Trends and Innovations in Affiliate Marketplace #AMDays |  |
- Trends and Innovations in Affiliate Marketplace #AMDays
- Pros And Cons: In House, Outsourced Affiliate Program Management #AMDays
- Using Web Analytics to Grow Your Affiliate Program #AMDays
- Landing Page Optimization for Affiliate Managers #AMDays
- Does Your Business Need a DBA?
- How To Trademark Shame A Larger Company
- 16 Webinar and Webcast Tools for Online Meetings and Marketing
- Women’s Day Shows More Success in Small Business, Entrepreneurship
| Trends and Innovations in Affiliate Marketplace #AMDays Posted: 08 Mar 2012 04:30 PM PST
This is a live blogging of the session "Trends & Innovations in Affiliate Marketplace." Below is coverage from the session featuring speaker Ali Pasha (pictured left), Product Manager for Google Affiliate Network. Ali personally believes that 80% of his time needs to be focused on future based innovation . . . what’s the next big thing? Ali believes the three big buckets are Social, Mobile, and Commerce. Social Ali pointed out the multiplication factor of Social and how affiliate’s now have offers passed through social media on a tremendous scale. He points out that celebrities currently have a scale and reach we haven’t seen previously. He posed this question:
As such, the affiliate space has grown from tens of thousands to hundreds of thousands of publishers virtually overnight. How do we manage that approval process? Can it still be manual? Is it automatic? Ali believes the 3 key steps immediately for brands looking at this are:
Mobile It’s a function issue and a competitive issue. Google shows a statistically significant lift in coversion rates on mobile devices if that user is given a custom mobile experience. Secondly, if your company isn’t moving in this direction, your competitors likely are. Google also works with some specific affiliates that are actively seeking merchants with dedicated, trackable mobile sales capability. (Visit the Google site on tactics for going mobile.) Added that creating a complimentary offline experience and coupon experience, both that support proper affiliate tracking. Commerce The success of coupon affiliates is undeniable and popular coupon related affiliates are becoming well branded. They are exerting more and more influence over the online shopping experience. End users hold the belief that coupon sites (affiliates) are likely to run better offers than the merchant themselves and shoppers that visit coupon sites are likely to spend more online. Understanding the Channel in it’s Entirety Ali offered that Google has started to look past the “end of funnel” component that affiliates bring in closing sales and have started looking at ways that affiliates influence the sales process. This is exciting for analytics folks, but exciting for affiliates as well. From Small Business Trends |
| Pros And Cons: In House, Outsourced Affiliate Program Management #AMDays Posted: 08 Mar 2012 03:30 PM PST
This is a live blogging of the session "Exploring the Pros & Cons of In-house & Outsourced Affiliate Program Management." Below is coverage during the session featuring speaker Karen Garcia (pictured left), CEO of GTO Management, an outsourced affiliate program management company. Karen has a unique perspective on deciding whether to have a dedicated in house manager or placing your affiliate program in the able hands of outsourced program managers (OPM's). She has spent over five years as an in house program manager for Sherries Berries before deciding to move and open an OPM agency of her own that is now responsible for operating 8 programs and having had her team work on over a hundred. EXPERTISE & EXPERIENCE Choosing the right person is so important because affiliates will often choose a program to work with based on who is managing the program. A recent statistic found by AffStat.com showed that who manages the program is the third most important reason for joining and working closely with a program. Only brand and payout were a greater influence in that decision. The first task at hand is finding a manager. In house managers that have experience in the field can be difficult to find and hire. Most dedicated managers really enjoy their positions and environment and aren't likely to "jump ship" unless highly motivated. OPM's can be can be easily found and are ready to expand their client base. An added perk to finding the correct OPM is that if your needs do not fit your business model, they have great relationships with other OPM's and can direct you to them, lessening the time and resources you have involved in filling the position. In house managers tend to be less experienced in the tasks required and need to be trained. Before they become proficient they will have a bit of a learning curve, as well as learning your own internal systems. An OPM will have the knowledge of their responsibilities and have the ability to make positive strides move on day one, thus lessening the time to sustained profitability of your program. The only negative to an OPM is that after operating many programs, they have a routine and a way of doing things that will be very difficult for a merchant to alter. This is where an in house manager has an advantage. The merchant can mold this person into your perfect resource that fits