MultiChoice Uganda’s Asiimwe Colin moving to Wave Mobile Money as Marketing Lead – CEO East Africa

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Asiimwe Colin, until recently the Head of Marketing at Multichoice Uganda has been snapped up by digital money firm, Wave Mobile Money Uganda as its Marketing Lead, CEO East Africa Magazine can exclusively reveal.

According to very close sources in the industry, as Marketing Lead, Colin, will be in charge of “market transformation, above the line marketing, digital communications, corporate affairs and below the Line marketing,” amongst others.

Wave, which started from Senegal in West Africa, and is now in Cote D’Ivoire and Uganda amongst others, in October 2021, got a license got a Payment Service Provider from Bank of Uganda to among others carry out digital money services- cash deposits, withdrawal, and peer-to-peer and business payments.  

Recently the company raised USD200 million in a Series A round from investors, pushing its valuation to well over, USD1.7 billion. Sequoia Heritage, a subsidiary of Sequoia Capital, led the round with the participation of Founders Fund, Stripe, and Ribbit Capital. Wave’s other investors include Partech Africa, and Sam Altman, the CEO of Y Combinator.

This makes it  Africa’s newest unicorn and the first from Francophone Africa—and the third startup to cross the billion-dollar mark in 2021, after Flutterwave, and OPay.

But perhaps more importantly, the fresh capital infusion is a much-needed game-changer as the new player seeks to wrestle market share from the continent’s big boy telcos such as MTN Group, Airtel Africa and Safaricom whose play in mobile money is deeply entrenched.

For example, with a Class A (Large Electronic Money Issuers) license in Uganda, Wave will be jostling for wallet and mindshare in a largely oligopolistic market, dominated by MTN Mobile Money and Airtel Mobile Commerce Uganda Limited who do not only have deep pockets but are deeply entrenched in the market.

MTN, the market leader, has over 120,000 mobile money agents and approximately 8.5 million active 30-day mobile money subscribers. It is believed to control about 54% of the market share.

Wave which in Uganda is led by Nicholas Kamanzi, the ex-Head of Payments at Safe Boda will have to bank on people like Colin whose deep market experience, particularly with telecoms, for practical market entry and penetration. 

Who is Asiimwe Colin?

It is not clear when he joins Wave, but we do know that on 04th March 2022, Multichoice hosted him to a farewell dinner.  

Before Multichoice, Asiimwe, was a well-respected Adman- having worked at Creative at VMLY&R, an integrated marketing agency in Kenya where he was the Head of Strategy and Planning.  

He cast his advertising roots in advertising at Scanad Uganda- the WPP ScanGroup’s Uganda unit where he was an Account Director between November 2011 and November 2012. He then headed to QG Group Uganda (Saatchi & Saatchi) as Client Services Director between November 2012- October 2014, before proceeding to become the Uganda Country Manager for Tonic International (a creative advertising & branding agency out of Dubai) for a year.

Between January 2016 and July 2018, he worked at Metropolitan Republic, first as Head of Strategy and then later as Head of Strategy and Digital.  

In July 2018 he left for Nairobi to take on the role of Head of Strategy & Planning at Creative VMLY&R.  

Marketing Programs Page (copy) — Reforge

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Former Global Head of Marketing at Coinbase, Marketing Leader at Zapier and Nerdwallet

John is a global leader focused on growth, brand building, and operations. Most recently, he led global marketing at Coinbase, held prior tech leadership roles at Zapier and NerdWallet, with previous senior roles at Google, BCG, and in CPG (Conagra, General Mills, Unilever). He’s a Michigan BBA, Stanford MBA, and currently advises startups.

COO at Brightwheel, Former Marketing Leader at Masterclass and Eventbrite

Martina is the COO at brightwheel, the leading SaaS company for early education. Previously, Martina served as VP of Marketing for MasterClass, scaled category marketing and growth as a Senior Director at Eventbrite, held brand management roles at The Clorox Company and Williams-Sonoma Inc., and co-founded an e-commerce startup. As a marketing leader across B2C,B2B, and marketplace companies, from startups to the Fortune 500, and from technology to CPG, Martina has led marketing across brand, product, and growth in multiple arenas.

Operating Partner, Digital & Marketing Strategies at H.I.G. Partners, ex-vp marketing at credit karma

Mark is an Operating Partner at H.I.G. Capital, a Private Equity firm with over $37 Billion in assets under management. Previously, he served as VP of Marketing for Credit Karma, VP of Global Marketing for Ancestry, and Director of Marketing for the Gap family of brands. From startups to the Fortune 500, Mark has scaled marketing teams across acquisition, lifecycle, monetization, brand, and UX.

vp marketing at guru, ex-surveymonkey

Brittany is the VP of Marketing at Guru, a collaborative company wiki that ensures that the information you need to do your job is always at your fingertips. Previously, Brittany worked as VP of Marketing & Growth at RaiseMe, a social enterprise focused on expanding access to higher education and as Sr. Director of Growth Marketing at SurveyMonkey where she oversaw acquisition, conversion, engagement, and retention marketing. She advises, and is a regular speaker for Reforge events, industry conferences, and popular Growth podcasts.

Reforge membership combines cohort-based programs with a year-round experience to help you learn, execute, and scale yourself and your company. Participation includes access to cohorts, content, and community for all programs.

Your growth doesn’t stop with the cohort, it just begins. When you join as a Reforge Member, you will get on-demand access to everything you need to execute. Reforge’s all-in-one membership includes:

Guilty Gear Strive is not playable on Steam Deck despite being used in marketing and neither are a bunch of other big fighting games

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Maybe not the solution for fighting game tournaments on PC after all

Posted by Dakota ‘DarkHorse’ Hills • 1 hour, 53 minutes ago • Comments: 13

Guilty Gear Strive is the biggest fighting game of the past year, so it makes sense that players would want to take the action wherever they go — but that’s apparently going to remain just a dream for now.

Despite being featured in marketing / promotional material to showcase the system last year, the newly released Steam Deck cannot actually play Guilty Gear Strive nor can it run a bunch of other big fighting games from the past few years.

While Valve sorta obfuscates which PC titles are / aren’t supported on the gaming handheld, there are other easy ways to check on the status of a game.

Through sites like ProtonDB, players can check whether their title has been marked as unsupported, playable, untested or verified for use on Steam Deck.

Along with Strive, Dragon Ball FighterZ, Tekken 7, Mortal Kombat 11, Injustice 2, Granblue Fantasy: Versus, Guilty Gear Xrd Revelator, The King of Fighters 13, and Under Night In-Birth Exe:Late[cl-r] are currently listed as unsupported titles, meaning they can’t be played at all.

Fighting Games Unsupported on Steam Deck

• Guilty Gear Strive

• Dragon Ball FighterZ

• Tekken 7

• Injustice 2

• Granblue Fantasy: Versus

• Guilty Gear Xrd Revelator

• The King of Fighters 13

• Under Night In-Birth Exe:Late[cl-r

There are no confirmed reasons as to why these titles in particular do not work, but it likely boils down to compatibility issues with the Steam Deck’s operating system, which runs a modified version of Linux instead of Windows.

