Through Digital Marketing Time: 10:00 am – 11:00 am Location: Champagne Ballroom 1 »» Evan Weber, CEO, Experience Advertising
42
There is a chemical formula for landing pages. Brian Massey identifies the elements and catalysts must be present to create a high-converting landing page, then evaluates your examples LIVE. Experience Level: Intermediate
· Issue 33 · January 2016
Target Audience: Affiliate/Publisher, Merchant/ Advertiser Niche/Vertical: Landing Pages Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Opening Remarks & Keynote Time: 11:15 am - 12:15 pm Location: Champagne Ballroom 2&3 »» Kim Rowley, Founder, Key Internet Marketing, Inc. »» Kerri Pollard, Former President and Current Advisor, CJ Affiliate by Conversant
Exhibit Hall Open
Open to All Pass Holders
Time: 10:00 am - 5:00 pm Location: Rivoli Ballroom Meet with a wide selection of affiliate programs, networks, affiliate program managers, and vendors. All attendees are welcome. Open to All Pass Holders
Luncheon Buffet Time: 12:30 pm - 1:45 pm Location: Concorde Lunch is open to VIP and All Access pass holders with lunch tickets only. VIP & All Access Pass Holders with Meal Tickets Only
43
· Issue 33 · January 2016
Session 9a - Affiliate Activation: 20 Ways to Get Them Cranking
Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Time: 2:00 pm – 2:30 pm Location: Champagne Ballroom 1 »» Geno Prussakov, CEO & Founder, AM Navigator LLC Let’s face it; the vast majority of your affiliates are inactive. It’s paradoxical. You didn’t make them sign up. Discover proven techniques to excite and activate idle affiliates. Q&A
Session 10a - Amazon: Friend or Foe? Amazon’s Role in Affiliate Marketing Time: 2:45 pm – 3:15 pm Location: Champagne Ballroom 1 »» Paul Schroader, President, PS Web Solutions, Inc.
time at the end. Experience Level: Intermediate Target Audience: Merchant/Advertiser, Network Niche/Vertical: Affiliate Management Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
With at least 1 in 3 product searches originating on Amazon.com, it simply can’t be ignored. We will discuss the impact Amazon has on Retailers’ online strategy, particularly Affiliate Management. Experience Level: Intermediate Target Audience: Merchant/Advertiser
Session 9b - Affiliate Adventures in Mobile Commerce Time: 2:00 pm – 2:30 pm
Niche/Vertical: Amazon Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Location: Champagne Ballroom 4 »» John Toskey, Global Director, eBay Partner Network Learn about the latest trends and opportunities driving mobile ecommerce growth, how advertisers and networks are maneuvering, and what affiliates can do to make sure they aren’t left in the dust. Experience Level: Intermediate Target Audience: Affiliate/Publisher Niche/Vertical: Mobile Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 9c - Digital Marketer’s Legal Tool Kit Time: 10:00 am – 10:30am Location: Versailles 3-4 »» Slade Cutter, Member, Wittliff Cutter
Session 10b - Best Practices for Managing a Virtual Workforce Time: 2:45 pm – 3:15 pm Location: Champagne Ballroom 4 »» Rachel Honoway, CEO, FMTC Let’s talk about the challenges you face in managing a team of people scattered around the globe. I’ll share my successes and failures and offer you advice on what might work for your unique business. Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Niche/Vertical: Operations Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
A high-impact overview of the law of advertising as it relates to digital marketers. Session attendees will receive an in-depth advertising law reference booklet. Experience Level: Beginner Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Niche/Vertical: Legal
44
Session 10c - Processes & Techniques for Managing a FTC & CFPB Program Time: 2:45 pm – 3:15 pm Location: Versailles 3-4 »» Dave Naffziger, CEO, BrandVerity
· Issue 33 · January 2016
Marketing a financial service—be it a bank, a loan, or a credit
ney of user experience from an SEO’s viewpoint and leave
card—is never straightforward. Learn some best practices
you with an action plan.
around managing a FTC and CFPB program in this informative talk.
Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/
Experience Level: Beginner
Advertiser, Network
Target Audience: Merchant/Advertiser
Niche/Vertical: SEO
Niche/Vertical: Compliance Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 11b - How to Use Social Media to Session 11a - A Human’s Guide to the Insane World of SEO Time: 3:30 pm – 4:00 pm Location: Champagne Ballroom 1 »» Shannon K. Steffen, Founder & CEO, Daymark Digital
Achieve Expert Fame in Any Niche Time: 3:30 pm – 4:00 pm Location: Champagne Ballroom 4 »» E. Brian Rose, Founder, JVZoo E. Brian Rose shares proven techniques on how anyone can
Find yourself arguing whether or not human influence is im-
achieve Expert Fame in a short time. Whether you are an
portant to SEO? Shannon will talk through a strategic jour-
affiliate or product creator, this talk shows you how to gain authority in any niche.
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· Issue 33 · January 2016
Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser Niche/Vertical: Social Media Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 11c - Using Data to Improve Your Recruiting Strategies Time: 3:30 pm – 4:00 pm Location: Versailles 3-4 »» Van Chappell, Founder/CEO, 5IQ Learn how to use data to improve your recruiting. Topics covered will include using competitor, network and category data to find affiliates. The session will conclude with a case study using real world data to help you craft your own
46
recruiting strategy. Experience Level: Intermediate Target Audience: Merchant/Advertiser, Network Niche/Vertical: Recruiting Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 12a - Ways to Increase Email Open Rates With Segmentation Time: 4:15 pm – 4:45 pm Location: Champagne Ballroom 1 »» Matthew Wolosz, VP of Sales, XVerify Strategic segmentation guarantees email marketers to increase open rates and gross more revenues; while delivering better content, less opt outs, and a better user experience to subscribers.
· Issue 33 · January 2016
Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Niche/Vertical: Email Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Ask the Experts Roundtables Time: 5:00 pm - 6:00 pm Location: Champagne Ballroom 2&3 »» Kim Rowley, Founder, Key Internet Marketing, Inc. »» Todd Boullion, GM, UnsubCentral »» Deborah Carney, Consultant, BookGoodies/Team Loxly »» Daryl Colwell, SVP, Matomy Media Group
Session 12b - Why Your Affiliate Program Is Obsolete & How to Fix It Time: 4:15 pm – 4:45 pm Location: Champagne Ballroom 4 »» Robert Glazer, Founder & Managing Director, Acceleration
»» Christoph H. Hermes, Founder & CEO, Global Rhapsody GmbH »» Cristian Miculi, Senior Manager, Allliances, Avangate »» Vinny O’Hare, President, Vincent O’Hare Consulting »» Stephanie Robbins, CEO, Robbins Interactive »» Jace Vernon, Owner, YINC
Partners »» 8 Ways to Use Your Content Again to Drive New Traffic Merchants often operate costly programs full of fraud and off-brand promotion that fail to capitalize on new opportunities in mobile and attribution. Learn how to take your pro-
»» Building, Buying, Maintaining and Segmenting Your Email Data »» How to Choose an Email Affiliate in Four Steps
gram to the next level. Experience Level: Intermediate Target Audience: Merchant/Advertiser Niche/Vertical: Program Management Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 12c - 7 Ways to Double Your Affiliate Sales Next Month Time: 4:15 pm – 4:45 pm Location: Versailles 3-4 »» Dush Ramachandran, President & CEO, The Net Momentum Dush outlines seven simple practical and actionable steps any product owner can take today to double affiliate sales in the next 30 days – a must for any product owner with an affiliate program. Experience Level: Intermediate Target Audience: Merchant/Advertiser Niche/Vertical: Affiliates Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
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· Issue 33 · January 2016
»» Tweaking Affiliate Programs for Maximum Torque »» How Video Marketing Can Drive Traffic, Leads, And Customers »» The Mobile Revolution 2.0 »» 10 Things To Do With Your Blog Post After Writing It. »» Best Blogger Tools for Affiliate Conversions Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Day 3 Tuesday, January 12
Exhibit Hall Refresh Time: 9:00 am - 10:00 am Location: Rivoli Ballroom Exhibitors may use this time to refresh their booth, catch up with their employees and enjoy a selection of morning pastries and coffee before the Exhibit Hall opens. Exhibitor or Sponsor Ribbon Required
Buffet Breakfast Time: 9:00 am - 10:00 am Location: Concorde
Attendee Check-In Time: 8:00 am - 3:00 pm Location: Paris Foyer
Buffet Breakfast is open to VIP and All Access pass holders with breakfast tickets only. VIP & All Access Pass Holders with Meal Tickets Only
Pick up your conference badge and attendee bag, and get started with Affiliate Summit. Open to All Pass Holders
Speaker Ready Room Time: 9:00 am - 2:00 pm Location: Bordeaux
Refuel, Rendezvous & Refresh Room Time: 8:00 am - 4:00 pm Location: Vendome A All attendees are welcome to take advantage of the tables
This is a space where speakers can find some quiet, and run through their presentations one last time to ensure that it goes smoothly during their sessions. Speaker Ribbon Required
and WiFi to have meetings, catch up on work, or simply take a break. Coffee and Tea available to those with Refresh Drink Tickets.
