Affiliates- What is your value proposition???

Portal pages, deep linking, hub pages, et al... are you actually adding value to the marketplace???

You know when you are at a grocery store trying to buy ice cream. There are a thousand different directions you can go. You can buy an ice cream sandwich, a sorbet cup, an Eskimo pie, a fruity Popsicle, a pint, a half gallon, fat free, low fat, frozen yogurt, astronaut dot ice cream, a tub of ice cream... and you can buy any different flavor. You can decide not to buy at the grocery store and you can go an ice cream parlor- where you can add sprinkles, get it in a cup, get a slab, put it in a sugar cone, a waffle cone, etc etc etc.

The point is- you have options. And the options have value. Depending on your mood, number of people you are buying for, how much money you have in your wallet, the distance from home, your childhood ice cream experience... these factors will determine which direction you choose.

And, you have options on every single block... you can buy it at a convenient store, a gas station, a parlor, a fast food joint, every single grocery store, et al.

What I am saying is there is redundancy in the market. There are tons of variations to accommodate your need for ice cream. But they don't stick around long if they don't add value.

There is only so much room on the shelf for ice cream just like there is only so much room for affiliates and the products they are pushing- so you better be what the people want or you are a short term solution.

Look at your value as an affiliate in the same way. Figure out what your value is and make sure you convey that to your consumer. Don't mislead, trick, hide information from the consumer. Figure out your value prop and scream it from every pore of your website- and/or marketing effort.

Create value where others don't have it. Create your shelf space in a sustainable way so you are always providing incremental value to the consumers. They will appreciate it. Advertisers will love it. Search engines will reward it... it's the right thing to do for as many reasons as there are variations of ice cream.

Affiliates- Avoid the 1.5 Year Life Cycle

Hey Affiliates- I have some advice for you... and you may laugh... and maybe you are the exception and not the rule... but you have approximately 1.5 years to make as much as you can. That's right- I have watched it over and over and over again. If you put your marketing efforts on cruise control- or don't continually work hard- your life cycle will be 1.5 years.

Having worked in this business for 10 years- this life cycle is definitely the rule. The internet is continually evolving just like technology. And now that the secret is out (that the internet actually makes money and is the wave of the future) more and more competition is jumping in and that life cycle might even get shorter.

I have seen it time and time again. Affiliates see some initial success and buy 10 cars- taking out major mortgages on huge houses- buying a boat- joining country clubs, etc. All to watch a majority of their revenue crash in 1.5 years.

Why does this happen? A lot of affiliates get lazy. They set their efforts on cruise control and think the revenue will last forever. Just because you are working from home- doesn't mean you don't have to work. A lot of affiliates have a programmer awake at the switch- and think that is sufficient. This person can make adjustments to the website- watch the google analytics and life is good- they can travel around the world. Wrong.

This world is dynamic- from the advertiser's goals to the search algorithms, to the competition. If you aren't paying attention to all of these and continually adjusting your business- then you are going to be another statistic. You need to stay proactive, involved in your business. Don't pin it on a programmer- you are the entrepreneur. You are the one that has the vision to stay in front of the industry. Invest in your business- keep your network active- etc.

The thing I hate the most about this business is watching affiliates who are starting their down cycle- and start to pay attention to their buisness a little too late and can't get the momentum back. Now they are stuck w/ their car loans, mortgages, small/no savings... and worst case scenario- the money runs out before tax season.

Affiliates- please be careful. Save money, pay attention, stay proactive, invest in your business, and have fun. You don't have to work for 'the man' but you still have to work in order to make your current lifestyle sustainable.

If you have been doing all these things- chances are- you have escaped the 1.5 year life cycle.

Ahh- I love the smell of blogging in the morning

Admitted corny- but that was a great movie.

Sorta how I feel about trade shows like ad tech. Last Tuesday I woke up and was dreading heading to ad tech. So many people - total cheese and did I mention so many people! Fake smiles. Fake business card exchanges (you know the kind when you're talking to someone and halfway through you realize there is absolutely no way you are going to do business and for whatever reason you just keep nodding your head yes while they talk and then accept their card at the end). Fake interest in products so you can get the coolest chachkes on the trade show floor. You all know what I am talking about- and to say otherwise would be false. Totally corny.

Then I arrived at the show. And amidst all the layers of cheese- I actually found the content. I reconnected with old friends. Saw the familiar faces. Met people I had only spoken to on the phone- great people like Glen and Phil. Two low key guys who have great ideas to make the internet work for them- and they were genuinely great people. I also brokered a deal for my ex college roommate who is CEO of a very successful company. Happened to run into an old high school acquaintance. It was fun to see her success after not seeing her for 14 years.