When taking a look at the ProtonDB page for Strive, players using Proton, a very similar setup to what the handheld runs, have reported issues like missing textures, frame rate drops, in-game cinematics not playing correctly and other problems that could be holding it back.

As for the fighters that are actually verified, Killer Instinct, King of Fighters 14, King of Fighters ’98, King of Fighters 2002: Unlimited Match, Power Rangers: Battle for the Grid, Them’s Fightin’ Herds, Punch Planet, Mortal Kombat Komplete Edition and Brawlout make the cut.

Fighting Games Verified for Steam Deck

• Killer Instinct

• The King of Fighters ’98: Ultimate Match Final Edition

• The King of Fighters 2002: Unlimited Match

• Power Rangers: Battle for the Grid

• Them’s Fightin’ Herds

• Punch Planet

• Mortal Kombat Komplete Edition

• Brawlout

Being verified means that a title has been officially tested and confirmed to run on the Steam Deck without any additional setup from the player.

We’ve gotten to see with our own eyes that Street Fighter 5: Champion Edition appears to work fine on the Steam Deck, and anything not listed in either category (like King of Fighters 15) should run on the new platform although they may require tinkering with settings to get them going to full speed.

It’s not just fighting games facing these issues of course, as other popular multiplayer titles like Apex Legends, Dead by Daylight, Destiny 2, Rainbow Six Siege, Smite, Fall Guys and others aren’t compatible with the Steam Deck either.

There were reports last year that games using anti-cheat software wouldn’t work correctly with the Steam Deck, so that could explain Dragon Ball FighterZ’s absence.

Some in the FGC had been looking to the Steam Deck as a potential solution to running fighting game tournaments more easily on PC, but that’ll probably have to wait until more of the most popular fighters actually work on the system.

This should hopefully change over time as Valve and developers continue to update and test Steam Deck compatibility, so the list of unsupported titles will almost assuredly shrink as time goes on.

What is Context Marketing? Why It Matters in 2022 [+Examples]

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While it’s fair to say most marketers are on-board with the importance of content marketing, there’s still an aspect of marketing that doesn’t get as much love: context marketing.

Whether you know what context marketing means or not, I’m willing to bet you want to deliver the right campaigns to the right customers at the right time. That’s what context marketing is all about.

Here, we’re going to introduce the concept of context marketing and dive into strategies you can use to implement it into your overall marketing strategy.

What is context marketing?

Context marketing is the process of delivering marketing content — such as blog posts, offers, emails, and advertisements — to customers at a specific point in their buyer’s journey. Timing and specificity is critical for context marketing to work.

My favorite context marketing definition is delivering the right content, to the right people, at the right time.

Let me explain what I mean by context a little more, though. When you have context around something, you have a larger, more telling picture — you know, those little details that lend more clarity to things that would otherwise be pretty general, unspecific, and, well, uninteresting.

The best marketers leverage context about their audience, leads, and customers in their content marketing. They create audience profiles and buyer personas and use that information to create more effective marketing and advertising campaigns.

Now that we have a basic understanding of context marketing, you might be wondering what the difference is between content marketing and context marketing. Let’s take a look below.

Content vs Context Marketing

‘Content’ is the material you deliver to your customers: blog posts, articles, offers, newsletters, emails, campaigns, and advertisements. ‘Context’ refers to the timing and circumstances surrounding your delivery of this content.

A marketer using context would know more about a lead than her first name. They might also know what industry she works in, what kind of content she likes best, through which channel she prefers to consume content, whether she’s currently using another solution to meet her needs, and whether her company has budget at this time of year.

As a marketer, if you were asked to “market” to someone, and all you were given was a first name and the type of company your lead works at, wouldn’t your first question be … what else do we know about her? Probably, if you want to do your job way better.

That’s the idea behind context marketing: Using what you know about your contacts to provide supremely relevant, targeted, and personalized marketing.

Why is context marketing important?

Context marketing is important for many reasons, but there are two top ones that make its importance even more salient. Let’s go over them below.

Context marketing converts better.

When you’re creating marketing that’s targeted at people’s point of need, it stands to reason that marketing will perform much better for you, because you aren’t delivering marketing content that’s misaligned with their interests or stage in the buyer’s journey.

Think about it: If you know that a B2B lead is getting a new budget in January and it’s December, you’re able to send her insanely targeted content that addresses her needs — like, say, an offer for a custom demo of your product with a rep that specializes in the finance industry. That’s content that she’s pretty likely to convert on, especially if she’s downloaded a buying guide and visited your product pages.

Hot tip: Keeping track of your prospect’s activity using marketing automation software will make context marketing easier. You’ll know which products your prospect is most interested in and how many times they’ve visited your website.

Context marketing increases retention.

When you have context around your relationship with a contact, you’re able to provide more personalized and relevant marketing content that’s targeted to their needs.

This is great for two reasons: Personalized and relevant marketing is the foundation for creating content people love and engage with. What’s more, personalized and relevant marketing is typically not the kind of marketing that annoys people into clicking “unsubscribe”. If they feel like you’re out to solve their problems specifically, customers are much more likely to stay with you.

Why not use the context around your relationships with your contacts to create marketing that they love and convert on? Let’s take a look at how you can get started.

How to Start Context Marketing

Alright, how does this “context marketing” theory manifest itself? What would it look like for you, as a marketer? With the help of marketing automation software, here are some examples of where you’d actually use the principle of “context” in your marketing.

1. Create specific offers for specific posts and pages.

One easy way you can start context marketing? Create offers that extend the value of your website. Bonus points if these offers answer a specific pain point or problem that a customer is trying to solve for when visiting that page.

Most blog posts in HubSpot’s library feature an offer that’s directly related to the topic of the article. For instance, in our blog post about creating a marketing plan, you can download a marketing plan template — which is something that someone wanting to create a marketing plan might need.

Come up with content offers that will benefit your readers and website visitors depending on the page they’re visiting. For instance, if you sell hiking shoes and you’re writing a blog post about going on a solo hiking trip, you might feature an offer for downloading a solo hiking checklist.

2. Add smart calls-to-action (CTAs) to your website.

You can take personalized offers to the next level by featuring smart calls-to-action. Let’s say you have a variety of offers you want to use to convert traffic into leads, leads into qualified leads, and qualified leads into customers.

To increase your lead conversion rates, you probably don’t want leads visiting a case study webpage (typically an action you’d perform further along in your buyer’s journey), and finding a CTA leading them to a blog post (which is meant for people earlier in the buyer’s journey).

However, not everyone who visits a case study page on your website is necessarily ready to talk to a salesperson. You don’t want to turn them away, either, by offering a CTA that’s too pushy.

Fortunately, with smart CTAs, you can actually surface a CTA that automatically aligns with the visitor’s stage in the sales cycle … or any other host of criteria you want to set. Think industry, business type, location, and past activity/behaviors.

For instance, if you have already downloaded an offer from HubSpot, you might see this CTA on certain social-media-related posts:

But if you haven’t downloaded an offer before, you’ll see the default CTA:

This type of smart content can help you capture your audience’s information at all stages of their buyer’s journey.

Hot tip: HubSpot’s marketing automation software lets you easily create a smart calls-to-action with little technical knowledge.