Session 13a - How to Leverage Incrementally in the Affiliate Channel
Open to All Pass Holders
Time: 10:00 am – 11:00 am Location: Champagne Ballroom 1
Press Room Time: 8:30 am - 4:00 pm Location: Burgundy The Press Room is an area reserved for credentialed Press
»» Todd Crawford, VP, Impact Radius »» Courtney Pearson, Sr. Manager, Affiliate Marketing, Ovative Group »» Steven Tazic, Director of Media, Rise Interactive, Inc. »» Christopher Weston, Affiliate Manager, Cabela’s
only to grab some desk space, blog, interview, relax, and network.
Panel will discuss how advertisers can determine what in-
Press Ribbon Required
crementally means to them and how to leverage the data to
48
demonstrate value and add growth in the affiliate channel.
· Issue 33 · January 2016
Experience Level: Advanced
Experience Level: Intermediate
Target Audience: Affiliate/Publisher, Merchant/
Target Audience: Affiliate/Publisher, Merchant/
Advertiser
Advertiser
Niche/Vertical: Incrementally
Niche/Vertical: Collaboration
Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Session 13b - Affiliates & Affiliate
Session 13c - Managing Blogger Expectations:
Managers: Partners or Adversaries?
Impressions vs. Conversions
Time: 10:00 am – 11:00am
Time: 10:00 am – 11:00am
Location: Champagne Ballroom 4
Location: Versailles 3-4
»» Cindy Ballard, VP of Operations, Greg Hoffman Consulting »» Tricia Meyer, Owner, Sunshine Rewards
»» Christen Moynihan, Editorial and Accounts Manager, The Broke-Ass Bride »» Trisha Lyn Fawver, Affiliate Program Manager, Snow
How can affiliate managers and affiliates work together but also maintain the necessary boundaries? Where do their interests overlap and where do they diverge? What does each have to offer the other?
Consulting, Inc. »» Mindy Marzec, Owner, Mindy Joy Media »» Carolyn West, Campaign Leader/Blogger, This Talk Ain’t Cheap
49
· Issue 33 · January 2016
Affiliate Managers & Brand Managers all want to work with bloggers - but they want different things! Learn how to best work with brands & affiliate programs to optimize your monetization strategy. Experience Level: Intermediate Target Audience: Affiliate/Publisher Niche/Vertical: Bloggers Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Pinnacle Awards, Opening Remarks & Keynote Time: 11:15 am - 12:15 pm Location: Champagne Ballroom 2&3 »» Kim Rowley, Founder, Key Internet Marketing, Inc. »» Shawn Collins, Co-Founder, Affiliate Summit »» Missy Ward, Co-Founder & President, Affiliate Summit »» Greg Gifford, Director of Search and Social, DealerOn The tenth annual Affiliate Summit Pinnacle Awards will be presented. These awards recognize exceptional perfor-
Exhibit Hall Open Time: 10:00 am - 4:00 pm
mance in affiliate marketing. Open to All Pass Holders
Location: Rivoli Ballroom Meet with a wide selection of affiliate programs, networks, affiliate program managers, and vendors. All attendees are
Luncheon Buffet
welcome.
Time: 12:30 pm - 1:45 pm
Open to All Pass Holders
Location: Concorde
50
· Issue 33 · January 2016
Lunch is open to VIP and All Access pass holders with
Session 14c - 10 Useful Affiliate
lunch tickets only.
Recruitment Strategies That Work
VIP & All Access Pass Holders with Meal Tickets Only
Time: 2:00 pm – 2:30 pm Location: Versailles 3-4 »» Sarah Bundy, Founder & CEO, All Inclusive Marketing
Session 14a - 5 Musts For Mobile Ad Campaign Success Time: 2:00 pm – 2:30 pm Location: Champagne Ballroom 1 »» Dale Carr, Founder & CEO, Leadbolt These tips from the front-lines are proven strategies that marketers can practice to ensure their mobile ad campaigns are set up for success.
Finding good affiliate partners can be a challenge. Learn 10 recruitment strategies, tools & tactics that reach, engage & convert partners for more profitable & sustainable affiliate program growth. Experience Level: Intermediate Target Audience: Merchant/Advertisers Niche/Vertical: Affiliate Managment Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser Niche/Vertical: Mobile Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Networking Pub Crawl Time: 2:00 pm - 4:00 pm Location: Rivoli Ballroom Refer to your Pub Crawl map of participating sponsors and visit each one for great networking opportunities and, of
Session 14b - The Case for CPC in Email Publishing and Advertising Time: 2:00 pm – 2:30 pm
course, free beer. All attendees welcome. Open to All Pass Holders
Location: Champagne Ballroom 4 »» Yancy Naughton, Founder, HasTraffic WantsTraffic
1 on 1 Speaker Q&A Time: 2:00 pm - 4:00 pm
Find out why more and more publishers and advertisers are buying and selling their email traffic through CPC model, as opposed to the legacy CPA model. Experience Level: Intermediate Target Audience: Affiliate/Publisher, Merchant/ Advertiser, Network Niche/Vertical: Traffic Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
Location: Vendome B »» Kim Rowley, Founder, Key Internet Marketing, Inc. Speakers from the three days of the conference will be available for ten minute meetings on a first-come firstserved basis. Networking Plus or Networking (Session Tickets Required), VIP & All Access Pass Holders
51
· Issue 33 · January 2016
Keynote Bio Kerri Pollard
J
oining affiliate marketing company, Be Free, in 1999,
eventual merger with CJ in 2003, Kerri assumed the helm of the
Kerri possesses sixteen years of industry experience.
combined companies in 2007. Under Kerri’s leadership as Presi-
Having started her affiliate marketing career as a cli-
dent, the CJ Marketplace grew to over 3,000 advertisers, 70,000
ent account manager, she found her passion with publishers
active publishers, and according to Internet Retailer, is the num-
in the creation of the CJ Performer solution, the industry’s first
ber one affiliate marketing provider “by a long shot.” At the onset
publisher development and recognition program. Following Be
of 2015, Kerri made the difficult decision to step down as CJ’s
Free’s acquisition by Conversant (fka, ValueClick) in 2002 and
President and currently operates in an advisory capacity.