the very specific needs of your niche. In house managers also tend to be passionate about their field, where an OPM needs to learn the specifics of your business to know where to make opportunities. The experience of starting a program is easily handled by an OPM. They know not only the specifics that a company needs to have in place, but they also understand the competitive market for your business model, and can place your program in a visible location where many affiliates will find it worth promoting. Here is where a “new to the industry” in house manager will have to educate themselves on the specifics. Fraud is an area where most in house managers have the advantage. Internally a manager can find fraud using reports that may not be shared with an OPM. Legal compliance though is an area where OPM's are well versed. Compliance issues like the Amazon tax (a quick poll showed less than half the attendee's of this session understood that law). WORKFLOW In house people can be pulled in many directions and not always able to devote time directly to the program. I myself have had these issues and can directly relate. OPM's are laser focused on the program and can have multiple people working to accomplish a common goal. In house managers may wait for guidance, where OPM’s are highly self sufficient, and can make gains based on experience without needing to be told what to do. Organized marketing efforts, however, will be better handled with in house managers. They are closer to the marketing team and can plan better if given the advanced knowledge while working as a team. OPM's, if communication is poor, may be blindsided by marketing efforts and not have the time needed to relay the message and provide a united marketing front. Lastly on the list of important factors are the hours that either of these options maintains. In house managers are working normal hours and are not often available for late night or weekend issues. Some OPM's maintain varied hours, depending on their needs, and can handle respectable off hour requests. But it is important to make these points understood in their contract prior to operating with them. COSTS INTERNALLY Depending on your business model and size can you handle a salary, benefits, vacation, sick leave, work stations, training, etc. that are needed to have a dedicated in house manager? Or are you more able to provide a flat rate for an OPM retainer and performance bonuses? Remember OPM's are 1099 and maintain their own benefits. OPM agencies might have multiple manpower resources available that can help establish a program and leave. CONNECTIONS In house managers have limited connections. They are typically new or recruited from another vertical, but OPM's maintain an extensive list of affiliates from many verticals that will have many specific for your niche. Overall, I think that these points provide great insight in helping make the decision of hiring an in house manager or an OPM. From Small Business Trends |
| Using Web Analytics to Grow Your Affiliate Program #AMDays Posted: 08 Mar 2012 02:30 PM PST
This is a live blogging of the session "Using Web Analytics to Grow Your Affiliate Program." This covers remarks during the session featuring speaker Kevin Webster (pictured left), Internet Marketing Manager at Forbes Custom Products, a direct source for custom information packaging products and documentation presentation solutions. In this session, Kevin Webster highlighted a few great points on how to use analytics and key performance indicators to enhance your affiliate marketing program. This session covered:
Major take aways: 1. Why it’s important
2. What’s at Stake Loss of proper channel value:
A foot in the door:
Basis for a growth strategy:
3. A Basis for Channel Growth What is your affiliate traffic really doing?
How do you take it back to affiliates?
4. What am I Looking For? Diversion:
Trends:
Segmenting Affiliates:
5. Know How to Grow
Recommended analytics tracking tools:
In conclusion, the purpose of analytics is to grow your program performance while fostering better relationships with your valued affiliate partners. To Contact Kevin Webster, check out KevinWebster.us, Forbes Products or follow him on Twitter @levelanalytics. From Small Business Trends |
| Landing Page Optimization for Affiliate Managers #AMDays Posted: 08 Mar 2012 01:30 PM PST
This is a live blogging recap of the session “How to Optimize Affiliate Landing Pages for More Conversions and Revenue.” This covers remarks during the session featuring speaker Chris Goward (pictured left), the CEO of WiderFunnel Marketing, a firm specializing in landing page optimization and conversation rate optimization. Chris’s remarks:
Conversion Optimization
Chris urged us to look at their whitepaper for more information: Conversion Optimization Whitepaper Note: Inasmuch as this is “live blogging” there may be minor inaccuracies. We may correct them after publication, if brought to our attention. From Small Business Trends |
| Does Your Business Need a DBA? Posted: 08 Mar 2012 11:30 AM PST Have you ever wondered about the meaning behind those seemingly endless listings of 'Fictitious Business Name' entries in the newspaper classifieds? Do you know if your business needs to file one? Read on to learn all about the DBA or Fictitious Business name.