3. Create smart forms that shorten the conversion cycle.

Smart forms know if someone has already filled out the form fields you’re asking for. If you use smart forms, for instance, your site visitors won’t see “First Name” and “Last Name” every time they fill out a form — instead, they’ll answer those questions once, and then never again.

This will help you glean new information about your leads each time they fill out a form, instead of just more of the same stuff. It also helps you create a more seamless, personalized user experience that leverages prior interactions with your website as context.

Here’s one example from HubSpot Academy. This is what I see when I’m logged into the HubSpot CRM:

The form knows I’m a current HubSpot customer and doesn’t require me to create a new account. I only have to click one button: “Start the Course.”

But this is what I see when I’m not logged in:

Ultimately, smart forms will help you gather even more context about your visitors, leads, and customers, and help increase conversion rates over time.

Hot tip: You can easily create smart forms inside HubSpot’s marketing automation software.

4. Leverage dynamic email content and workflows.

Your forms and offers aren’t the only things that need to be smart. Your email database — especially if you want to maintain your space in people’s coveted inboxes — needs to be segmented into highly targeted lists, as well.

I happen to be subscribed to Grammarly emails on both my work and personal emails. Because I only use the Grammarly Chrome extension at work, I receive emails like this:

context marketing example: grammarly segmented emailIn my personal account, however, I use Grammarly’s web app regularly and review thousands of words for a personal project. Here’s the email I get:

context marketing example: grammarly second segmented emailThroughout the email, Grammarly prompts you to upgrade to the premium version and take advantage of its other tools. Because I don’t use the Chrome extension in my personal email account, it includes a call-to-action to install the extension. It’s delightful to receive an email that uses my account activity as context.

Beyond email segmentation, your email lists need to be smart enough to know when to pull in a contact, and certain information you have in your database about that contact, into your email marketing campaigns.

Remember, a great context marketer delivers the right content, to the right person, at the right time. So to send emails that are contextually relevant, you need to use their activity and background to deliver personalized content that delights them and prompts them to convert.

Context Marketing Examples

While context marketing may sound complicated, it’s actually quite simple in practice. In fact, as a customer, you may have seen or enjoyed context marketing yourself. Let’s take a look at some examples.

1. Google’s Product Ads Carousel

Have you ever looked up a product on Google and see a carousel at the top (as opposed to just the plain search results)? The products you see are typically ads for the exact same thing you searched for.

This is a prime contextual marketing example. Google uses your behavior and search query to deliver ads that are contextually relevant. Imagine if, when searching for instant coffee, Google delivers ads for french presses instead. While you might be interested in French presses and even searched for them before, you’re looking for instant coffee right now.

That’s why it’s important to answer for your customer’s specific pain points and queries, and to do so at the right time. And you don’t have to be a highly sophisticated search engine to do so. Remember those offers we spoke about in the previous sections? That can function in the same way as Google’s product carousels.

2. Asana’s New Feature Pop-Up

There’s no more powerful place to carry out contextual marketing than right within your own product, website, or store. Asana’s example shows that you can upsell customers easily by marketing a new feature and prompting them to try it for free.

This is an excellent example of contextual marketing because you wouldn’t be interested in trying this new feature unless you were a current Asana user. For instance, if Asana had placed this pop-up on their homepage, they likely wouldn’t have much success with it. But because it pops up after you log in, you’re more likely to say, “Sure, I’ll try it.”

You can achieve something similar by instituting a website personalization campaign. When people visit your product page, for instance, they might see a popup to schedule a meeting with a salesperson. But when they’re on the blog, they might see a popup to subscribe. These simple changes can help you capture more leads and use the context from their activity to deliver an offer they won’t resist.

3. LinkedIn Company Page Sidebar Ad

When you visit a company page on LinkedIn, it provides a little sidebar ad that prompts you to find roles at that company that match your skills.

LinkedIn does this because it knows that you might be open to opportunities even if you don’t list it on your profile. And if you’re looking at a company page, you might be interested in working at that firm. LinkedIn uses this context to deliver a relevant ad that you can’t help but click on.

Another reason this is such a great example is that it also lists a job title that relates to yours. So if you’re a financial advisor and are looking at JP Morgan Chase’s company page, LinkedIn will automatically advertise financial advisor roles at the firm.

Context Marketing is the Next Evolution of Content Marketing

Without context, you risk reaching the wrong people at the wrong time. Begin using context in all of your marketing and advertising campaigns, and you’ll see an exponential increase in conversions, helping you exceed your lead acquisition goals and increase revenue at your company.

Editor’s note: This post was originally published in March 2013 and has been updated for comprehensiveness.  

Heriot-Watt University Dubai Partners with The Marketing Society – Campaign Middle East

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Heriot-Watt University Dubai’s Edinburgh Business School has partnered with The Marketing Society, a global community of leading marketers, to address some of the gaps in technical and tangible skills witnessed in the sector. The collaboration is targeted specifically at students of Heriot-Watt University Dubai’s postgraduate International Marketing and Digital Marketing Masters programme through initiatives that aim to assist and support their journey into the workforce.

Commenting on the partnership, Professor Paul Hopkinson, Associate Head of Edinburgh Business School at Heriot-Watt University Dubai and Academic Lead for  Heriot-Watt Online, said: “Our partnership with The Marketing Society represents the University’s commitment to enhancing the students’ educational experience and foray into the workforce. We believe that as the workplace of the future demands new skills that students are not traditionally trained in, education providers and marketing membership organisations need to come together to address the changes and support the workforce of tomorrow. Representing senior leaders in marketing from across global brands, The Marketing Society, brings decades of core marketing knowledge, industry know-how and best practices that our students can learn from. Through this partnership, we hope to nurture the next generation of talent and prepare them to build a positive outlook towards the industry and its future.”

Adding to this, Mohammed Ismaeel, Chair, The Marketing Society Dubai and Partner – ToughLove Advisors said: “At the Marketing Society we are committed to helping the Marketing Leaders of today make the greatest impact and difference that is demanded of their roles. If we expect Marketers to continue to drive value we must ensure that we are helping to ‘future proof’ the next generation of leaders with the skills and tools needed to succeed. I am therefore thrilled that we are partnering with HWU in the support of this important initiative.”

The collaboration between Edinburgh Business School and The Marketing Society aims to equip and provide students with the necessary skills and specialist training to succeed in the industry, over academic knowledge alone. Benefits will include a one-on-one mentorship programme that will pair them with marketing leaders, discussion groups targeted at helping students identify challenges they could potentially face and solutions to the same, guest lectures delivered by members of The Marketing Society on current hot topics to support disadvantaged communities and building a green economy through the use of marketing.

The partnership will offer real-world skills and an insight into real-life experiences to empower students and build confidence as they prepare to enter the workforce and society at large. A key aspect of the collaboration is to build a forward-thinking and thriving workforce that is ready to take on and combat global challenges.

Quinta Brunson Used ‘Abbott Elementary’ Marketing Budget To Buy Teache – BOTWC

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She’s helping real-life teachers! 

Quinta Brunson used marketing money from her new show, “Abbott Elementary” to buy school supplies for teachers, reports. 