52
· Issue 33 · January 2016
Keynote Bio Greg Gifford
G
reg Gifford is the Director of Search and Social at
to show up higher in local search rankings. Greg also spends
DealerOn, a software company that provides web-
his time doing freelance website design and SEO for local
sites and online marketing to new car dealers all
businesses. He graduated from Southern Methodist Univer-
over the country. He’s got over 16 years of online marketing
sity with a BA in Cinema and Communications, and has an
and web design experience, and he speaks internationally at
obscure movie quote for just about any situation. He currently
both automotive and SEO conferences, teaching thousands
serves as a member of the Board of Directors for the DF-
of small business owners and marketers how to get their sites
WSEM, an organization dedicated to promoting search engine marketing through best practices.
53
· Issue 33 · January 2016
Speaker Bios Syed Balkhi
Syed Balkhi is the founder of WPBeginner and List25
an extremely popular entertainment site with over 1 million subscribers and 150 Million video views. Syed’s work
Moms in Social Media” by Working Mother Magazine. You can follower her on Twitter at @momfluential.
Debbie Bookstaber
Debbie Bookstaber is the President of Element As-
has been featured in NYTimes, HuffingtonPost, Yahoo
sociates, where she leads integrated social media, affili-
Small Business, Wired, Mashable, and countless other
ate marketing, PR and blogger outreach campaign for her
well-reputed online magazines.
clients. Debbie brings a unique perspective to projects
Cindy Ballard
based on her experience as both an affiliate manager and
Cindy Ballard is VP of Operations for Greg Hoffman
com and Bloganthropy.org, Debbie was recognized as
Consulting. She received her Certified Affiliate Manager
one of the “Top 25 Parent Bloggers Who Are Changing
certification in 2011 and has been with Greg Hoffman
the World” by Babble.com in 2012 and as a “Best of the
Consulting since 2010. Prior to her position at GHC she
Net” Blogger by Working Mother Magazine in 2013. Deb-
was the Marketing Specialist for Sunshine Rewards
bie has over a dozen years of marketing experience at
where she started her affiliate marketing career. She is
brands such as Expedia and Travelocity. She has man-
also an avid blogger for her own blog sites oldfartlife.com
aged online marketing programs responsible for several
and her rescue site adoptapet.com/pawesomevillage.
hundred million dollars in annual sales. Debbie has ad-
She has two daughters, seven grandchildren, and a house
vised PR firms and Fortune 500 companies on blogger
full of dogs, cats, and horses.
relations and effective social media strategies, and she
Jackie Bates
serves as the Director of Social Media for Child’s Play
keting leadership experience at LinkConnector. She’s
Todd Boullion
Jackie is a zealous marketer with nine years of mar-
been with the company since they opened doors in 2004, loyal to the power of LC’s visionary technology like online
a successful blogger. As the blogger behind Mamanista.
Communications in New York, NY. Follow her on Twitter @buzzmommy.
Todd is currently the president of UnsubCentral,
attribution and coupon compliance capabilities. As Direc-
which is a software solutions company that helps For-
tor of Marketing, she drives PR and marketing strategy
tune 1000 advertisers comply with federal anti-spam
for new LC technologies and features and also works di-
laws. Prior to Todd’s role at UnsubCentral, he spent over
rectly with key LC customers to maximize their growth
10 years at Dell in functions spanning finance, online,
using LC’s platform. Jackie has a background and love
product marketing, communications, product manage-
of all things content, search and social. She has broad
ment and global operations. His first role was the busi-
experience in activating and energizing brand awareness.
ness analyst on Dell’s pioneering E-Business team, where
Jackie holds a B.A. in Journalism and Mass Communica-
they generated over $50MM in revenue a day via online
tion from the University of North Carolina at Chapel Hill.
channels. His last role was leading a Global Commercial
Offline, she teaches Hot Hatha yoga and loves rough-
Marketing team co-located in the US & EU, responsible
housing with her two sons.
for creating and executing worldwide plans to drive mar-
Ciaran Blumenfeld
ket share across all commercial offerings. Prior to Dell,
Ciaran Blumenfeld is the co-founder of http://Hash-
ated magna cum laude with a B.B.A. in Finance from the
tracking.com and Publisher at http://Momfluential.Net.
M.J. Neeley School of Business at Texas Christian Univer-
She has been named as one of the “15 Most Powerful
sity and has a minor in Political Science.
54
Todd had a career in commercial banking. Todd gradu-
· Issue 33 · January 2016
Sarah Bundy
bolt was also named “Most Innovative Company of the
strategist, performance marketing specialist, consultant,
Kelby Carr
Sarah Bundy is an award winning digital marketing
trainer & author. She is founder & CEO of All Inclusive Marketing, a full service performance marketing agency
Year” by Best in Biz International, and accepted the Gold Stevie Award for “Technology Company of the Year”.
Kelby Carr is the founder and publisher of Type-A
delivering innovative, experience driven results. She is
Parent. She also is the organizer of the Type-A Parent
ranked in the Top 40 Digital Marketing Strategists of 2012
Conference. She is the author of Pinterest For Dummies
and Top 25 Affiliate Marketing Bloggers of 2012. Sarah’s
and Pinterest Marketing For Dummies. You can follow her
clients range from e-commerce startups to billion dol-
on Twitter at @typeamom.
lar global corporations such as Best Buy, Sea World and
Van Chappell
Sandals Resorts. She has won over a dozen awards, is an international speaker and contributes to periodicals such
Van Chappell is the founder of 5IQ, a platform for re-
as FeedFront Magazine, Small Business Trends and Reve-
cruiting affiliates. 5IQ is used by merchants and agencies
news.com. Sarah actively contributes to several boards
to help them recruit great affiliates. Van first began work-
and advisory councils and is considered a thought leader
ing in Affiliate Marketing in 2009 when he joined Brand-
amongst her peers. She teaches at the Online Marketing
Verity as the VP of Sales. Prior to Affiliate Marketing, Van
Institute and The School of Internet Marketing, and is in
spent a number of years in the US Navy and working in
the process of publishing her first book entitled “The Art
the Healthcare IT industry. He has 3 children and a beau-
of Performance Marketing”.
tiful wife. The family calls Seattle home.
Deborah Carney
John Chow
Affiliate Management & Consulting and BookGoodies.
munity, Ultimate Fighting Championship contestant,
com. A successful Outsourced Program Manager, past in-
member of the Save the Whales Foundation, the man
house affiliate manager & consultant for many networks
who controls the black market on baby seal pelts and
& companies, Deborah’s experiences have brought her to
member of the “probably yo’ daddy” foundation.
Deborah Carney is founder of Team Loxly Outsourced
John Chow, a damn fine person, friend of the com-
a point to start sharing new information with affiliates to help them repurpose their content into books that teach or entertain & generate new traffic for their sites. Deborah founded BookGoodies.com where writers can connect with readers & learn to create successful books plus market those books. This successful community is growing rapidly to enable authors to collaborate, brainstorm & grow their audience.