Fictitious Business Name: An Overview Sometimes called a Fictitious Business Name, Doing Business As (DBA), assumed business name, or trade name, these filings let the public know the true owner of a business. Note that I'll be using DBA and Fictitious Business Name interchangeably throughout this article. The DBA or Fictitious Business Name designation was created as a form of consumer protection, to prevent unscrupulous business owners from operating under a different name to avoid legal trouble. When a business files a DBA, it's typically printed in the local newspaper, so the community can see who is behind the business. Who needs to file a DBA? There are two circumstances when your business needs to file a DBA registration: 1: If you are a sole proprietor or general partnership conducting business using a name that's different from your own name. For example, if Jane Doe wants to open a bookstore called Books for Cooks, she would need to file a DBA. In some places, you're able to use your name plus a description of your product/service without filing a DBA. For example, if Jane Doe wanted to open a bookstore called Jane Doe's Cookbooks, she may not have to file a DBA. If your business name implies a group (i.e. The Doe Group) or you just use your first name (i.e. Jane's Cookbooks), you'll have to file a DBA. 2: If you have incorporated or formed a limited liability company (LLC) and are operating the business under a name that is different from the name of the company or LLC. For example, let's say that Jane Doe Cookbooks, LLC also wants to operate under the name JanesCookbooks.com, the LLC would need to file for a DBA for JanesCookbooks.com. Likewise, if Jane Doe wanted to expand into cooking supplies, then Jane Doe Cookbooks, LLC would need to file a DBA to do business as Jane Doe Cooking Supplies. The benefits of a DBA The main benefit of filing a DBA registration is it will keep you in compliance with the law. For sole proprietors, a DBA lets them use a typical business name without creating a formal legal entity (i.e. corporation or LLC). This is typically the least expensive way to legally conduct business under a different business name. Filing a DBA gives the sole proprietor the freedom to use a business name what helps market their products or services, as well as create a separate professional business identity. However, be advised that a DBA doesn't protect your business name from being used by others. For that, you will need to seek trademark protection. For sole proprietors, filing a DBA is required to open a bank account and receive payment in the name of your business. Most banks will not allow you to open an account without receiving a copy of your filed DBA (for this reason, it's best to file your DBA from the start!). For an LLC or corporation, a DBA lets the company operate multiple businesses without having to create separate legal entities for each business. For example, if you plan on opening a series of websites, boutique shops, or restaurants, you might want to set up one corporation with a relatively generic name and then file a DBA for each website, shop, or restaurant. This will help you control costs and paperwork, while still expanding your business. How to File a DBA Specific requirements for filing a DBA vary from state to state, county to county. In some states, you register your DBA with the State Secretary of State or other state agency. In some states, registration is handled at the county level and each county may have different forms and fees for the process. The Small Business Administration (SBA) offers a chart outlining the different requirements for fictitious name filings state by state. Some states also require that you publish a notice in your local newspaper and then submit proof that you have fulfilled the publication requirement. Of course, specific publication requirements vary. Turning to a professional legal document filing service can take the complexity out of the process and make sure that you're following your county and state requirements to a T. Deadline to File DBAs should be filed before any business is conducted using the fictitious business name. Some jurisdictions will allow you to file within a short time period of first using the name. However, since a DBA is usually a prerequisite to opening a bank account for the business or using the name in contracts, it is best to get it done upfront. It's an affordable process and will keep your business in good legal standing from the start.