Brunson is the creator and star of “Abbott Elementary,” a new ABC situational comedy that shines a light on what public school teachers really go through. Centered in her hometown of Philadelphia and inspired by her mother and real-life educators, the show has become a big hit with viewers everywhere,

Since then, Brunson has been lauded for her work, and being named one of . The comedian has been very transparent about her reasoning for making her first show about public school teachers, highlighting the inequities inner city teachers face and making a call for increased funding for educators. 

“I think all the funding that goes to everything else should equally go to our schools… I just don’t understand why it doesn’t. The fact that teachers need anything, the fact that wish lists exist. I get it. It’s cute. But I’m just like teachers should never want for anything. It’s a public service. Who are we without teachers,” Brunson previously told reporters. 

Recently, Brunson decided to put her money where her mouth is, , giving away $20,000 worth of books for the students courtesy of Scholastic, $40,000 from Wells Fargo for the school to use as they see fit, and a truckload of school supplies from Staples. Brunson said it felt fantastic to utilize her platform and her show to do good. But in a recent interview with NPR’s “Fresh Air,” Brunson revealed that she and her team aren’t stopping there, utilizing as many resources as possible to get school supplies to even more teachers in need. 

“We chose to put the marketing money toward supplies for teachers,” Brunson explained. 

That’s right, part of the marketing budget for the hit series is going towards helping educators purchase school supplies. Reflecting on her mom’s 40-year career as a teacher, Brunson hopes to be to these teachers what her mom probably needed back then. 

“Despite it getting harder, despite teachers not having all the support they need, despite kids growing even more unruly than they’ve been in recent time…she still loved the job…The beauty is someone being so resilient for a job that is so underpaid and so under-appreciated because it makes them feel fulfilled,” said Brunson. 

While it may seem like a grand gesture for some, Brunson thinks it’s just the right thing to do and is grateful to ABC and the production team for being on board. 

“It’s about being able to make those kinds of decisions that really excite me, things that can really materially help people,” she said. 

“Abbott Elementary” airs Tuesdays at 9 p.m .on ABC. All episodes are available to stream on Hulu. 

Thank you for all you’re doing, Quinta!

Photo Courtesy of Gilles Mingasson/ABC/Los Angeles Times 

Mathes appointed Vice Chancellor for Communications and Marketing – UTC News Releases

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University of Tennessee at Chattanooga Chancellor Steven R. Angle has appointed Cassie Mathes as the University’s next vice chancellor for communications and marketing. Mathes has 16 years of experience in higher education and most recently served in a similar role at the University of Northern Iowa (UNI). She will assume her new duties on April 1, 2022.

The appointment marks the culmination of a transition and search process that began last summer and featured a highly competitive, national search. Mathes will lead a UTC division responsible for a wide range of marketing and communication functions, including brand management, marketing, media relations, strategic communication, crisis communication, social media, design services and WUTC-FM, the University’s National Public Radio outlet.

“I am thrilled to add Cassie to our leadership team here at UTC,” said Angle. “She brings experience, expertise and exactly the energy and vision we need at this moment in our history.”

For the last three years Mathes has served as UNI’s chief marketing and communications officer, with a portfolio and reporting structure similar to UTC’s. She previously served at Missouri Southern State University and Pittsburg State University in Kansas. She started her career as a print and broadcast journalist in Joplin, Missouri.

“My entire career has been dedicated to telling stories that matter,” said Mathes, “and I am so excited to have this opportunity to work with a dedicated team at UTC to strengthen our brand identity and enhance our positioning in an increasingly competitive market.”

Angle praised Mathes’ vision for her role and indicated his confidence in the role she will play on his leadership team: “Cassie will lead a talented team of professionals. I appreciate her thoughtful approach to the work we are asking her to lead, and I am confident that she will empower our people to do great things. I also know that she will be a strong collaborator with colleagues across the campus and in the community as we continue to drive growth and innovation.”

Early priorities for the new vice chancellor will include assessing existing plans and operations and establishing relationships across the campus, within the UT system and in the community. “We have amazing people at UTC, serving phenomenal students. I want our team to be dynamically engaged in attracting students and engaging alumni and other stakeholders in those student stories,” she said.

Mathes and her husband, Daniel, have four children and, she said, “We are all looking forward to this move. We are excited to join the UTC family and making this community our home. We already see why everyone loves Chattanooga, and we can hardly wait to be in the mix as Mocs.”

Mathes holds a B.A. in communication from Missouri Southern State University and an M.A. in Communication from Missouri State University.

Media Relations Contacts: Email UTC Media Relations or call 423-425-5119.

B2B Marketing Through LinkedIn: Strategies To Succeed | Online Sales Guide Tips

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B2B Marketing Through LinkedIn: Strategies To Succeed

In today’s scenario, digital marketing is a prerequisite for the success and online visibility of a business. One cannot ignore promoting their brand on the web if they want to see tangible results. The results include increasing user engagement and bringing more people into the sales funnel. 

is one of the most crucial arms of digital marketing. The popularity of social media platforms in the last decade has only increased. Thus, it has become an inseparable part of digital marketing. Facebook, Instagram, Twitter, etc., are some of the goliaths in the social media marketing realm. They are preferred for B2C(business to consumer) marketing. 

Another social media platform that often gets overlooked and underestimated for its marketing capabilities is LinkedIn. LinkedIn is a social media network for the business community. It focuses on career development and professional networking. These aspects make it suitable for B2B(business to business) marketing. 

Want to know more about B2B marketing through LinkedIn? Keep reading. 

This article will discuss the value of LinkedIn for B2B marketing. We will learn why it is suitable for effectively connecting to other businesses. Furthermore, we will learn how to build a strategy to make your B2B marketing endeavor successful on LinkedIn.  

Why LinkedIn and How Can It Help B2B Brands?

A common perception that goes around is that LinkedIn is for job seekers. But in reality, it is a social media platform that seeks to build and foster a community of professionals. It does much more than connect professionals to better job opportunities. It helps create and foster connections between brands and brings businesses closer. 

LinkedIn has grown immensely ever since Microsoft acquired it in 2016. It has seen a huge influx of new users and the addition of business-friendly features. Examples of some of these features are better search options, detailed analytics for user engagement, a new blogging interface, and more. Many of these features are capable of helping businesses get a better ROI(return on investment) on their marketing investments. 

There also is enough data in the public domain that supports the argument in favor of LinkedIn’s B2B marketing effectiveness. LinkedIn has emerged as the social media platform for B2B marketing. It only trails the social media behemoth Facebook(now Meta) at the moment. 

Nearly use LinkedIn for their organic B2B marketing. For paid B2B marketing, on LinkedIn. When it comes to B2B social media leads, about from LinkedIn. The numbers speak for themselves.

LinkedIn has a considerable command over B2B marketing. It has the right tools and features to maximize the marketing output for B2B businesses. If you follow the right strategies and implement them successfully, it has the potential to spearhead your B2B marketing efforts. 

Strategies To Use LinkedIn For Successful B2B Marketing

Digital marketers need to embrace LinkedIn in 2022 for B2B marketing. It will only continue to grow in its stature for maximizing lead generation and to build conversion-qualified communities. It creates visibility in relevant circles and promotes a brand among professionals. 