Dale Carr
Dale Carr is the founder and CEO of Leadbolt, the
next generation mobile marketing platform delivering high-performance advertising for premium advertisers and app developers. Recently named by Ernst & Young as Australian “Entrepreneur of the Year” for Technology, he is a recognized industry expert and has been a leader in the technology, mobile and digital advertising industries for over 15 years. Today Leadbolt serves 10 billion mobile ads a month, across 65,000 apps in 165 countries. Leadbolt’s Direct Deals Marketplace was recently named “Best New Product” by The Australian Business Association. Lead-
55
· Issue 33 · January 2016
Bruce Clay
Todd Crawford
Inc., a global Internet marketing optimization firm provid-
President, Strategic Initiatives. He has been instrumen-
ing search engine optimization, pay per click manage-
tal in forging and managing relationships with many of
ment, social media marketing, conversion rate optimiza-
the company’s flagship advertisers, agencies, and media
tion, SEO-friendly web design and architecture, content
partners. Todd evangelizes a multi-channel approach to
development, and SEO tools and education. As an indus-
the performance model, and is a frequent speaker at key
try thought leader, he is an accomplished speaker, author
industry events. Previously, Todd was VP Business Devel-
and educator. He hosts a weekly podcast, SEM Synergy,
opment at Digital River’s affiliate network, OneNetwork-
covering search marketing news and analysis for digital
Direct, where he guided strategic initiatives and industry
marketers. His book “Search Engine Optimization All-In-
relations. In the late 1990’s, Todd helped birth the modern
One For Dummies,” published by Wiley, is now in its third
affiliate marketing industry as co-founder and VP Busi-
edition.
ness Development of Commission Junction. Todd won
Shawn Collins
the 2007 Affiliate Marketing Legend award. Todd holds a
1997. He is a Co-founder of Affiliate Summit, the leading
Slade Cutter
Bruce Clay is founder and president of Bruce Clay,
Shawn Collins has been an affiliate marketer since
global conference and tradeshow for the affiliate marketing industry, and Co-Editor-in-Chief of FeedFront Maga-
Todd is a co-founder of Impact Radius and Vice
bachelor of arts degree from the University of Minnesota, Twin Cities.
Slade Cutter is a veteran digital marketing attorney
zine. He has authored the books “Affiliate Manager Boot
who has represented large online advertising networks
Camp“, “Extra Money Answer“, “How to Get the Most from
(desktop and mobile), website and mobile app developers,
Exhibiting at Conferences”, “How to Get the Most Out of
affiliates, agencies, publishers, and technology providers.
Attending a Conference”, and “Successful Affiliate Mar-
Among other things, Slade frequently drafts and negoti-
keting for Merchants“. Also, he co-publishes the annual
ates network advertising agreements, software licensing
AffStat affiliate marketing benchmark reports. Shawn
agreements, and content distribution agreements. Slade
blogs daily on affiliate marketing at AffiliateTip.com, and
is also a Certified Information Privacy Professional (CIPP)
hosts the weekly podcast, 7 Minutes in Affiliate Heaven,
and recognized expert in privacy matters.
on GeekCast.fm. Additionally, Shawn has been quoted
Helen Fang
in numerous publications, including Entrepreneur Magazine, Internet Retailer, Inc. Magazine, the New York Times,
Helen Fang is well-versed marketer with a back-
and the Wall Street Journal.
ground and passion for SEO, affiliate, and content for both
Daryl Colwell
B2B and B2C companies. She’s on a mission to create,
Daryl Colwell is senior vice president of business
the way we shop. Helen’s been a part of the affiliate com-
development and sales at Matomy Media Group. Adver-
munity since 2007, when she helped launched a coupon
tiser partnerships he secured for Matomy include blue-
and deal site as a “side project” for Vendio, a company
chip marketers American Express, HSBC and Nielsen.
acquired by Alibaba.com. She’s been hooked ever since
He joined Matomy in January 2013 following the acqui-
and remains a huge advocate for the power of the coupon
sition of performance media agency MediaWhiz, where
site. At Coupons.com, Helen serves as General Manager,
he served in a similar capacity. Previously, he held senior
responsible for leading the business strategy and market-
management and sales roles at Relevance-X, the online
ing for in-store and online initiatives helping Specialty Re-
behavioral and life-stage targeting division of Acxiom,
tailers on Coupons.com expose their offers to over 17MM
and digital advertising agency SilverCarrot. Daryl earned
unique visitors each month. Helen is a proud Cal Bear,
a BA in psychology at the University of Texas.
mom to two rescued pups, and can’t decide whether her
build, and market consumer web products to improve
best social media moment was when Dave Mathews or Matt Cutts tweeted at her.
56
· Issue 33 · January 2016
Trisha Lyn Fawver
Rick Gardiner
2006 at PsPrint.com and grew their affiliate program
an affiliate management agency that helps companies
exponentially. She then moved on to the life of an out-
increase revenue and improve their return on ad spend
sourced program manager to grow several affiliate pro-
through strategic affiliate partnerships. Rick has over
grams to six and seven figure status. Trisha has spoken
10 years of performance marketing and eCommerce ex-
at essential conferences such as Affiliate Summit, Social
perience and is responsible for finding and developing
Media Marketing Summit, and Affiliate Convention. She
partners that align with client needs and the agencies
has given back to the Affiliate Marketing community in
core values. Prior to iAffiliate Management, Rick worked
the form of mentoring programs, mastermind groups,
on the network side and was instrumental in growing
podcasts, contribution to books, and articles appearing
oneNetworkDirect—Digital River’s flagship affiliate net-
on Marketing Pilgrim and in FeedFront Magazine. Fawver
work. His tenure there enabled him to work with brands
graduated from Humboldt State University in 2003 with
like Symantec, Microsoft Store, Uniblue, PC Tools, avast!,
a BA in Theatre Arts (Dramatic Writing Emphasis) and a
Targus, Roxio, Logitech, and Trend Micro. Rick holds a
minor in Media Studies. She uses these super powers to
B.S. in Communications and Marketing from the Univer-
win costume contests.
sity of Minnesota where he was a member of the Univer-
Duane Forrester
sity of Minnesota men’s swim team and Pi Kappa Alpha
Trisha began as an in-house affiliate manager in
Duane Forrester is the Vice President of Organic
Search Operations, overseeing SEO work, content and social media. Prior to moving to Bruce Clay, Inc., Duane was
Rick Gardiner is the CEO of iAffiliate Management,
fraternity
Robert Glazer
Robert Glazer, founder and managing director of Ac-
a Sr. Product Manager with Bing’s Webmaster Program
celeration Partners, is a customer acquisition specialist
and the inhouse SEM running the SEO program for MSN
with an exceptional track record in growing revenue and
in the US & Americas earlier in his Microsoft career. He’s
profits for fast-growing consumer products and services
also the founding co-chair of SEMPO’s In-House SEM
companies. His clients include Adidas, eBay, ModCloth,
Committee, was formerly on the Board of Directors for
Warby Parker, the Honest Company, Reebok, Shutterfly,
SEMPO, founded the SEMPO Salary Survey and is the au-
Target, Gymboree, Tiny Prints, and many other consumer
thor of two books: How To Make Money With Your Blog &
brands. In 2014, Acceleration Partners drove more than
Turn Clicks Into Customers. He’s written for publications
$500 million in online revenue for its clients and ranked
ranging from SearchEngineLand and DuctTape Market-
#486 on the prestigious 2015 Inc. 500 list. The company
ing, to Entrepreneur Magazine, the New York Times and
is also the 2015 recipient of the Affiliate Summit Pinnacle
Inc. He actively advises startups and large corporations,
Award for Agency of the Year and is a past recipient for
and even spent time advising the staff who maintain the
Affiliate Program of the Year. In addition to speaking at
White House’s websites.
industry events like ad:tech, Affiliate Summit, DMA, IRCE,
Karen Garcia
and Shop.org, he has published over seventy-five articles
Karen Garcia has sixteen years of experience in e-
commerce and marketing. Since 1999, she has consulted on and profitably managed dozens of affiliate programs
on marketing, strategy, leadership, and entrepreneurship.
