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How to Build Successful Affiliate Partnerships with Denisa Kostolanyiova

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Denisa Kostolanyiova from Get Your Guide's affiliate presentation from TBEX North America 2018

Publié dans : Voyages
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How to Build Successful Affiliate Partnerships with Denisa Kostolanyiova

  1. 1. How to Build Successful Affiliate Partnerships in the Travel Industry
  2. 2. Agenda Introduction The Faces of the Travel Industry Collaboration Types A!liate Marketing - What is in for you? Breaking The A!liate Myths Case Studies The GetYourGuide‘s Journey & Our Partners
  3. 3. 4 Who Am I & Why Am I Here? 19.06.18 €250,000 Millions in GMV ü 2016: Focus on Partnerships with Travel Publishers ü 2017: Growing our In-house Team ü 2018: 10× Our A"liate Program & the Partnerships
  4. 4. 5 The Faces of the Travel Industry
  5. 5. 6 Talking the Travel Industry Language
  6. 6. 7 No Freebies? What‘s Next?
  7. 7. 8 Short vs. Long-Term Partnerships
  8. 8. 9 Why Affiliate Marketing?
  9. 9. 8 Biggest Affiliate Mistakes & How to Avoid Them!
  10. 10. 11 - Focus on those that best fit your content - Keep your audience’s interest in mind - Affiliate Network vs. Direct Partnerships? Mistake #1 Signing Up to Too Many Affiliate Programs What to do Instead?
  11. 11. 12 - Keep it simple & relevant - Within content - Not the Sidebar or bottom of a post - Keep it subtle but visible - Repeat the most relevant products several times! Mistake #2 Too Many Links, Widgets or Banners What to do Instead? 19.06.18
  12. 12. 13 19.06.18
  13. 13. 14 - Proper introduction of the brands & products - Use appropriate call-to-action’s (CTA) - Appealing Ad copy Mistake #3 Not Guiding Your Audience What to do Instead? 19.06.18
  14. 14. 15 19.06.18 Appealing Ad Copy & Introduc4on
  15. 15. 16 - Practical Posts = Best for monetization - Answer the Why, When, How questions - Clear paragraphs with call-to-actions in-between - Use Highlights and colors - Link General post about a destination to tour review with CTA Mistake #4 Not Formatting Your Post for Commercial Appeal What to do Instead? 19.06.18
  16. 16. 17 19.06.18
  17. 17. 18 - Forget Partner’s Homepage! - Make it easy to find what your readers need - Eliminate steps / pages visited - Pre-filter but leave some room for choice - Use Only the Most Relevant pages (Product, Attraction, Destination) Mistake #5 Using Low- Performing Landing Pages What to do Instead? 19.06.18
  18. 18. 19 - Reach out! - Stop complaining on random channels - Missing something? We love Proactive Feedback! - We only win by working together effectively! Mistake #6 Not Communicating with your Account Manager What to do Instead? 19.06.18
  19. 19. 20 - Update your pages! - Work on your Top Page SEO - Check for broken links! - Track & Repeat your success! - Request New Products & Product testing! Mistake #7 It’s not such a Passive Income After All What to do Instead? 19.06.18
  20. 20. 21 - Higher Commission follows Higher Conversion - Build Trust by Pro-activity - Be in the Front Seat & Innovate Mistake #8 Focusing on Commission Not the Conversion What to do Instead? 19.06.18
  21. 21. Case Studies
  22. 22. ü240% YoY Growth in 2017 HOW? ü Understand reader‘s behavior ü Find the money making post ü Test Different Integration ü Create affiliate-geared content! ü Create a Relationship with Your AM Case Study #1 ü Product features ü Issues ü Commissions / Competition ü Do favours for one another WIN WIN
  23. 23. 24 Clear Title = Clear Aim SEO Ranking = Tra!c Repeat Repeat Repeat Give Options
  24. 24. ü259% Growth in 3 months! HOW? ü Unique Audience & Destination ü Build Audience‘s Trust ü Suggest Relevant products ü Continuous Page Updates ü Proper Brand introduction ü Test Di!erent Landing Pages & Integrations Case Study #2 ü Communication ü New projects / Initiatives ü Supplier Intros ü Feedback WIN WIN
  25. 25. 26 Clear Separation Unique Audience Trusted Source Interaction in Comments Give Options
  26. 26. HOW? HARD WORK PAYS OFF! 1M in sales with GYG in 2017 How did it begin? ü 2012: 1 site dedicated to London ü 2013: ViviParigi ü 6 years later: • 10 Destinations • 3 Languages Passive Income? Not so Much! 100%
  27. 27. 28 Product Integration & Own Testing Placement Product Copy ü A/B Testing ü Easy To Use ü Trackable ü Fully Responsive
  28. 28. 29 Track & Optimise
  29. 29. 30 Assign Monetary Value to Your Articles EPC (Earnings Per Click) The campaign ‘Corning_article’ received 223 clicks and generated €50 in commissions. EPC = commission / n. clicks 50 / 219 = 0,22€ EPC EPV (Earnings Per Visit) ‘What to do in Corning’ had 587 visits and generated €50 in commissions. EPV = commission / n. visits 50 / 587 = 0,08€ EPV
  30. 30. 31 Don’t Loose Track of Your Audience!! BUILD a MAILING LIST! Users must find real value in your site They are looking for answers to their questions. O!er them special content to download Collect email addresses and build a segmented list. Engage!
  31. 31. GetYourGuide’s Journey & Strategy
  32. 32. 33 Based in Berlin 400+ Passionate Employees In 14+ Destinations worldwide O!er 32,000+ activities in 7,2000 Destinations Preferred partner for: OTAs, Hotels, Airlines, Editorials 19.06.18
  33. 33. 34 Who do we work with? 19.06.18 Fodor’s Travel The Culture Trip Michelin Voyage Time Out Online Publishers & Editorials Airlines & Car Rentals OTAs & Hotels Travel Agents Ryanair EasyJet KLM Emirates Accor Hotels KAYAK Google Trips Holiday Pirates TUI Thomas Cook ARC
  34. 34. Top GYG US Destinations All time Favorits: New York City San Francisco Chicago Boston New Orleans Miami Washington
  35. 35. Growing US Destinations Chicago (October) Miami (December) Washington (Sept & Oct) San Diego (Sept & Oct) Hawai New Orleans (December) Boston (Sept & Oct) Atlanta
  36. 36. Thank You! Contact denisa@getyourguide.com

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