Any inbound channel—nay, any marketing channel—will require some sort of messaging strategy. How you execute on messaging will largely determine how effective the channel becomes. In building a buyer persona, you create a representative model of your prototypical customer. As in machine learning, you need to split the difference between perfect accuracy and perfect utility.
To do this successfully, both brands and publishers need to follow the rules. When less than reputable sources are advertising you, consumers will think twice about trusting you as a brand and will be deterred from buying or visiting you again. As a publisher, always audit links and offers you have available, keep the latest content and releases up and update any landing pages that are under-performing. Since Performance Marketing is paid after a desired action takes place, the risks are lower, the CPA often lower and the ROI higher.
In other words, you should gather enough data and information to make a buyer persona largely accurate to the real world, but you shouldn’t gather too much information and make it too complex. Let’s talk about a framework for bringing the ideal customer to your website. It’s used by tons of businesses, big and small, and it can work for you as well. Whether your small business has existed for years, or just recently started up, finding the most effective marketing strategies is critical. That’s because small businesses don’t have the same resources to execute as larger scale firms. In fact, you may be the founder and CEO who has also taken up the mantle of marketer. Find out which approaches will work for you and what needs need to be met for not only the brand but your affiliates and partners.
This leaves more room in the budget for other marketing strategies to expand and be tested in order for you to grow and compete. Affiliate Marketing is the most traditional, and most commonly used term when referring to Performance marketing. While one merchant might decide only one area is appropriate for their strategy, others might use multiple areas within a larger “Performance Marketing” umbrella to fulfill their goals. This model is less used in the performance marketing world and is generally used only when Nexus applies. Leads can be as simple as name and email, or as complex as a three-page in-depth information exchange to qualify for a mortgage loan or loan.
We like to start backwards from our product and branch out from there. Define that product page, and then come up with high traffic pillar page ideas that can support that. From there, break topic ideas off of your pillar page to create long tail blog posts. Let’s say, for example, we want to use blogging and SEO as our inbound channel. This usually forms the basis of such efforts, as it’s an owned channel, and you can generally compete with very large players and win some or much of the time on quality and 10x content.
Adding video to your current emails isn’t as confusing as it can sound. In reality, the videos don’t in fact have to play inside your email. Rather, you could simply link out to be able to them and mention “video” in your subject range to start out seeing results. Which include video in email could lead to an upwards to 19% increase inside open rate and a great around 50% increase inside click-through rate, according to Campaign Monitor. You’ve likely already heard that YouTube is the second largest search engine, after Google. More consumers than ever search YouTube for product reviews, how-tos and more.
No matter where you and your brand stand in the Performance Marketing space, there’s always room to improve and grow. Performance Marketing helps scale reach, engagement, and conversion of new buyers in new markets at a lower cost, lower risk and much higher ROI than any other marketing channel at scale. Other new developments to keep an eye on for tracking and attribution are multi-touch, position based, time decay, and linear options. With this growth, more people are making Performance Marketing a career, more advertisers are investing in it, and more publishers are entering the space. Every form of marketing is always evolving, and the same goes for Performance Marketing. Click here for an easy in-depth look at FTC guidelines to make sure you are in compliant or work with a professional affiliate management company, such as those listed above, to help.
These affiliate networks and tracking platforms are also where merchants and affiliate managers create strategic commission structures, issue bonuses, send out newsletters, and handle returns. They offer an one-stop shop for information and tools such as banners, text links, product feeds, promotions and payouts. Influencers, as an example, are publishers that mainly promote through their blogs, social groups, and social channels. These programs have affiliate partners that produce a positive ROI in exchange for marketing efforts, traffic generation, and exposure. Retailers and ecommerce companies in various verticals such as fashion and apparel, food and beverage, health and beauty products, and sporting goods can be very successful in the Performance Marketing. Technology has allowed apps to recommend other products to buyers within other apps and earn a commission on those transactions. Further, because merchants are only paying after the desired action takes place, they also receive the extra added benefits of free brand exposure and targeted clicks along the way.