Patrick Hearon
As Director of Sales at HasOffers, Patrick is passion-
on many different network platforms ranging from large
ate about encouraging people and driving growth. Patrick
national brands to niche merchants. She was awarded
is responsible for the innovative and exceptional busi-
the 2009 ShareASale “Pay It Forward” Award for Industry
ness development that leads the performance tracking
Advocate for her work, speaks often at conferences, and
industry. He joined the TUNE team in 2009, coming from
has many published industry articles. She also served on
a background in technology sales as well as a stint cast-
the Board of Directors for the Performance Marketing As-
ing reality TV shows. Patrick is a Puyallup, Washington
sociation for three terms as an officer.
native, he holds an MBA from California Lutheran Univer-
57
· Issue 33 · January 2016
sity with an emphasis in Organizational Development and
lishers, and software and data providers, and her practice
Leadership and a Bachelor’s Degree in Psychology from
covers all federal and state consumer protection and pri-
Pacific Lutheran University.
vacy laws and regulations. Ms. Hirsch focuses her prac-
Michelle Held
tice counseling clients on how to implement measures
Michelle is an entrepreneur, author and philanthro-
against the government, Ms. Hirsch and Ifrah PLLC have
pist involved in digital marketing for over 18 years. She
achieved a string of victories for their clients in federal
earned a Bachelor’s degree in Engineering from Rensse-
and state enforcement actions. Ms. Hirsch is a regular
laer Polytechnic Institute. Her company, MetroNY, LLC,
contributor to her firm’s blog, www.ftcbeat.com, where
specializes in customized web programming, search
she writes about issues affecting online marketers.
engine optimization and social media services. Michelle
Ariel Hochstadt
serves as a consultant to clients on topics such as digital marketing and project management. As a speaker,
to reduce their exposure to liability. Often litigating cases
Ariel Hochstadt, Ex-Googler - former Gmail Market-
she conducts seminars and training sessions on online
ing Manager globally and Regional Marketing Manager for
marketing and web technologies. Michelle was recently a
Israel, Greece and South Africa. Today, Hochstadt is the
featured speaker at the NY NOW Gift Show, Pubcon, and
co-founder of hostadvice.com, a web hosting comparison
Affiliate Summit East. She is the author of “Pinterest Tu-
site in over 30 languages. Ariel is a successful internation-
torial” and the upcoming “Build Your Business Presence
al speaker and has spoken in more than 15 countries for
Online.” Follow Michelle on her blogs, metrony.com and
Google and independently as SEO Expert. Ariel will reveal
pintalk.net. Connect with Michelle on Twitter (@metrony
the secrets he is using to promote his own ventures, and
or @pintalknet).
the tactics that are still rarely used by SEO experts.
Christoph Hermes
Rachel Honoway
ing Partner of Global Rhapsody, has more than fifteen
datafeed and tool provider and growing business that
years of experience in the telecommunication and mobile
operates as a 100% virtual company. She is a member
Internet market. Christoph has been a welcomed speaker
of the PMA Board of Directors and has been in the in-
and moderator of panels at several international affiliate,
dustry since the late 90’s helping merchants launch new
entertainment, and telecommunication shows in Europe
programs, assisting affiliates in starting their businesses
and the USA during this years to share his experience in
and has been a part of developing technologies that help
the market. The topics of that contents mostly themes
both sides maximize their results from the channel.
within the mobile industry like where is the mobile indus-
Kenny Hyder
Mr. Christoph Hermes (45), Founder, CEO & Manag-
try developing in - mobile traffic and its chances; changes in the mobile world, from featured phones and black and
Rachel is the CEO of FMTC, a premier affiliate
Kenny Hyder has been helping businesses with their
white to multifunctional and always on; and services and
online and SEO strategies since 2004. Originally starting
success in the mobile industry - is it all the same? Mobile
as an in-house SEO, Kenny eventually branched out to
around the globe. He graduated with a university degree
start his own internet marketing business. His first busi-
in business management and economics at the Univer-
ness was eventually bought out by a much larger internet
sity of Applied Sciences (FH) in Düsseldorf, Germany and
marketing firm. Today he runs Hyder Media, servicing cli-
The Nottingham Trend University - Business School in
ents in the areas of: SEO, social media & ORM. His experi-
Nottingham, England.
ence has led him to work with some of the largest brands
Rachel Hirsch
online, including several Fortune 500 companies – help-
Rachel Hirsch is an attorney at the Washington
also a speaker at some of the largest internet marketing
D.C.-based law firm of Ifrah PLLC. Ms. Hirsch is an ex-
conferences including: Pubcon, SMX, Blogworld, Affiliate
perienced litigator, counseling clients on compliance with
Summit, & DMA.
federal and state consumer regulations. Her clients include, among others, affiliate networks, advertisers, pub-
58
ing them with their search marketing strategies. Kenny is
· Issue 33 · January 2016
Zac Johnson
30% for several clients. Before joining Avangate, she man-
online designing web site banners for $1 each. A self-
tems and AVG Technologies.
taught entrepreneur, Zac’s been making money online
Mindy Marzec
At the age of 15, Zac Johnson began making money
for nearly 20 years and has been involved in nearly every facet of affiliate and online marketing. One of Zac’s many
aged eCommerce, Affiliate Marketing and CRO programs for software companies Absolute Software, ACD Sys-
Mindy is a blogger, freelance writer, and social media
successes includes his story of “How I Made $860,538.38
consultant at Mindy Joy Media. She is a lifelong Disney
Profit in 4 Months!” from one web site, which can be
junkie and decided to turn that passion into a career be-
read at his blog at ZacJohnson.com. Zac continues to
cause, why not? She writes about Disney themed wed-
focus on his blog, where he provides readers with first-
dings, parties, fashion, and breaking news at Inspired-
hand accounts of his experiences, successes & failures.
ByDis.com, and whatever else seems interesting at the
In addition to his own success stories, Zac reviews af-
moment at BudgetFairyTale.com. When she’s not at Dis-
filiate networks and informs readers how & where they
neyland, Mindy enjoys yoga and eating (but not necessar-
should be making new money. Zac’s social reach and site
ily in that order). Feel free to buy her a drink if you see her.
traffic is now over 100,000 strong and has referred over
Brian Massey
$5,000,000 in new business to his advertisers and network partners. You can also listen to Zac’s new podcast
Brian Massey is a Conversion Scientist™ and he has
“Rise of the Entrepreneur” on iTunes and connect with
the lab coat to prove it. He is the founder of website op-
Zac through his new online training community at Blog-
timization company Conversion Sciences and author of
ging.org.
the book “Your Customer Creation Equation: Unexpected
Hanna Kassis
Website Formulas of The Conversion Scientist.” His rare
Hanna Kassis is the founder and CEO of OAREX Cap-
developed over 20 years as a, computer programmer,
ital Markets, Inc., a financing institution that funds major
corporate marketer and entrepreneur. He appears in his
web publishers by advancing them their digital advertis-
trademark lab coat when speaking to corporations, uni-
ing receivables. OAREX - “Online Advertising Revenue
versities, and conference attendees around the world.
Exchange” - has grown to 3 employees and has funded
Tricia Meyer
over 30 web publishers in the US and Canada. Prior to OAREX, Kassis worked as campaign manager and po-
combination of interests, experience and neuroses was
Tricia Meyer (@sunshinetricia) is the Owner of Sun-
litical fundraiser for a US Congressman, taught university
shine Rewards, Helping Moms Connect, and other niche
level economics as an adjunct professor at Youngstown
sites. She frequently speaks and writes about affiliate
State University, worked as a financial analyst at a foreign
marketing topics such as monetizing blogs, affiliate and
stock exchange and published and monetized several
affiliate manager relationships, and the basics of affili-
websites as a hobby. Kassis is a licensed CPA and attor-
ate marketing. She serves on the Board of Directors for
ney, holds a master’s degree in financial economics and
the Performance Marketing Association. She is also a
founded OAREX while attending The John Marshall Law
partner in WineClubGroup.com. Tricia has been a finalist
School in downtown Chicago, IL. He believes that com-
for the Pinnacle Awards for Industry Advocate and was
panies should exist for both profits and social purpose
awarded the Pinnacle Awards for Best Blogger in 2012
and is currently teaching himself coding language Python
and Affiliate of the Year in 2015.
during his down time.
