Kickstart Campaigns: Affiliate Partner-Getting Campaign

Click Here for a quick reference sheet on this Kickstart Campaign

Instructions for Implementing

A. Customize and host your Landing Pages (Landing Page and Thank You Page) (10-40 min.)

1. Click the 'Pages' tab and open the page called "New Affiliate Signup: Landing Page" and customize with the specifics details of your business and your offer. You can add your own logo, add change or add images, text, or even add video or other HTML items.
2. The SmartForm should be merging, but don't worry just now if the form doesn't ask for all the fields you want to collect. You'll add more fields later on when you customize the SmartForm. 
3. Set hosting for the page.
4. Proof read for spelling, punctuation, grammar and content.
5. Save it.
6. View it live on the web (since it's now hosted and live) by copying/pasting the URL into your browser.
7. Open up the "New Affiliate Signup: Thank You" landing page and do the same to it.

B. Customize your SmartForm (5-15 min.)

1. Open up the SmartForm: "New Affiliate Signup" SmartForm
   
2. Single opt-in is fine here.
3. Do you want to collect more information than just the fields included here? If so, select which fields and add them.
4. If you created a more specific tag to have applied when they click 'submit' on the SmartForm, add it here. You may want to remove the default ""New Prospect" tag at this time too. 
   
5. Do any other customizing you'd like to the SmartForm.
6. The SmartForm is already connected to the Landing Page ("New Prospect: Landing Page 1") via javascript, so any changes you make will be automatically updated to the SmartForm on "New Prospect: Landing Page 1"
   

C. Customize your postcards (10-40 min.)

1. Click the 'Messages' tab
2. Open and customize the postcard: "Affiliate Partner-Getting: Postcard 1"
3. Be sure to double check your work for spelling, punctuation, grammar and content.
4. Since these postcards (in many cases) will be driving people to a landing page, you'll want to have already customized your landing page, and set the hosting for it so that you can merge a PURL onto the postcard in the place indicated for greater personalization (and better response).
5. "Proof" the card to be certain everything looks as it should.
6. Save.
7. When you've done all this, the cards are ready to be brought into the sequence (in the next step).

D. Customize your Step Sequence (30-60 min.)

1. Open up the Step Sequence called "Affiliate Partner-Getting: Step Sequence"
2. Go through each step and customize each email message and add any others you'd like. 
3. Be sure to double check your work for spelling, punctuation, grammar and content.
4. Be sure to save each step and save the sequence when you're completely done.
5. Change scheduling of steps as you see fit or leave 'em as is.
6. Add corresponding postcard(s) in and set scheduling for postcard steps. Postcards have intentionally been left out of the sequence because you must customize the postcard that belongs in this sequence (which you did in the previous phase), and there's no way to do so within the sequence, as is the the case with emails. Should I use task steps as placeholders for these?

The Step Sequence: "Affiliate Partner-Getting"

Sequence Information *and what to put here*

• Name: "Affiliate Partner-Getting" (or whatever you choose, remembering to use the recommended naming conventions so as to keep your system clean and organized)
• Public Name and Public Description: your call here. Remember that the public name and public description is what will show up when your contacts will see on the unsub. page should they choose to unsubscribe, so be careful. This is also an opportunity for you to convince them they don't want to opt-out of receiving the sequence steps.
• Unsubscribe after Last Step: This is simply where you indicate whether you'd like someone to stay on the sequence after the last step is sent, or to have them removed from it. The choice is yours, but it can be a very good idea to let people stay on a sequence forever, so that they're not accidentally resubscribed to the sequence later (which can be annoying for them, and embarrassing for you: imagine getting a bunch of "Buy our thing" type emails after you've already bought it. Total rookie maneuver.). Leaving people subscribed to a sequence can also be a good way to segment your list, and quickly see if they've received certain communications.
• Show on Unsub. Page: When checked, this will show the sequence on the Unsubscribe page so that if they choose to, your contacts can opt-out of it. You should check this for all marketing type sequences, however, if there's vital information that customers must get in order to fully make use of a product they've already purchased, or say, emails letting them know about the time/date of a webinar they've signed up for, then you should leave this unchecked so they don't accidentally opt-out of it.

Sequence Steps

The steps are listed below in the order they're in, within the sequence. You may, however, mix 'em up any way your little heart desires (reschdule/delete/edit certain steps). Whatever floats your boat! We didn't include the actual copy here, because let's face it, that'd just be ridiculous. You can take a look at the corresponding emails, postcards and tasks to see it. You'll need to edit and customize it anyway. Note that the email steps are also available in the message library, however, if you change a message in the message library, you must go into the sequence and pull the new version in as it will not automatically update the version within the sequence. This is of key importance.

We include the name of the email or postcard, the subject, and the intent of a given step. We include the intent here to give you a clear picture of WHY the step is there. Every step of every sequence has an intent. Read 'em. You just may learn somethin'!

Step 1: Postcard: "Affiliate-Getting: We've got What the Dr. Ordered"

Day 0: Immediately

Note: Though this step goes out immediately, it will actually arrive 7-10 days after the person is first subscribed to the sequence due to printing and mailing time and weekends. Also, because this is a mailed step, only those contacts for whom you've already got a physical address will be sent a postcard. The rest will not receive it and there's nothing for you to worry about or do here. There's a very similar email step that will go out as well so that for those of your contacts that you don't have a physical address for, you will still be able to get the offer to 'em, and for those that DO get the postcard, they will get the offer in more than one medium (email AND postcard, for the ol' 1-2 punch! Booyah!).

