Building a Successful Website Campaign
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A website campaign is generally anything you see around you in the forms of banners, ads, pages, etc., that relate around one particular website. For example, before TrafficPods was even up and running, it was giving viewers a series of "peeks" in the form of nice splash pages, text ads, email notifications, and even a few banners across the tops of other sites. They followed a specific plan, or campaign, and not only targeted the proper market for it, but had it take place as a "new year event". Obviously we've touched on two points already that will make your own campaigns successful: reaching the right market, and making it time-sensitive. We'll explain both of these points a little later.
First thing we need to explain, however, is organization, and we can't stress this enough. You're never going to get anywhere if you are not organized. We have approximately 10 affiliate internet businesses including our own writing and research company that we keep tabs on, so you can imagine how much effort and paperwork we devote. And this is where we think you will benefit the most. Those of you that have several affiliates that you are entered with will want to really take notes here, but even those with one or two sites that they sell on their own are going to find this very helpful.
First, visit every one of your websites you work with and bookmark them into a separate folder on your browser. Nothing is worse than forgetting the URL for a site and having to Google for hours to find it again. Then save your bookmark folder someplace other than your computer (a nice floppy disk should fit everything nicely). We've seen whole bookmark lists disappear for no reason at all; oftentimes when we upgraded the browser or just looked at the screen the wrong way. Computers are pretty sensitive, no? Anyway, this is important because you have a record of your sites that you can keep track of easily, visit instantly, and review and update as needed.
Okay, now that we have the computer work done, let's get to the paperwork. If you've visited our company before, we're sure we have explained at some point about the necessity of a business plan. Bear in mind that your affiliate enterprise is a BUSINESS and your success depends on your ability to run it as such. Now, while you do not have to write up a full-blown business plan of a hundred or so pages for each one, we DO think having a page or two about each of your sites is a really great idea. Start with your affiliate name and URL across the top of each page, in bold letters, easily discernable from other text. Then add as many points as possible about the site, for example:
Business type:
Date Started:
Products or services involved:
Target Market:
Commission offered (or sales prices):
Competitive Sites:
Goals and Objectives:
Local or International:
Methods for Advertising:
Other Notes:
In short, know what each of your affiliate websites is all about. Know what you sell, how you sell it, who you sell to, and so on. This is the foundation of EVERY SINGLE successful marketing campaign in the history of mankind. :-) Just because we have streamlined to a fast-paced, electronic venue, doesn't mean we forget the roots. :-) Once you're done with all of this, you'll know pretty much everything there is to know about each affiliate you work under -- or a product or service you sell on your own. Print out your individual information pages and file them away in a manilla folder, color-tabbed for convenience and quick retreival. We promise you; it might seem like a lot of work right now, (especially if you happen to have about 35 affiliate sites) but you're going to thank us profusely for this bit of advice. You are on your way to success!
Alright, hopefully you managed to get all that paperwork sorted out, and you now have lovely, organized paper files and an accessible bookmarks list. Now we want to talk about two issues we mentioned previously about web campaigns -- reaching your proper target market, and when to do it. Let's give you two great examples of this, ok?
John sells anti-virus software through a ClickBank affiliate venture, and runs a successful video-game discussion site. He has a banner ad on his site but is not having much luck with clickthroughs. The banner reads: "Warning! Your computer may be infected! Click here to fix it and own the best-selling anti-virus software!" John does some research and realizes that his video-game website seems to cater to college students and seniors in high school, and he's got a pretty good following of regular visitors and message-board posters. So he concludes that perhaps his ad isn't reaching the right market as it stands.
John takes off the banner ad, and replaces it with an effective text ad near the bottom of the page, but right after his "Latest News" area. It reads:
"You've spent weeks on that term paper; in a split second you could lose it all..."
John notices suddenly that people are not only clicking through to visit the anti-virus software site, but people are actually buying, and his commissions start to grow.
Remember that all the middleman setups are essentially the same; you can go to any Amazon.com affiliate for example, and get the same deal from Amazon.com, or go directly to Amazon.com. So your customer's decision to visit YOUR particular link stems from how they feel about the website whose affiliate program they go through from yours. And that means that you have to establish a good relationship with your potential customers OTHER than through the affiliate programs you offer. John discovered that he needed to bring in a group of people via the REGULAR content and services on his site, so he could deliver that group to his anti-virus affiliate, and he had to target the right audience for his ad campaign, in this case, the threat of losing a term paper to a virus.
Deena sells re-furbished medieval swords, knives and weaponry. She's concerned with sales lately, and wants to make some extra money for Christmas. She seems to have a pretty good base of customers, but wants to extend her offers to new visitors to the site. She notices that an all-new DVD set of the "Lord of the Rings" trilogy is about to make its debut, and creates an ad campaign to coincide with its release in stores. Deena revamps her website a bit, including an Amazon affiliate link to order the DVD, and places several banners and splash pages throughout traffic and banner exchanges like so:
"YOU CAN BE ARAGORN OR FRODO WITH THIS STUNNING COLLECTION!"
Soon Deena is selling more weaponry than she can handle, and has to actually delay shipping for a few days to re-stock! Deena used time-sensitivity to attract a whole new group of customers, thanks to the rousing success of a related product, in this example, the "Lord of the Rings" trilogy DVD collection set.