Cristian Miculi
Shannon MacLeod
Cristian is a seasoned professional in the digital
Shannon is the Senior Director of Conversion Opti-
landscape since 2005. He has been in charge with the
mization at Avangate, a modern digital commerce com-
Avangate Affiliate Network since 2008, coordinating its
pany. A digital marketer with 20 years of experience, she
development and growing it many fold both in terms of af-
has grown revenues by boosting conversion rates by over
filiates joining the network as well as the software & SaaS
59
· Issue 33 · January 2016
product catalog. With hands-on experience in affiliate program management, Cristian is currently focused on developing alliances with technology and digital agency
Yancy Naughton
Yancy has been in multi-channel advertising for over
partners in order to maximize the customer lifetime value
20 years, dating back to his founding of NSRS of PA in
that the Avangate clients see. In his spare time, Cristian
1992. He also was the founder and editor of Golfer Mag-
enjoys traveling and playing the piano.
azines and Services, a golf advertising and travel firm
Christen Moynihan
anchored by two print publications. In 2003 he founded
Christen Moynihan (@brokeasschris10) is the Edi-
tant, restructuring the sales strategies of established
torial and Accounts Manager for The Broke-Ass Bride,
companies such as The Real Estate Book, Moose Inter-
a sassy, savvy award-winning wedding blog that helps
national and DFS. In 2009, he expanded Definite Article
brides use their creativity as currency to rock a badass
Publications to Europe and participated in the successful
wedding without breaking the bank. And she’s really good
launches of two Direct Navigation traffic platforms, Ele-
at high-fives.
phant Traffic and ZeroPark. In 2012 he launched his most
Chuck Mullins
successful project to date, HasTraffic.com as true Multi
the internet, built his first profitable website in 1996 at 18
place for Entrepreneurs.
years of age. In college he studied computer software en-
Vinny O’Hare
Chuck, a serial entrepreneur and early pioneer of
gineering which taught him the skills to analyze search results and implement strategies that take advantage of
Definite Article Publications and worked as a consul-
Channel Traffic Exchange. Most recently he acquired a majority stake in Namerific.com a domain brand market-
Vinny O’Hare is the founder of Vincent O’Hare Con-
the observations he makes. Throughout his career of cre-
sulting, (VinnyOHare.com) an internet marketing service
ating, managing, and consulting for dozens of internet-
that provides information on how to make money online
based companies, Chuck has been instrumental in de-
with affiliate programs and optimizing websites. Starting
veloping strategies that lead to growth and profitability.
on the internet in 1999 selling on EBay that lead to making
Among people he works with, Chuck is regarded as “the
websites for other products. Moved on to building niche
idea guy.” He is known for his ability to spot opportunities,
content websites when everyone else was building sexy
create a plan, and execute. After seeing an opportunity
datafeed cookie cutter websites which were hit hard dur-
to leverage his time by acquiring under-performing sites,
ing the Google Florida update. He currently runs around
he has participated in several million dollars’ worth of ac-
30 content filled websites that rank high on search en-
quisitions, which have all shown significant growth and
gines for the niche topic of the websites. The “Prince of
returns.
Content” is a long suffering Atlanta Falcons fan living in
Dave Naffziger
New York City He also enjoys photography and practicing
David Naffziger is CEO of BrandVerity, a firm that pro-
vides technology solutions to affiliate managers to combat trademark abuse and advertising fraud. BrandVerity’s
SEO.
Anne Parris
Anne Parris is a partner in MidlifeBoulevard.com, an
services monitor paid search for abuse by affiliates. Affili-
on-line lifestyle magazine for women over 40. Anne also
ate managers, agencies and networks use BrandVerity’s
manages a community of over a thousand midlife writ-
services to monitor and protect thousands of brands.
ers and bloggers, coordinates blogger/brand campaigns,
Prior to BrandVerity, David was VP of Engineering at Ju-
and is planning the first conference for midlife bloggers. A
dy’s Book, a Seattle-based local search company. Prior to
southern girl to the core, Anne lives in Richmond, Virginia,
Judy’s Book, David co-founded and was Director of Re-
with her family between blogging conferences.
search at Quova prior to its acquisition by Neustar, Inc.
Courtney Pearson
(NYSE: NSR). David received his BS from MIT.
Before joining Ovative/group, Courtney spent time
at LightInTheBox, Sears Holdings, and Google with positions in Business Development and Affiliate Marketing.
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· Issue 33 · January 2016
She has significant experience with launching and optimizing Affiliate campaigns across multiple verticals and is passionate about what Affiliate Marketing can do for
Dush Ramachandran
Dush Ramachandran is President and CEO of The
a Marketing program. Courtney graduated from Western
Net Momentum Corporation, the leading affiliate man-
Illinois University with a degree in Journalism.
agement company and a sought after speaker, author,
Scott Polk
radio show host and regular contributor to a number of
Scott Polk has built his expertise as a knowledge-
Dush served as Vice President of Sales and Business
able and experienced Search Engine Optimization/Inter-
Development at ClickBank where he was responsible
net Marketing strategist for more than 16 years. He con-
for growing the revenues of the company substantially
centrates his resourcefulness and skills on the diversified
in under 6 years. During his time spearheading the sales
aspects of Search Engine Optimization for clients, where
function at ClickBank payouts to ClickBank vendors and
he’s earned the distinction of consistent top rankings in
affiliates reached $1.0 Billion and doubled to $2.0 Billion
all major search engines. Scott is consistently involved
in three years. He is a vocal and active participant in the
in technologies that maximize Conversion, Usability and
Internet marketing industry and has served on the advi-
Accessibility when optimizing & developing large web
sory boards of a number of industry organizations such
sites as well as identifying problems/solutions that result
as Affiliate Summit, and A4U Expo in Europe.
in major cost saving strategies. Highly successful and
John Rampton
respected within the SEO industry, Scott Polk has consulted and been employed by successful internet compa-
publications on entrepreneurial topics. Most recently
Best known as an entrepreneur and connector, John
nies such as: Bruce Clay, Edmunds.com, AT&T Wireless,
was recently listed at #3 on the Top 50 Online Influenc-
ABC News, PGA.com & PGATour.com, Sports Illustrated,
ers in the World by Entrepreneur Magazine, as well as a
Toyota.com, Direct Brands, and numerous others.
blogging expert by Forbes. He was also awarded as one
Geno Prussakov
of the Top 10 Most Influential PPC Experts in the World
Cambridge. He is the CEO & Founder of AM Navigator –
Tom Rathbone
Geno Prussakov is a graduate of the University of
an award-winning OPM agency. As an affiliate program manager and consultant he has contributed to the online
for the past three years. John currently advises several companies in the bay area.
Tom oversees all of Schaaf-PartnerCentric’s new cli-
marketing success of Forbes, Nokia, Hallmark, Warner
ent integrations, program migrations, tracking projects,
Music, Skype, Forex Club, and hundreds of small busi-
and technical strategy. He has overseen more than 150
nesses. Geno authored four books – “A Practical Guide
program launches across all major platforms (any many
to Affiliate Marketing” (2007), “Online Shopping Through
minor ones).
