• What conversion rates are you seeing across your affiliate partners? • Which pieces of content are generating the most clicks? • Where are those clicks coming from? • Why do you think some are converting better than others? This is all valuable information that you can use in a transparent conversation with your affiliate manager. Remember, affiliate managers do well when you do well, so it’s in their best interest to maximize the success of your relationship. The more information you can give them, the better. Maybe social media generates more clicks than your website during March Madness, so a sponsorship of your X account makes more sense during those three weeks than a sponsored post on your website Perhaps you’re seeing a landing page for a particular slot game convert well and you’re thinking of running a promo across a dedicated newsletter. In this case, the affiliate manager of your highest converting brand might be able to offer you a unique bonus, a branded landing page, up-front sponsorship of your newsletter - or all three. Whichever route you go down, be transparent about the levels of traffic that you can currently provide to an affiliate program and where you think you can get to in 12 months with their help. Being able to talk about your goals and objectives doesn’t require a slide deck, but it is remarkably effective at building a relationship with your affiliate manager about what is needed to get to a shared goal. 5. BUrnadnedr sPtearncde pYtoi uo nr The affiliate market has never been more competitive – heading into 2024 it’s valued at $19.2 billion with that number expected to increase to $39.9 billion by 2030. But the rewards have never been greater either, so give yourself the chance to succeed. Everything you do, everything you post, the way you act is a reflection of you and the company that you’re trying to grow. Realize that being an affiliate isn’t a get-rich-quick scheme. If it was, anyone would be able to do it. Begin each day with the mentality that you’re going to push things forward by at least one step in a way that you’re proud of. By all means, use new technology such as ChatGPT to gain an edge, but don’t start getting lazy - it’s great for research, but it has been known to have problems with some of the facts that it references. Absolutely use AI for content ideas, but be wary about cutting corners and posting an 800-word blog post without checking it. Whether you like it or not, everything that you post (on your website, on social media, anywhere) is attributed to you and your affiliate brand. Do your research, and don’t post stuff that you don’t totally stand behind. To quote another poker legend, Phil Ivey, “The difference between good and exceptional is the standard you set for yourself.” Set it high and your affiliate business will continue to grow. With over two decades of digital marketing and affiliate performance experience earned within the E-commerce/ retail, Fintech and iGaming industry, Lee-Ann Johnstone is a veteran and influencer in the industry, having started her career in this space in the early 2000s. She’s the host of The Affiliate Marketing Podcast and she created Affiverse, an award-winning performance and affiliate marketing agency and media company based in the U.K. In addition, she runs a unique 12-week Mastermind for Affiliate Program Managers: Affiliate Manager Performance Program (AMPP), providing on-thejob coaching and support for advertisers and brands who want to run performance marketing programs in-house. Visit: www.affiversemedia.com to find out more about how Lee-Ann and her team are helping the world do affiliate marketing better. 23 GPWAtimes.org
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