These are two very good examples, we feel, that will help you create and implement a successful website campaign. Just remember these two important points: know what target market you are trying to reach, and know when to reach them. The internet is an extremely time-sensitive domain -- what is hot today might be gone tomorrow. Keep that in mind as well when you are starting a campaign. Just like in all advertising, timing is everything.
First thing we need to explain, however, is organization, and we can't stress this enough. You're never going to get anywhere if you are not organized. We have approximately 10 affiliate internet businesses including our own writing and research company that we keep tabs on, so you can imagine how much effort and paperwork we devote. And this is where we think you will benefit the most. Those of you that have several affiliates that you are entered with will want to really take notes here, but even those with one or two sites that they sell on their own are going to find this very helpful.
First, visit every one of your websites you work with and bookmark them into a separate folder on your browser. Nothing is worse than forgetting the URL for a site and having to Google for hours to find it again. Then save your bookmark folder someplace other than your computer (a nice floppy disk should fit everything nicely). We've seen whole bookmark lists disappear for no reason at all; oftentimes when we upgraded the browser or just looked at the screen the wrong way. Computers are pretty sensitive, no? Anyway, this is important because you have a record of your sites that you can keep track of easily, visit instantly, and review and update as needed.
Okay, now that we have the computer work done, let's get to the paperwork. If you've visited our company before, we're sure we have explained at some point about the necessity of a business plan. Bear in mind that your affiliate enterprise is a BUSINESS and your success depends on your ability to run it as such. Now, while you do not have to write up a full-blown business plan of a hundred or so pages for each one, we DO think having a page or two about each of your sites is a really great idea. Start with your affiliate name and URL across the top of each page, in bold letters, easily discernable from other text. Then add as many points as possible about the site, for example:
Business type:
Date Started:
Products or services involved:
Target Market:
Commission offered (or sales prices):
Competitive Sites:
Goals and Objectives:
Local or International:
Methods for Advertising:
Other Notes:
In short, know what each of your affiliate websites is all about. Know what you sell, how you sell it, who you sell to, and so on. This is the foundation of EVERY SINGLE successful marketing campaign in the history of mankind. :-) Just because we have streamlined to a fast-paced, electronic venue, doesn't mean we forget the roots. :-) Once you're done with all of this, you'll know pretty much everything there is to know about each affiliate you work under -- or a product or service you sell on your own. Print out your individual information pages and file them away in a manilla folder, color-tabbed for convenience and quick retreival. We promise you; it might seem like a lot of work right now, (especially if you happen to have about 35 affiliate sites) but you're going to thank us profusely for this bit of advice. You are on your way to success!
Alright, hopefully you managed to get all that paperwork sorted out, and you now have lovely, organized paper files and an accessible bookmarks list. Now we want to talk about two issues we mentioned previously about web campaigns -- reaching your proper target market, and when to do it. Let's give you two great examples of this, ok?
John sells anti-virus software through a ClickBank affiliate venture, and runs a successful video-game discussion site. He has a banner ad on his site but is not having much luck with clickthroughs. The banner reads: "Warning! Your computer may be infected! Click here to fix it and own the best-selling anti-virus software!" John does some research and realizes that his video-game website seems to cater to college students and seniors in high school, and he's got a pretty good following of regular visitors and message-board posters. So he concludes that perhaps his ad isn't reaching the right market as it stands.
John takes off the banner ad, and replaces it with an effective text ad near the bottom of the page, but right after his "Latest News" area. It reads:
"You've spent weeks on that term paper; in a split second you could lose it all..."
John notices suddenly that people are not only clicking through to visit the anti-virus software site, but people are actually buying, and his commissions start to grow.
Remember that all the middleman setups are essentially the same; you can go to any Amazon.com affiliate for example, and get the same deal from Amazon.com, or go directly to Amazon.com. So your customer's decision to visit YOUR particular link stems from how they feel about the website whose affiliate program they go through from yours. And that means that you have to establish a good relationship with your potential customers OTHER than through the affiliate programs you offer. John discovered that he needed to bring in a group of people via the REGULAR content and services on his site, so he could deliver that group to his anti-virus affiliate, and he had to target the right audience for his ad campaign, in this case, the threat of losing a term paper to a virus.
Deena sells re-furbished medieval swords, knives and weaponry. She's concerned with sales lately, and wants to make some extra money for Christmas. She seems to have a pretty good base of customers, but wants to extend her offers to new visitors to the site. She notices that an all-new DVD set of the "Lord of the Rings" trilogy is about to make its debut, and creates an ad campaign to coincide with its release in stores. Deena revamps her website a bit, including an Amazon affiliate link to order the DVD, and places several banners and splash pages throughout traffic and banner exchanges like so:
"YOU CAN BE ARAGORN OR FRODO WITH THIS STUNNING COLLECTION!"
Soon Deena is selling more weaponry than she can handle, and has to actually delay shipping for a few days to re-stock! Deena used time-sensitivity to attract a whole new group of customers, thanks to the rousing success of a related product, in this example, the "Lord of the Rings" trilogy DVD collection set.
These are two very good examples, we feel, that will help you create and implement a successful website campaign. Just remember these two important points: know what target market you are trying to reach, and know when to reach them. The internet is an extremely time-sensitive domain -- what is hot today might be gone tomorrow. Keep that in mind as well when you are starting a campaign. Just like in all advertising, timing is everything.