If you don’t want to take our word for the effectiveness of LinkedIn for B2B marketing, you can see for yourself. You can implement the following marketing strategies on LinkedIn and witness visible results: 

A LinkedIn business profile is crucial for you as a business owner. The latest updates in the last few years have added more interactive features to the business profile. Now, you can list more than just your work experience and education. 

You can post status updates about your business on your profile. Status updates help strengthen connections with your networks. Your status updates can attract potential business leads if they are engaging. 

You can ask for recommendations from your connections. Recommendations help you enhance your expertise and learn more about the new trends. They also help attract attention to your profile. 

You can list out your expertise as a business owner on your profile. It allows first-time visitors to get a better idea about your business. 

You can add the projects that your business has completed. They can serve as examples of your work ethics and excellence in your given field. Projects also help establish your business’s prowess by exposing your connections to your projects. 

You should also add all the patents, awards, and certifications that you have amassed. In this way, you can establish the credibility of your work and your business. 

A company page speaks volumes to your prospects. Having an informative and compelling company page is vital to creating awareness about your business. LinkedIn Company Pages are discoverable by your target audience and tell a favorable story about your brand. 

Your company page needs to be helpful for your connections and engage your target audience. It must contain clear information about the work of your company and its mission. It should also have precise information about the products and services your business offers. 

The company page contains various essential elements. An apt banner image and your business logo should be the starting point of your marketing. They introduce the leads to your business.

Your company description should succinctly encompass everything about your business. The initial two to three lines of the description should be compelling enough to grab a visitor’s attention. It should compel them to click on the see more option. You should use the most relevant keywords here. 

The company page should not overdo the marketing aspect and keep things minimal. It should be informative and satisfy the initial curiosity of the target audience about your business. But at that same time, it should not overwhelm the visitors. It should project a professional and sophisticated image of your business. 

You must optimize your company page to increase its visibility in LinkedIn search. Users rely on keywords to search for relevant businesses. Therefore, you must identify the right keywords to optimize the content on your company page. Use a to find the most relevant keywords. 

You should include graphics, images, and videos on your page to make it more interactive. The headers should be eye-catching. You can further optimize your company page by adding details of key employees of your business. 

You should implement other SEO best practices to help your company page rank in the SERPs. Your brand presence on LinkedIn will get a significant boost when your company page is optimized for performance. 

You can only expect success for your B2B campaigns when you target the right audience. LinkedIn provides Website Demographics to help you get insights into your potential audience and its behavior. You can identify your audience with their traits through these metrics. 

These traits concern your company page and how visitors react to it. You get insights about the content that your audience engages with the most. You can analyze this data to better identify your target audience. 

LinkedIn Sales Navigator is another powerful tool to help you recognize your target audience. Other third-party automation tools help identify the right audience across demographics. You can generate potential leads by using these tools. 

Once you have identified your target audience, you should focus on pushing high-quality content. B2B marketing, like B2C marketing, relies heavily on creating awareness about the products/services through valuable content. Engaging content captures the audience’s attention. It compels them to learn more about your business. 

Valuable content also helps increase followers on your company page. More followers signify the trustworthiness of your business. The content should focus on solving common problems of the target audience in your industry. It should propagate knowledge about your niche and the insider details of your industry. 

Your content should be interactive to hold the audience’s attention for long. Use images, videos, infographics, etc. The idea is to make it more comprehensible. Your content should also showcase your expertise in your field. 

LinkedIn allows you to share a variety of content, including videos, documents, pdf, images, and articles. Remember to share content regularly. Consistency is key for better user engagement. 

Your employees can help your marketing efforts by engaging with your posts. Early engagement on a post(within the first 60 minutes of posting) determines the quality of your post. The LinkedIn algorithm classifies your post as quality content if it receives good traction in this time frame. 

The range of your audience significantly increases if your posts are seen as quality content. You can increase the overall engagement on your post to all three degrees of connections. The “Notify Employees” feature helps you remind your employees to start engaging with your content as soon as it is published.

You can also turn your employees into influencers for your business. LinkedIn favors content shared by your employees and offers a rate as compared to regular influencers. Moreover, your employees know more about your products and services than anyone else. They can provide the most relevant information and create a healthy impact on your B2B marketing campaigns on LinkedIn.

LinkedIn has in-built Analysis features to give teeth to your B2B marketing campaigns. You can analyze the insights and extract actionable information to make relevant changes to your marketing strategies. You can also gauge the performance of your company page and its content. 

LinkedIn Analysis provides data on a range of metrics. Ideally, you should analyze all of them, but practically it would not be possible in some cases(due to time constraints, etc.). Moreover, your objectives decide which metrics will matter more to you. 

You can use the time-range filter, page filter, or various other filters to get the required analytics. 

Examples of some of these metrics are: 

You can gather information about page views from this metric. It presents absolute and average page view data.

Find data on your followers and understand their engagement pattern. You can use this data to better engage people who are already in the fold. 

You can find potential leads or followers among page visitors using the visitor metric. You also have the option to identify your leads based on their job profiles, location, company information, seniority, etc. A B2B business requires this information for business development. 

You can use this metric to monitor the performance of the content on your company page. 

LinkedIn focuses on building communities and connecting businesses with each other and professionals. It offers powerful community features. These features help enhance communication with clients, partners, and interested users. 

Community features on LinkedIn not only help to build connections, but they also help with marketing efforts. There are two basic community features, namely influencers and groups. 

Influencers are thought leaders in their respective industries and help shape people’s perceptions. They connect with their followers by sharing knowledge and information on new trends in a given industry. You can partner with influencers to increase the impact of your B2B marketing strategies.

Groups are formed based on interests, industries, expertise, and skillsets. You can create a group for your business and add relevant participants to it. They are a great place to learn about new business trends and keep in touch with people & businesses. 

If you use these community features judiciously, you can promote your B2B business and its product/services more efficiently. 

Once you have built a significant organic presence of your business on LinkedIn, you can take the paid route and reap the rewards from the same. LinkedIn Ads work wonders when you have established credibility for your brand. 

When you start getting sizable engagement on your quality content, you are moving in the right direction. It is a signal that you can use LinkedIn Ads. 

You can choose from a wide variety of paid campaigns to promote your business via LinkedIn Ads. They are an effective way to generate quality leads for your B2B business. There are ad formats like TextAds, Sponsored Content, Sponsored InMail, Video Ads, etc.

LinkedIn Ads help you target your audience based on professional attributes like skills, job roles, industry type, company name, etc. This helps in micro-targeting, which is a very effective way of digital marketing. LinkedIn Ads help you reach a decision-making audience. 

You can extend the functionality of your website using LinkedIn. You can do so by monitoring the interactions of your website visitors and using website retargeting ads by LinkedIn. These ads work based on their past behavior. 

These paid campaigns by LinkedIn allow you to target visitors who: bounced early, didn’t convert, or never returned. They help bring back such visitors to your website.

You can increase the conversion rate on your website significantly with these ads. The retargeting ads need to push communications that relate to their previous interactions with your site.

You can get started by embedding the LinkedIn Insight Tag on your website. Once you add the tag, you can use the LinkedIn Campaign Manager to analyze the audience behavior on the website and do the rest.


LinkedIn can give wings to your B2B marketing goals with its practical features and user-centric approach. LinkedIn differs from other social media platforms because it focuses on content quality and building meaningful connections. You can craft an effective LinkedIn B2B Marketing strategy by taking into account everything discussed here.