Consumers’ Eyes” (2008), “Affiliate Program Manage-
Adam Riemer
ment: An Hour a Day” (2011), and “A Quick Start Guide to Affiliate Marketing” (2013) – which were translated
Adam is the founder of Adam Riemer Marketing, LLC.
into other languages, and are used as textbooks in nu-
(ARM). Adam has over 10 years of online marketing expe-
merous MBA programs around the world. In 2012 Geno
rience and is the trusted source for strategy, campaign
launched Affiliate Management Days, a conference dedi-
creation & execution for companies from the Fortune
cated to maximizing online marketing efforts via affiliate
500 to mom & pop shops. Adam has spoken and been
programs. In 2013 his “Hour a Day” book received a Small
booked on panels internationally at various conferenc-
Business Books award in the “Classics” category, while
es & events. Some of the topics he has spoken on, and
in 2014 he was named one of North America’s Top 100
some of the services he can offer your company include;
small business influencers.
affiliate marketing, PPC, SEO, CSEs, email optimization, channel development, sales funneling, online strategy, user experience & conversion rate optimization & more. Prior to starting ARM, Adam worked in house at various Inc. 500 companies. He played a key role in the strategy
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· Issue 33 · January 2016
& the implementation of their campaigns helping them grow into multi-million dollar corporations. Adam would like to invite you to join his managed programs as well as
Kim Rowley
Kim Rowley has been in the affiliate marketing space
contact him at adamr (at) adamriemer (dot) me if he can
since 1998 and is the founder of Key Internet Marketing,
help with your marketing.
Inc. What originally began with a hobby of a coupon code
Stephanie Robbins
site has grown into a multitude of websites and niche
Stephanie Robbins connects brands to niche online
com, and ShoeaholicsAnonymous.com. Her expertise
influencers to incrementally grow revenue through affili-
in performance-based marketing has been expanded to
ate programs – without cannibalizing existing sales. She
consult merchants, businesses and publishers on affili-
brings over 20 years of online marketing experience to
ate management options as well. Ms. Rowley has been
the table, including leading the interactive division for a
featured in several publications including USA Today and
nationally acclaimed digital agency. Stephanie is known
Revenue Magazine, and has presented on specific topics
for representing a select few brands that she can au-
of ecommerce entrepreneurship, content creation and
thentically promote, treating each brand like it is her own.
monetization strategies at such events as Affiliate Sum-
She has spent the past 8 years developing relationships
mit, BlogWorld New Media Expo, and Infotec. Kim is also
with over a thousand content affiliates and is passionate
an Adjunct Professor for the University of San Francisco
about helping them create a flexible lifestyle through pas-
teaching Advanced Affiliate Marketing Techniques. Kim
sive income. A known subject matter expert, Stephanie
volunteers her time as a SCORE counselor to share her
has been interviewed on NBC Business Talk Radio, pub-
marketing expertise, and serves as a member of the Affili-
lished in Feedfront Magazine, and spoke at Affiliate Man-
ate Summit Advisory Board, as well as several local civic
agement Days.
organizations. Kim proudly displays her Affiliate Market-
Justin Rondeau
ing Legend Award Trophy that she won at the 2012 Af-
at Digital Marketer. He is a domestic and international
Paul Schroader
Justin is the Conversion Rate Optimization Manager
optimization speaker, works closely with Boston-based ecommerce companies, and has provided hands on
blogs, including ShoppingKim.com, WorkInMyPajamas.
filiate Summit Pinnacle Awards in her home office in the middle of nowhere, aka Nebraska.
Paul has been in Interactive Marketing since 1995
training for several fortune 500 companies. A trainer who
and he has spent the last 15 years focusing on Affiliate
executes hands-on testing and conversion optimization
Marketing. Since founding PS Web Solutions in 2001,
in both B2B and ecommerce, Justin’s goal is to inspire
some of the clients Paul has built successful affiliate pro-
and educate more marketers to optimize their email cam-
grams for include Oreck, Blue Man Group, Wise Company,
paigns, social campaigns and web sites via analysis and
Inc, Temp-tations LLC and Bay Alarm Medical. Paul has
testing. He has analyzed 3,000+ tests across virtually ev-
worked with brands both big and small in pursuit of inte-
ery industry.
grating efficient online advertising techniques into exist-
E. Brian Rose
ing marketing plans. He has helped build very profitable
E. Brian Rose is an expert in the art of self-promotion.
works to stay on top of developing trends. As the Presi-
He is the founder of JVZoo.com, one of the world’s largest
dent and Founder of the Rocky Mountain Affiliate Mar-
affiliate networks, and teaches thousands of students how
keting Association (RMAMA), Paul has helped affiliate
to grow an online following using social media and other
managers and affiliates stay current on industry issues
free resources. Rose has authored two books, Millionaire
by providing a forum for networking since 2003. Paul rec-
Within and Expert Fame, both being released this year by
ognizes affiliate marketing as a tremendous opportunity
Morgan-James Publishing.
for clients and marketers, allowing for an extensive online
online programs for numerous clients and constantly
presence within a set marketing cost structure.
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· Issue 33 · January 2016
Apoorv Soni
Sean Steinmarc
over 6 years. He has been a super affiliate generating mil-
help brands solve digital marketing challenges through a
lions in monthly revenue for some of the top merchants.
combination of games & cause marketing, Sean decided
He has been focused on mobile marketing since 2011
to use the skills he learned for good. An avid social-en-
and he’s an authority on the same. He is the director of
trepreneur, Sean sits on the steering committee for the
MobiVisits (Self-Advertising Platform), a leading Mobile
Wharton Social Impact Initiative, and is currently a mem-
Advertising & Consulting company that caters services
ber of Goodnik and AlleyNYC. A graduate of The Wharton
to several Merchants, Agencies and Brands. Earlier to
School at the University of Pennsylvania, Sean spent the
MobiVisits, he’s headed a highly profitable performance
first eight years of his career in financial services leader-
marketing agency for 5 years.
ship roles across a Top 5 global bank and a Fortune 100
Stephan Spencer
company. His primary roles were converging technology
Stephan is an internationally recognized SEO expert
cesses. Recognizing gaps in traditional digital market-
and bestselling author. He is the author of Google Power
ing, Sean applies the latest trends to helping companies
Search, co-author of Social eCommerce, and co-author
grow. In his free time, Sean enjoys finding new recipes to
of the The Art of SEO, now in its 3rd edition and consid-
further his cooking skills, playing kickball, and whiskey.
Apoorv has been into Internet Marketing industry for
After launching award-winning startup psGive to
& business strategies, and improving operational pro-
ered THE bible on SEO. Stephan founded Netconcepts in 1995 and grew it into a multi-national SEO agency before selling it in 2010 to Covario. Stephan continued as a sought-after SEO and digital strategy consultant. His clients post-acquisition have included Zappos, Sony Store, Quiksilver, Best Buy Canada, Bed Bath & Beyond, and Chanel. Stephan speaks at many Internet marketing events, including SES, SMX, PubCon, Internet Retailer, Shop.org, etc. He’s contributed to Huffington Post, Search Engine Land, DM News and MarketingProfs, among others. Stephan is the creator of Traffic Control, a 3-day seminar on SEO, co-creator of the 3-day professional development seminar Passions into Profits with Kris Jones, and the host of 2 podcasts, The Optimized Geek and Marketing Speak.
