This presentation is from Performance Marketing Summit 2014 in Denver, CO (June 17, 2014). Session description: Carrol Lee is on the front lines of affiliate recruitment for Schaaf-PartnerCentric. She covers a range of questions: How can I find new publishers? Where do I go? What does the outreach look like?

1. A F F I L I A T E R E C R U I T M E N T
F R O M T H E T R E N C H E S

2. HELLO!
I’m Carrol Lee, Business Development Specialist
for Schaaf-PartnerCentric.
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3. RECRUITMENT PROCESS
Identify Qualified Prospects
CRM Tool
Initial Outreaches
Pitches
Commitments
New
Productive
Affiliates
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4. WHERE TO FIND AFFILIATES
Top Blog Sites
Affiliate Networks
Conferences
Blogger Networks
Forums
Social Media & Organic Search
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5. BEST PRACTICES:
VETTING AFFILIATES
 Review site – is content relevant?
 Pre-qualification: Alexa Rank
 How they partner: ad networks? Paid posts?
Sponsorships?
 Are they already familiar with affiliate
marketing? Adjust outreach accordingly
 Personalize the message!
 Make the personal connection – building a
relationship starts with first contact
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6. IT’S MAGIC! MAGIC, I TELL YOU!
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7. BEST PRACTICES:
WHAT TO DO
 Do your homework: Understand the
business model and what motivates
each potential affiliate
 No mass e-mails
 Set up a phone call
 Use CRM to track calls, follow-ups, results
 Educate affiliates about such things as
bid policies, FTC regulations, etc.
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8. TRACKING, FOLLOWING UP
CRM –
Using a CRM tool
such as Zoho.com
is a great way
to stay on top
of your
efforts.
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9. FACTORS THAT AFFECT AFFILIATE
CHOICES
The 2013 Affiliate Summit AffStat Report asked, “When selecting a merchant
to promote, what are the top three factors that sway your decision?”
Commission (62%)
Product or Service Relevancy (54.40%)
Affiliate Network or Tracking Platform (36.70%)
Brand Awareness (34.20%)
Merchant Reputation (31%)
Affiliate Program Reputation (24.10%)
Cookie Duration (24.10%)
Payment Terms and Methods (17.10%)
Marketing Terms and Conditions (16.50%)
Earnings per click or EPC (15.20%)
Other (9.50%)
Ad Unit Availability and Optimized Landing Pages (7%)
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10. CASE STUDY
 Met this affiliate at ShareASale Think Tank
 Warm introduction led to a call
 Call led to discovery of opportunities
 Built rapport through number of calls
 Recommended few programs that were
a great match for the Bride’s clientele
 Resulted in activation as a productive publisher
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11. CHALLENGES
 Getting a response / feedback
 Getting the call from
‘shy’ affiliates
 With blogger/content sites,
competitiveness and
scalability
 Recruiting is only HALF the battle
 Getting a new affiliate to become active
and drive conversions/sales or leads
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12. Questions?
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THANK YOU!
Carrol Lee
Business Development Specialist
(512) 354-7630
carrol.lee @schaafpc.com