The post B2B Marketing Through LinkedIn: Strategies To Succeed appeared first on ReadWrite.

Vaibhav Kakkar is the Founder and CEO of Digital Web Solutions, a globally trusted agency with a full suite of digital marketing services and development solutions. Vaibhav believes in building systems over services, and has helped scale up agencies from scratch to niche-leaders with million dollar turnovers.


A Complete Guide To Affiliate Marketing for eCommerce Brands – Stamped

Last updated on: Published by: Contributor/Source 0

What’s the best way to set up an affiliate marketing program as an eCommerce brand?

Is it even worth your time, money, and resources to add this task to your already full plate?

We’ll spill the beans on all these questions in this complete guide to affiliate marketing for eCommerce businesses and merchants.

You’ll learn what affiliate marketing is, how it works, and why it’s in your brand’s best interest to set up an affiliate marketing program ASAP.

But before we walk through the step-by-step creation process, let’s make sure we’re all on the same page with a few basics:

What Is Affiliate Marketing?

Affiliate marketing is a strategy brands use to get content creators to promote their brand and its products/services to their networks in exchange for a small commission. 

According to the latest affiliate marketing research [*][*][*][*][*]:

Besides selling their products, brands can pay affiliates to drive leads to their website, get new shoppers to sign up for their loyalty and rewards program, register for a product demo, and much more.

Since they’re working on commission, affiliates have an incentive to help your brand reach its goals and exceed its marketing targets.

Who’s Involved In An Affiliate Marketing Program?

Every affiliate marketing program has these key components:

1. Sellers, merchants, eCommerce brands, etc., create or sell the products. They include major retail brands, independent eCommerce businesses, smaller sellers on Etsy, and more. This group fulfills the orders affiliates bring in and pays the affiliates their commission. 

2. Affiliates promote your brand and products. Affiliates come from all walks of internet life; they might be freelance marketers, content creators, or social media influencers. Affiliates feature a brand’s products on their website, social media channels, blog, YouTube videos, and via other types of content. They may even run their own paid ads on your brand’s behalf.

3. Consumers in your affiliates’ network. These potential customers will see your products and follow the affiliate’s link to purchase them (or make a different type of conversion when they get to your site). 

4. Affiliate Networks (optional). While your brand can use affiliate marketing software to track your program (more on this later), many decide to outsource this task to an affiliate network. They’ll do all the heavy lifting here, so you can keep running your business.

So now that you know all the key players, let’s talk about:

How Affiliate Marketing Works for eCommerce Brands

If you do a quick Google search for how affiliate marketing works, you’ll find billions of results for how to become rich as an affiliate marketer. However, the process is a bit different when you’re a merchant.

So here’s how affiliate marketing works for eCommerce businesses:

1. Brands Create an Affiliate Marketing Program

Once you iron out the details of your affiliate marketing program (more on that later!), your brand can announce its affiliate marketing program to all interested parties.

Customers who love your brand, influencers, marketers, and well-established affiliates can then request to become an affiliate of yours. You can also recruit affiliates whose audiences overlap with your target customer.

2. Affiliates Start Promoting Your Brand and Its Offerings

Once approved for your program, your brand will issue each affiliate a unique referral link. This special code is how your brand will identify which affiliates are responsible for driving traffic or encouraging sales.

Every time an affiliate promotes for you, they’ll include this unique referral code in the link their network will click. Affiliate links often look like this:

Affiliate network software automatically generates special affiliate URLs, which can be customized per affiliate and campaign. These links send users to the specified location on your brand’s site, which might be a particular product page, sign-up form, etc.

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Here’s the most important part:

Once clicked, the affiliate link stores a tracking cookie in the user’s browser. 

3. Consumers Take Action; Affiliates Get Credit

When a user clicks an affiliate link, they’ll be directed to your brand’s website.

If they make a purchase or follow through on one of your conversion goals thanks to an affiliate promotion, that affiliate will receive credit for the outcome.

The cookie will tell your brand which affiliate referred the shopper to your site.

These cookies typically expire after 30 days. So shoppers don’t need to make a purchase right away; as long as they do so within that 30-day window, the affiliate will receive the commission. 

A successful conversion in most affiliate marketing programs is generally defined as a customer making a “qualifying purchase.” 

But it can also include other conversions, like we mentioned earlier. You can ask your affiliates to get people to sign up for a webinar, join your email list, write a product review, etc.

If you’re using affiliate software or an affiliate network, all these transactions will be automatically recorded for you.

4. Your Brand Pays the Affiliate

So how do affiliate marketers get paid?

Brands have many options to “reward” their affiliates for a job well done. Iconic brand Target gives their affiliates a flat 8% commission on every qualified purchase made from an affiliate link, for example [*].

The most common affiliate commission structures include:

As you can see, different payment models may work better at different times in your brand’s growth strategy. For instance, if you’re launching a new product, you may want to drum up extra leads and clicks before launch day. When your product hits the proverbial shelves, you can switch your model to pay-per-sale.

It’s all about finding the best incentive and using it at the right moment.

Also, many affiliate marketing programs operate on a “last-click” model, which states that the last affiliate to refer a customer scores the commission. But you can certainly tailor your attribution model as you see best.

Makes sense, right?

So now let’s get into:

How Affiliates Market Your Brand’s Products (+ Why This Matters)

Your tribe of affiliate marketers has loads of ways to promote your brand and its products. These are the most popular:

Onsite Affiliate-Created Content 

Content creators often partner with brands in the same niche to discuss and promote products their audience would find helpful, valuable, and relevant.

For example, a home decor website might create and share content about emerging design trends, new furniture, decorating tips, what to score at an upcoming flash sale, etc.

Partner with a content creator and your products might be featured in their:

All this content helps your brand rank higher in search engine results pages, driving traffic and warm leads to your store.

Social Media and Influencer Marketing

An influencer is a person, brand, or account that has a large following and holds a lot of sway over their audience. They can motivate those in their sphere of influence to take action, especially if they’ve already done so themselves.

Influencers promote their user-generated content (UGC) on social media sites like Instagram, YouTube, TikTok, Twitter, etc. They’ll feature a product and add their affiliate link for their followers to check out and buy using:

Marketing on social media is now more powerful than traditional advertising, thanks to the rise of UGC and social media influencers. 

According to stats, 74% of consumers trust their social networks to guide them toward purchase decisions [*]. And a staggering 49% of people say they rely on influencer recommendations. 

This is a dream come true for brands since influencers have a captive audience that’s already interested in what they have to say and promote. These consumers will be more open to clicking whatever links their favorite influencers share.

How Affiliates Market Your Brand’s Products (+ Why This Matters)

Your tribe of affiliate marketers has loads of ways to promote your brand and its products. These are the most popular:

Onsite Affiliate-Created Content 

Content creators often partner with brands in the same niche to discuss and promote products their audience would find helpful, valuable, and relevant.

For example, a home decor website might create and share content about emerging design trends, new furniture, decorating tips, what to score at an upcoming flash sale, etc.

Partner with a content creator and your products might be featured in their:

All this content helps your brand rank higher in search engine results pages, driving traffic and warm leads to your store.