Shannon K. Steffen
Shannon K. Steffen started in Global eCommerce in
2004 when she created an online organ donation awareness gift shop. Both were successful, but the problem was that she didn’t have an $8M marketing budget like her competitor. She immediately took her 15 years of IT experience and focused her expertise on search engine optimization (SEO) and digital marketing. Since then, she has built a number of successful niche eCommerce sites, consults for global small businesses to Fortune 50 companies, has written a bestselling book, and created a SEO online learning platform. She is now Founder & CEO of Daymark Digital, a full-service Human SEO and Digital Marketing strategy agency with a twist.
63
· Issue 33 · January 2016
Dave Taylor
Dave Taylor has been involved with the online world
since 1980 and is recognized globally as an expert on both technical and business issues. He has been pub-
hiking, biking and skiing, and hopes to one day fulfill his dream of becoming a sommelier.
Jace Vernon
Started many companies, two of which are heavily
lished over a thousand times, launched four Internet-
involved in video production and video marketing. Ydraw
related startup companies, written twenty business and
started the whole whiteboard animation industry 4 years
technical books and holds both an MBA and MS Ed. He’s
ago. The day our first video hit YouTube we became prof-
a columnist for the Boulder Daily Camera and Linux Jour-
itable and quickly grew into a multi-million dollar busi-
nal and frequently appears in other publications both
ness. I was raised in a small farm town in Utah, where my
online and in print. Based in beautiful Boulder, Colorado,
parents gave me an excellent start in my life. We learned
Dave is an award-winning speaker, sought after confer-
to work and I acquired a lot of great skills. At age 19, I was
ence and workshop participant and frequent guest on
shipped off to El Salvador, where I learned about sowing
radio and podcast programs, as well as active member of
and reaping, and picked up a few more skills that have
his community and busy single father to three.
helped me in business. Got my Master’s degree and start-
Steven Tazic
ed a company. I would generate leads and customers by
With a focus on Interactive Investment Management
and knock doors to let people know about my service.
(IIM), Steven leads all traffic generation teams at Rise
It was old school and I discovered that online marketing
Interactive. He has played an instrumental role in build-
was much more effective. I have never looked back.
ing out technology and processes to make client cam-
David Vogelpohl
paigns more efficient and relevant with target audiences. Steven’s background also includes extensive experience
cold calling every morning, and I would oftentimes go out
David Vogelpohl is the Vice President of Web Strat-
managing online business on the client side. Prior to join-
egy at WP Engine, a premium managed WordPress host
ing Rise, he held e-commerce roles at Abt Electronics,
designed for speed and reliability. David’s team at WP
Design Toscano and Blue Sky Marketing. Steven holds
Engine focuses on affiliate marketing, web development,
a Master of Science degree in management information
advanced analytics, and online advertising. Since 1996,
systems from the University of Illinois at Chicago and a
David has been managing affiliate marketing campaigns,
Bachelor of Arts degree in computer science and busi-
online marketing, and web development efforts in sup-
ness administration from the University of St. Thomas in
port of a wide range of websites and monetization mod-
St. Paul, Minn. He currently leads daily potty training sem-
els. Through his speaking at national events like Affiliate
inars in his home, for a captive two-year-old audience.
Summit and WordCamp, David is an avid contributor to
John Toskey
the community and expert at using WordPress to drive
John Toskey is the Global Director of eBay Partner
Network, responsible for leading strategic growth across eBay’s largest paid marketing channel. With nearly 20
affiliate revenue.
Chad Waite
Chad Waite is the Marketing Manager for Avant-
years of experience in online merchandising and affiliate
Link, a veteran in the affiliate space and student of all
marketing with leading online retailers, he truly knows the
things digital marketing. When not working, he can be
industry inside out. His experiences as both an affiliate
found mountain biking, training for mountain marathons,
publisher and affiliate program manager provide John
spending time with his wife and son, and patiently waiting
with a balanced perspective on key issues, and his pro-
for the next Star Wars movie to be released.
active attitude, people skills and bias for action have led
Missy Ward
him to become a well-respected member of the affiliate marketing community. He is a thought leader who enjoys
Missy Ward has been an affiliate marketer since
helping others learn from his experiences by speaking at
1999. She is the Co-founder of Affiliate Summit Inc., a
events, writing for publications, and serving on advisory
privately-held media company that produces the Affiliate
boards. John is an avid Seattle Sounders fan who enjoys
Summit Conference & Tradeshow Series, Performance
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· Issue 33 · January 2016
Marketing Summit, FeedFront Magazine, GeekCast.fm,
working with brands. Last year she Co-Founded Social
AffStat.com and ReveNews.com. She is also the Found-
Elements Media, a SM firm specializing in small, lo-
er of AffiliateMarketersGiveBack.com and own multiple
cally owned businesses. For the past two years she has
niche affiliate websites including EasyGlutenFree.reci-
worked as a Campaign Leader with Collective Bias work-
pes, itsaWAHMthing.com and SpecialNeedsGifts.com, to
ing with bloggers on national brand campaigns. Previous
name a few. Missy is a WAHM, wine-enthusiast, die-hard
speaking engagements include the ENMN Conference,
AC/DC fan, and a New York Jets, Rangers, and Yankees
ConnectHER, and the Manhattan Beach Women in Busi-
addict. She is also an active fundraiser for charities that
ness Conference. She has been blogging personally for
support breast cancer research, treatment, and commu-
the past 8 years at her lifestyle blog, This Talk Ain’t Cheap.
nity programs. She hates cold weather, flavored coffee,
Christopher Weston
gluten, and meat. Check out her affiliate marketing blog, MissyWard.com.
Chris Weston has been involved in online marketing
Evan Weber
for more than 7 years. During that time he has been in-
Evan Weber is a seasoned digital marketing expert
ing affiliate, comparison shopping engines, social media,
with more than 17 years of experience in ecommerce
search engine optimization, paid search, email, and dis-
and digital marketing. He is well versed in the following
play marketing. He has worked for Netflix, Harry & David
online marketing channels: SEO, paid search marketing,
and currently works for Cabela’s. Chris currently lives in
affiliate marketing, social media management, Facebook
Denver Colorado with his wife and two kids (2 year old
advertising, Twitter advertising, Linkedin advertising, con-
boy and 7 month old girl) and enjoys fishing, hunting,
version rate optimization, content marketing, email mar-
camping, snowboarding, and mountain biking.
keting, and more. Evan is known as the ultimate affiliate
Matthew Wolosz
manager and educator to affiliate marketers of all types. He has personally counseled 1000’s of affiliate market-
volved in almost every online marketing channel includ-
Matthew Wolosz has nearly a decade of experience
ers over the past 12 years through free phone consulta-
in the performance marketing space. He has achieved
tions. He is one of the most popular speakers at Affiliate
President Club and Achievers Club recognition at some of
Summit and always gets rave reviews. Evan is very ap-
largest online media companies, such as Yahoo! He has
proachable and is dedicated to imparting knowledge and
sold to, managed, and optimized his client’s campaigns
practical strategies to all types of marketers and web
to consistently exceed their expectations. Matthew’s ex-
publishers. He is well-regarded in the digital marketing in-
perience ranges from working with multi-million dollar
dustry and has a large following through social networks.
budgets with the largest fortune 500 companies to indi-
He has owned his digital agency for 8+ years.
vidual affiliates. His experience in both search marketing
Carolyn West
and display advertising, has allowed him to bring an ana-
Carolyn West is the Co-Founder of SoCal Lady
and understanding of all the details that go into data man-
Bloggers, a support and networking group for over 800
agement and email optimization, has allowed him to be a
women in Southern California. She has run educational
strategic partner for his clients. Matthew’s approach with
workshops for the past several years on topics ranging
his clients is simple; listen more, talk less, and always get
from social media platforms to promoting your blog and
in the Inbox.
lytical approach to the email space. His deep knowledge
65