GPWA Times Magazine - Issue 42 - October 2018

SELL YOUR NICHE A niche can be a great way to broker a new market for your- self. Targeting one particular area can also make it easier to pitch your product, as it’s simpler for you to tell others what it is you do. Cryptocurrency casino affiliates are one example of a sector that has sprung up around a smaller niche. The early adopters of this trend are the ones who have become the authorities here. Niche traffic might seem like small fry, but creating a message that resonates with your user is what will drive new users to your brand. From there, you can work on your conversion rate with these engaged users, creating a high success rate. With the right strategy and data, your brand will be able to sell itself to operators as a valuable part of the acquisition chain. You can’t compete with the bigger sites, but you can work to provide a small value add that offers you a good dividend. Successful negotiations are key to the success of your affiliate brand, so you can’t just shy away from these conversions or hope for the best. Enter these meetings prepared and fore- warned, which is forearmed. Even if you don’t get the deal, you’ll still have the respect of someone in the industry who will be happy to refer you to someone else who could give you what you need. They say word of mouth is the strongest form of advertising, so keep that in the back of your mind before any negotiation begins, and you’ll always come out on top. what you think of it. Stick with the facts, and deliver them in a logical way. Presentations or printouts work if they are easy to read, get to the point and fit in a notebook that’s easy to take away — especially at conferences where affiliate managers are meeting upward of 50 or 100 partners in a session. If you jump from point to point, then the operator won’t catch the important bits that will get you a better commission in the end. If you see someone is distracted and would rather do the deal after the event, use the event to connect and build a relationship — but get to the nitty-gritty afterward, when it’s more appropriate. KNOW YOUR INDUSTRY Being a part of the industry helps get your brand known and recognized, but it also helps inform your negotiation strategy. By understanding what other affiliates are doing and what operators are looking for, you can line up your pitch to meet core objectives. Knowledge is power, so make sure you give yourself the edge. It also makes you look clever, and shows that you understand the parameters and confines in which both parties work and are happy to find a course of action that suits you both. There are so many ways to learn, including conferences, content sites and webinars. Identify the news sources that you trust and keep up to date with them. You never know when knowing the right piece of information will come in handy to impress an operator. If you know operators are worried about compliance, then you can tell them what you do to add value in this regard – it’s almost like a cheat code for your nego- tiations. Know the decision-makers too, as these will be the people who are able to change the commission boundaries. You might need to make sure you’re speaking to a Head of Affiliates, for example, as these are the people who can really offer you the best deals. LET’S MAKE A DEAL Lee-Ann Johnstone is a seasoned affiliate marketer and founder of AffiliateInsider, an events, training and management company operating in the iGaming sector. You have to remember you are not “just an affiliate portal.” You are an opportunity for that operator to reach a new segment of customers they haven’t yet engaged themselves. G P W A t i m e s . o r g 36