From Small Business Trends |
| How To Trademark Shame A Larger Company Posted: 08 Mar 2012 08:30 AM PST Trademark disputes have always been a thorn in the side of many small business owners and entrepreneurs. Creative business ideas and ventures, even when they are developed with the best intentions, sometimes run afoul of coming a bit too close to a larger company's branding.
When this is the case, a trademark battle usually erupts and, most of the time, the company with the deeper pocket usually wins the battle. No doubt about it, this usually means the small business owner loses the battle. But there are plenty of other cases where a small business owner or entrepreneur creates a brand that is not intended to blatantly infringe but coincidentally pushes the envelope of the entrepreneurial spirit. From the small business owner's perspective, these larger companies should back off. But a funny thing happened on the way to trademark litigation. Social media has made it so that small business owners can get large groups of people on their side, ultimately shaming the larger companies into dropping the lawsuit against the small business owner. This new social media battle significantly impacts small business PR because of its ability to alter the perception of both companies. In a classic 'David versus Goliath' battle, throngs of people come to the defense of the small business owner, who is perceived to being pushed around by the larger, corporate giant. The Wall Street Journal recently wrote about this issue illustrating a few key examples of small business owners turning to social media as a way to drum up support for the litigation campaign. In the story a law professor says the new tactic illustrates how startups can take advantage of social networks as a way of building a perception of being picked on by the larger company. The story cited an example of a Vermont businessman who sold T-shirts that said "Eat More Kale." Chik-fil-A thought that was too close to the company's "Eat Mor Chikin" slogan and sent out a cease-and-desist letter. Thousands of fans lined up on Facebook in support of the Vermont businessman and the large fast-food restaurant has not pursued the matter. Keep in mind that in some cases the small business owner isn't necessarily driving the shame campaign. When entrepreneurs build their brands the right way they develop fiercely loyal followers. Since the Internet has the ability to spread information quickly, these followers take it upon themselves to begin social shaming campaigns in an effort to defend the small business they have fallen in love with. Here are a few tips for small business owners looking to leverage social media PR campaigns that want to raise pressure on larger companies to drop their trademark suits: 1: Understand that you will not be successful if you really are trying to play off a larger company's brand or marketing. It doesn't matter how many supporters you can get, if what you are doing is blatant trademark infringement, you are doing business the wrong way. 2: Make your social media PR campaign about information and fairness, not about emotion. Keep your position professional and leave all the name-calling out of it. 3: Use all of your social media platforms as a way to send out these facts, information and any updates. Use Twitter, Facebook and your blog to keep your community updated so they have all the latest information, too. 4: Foster a true sense of community so that your followers, customers and fans can also provide feedback, insight, advice and share their general thoughts. 5: Encourage your community to use their blogs and social media platforms to spread the word about any information or position you want to get out to the masses. 6: Keep the media updated by sending out press releases, story pitches and tip sheets, and link over to your blog where they can get even more background information on the matter. 7: Leverage YouTube to offer video updates. Use this opportunity to be the spokesperson on the issue. People love sharing videos which will spread the word even more. Additionally, when you link to your YouTube channel when sending updates to the media, television news producers will see how you come across in front of the camera and be encouraged to book you to discuss the matter. 8: Know when to pull your foot off the gas. Sometimes it's best to let the legal system run its course before you pour fuel on the fire. Always consult with an attorney and make sure your social media campaign won't hurt you in the long run. If you find yourself being trademark bullied by a larger company, follow these tips and see if you can arm yourself with a large support network ready to help you defend your position.
From Small Business Trends |
| 16 Webinar and Webcast Tools for Online Meetings and Marketing Posted: 08 Mar 2012 05:30 AM PST It’s hard to talk about marketing to a group these days with all the one-to-one focus of social media. You might engage on a mass level, but experts advise you to “engage the individual.” This is timely and good advice. But it puts webcasts, webinars, and online seminars in a “past their prime” bucket, for some. Don’t discount the method yet, lots of people still like to connect with companies and brands in a good old fashioned (in web years) webinar. This review is for the business owner considering a broadcast type campaign. In our last webinar tools post, 26 Webinar Tools for Small Business Owners, we covered many of the best known players and some small ones, too. Many have started to offer cool new tablet or smartphone access to run your online meetings or webinars. This Apple page offers a quick look at some of the apps. Constant Contact, the email marketing company, has a useful download, 10 Reasons You Need Event Marketing, about how to plan your online event and tie it into your social media.