Social Media and Influencer Marketing

An influencer is a person, brand, or account that has a large following and holds a lot of sway over their audience. They can motivate those in their sphere of influence to take action, especially if they’ve already done so themselves.

Influencers promote their user-generated content (UGC) on social media sites like Instagram, YouTube, TikTok, Twitter, etc. They’ll feature a product and add their affiliate link for their followers to check out and buy using:

Marketing on social media is now more powerful than traditional advertising, thanks to the rise of UGC and social media influencers. 

According to stats, 74% of consumers trust their social networks to guide them toward purchase decisions [*]. And a staggering 49% of people say they rely on influencer recommendations. 

This is a dream come true for brands since influencers have a captive audience that’s already interested in what they have to say and promote. These consumers will be more open to clicking whatever links their favorite influencers share.

Videos (YouTube, Twitch Streams, etc.)

Tutorials, product reviews, unboxing videos, and hauls are huge on video platforms like YouTube and Twitch. 

Streamers here will feature your products or use them during demonstrations and tutorials. If watchers want to achieve the same results, all they have to do is click on the affiliate URLs in the video descriptions or streamer bios to snag the same products.

Famous fitness guru Caroline Girvan links her Amazon affiliate store in every workout she posts on YouTube. Her followers can see the products she recommends and immediately purchase them from her storefront.


Podcasters hoping to monetize their content often turn to relevant affiliates their audience will respond to. 

StarTalk, a popular podcast hosted by Neil deGrasse Tyson, sometimes offers listeners 10% off a Squarespace website with code STARTALK10. This unique affiliate promo code tells Squarespace where that traffic (or new customer) came from and incentivizes listeners with a discount.

Product Review/Comparison and Mass Media Sites

The perks of affiliate marketing have inspired many entrepreneurs and mass media companies to make it their full-time business. 

Take Wirecutter for example. 

The New York Times bought the consumer-focused site in 2016, and it now attracts around 12 million readers a month. Consumers get access to the latest product news, reviews, deals, and expert buying advice.

Wirecutter makes it very clear that they’re part of several affiliate marketing programs at the top of their page, which includes earning commissions from Amazon, Best Buy, and more.

According to The Wall Street Journal, Wirecutter’s affiliate program has been so lucrative that it earned The Times a whopping $42.8 million in revenue just in the second quarter of 2021 alone [*].

How? Because consumers can find product recommendations, holiday gift roundups, daily deals, and product comparisons across every market niche. And Wirecutter gets a piece of that action when consumers click their affiliate links.

It’s no wonder so many entrepreneurs are creating their own niche-specific product comparison sites like this. If your products are featured on these sites, you’ll boost brand awareness and traffic to your store. Further, if your products outshine the competition, your shoppers will spend less time researching, and you’ll shorten their time to purchase.

Display Advertising

Affiliate marketers with strong advertising or PPC backgrounds often run paid ads for the products they’re promoting. They’ll run these campaigns across different channels, monitor for the best outcomes, and then scale and repeat.

Coupon Sites

Coupon sites are trending among affiliate marketers since everyone likes to score a deal for their online purchases. Here, affiliates post their links on coupon sites offering shoppers a discount. Once shoppers click that link, they may or may not earn the discount; however, the affiliate will still place that tracking cookie in their browser.

As you can imagine, coupon sites create the potential for fraud, as many of the promo codes shoppers click don’t actually work. These affiliates will earn commissions under false pretenses, which may hurt your brand’s online reputation. You’ll need to vet your affiliates about the channels they use to avoid this (more on this later).

All these options give affiliates myriad ways to promote your brand and its products. So setting up an affiliate marketing program is like having an army of marketing gurus in your corner working day and night on your brand’s goals.

4 Benefits of Affiliate Marketing for eCommerce Brands

So why should your eCommerce brand partner with a few affiliates? Because it can:

1. Optimize Every Customer Touchpoint Along Your Buyer’s Journey

Affiliates can promote your products everywhere your customers happen to be — without being sales-y or pushy. Even though your brand may be optimizing these channels, they’ll feel more organic when your customers see your products “in the real world” of their social media feeds or favorite blogger’s newsletter.

[image source]

Your brand will capture more traffic, boost sales, earn loyal customers, and so much more. And the best part? 

Affiliate marketing is super low-risk.

You don’t have to spend any time or energy making this happen. Affiliates will take on all the heavy lifting for free until their efforts pay off. You only pay the affiliates when they contribute to successful conversions (which you’ll outline ahead of time).

You can also choose which products affiliates are allowed to promote to protect your profit margins from falling too low (more on this later).

2. Laser-Focus Your Marketing To Decrease Spend and Boost ROI

Using affiliates who already have an audience that trusts their advice means your marketing efforts have a higher chance of converting. 

Think of it this way: 

Your shoppers already trust their favorite trainer’s fitness advice. So they’ll be more likely to buy the post-workout drink, dumbbells, and yoga mat she uses and recommends — especially when she provides the links to these products for them. 

3. Expand Your Brand’s Reach and Awareness

If you’re looking for new customers (and what brand isn’t?) or hoping to break into a new demographic or market, affiliates are one of the best ways to boost your brand awareness.

Let’s say you built your brand on selling women’s sneakers. But now you want to start adding kids’ shoes to your product lineup.

You could market your new kids’ line to your existing customers. Yet there’s no telling whether your female customers will be interested in them.

In this case, your brand could partner with affiliates in the parent space. These affiliates will get the word out to moms and dads and tell them to add your brand to their radar.

You’ll reach never-explored audiences and get more consumers familiar with your brand, both of which help generate more interest and, eventually, revenue. 

4. Gain Valuable Market Insight

If you want to get the most out of your affiliate marketing program, it’s best to partner with affiliates who create content on your least-utilized platforms.

For instance, if your brand devotes most of its marketing spend to Instagram or Facebook, adding affiliates who primarily use YouTube and Twitch can help round out your outreach efforts.

Further, if your affiliates start boasting incredible conversion metrics on these channels, your brand may want to consider focusing more on those platforms.

[image source]

On the other hand, if you notice less-than-stellar results on these other affiliate marketing platforms, you’ll have concrete evidence about what your core customers don’t respond to.

No matter the outcome, all of this intel will strengthen your marketing strategy moving forward. And all these reasons prove having an affiliate marketing program is a no-brainer. 

So let’s roll up our sleeves and find out: 

How To Set Up an Affiliate Marketing Program as a Merchant or eCommerce Business

Here’s a step-by-step game plan to set up an affiliate marketing program as a merchant or eCommerce brand:

1. Decide What You Want To Start Promoting

Because you’ll be giving away some of your profit as commission to affiliates, it’s crucial to pick the right products you want them to promote. 

Your best bet? Choosing products with higher profit margins. This way, you give your business a little more wiggle room and avoid losing too much on the sale.

One caveat here: If you determine that your profit margins are too slim to cut another party in, affiliate marketing may not make the best sense for your brand at this time. We’ve seen too many brands spend a ton of money on famous influencers who promise to help them rake in piles of cash, but then fall short. 

Crunch the numbers and protect your business first and foremost.