All in all- I walked away with a few serious prospects. Had a engaging conversation about the future of the internet over the best thai food I have ever tasted. Brokered 3 deals. Met new friends that I look forward to doing business with for years to come. Had one half a beer. Caught up with people I wanted to. And, saw people I wasn't expecting but was glad to see.

So, yes, there is a lot of corny. And heading into the conference that is all I could think about... however, leaving the show I feel like it was well worth it and I am so glad I went. Next time you head out to one of these things- think about all the positive that might come out of it.

Next trip I am looking forward to finishing the other half of my beer...

Conferences, Conferences, Conferences!!!!

Which one is right for you??? It depends on what you are looking for. If you are looking to enhance your paid search- Google, Yahoo, MSN, etc provide experts at the PPC Summit. If you are looking for the latest medias- Ad Tech will overwhelm you! If you are looking to network w/ other affiliates- the summit is yours. Leadscon provides great data. Take a look at the list below and do some research. What is most cost effective.

If you need some help deciding- email me and I can walk you through the differences in each.

Also, be sure to check out the early bird dates so you can get the conference for the cheapest price!!

See you on the circuit:


April

Ad:Tech
San Francisco
http://www.ad-tech.com/sf/adtech_san_francisco.aspx

PPC Summit
Chicago
http://www.ppcsummit.com/

May

Internet Marketing Conf
San Francisco
http://www.internetmarketingconference.com/sanfrancisco/

PPC Summit
New York
http://www.ppcsummit.com/

June

Affiliate Convention
Denver
http://www.affiliateconvention.com/register-denver-2009.php


August

Affiliate Summit
New York
http://www.affiliatesummit.com/

Search Engine Strategies
San Jose
http://www.searchenginestrategies.com/sanjose/

LeadsCon
New York
http://www.leadscon.com/

September

Ad:Tech
Chicago
http://www.ad-tech.com/chicago/adtech_chicago.aspx

PPC Summit
Los Angeles
http://www.ppcsummit.com/


November

Ad:Tech
New York
http://www.ad-tech.com/ny/adtech_new_york.aspx

PubCon
Las Vegas
http://www.pubcon.com/

Affiliates you are the American Dream

Life is funny isn't it. Right now we are faced with what people call the worst crisis of our time. I don't know that I agree with that... I mean Jacko's face lifts, bill clinton's infidelities, Ryan Seacrest's stardom, me gaining 20+ pounds seemed pretty damn terrible.

Perhaps I am being insensitive- but for people in affiliate marketing, on the frontier of tomorrow's business, these are truthful words. The economy is not our enemy, or, selfishly, even something we consider a crisis, business is booming. Life is good.

I am like everyone else. I hate the fact that people are losing jobs. I hate the fact that the banks were allowed to loan money against investments that were inflated and not backed- and the scapegoat is American citizen's credit scores. I hate that terrorism is alive and well. I hate that the pendulum is swinging so hard socialism is creeping onto American soil. I hate that I don't know if Jimmy Hoffa, TuPak Shakur, and Elvis are still alive.

What I am saying- is be proud. I understand we are losing business to foreign soils; I feel for the job loss in Michigan- but I will never apologize that Affiliates- and Advertisers that support them are contributing to keeping the American dream alive amidst these difficult times for our county.

Folks- we are the Model-T. We are Airplanes. We are computers. We are assembly lines. We are Electricity. We are the telephone. We are the American dream. Progress. Evolution. Freedom to take business to the next level.

Do you honestly think Pony Express employees enjoyed the Telegram? Do you think railroad employees enjoyed the invention of airplanes? Do you think granny panty producers liked the social acceptability of the thong? The answer to all of these is a resounding 'hell no'.

However, it is progress like this- however important to society- that keeps America beautiful- and the envy of every other nation. Affiliates understand your importance in the history of America.

You are as important as the first blacksmith who had a remote storefront; the first cobbler who opened a second shoe store; and the first store that sold produce, shoes, knifes, and livestock all-in-one. Don't underestimate your risk of taking global commerce into the 21st century.

Of course you are going to have struggles. Of course some established business aren't going to understand how to utilize you. Of course technology will not keep up with your existing needs. But this is what you signed up for.

Do not be ashamed of success. Do not apologize for turning a profit. You are the next chapter in American and global commerce. Be proud of your accomplishments. You are truly living the dream that our forefathers hoped you would pursue. Just pay your taxes and donate to charity. With success comes responsibility. Live up to your end of the bargain.