AnyMeeting (formerly Freebinar from the last list) is mentioned again because it has done so many positive updates that I view it as a new company. Of course, that’s just my perception and the company hasn’t really changed in its core offering that much. They still have screen sharing, social media integrations, and event management tools (sell tickets). Best of all, it is completely free. MeetingBurner is a popular webinar provider with a great set of tools. They have a forever free account with no ads for up to 15 people. You can’t record your webinar on that plan, but you can do a bunch of things for free with them that you can’t do with others. For example, you can change presenters, manage chat, and modify your registration page. The pro plan is $39.95/month for up to 50 and lets you record and lots more. Compare their plans here. Watchitoo is terrific whether you want to livestream or collaborate in real time via video. The feature that caught my attention was this: “With one click of the mouse, the a meeting host can drag a user out of the audience and bring them streaming live into the meeting to collaborate with the group.” That’s pretty cool. I didn’t see a free trial option, but the pricing starts at $39/month. Mikogo might be the ideal solution for small teams on a small budget. Their online meeting product starts at $13/month for up to 3 participants. You can join from any browser. They support 35 languages. And I really liked that you could create a page on your own website and embed their code so your customers can join a session right from your website. JoinMe is a robust screen sharing application. They don’t have a recording feature, but the free version gives you a quality way of interacting with up to 250 people. You can view from iOS and Android devices, too. Pro version is $19/month. Instant Presenter is packed with useful features that make them ideal for small businesses with focused small webinar plans. It is $39/month for up to 25 attendees. You can record, custom brand the look and feel, upload files, and more. ClickWebinar offers a clean looking interface and service starting at $40 a month with a 30-day free trial. They have some powerful chat features that can help you moderate the conversation in a webinar. HearMe offers online meeting rooms for small business. I found them when searching for video conferencing through their parent company: PalTalk which hosts video chat rooms. They have a 14-day free trial, then start at $29/month for 5 attendees. YuuGuu is an easy web conferencing tool to share your screen. You can share with up to 30 attendees for $99/year. It also have a free audio conferencing service with dial-in numbers in 15 different countries. Spreed is free for up to 3 participants and lets you record on that plan. It is feature-rich for small teams, in my view, and their live whiteboard options make it one to consider. As I understand it, you can share a PDF, annotate it, and save that PDF again with all the brainstorming intact. Plans start at $199/year. Glance is one of my favorites. As a screen sharing tool, you can create a real-time meeting room for up to 100 attendees. They don’t offer webinar recording, however, they suggest a few recording tools in their support FAQ section. They have a free 7-day trial and I love that they offer a day pass option for $9.95. It is a light and fast application, too. eZmeeting offers live, interactive meetings that let you connect peer-to-peer rather than through a central server. Participants can collaborate with you and your document or file — including 3D files (useful for designer and CAD types). 7-Day free trial, then $99/month for up to 4 participants. BeamYourScreen is another great feature-packed desktop sharing and webinar platform. From sales presentations to online meetings to IT remote support, you can quickly share your screen (and record it in a proprietary format). You can change presenters and integrate your logo into the sharing screen. I didn’t see a free trial, but pricing starts at approximately $240/year (site pricing shows in Euros). TeamViewer caught my eye because it isn’t primarily a web-based solution. You download a full version of the software with a lifetime license (Business version is $749 for up to 25 attendees), but that means no recurring fees. It is an all-in-one program. If you are a non-commercial user, it’s free. There is a web-based viewer for those who don’t want to download the full program. Skype is known mostly as a free VOIP (voice over internet protocol) phone company, but they have a rich feature set for both consumers and business owners. They have a screen sharing option and group video calls on their premium plan for $59.88/year. I’m a huge Skype fan and use it on a daily basis, but have not used the group video option yet. Google Hangouts is the last one I’m going to add to the list. It is not officially a webinar or webcast solution, but it does offer an affordable way for