2. Determine Your Affiliate Goals and Commission Pricing

What are you hoping to accomplish with an affiliate marketing program? Do you want to drive more leads to your site or sell out preorders for your next product launch?

Your marketing goals should influence the targets you set for your affiliate marketing program. And that includes your budget constraints.

So how much room in your marketing budget can you spend on affiliate marketing? Stats show the majority of brands allocate around 10% of their marketing budget on affiliates [*].

To figure out a commission model that makes sense for your business, you’ll need to take a few numbers into consideration, such as your budget, average customer lifetime value (CLV), average order values, the potential revenue these affiliate sales may bring in, and more.

Industry averages show the most common payment models for affiliate programs have commissions between 5% and 30% per sale [*]. 

In the image above, you can see how affiliates in the Amazon Associates Program earn between 1% and 20%, depending on the products [*].

Consider experimenting with a few different payment models (like we discussed earlier) and commission rates until you learn what works best for your brand. 

3. Research Affiliate Management Apps, Software, and Services

You’ve probably been wondering how you’ll manage the affiliates in your program while also running your eCommerce business. Luckily, you don’t have to take on this task if you don’t want to or lack the time, expertise, or energy.

Affiliate management software handles all the technical aspects of your affiliate program, from recruiting affiliates and generating their unique URL links to tracking their commissions and paying them out.

Many companies also provide analytics and reporting tools to help brands evaluate the effectiveness of their affiliate programs (so they can improve them).

Another benefit of utilizing this assistance? Protecting your brand from affiliate fraud.

Fraudsters can engage in cookie stuffing, use bots and click farms, or even make fraudulent purchases with stolen credit cards to boost their commission numbers.

So the two most popular options here include:

Affiliate Networks

How they work: When your brand signs up to partner with an affiliate network, that company will act as a middleman between your brand and their network of affiliates. 

Recruiting affiliates: Your brand will have access to a “marketplace” of affiliates in the company’s network. Search for the ones you think will best speak to your target consumer, or allow affiliates to reach out to you on the platform.

The top affiliate networks typically have over 100,000 affiliates [*]. Awin boasts over 200,000 affiliates, CJ Affiliate has over 70,000, and Amazon Associates has almost 1 million active affiliates in their ranks around the globe.

Affiliate Software

How it works: Your brand can subscribe or purchase affiliate software to manage your program in-house. Some software may simply plug into your store for easy startup. The Shopify App Store has almost 250 affiliate marketing apps you can install and try out, for example.

Recruiting affiliates: Take this route, and your brand will need to recruit affiliates all on its own, which may leave very little room to form meaningful partnerships. That’s why many brands that use affiliate software decide to hire an Affiliate Manager.

4. Select the Right Affiliates for Your Program

A brand’s affiliate program is only as good as its affiliates. And if you partner with the wrong affiliates, you won’t see the strong return you may be hoping for.

Find affiliates in your niche to make the most of your program. These affiliates or influencers already have audiences who may be interested in the niche your products fall in.

For example, if you sell whimsical cat trees, you’ll want to partner with affiliates in the pet space and cat-parent world. This may include cat food companies, cat toy reviewers, and even influencers who have social accounts dedicated to their furry loves.

To do this:

When reaching out, make sure to mention your brand and the types of products it sells, the campaign goals you have, and the commission rate range for new affiliates. Link to your store, so potential affiliates can get a feel for what you’re selling and your marketing messages. 

[image source]

Finding solid affiliates is just the first step. You’ll still need to vet them to ensure your audience will respond to their promotions.

To choose the best affiliates for your brand:

Follow those tips, and you should have more high-converting affiliates than bad apples. And that makes it much easier to:

5. Manage and Support Your Affiliates To Conquer All Your Goals

Managing your affiliates starts with setting the right expectations. 

So if you’re not using an affiliate network, you’ll want to create terms of service for your affiliates. This clearly outlines the rights, rules, performance evaluation metrics, and duties of all parties involved to help avoid disputes later down the road.

Monitor your affiliates and check in quarterly. It’s not the best idea to take a set-it-and-forget-it approach to your affiliate marketing program. You’ll want to monitor key metrics to gauge the performance of those in your program, such as:

Regularly communicate with your affiliate network to support their needs, update them about brand goals and news, and hear feedback. You want to build strong relationships with your affiliates as if they were members of your marketing team.

[image source]

Create supporting content for your affiliates to use on your behalf. This might include whitepapers, product demo videos, tutorials, webinars, infographics, preferred hashtags, landing page copy, etc. Anything that could make selling your products easier should be in your affiliates’ hands.

With all that checked off your to-do list, you’ll have a well-oiled affiliate marketing machine working around the clock to exceed all your goals. Kudos!

Now Your eCommerce Brand Is Ready To Set Up The Best Affiliate Marketing Program! 

As you’ve seen today, affiliate marketing is an eCommerce brand’s best friend. It can help your business drive more traffic to its site, boost brand awareness, generate sales, and bring in more revenue.

When these new shoppers reach your store, give them the confidence and trust they need to make their first purchase by adding customer reviews and ratings. Then reward them with a loyalty program that keeps them coming back for more.

Follow these tips, and your brand will accelerate growth and reach stellar heights in 2022 and beyond!

Quinta Brunson Donates ‘Abbott Elementary’ Marketing Budget To Buy Supplies For Teachers

Last updated on: Published by: Contributor/Source 0

The hit ABC series “Abbott Elementary” may be fictional, but it’s making a real-life difference for teachers.

Quinta Brunson, star and creator of the sitcom, revealed in a recent interview with NPR’s that the studio production team and ABC collectively agreed on allocating some of the show’s marketing money to help real teachers.

“We chose to put the marketing money toward supplies for teachers,” Brunson said. “It’s about being able to make those kinds of decisions that really excite me, things that can really materially help people.”

Brunson also opened about the inspiration behind the series, in which she plays a second-grade teacher at an under-resourced, predominantly Black elementary school in Philadelphia. She makes note that the school’s environment in “Abbott Elementary” is not unlike what her mother experienced. As the daughter of a teacher, she witnessed her mother work at a school for 40 years that lacked sufficient resources, but continued to love the job.

“Despite it getting harder, despite teachers not having all the support they need, despite kids growing even more unruly than they’ve been in recent time … she still loved the job,” Brunson said of her mom.”The beauty is someone being so resilient for a job that is so underpaid and so underappreciated because it makes them feel fulfilled.”

Additionally, the former “A Black Lady Sketch Show” actress explained to Fresh Air that she named the series after her 6th grade teacher, Ms. Abbott.

“I was scared to go into the real world or what I looked at as the real world at the time, and [Ms. Abbott] just took me under her wing,” she said of the educator, Mrs. Abbott. “She was an incredible teacher who put her all into it, making sure that her students felt special and were ready for the world.”

In her continuous efforts to support teachers, Brunson recently surprised 3rd grade teacher, Xiomara Robinson of Comegys Elementary School, on Good Morning America Philly.

While this was absolutely amazing, and Surprising Xiomara was beyond words- I’ll continue to strive to make sure that all underfunded schools and classrooms are FULLY funded and that teachers like Xiomara are paid more ❤@fundPHLschools is a great org working toward that goal!

— quinta brunson (@quintabrunson) February 28, 2022