Affiliates- you are not off the hook…

Actually- from a revenue perspective, genius at internet marketing, and your glowing personalities you are ‘off the hook’- but in terms of being frustrated w/ advertisers- you are not off the hook until you have exhausted your options.

I hear over and over again- my affiliate manager only contacts me to:
A) “Drop my fee”
B) “Tell me to curb one or all of my marketing efforts”
C) “Give me bad news”

And, I will admit- sometimes advertisers are guilty of this. As we discussed in a prior article- they are busy policing the bad guys and unfortunately that sometimes gets in the way of the time to spend with the good ones. And, therefore only critical messages get through – which, unfortunately, often are negative.

My suggestion to you is: Force the issue with them!
Be proactive in your communication:
• Ask them what you can do to help them meet company goals
• Ask how you can become an extension of their company
• Solicit feedback on a marketing effort you are about to launch
• Ask if they are interested in testing a new advertising method and you are willing to be the guinea pig.

This type of communication may be dismissed- but if the affiliate manager is good- they will figure out ways to utilize affiliates to help them reach their goals and delegate some of the things on their plate.

Now, let’s be honest- some affiliate managers just don’t get it, and some are so stressed- they can’t see the value in what you are offering. So, it might not work- but at least you took effort to try to shift the paradigm of the relationship.

Emotional stickiness is a two-way street. I strive to create relationships with affiliates- and it has paid off 10-fold. Occasionally I was guilty of not reaching out to affiliates soon enough and when they extended the olive branch and the relationship was created. I can assure you that it worked in their favor. I was much more lenient on things like required margins, testing thresholds, dropping an unprofitable affiliate, etc., with someone I had a relationship with. Because then I wasn’t just saying ‘no’ to a number- I was saying ‘no’ to a person.

So next time you are about to bitch about your account manager… take a moment to think if you truly took the time and energy to reach out to them in a way that showed value, and a willingness to reciprocate the relationship if they take the time.

The Love/Hate Relationship

So- this week I decide to visit one of the remote offices of Moss Affiliate Marketing in sunny San Diego. I thought it would be fun to drive- so I went to Expedia and within 5 minutes had the best deal on a rental car, saved $150/night off the Sheraton, and had a majorly discounted 3-for-1 pass for the wild animal park, zoo, and sea world. I love the internet!!

So- this week I went to the rental car company to pick up my car to head to San Diego. They were not familiar with my reservation- and subsequently spent the next 15 minutes trying to find it- to no avail. I figured out that my session timed out while placing the order- when refreshed, the cookie pulled my trip dates for my Arkansas trip a week later. Needless to say- I had all pre-paid reservations for the wrong dates. And, because I had such deep discounts- nothing was transferable without a 1.5 hour phone call!! I hate the internet!!

When I think about Advertiser’s view of Affiliates- it holds consistent with our love/hate relationship with internet/technology.

Advertisers want to love you, get very excited at your successes- but also proceed with such caution. They are guarded, because too many times an affiliate showed promise only to discover later there were issues- and they had to spend extensive time internally and externally fixing the problem. It is not easy to filter the good from the bad.

Sometimes advertisers come off as ‘holier than thou’… and it is a turn off to several good affiliates. Advertiser agreements are full of language top to bottom of what affiliates can not do. It seems it would be much more in the spirit of a partnership to give them encouragement and highlighting what they can do and the opportunity available.

We have to cut them a little slack- as several affiliates can be exceptionally rogue. Current overseas frauders are exceptionally savvy at tricking systems to generate revenue and fictitious customers. Some of these shysters are even hiring American actors to field the phone call from advertisers when they apply for a program. These actors have a script of what websites they ‘will be sending traffic from’, what their marketing efforts will be, etc. When really a bot will be generating all fake traffic/consumers. Outrageous. Knowing this helps you to understand where the Advertisers are coming from when they appear to be less than helpful. They deal with this behavior all day.

So, now I am sitting on my balcony in San Diego. The 11th floor view of Downtown San Diego, the harbor, the USS Ronald Reagan and Midway, planes landing to my left- beautiful. I would have never taken this trip on a whim without the internet. My relationship with technology is definitely love/hate… but far more love than hate. Affiliates- realize sometimes you are catching the Advertisers in a ‘hate’ moment. But ultimately there is far more love.

PS- this is the second draft of this article... when I went to paste it into my blog earlier- it disappeared into cyber space. Isn't it ironic- don't you think?