up to nine people to gather in real time. If you want to test it in creative ways, you could gather people into a “hangout” virtual room, complete with webcams running for each, and engage with your group. I have not seen any recording options, but you could capture the entire screen with something like Camtasia. The audio might overload your senses though since anyone can speak at any time. If you are already a Google+ user, then you can see the details on the far right column when you are in the plus dashboard. Let us know what you’re using for your webcasts and webinars in the comments below. Don’t forget to visit our first post: 26 Webinar Tools for Small Business Owners if you don’t find something you like on this list of 16 new webinar tools. From Small Business Trends |
| Women’s Day Shows More Success in Small Business, Entrepreneurship Posted: 08 Mar 2012 02:30 AM PST We’re celebrating women entrepreneurs today in recognition of International Women’s Day. We hope you will enjoy the links and share any thoughts of your own about women in business in the comment section below. Rock OnHow women rock the business world. With International Women’s Day upon us, it seems only appropriate to to begin our roundup with a list of great women shaping small business today. Do you have any names to add? Please share them in the comment section below. Small Business Trends A source of good advice. Who inspires your small business venture? Here’s a list of questions answered by women with positions of leadership in the small business community. We hope you will find their responses helpful when building your business. Duct Tape Marketing New Day DawningWomen entrepreneurs who inspire. Women entrepreneurs are a force to be reckoned with the world over. Here is a list of impressive candidates to be added to the list from the Australian business community. Are any of these Aussie entrepreneurs among your business heroes? Business Builders Why women entrepreneurs must be encouraged. Do you think that creating opportunity for women entrepreneurs and small business leaders is an issue for women alone? Your wrong. Take a look at how efforts that encourage women’s success in business help everyone. Project Syndicate Come TogetherWomen you’d like to be friends with. One female entrepreneur creates a niche by filling an important need for women of the business world. Women in small business and entrepreneurship experience similar needs, no doubt. A look at ClaudiaChan.com gives you some idea about how that need can be met. Forbes How to steer progress. Despite the progress in countries like Rwanda where they have been given unprecedented access to decision making in recent years, women still lag behind in the ability to gain a foothold in business leadership. What is this about and how can it change? AllAfrica A League of Their OwnThe best argument for gender equality. The best argument for more women entrepreneurs and small business leaders may be the same as this article’s argument for more women in the workplace. Would you agree? How will the presence of more women in business benefit everyone? The Express Tribune Focused on flexibility. Women entrepreneurs may focus on owning a small business for fundamentally different reasons than the rest of us do. If you wonder why women venture into business ownership, here is a look at the possibilities. Fresh Business Thinking The Times They Are A-Changin’Waves of change. From surfing to building the latest business success story, there is much for women to be proud of. Here’s a look at that change from another perspective. How do you view the role of women in small business and entrepreneurship today. Huffington Post China leads in business success for women. The nation has not only proved itself a power house for industry but for women in business too. So, it can be said that a substantial part of China’s business success is owed to women entrepreneurs. Guardian From Small Business Trends |
Editor's Note: This is our fourth post in a series of live blogging coverage from the Affiliate Management Days conference. More articles are on their way during this event covering topics of interest to businesses running affiliate programs. 
Editor's Note: This is our third post in a series of live blogging coverage from the Affiliate Management Days conference. Several more articles are on their way during this event covering topics of interest to businesses running affiliate programs. 
Editor's Note: This is our second post in a series of live blogging coverage from the Affiliate Management Days conference. There will be several articles during this event covering topics of interest to businesses running affiliate programs. 
Editor’s Note: Welcome to live blogging coverage from Affiliate Management Days conference. We’ll have several articles during this event covering topics of interest to businesses running affiliate programs. 
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