1. Get their attention (be quirky, fun, unafraid to use your own unique voice)
2. Introduce your business to 'em.
3. Clearly show that you've done the research on their business/product and that you're approaching them, personally, and specifically. In other words, it should clearly NOT be a mass-email.
4. Offer them a demo, a free trial, full-on free account so that they can get to know your product. Even it THEY,themselves, are not a match for your product, they may have a friend/family member who would like it. Mention this.
5. Demonstrate what's in it for THEM. You might even start simply by offering them something (to promote their products to your list/on your website for them? To give them some valuable content to put on their blog/offer as a bonus for their product). You are attempting to create a long-term relationship with this business, not merely to make a quick buck. So, come from that place when you write to them. How can you be of MASSIVE value to this person/business?

Step 2: Task to send email: Affiliate-Getting Email 1

Default Scheduling: Day 0: Immediately

Subject: Hey, edit and send [First Name] [Last Name] Affiliate-Getting email 1 to get 'em to be your affiliate!

Note: This is a task to send an email, and not simply an automated email, because you should be tailoring each email to the given affiliate, so that they're clear it was written specifically to THEM. Nothing will lose a big, important prospective affiliate faster than if they're made to feel like just another notch on your bedpost. Make it personal. Research their business, and put specifics in the email so that they feel like you actually want THEM. You can use one of the "Affiliate-Getting" emails for this, but be sure to customize it per prospective affiliate.

Step 3: Task: Call prospective Affiliate

Default Scheduling: Day 0: Immediately

Subject: You just sent [First Name] [Last Name] the first affiliate-getting email 3 days ago. Now, follow up with a call. The aim is to:

1. Get their attention (be quirky, fun, unafraid to use your own unique voice)
2. Introduce your business to 'em.
3. Clearly show that you've done the research on their business/product and that you're approaching them, personally, and specifically.
4. Offer them a demo, a free trial, full-on free account so that they can get to know your product. Even it THEY,themselves, are not a match for your product, they may have a friend/family member who would like it. Mention this.
5. Say clearly what's in it for THEM. You might even start simply by offering them something (to promote their products to your list/on your website for them? To give them some valuable content (free guide, article) to put on their blog/offer as a bonus for their product). You are attempting to create a long-term relationship with this business, not merely to make a quick buck. So, come from that place when you talk with them. How can you be of MASSIVE value to this person/business?

Step 4: Task to send Email: "Affiliate-Getting Email 2" 

Default Scheduling: Day 5: 15 Min. after last step

Subject: Subject: Hey, if they're not already on board from the call and original email, create and send [First Name] [Last Name] the 2nd email to get 'em to be your affiliate!

The intent: Get the affiliate prospect to agree to sell your stuff!

Note: This is a task to send an email, and not simply an automated email, because you should be tailoring each email to the given affiliate, so that they're clear it was written specifically to THEM. Nothing will lose a big, important prospective affiliate faster than if they're made to feel like just another notch on your bedpost. Make it personal. Research their business, and put specifics in the email so that they feel like you actually want THEM. You can use one of the "Affiliate-Getting" emails for this, but be sure to customize it per prospective affiliate.

Step 5: Task: Buy and mail a gift to 'em

Default Scheduling: Day 9: 9AM

Subject: Purchase (or mail order) a unique and fun gift for [First Name] [Last Name] in efforts to get 'em to be your affiliate!

The Intent: This is all about knocking people over the head to inspire 'em to get on your team and sell your thing!

This gift should demonstrate that you're willing to go the distance to work with this person. You might even do a bit of research into what kind of goodies they actually like so you can REALLY WOW 'em. Depending on how important of an affiliate they could be for your business, you may be able to afford to go big with this. If this person is a potential super-affiliate, worth tens of thousands or beyond, you might buy 'em something shocking. A car?

In any case, this gift should be accompanied by a handwritten card or other shocking thing and should:

1. SHOCK THEM and clearly demonstrate that you want it bad.
2. Clearly show that you've done the research on their tastes.
3. Offer them a demo, a free trial, full-on free account so that they can get to know your product. Even it THEY,themselves, are not a match for your product, they may have a friend/family member who would like it. Mention this.
4. Demonstrate what's in it for THEM.

Step 6: Task: Call Affiliate Prospect again

Default Scheduling: Day 15: 9AM

Subject:  Call [First Name] [Last Name]...you sent 'em a great gift, now it's time to see if they're coming around to be your affiliate!

The Intent:
The aim of this call is to:

1. Be sure they got the gift. You should actually verify with your parcel tracking number to see that it's been delivered/signed for FIRST, before calling. Best to be certain they've gotten it before you call 'em.
2. Introduce your business to 'em.
3. Discuss ways you two can work together to benefit one another.

The Step Sequence: "New Affiliate Partner"

FAQs

Some questions we've heard...

Why are these instructions so long and involved? I thought this was supposed to be done-for-me...

Great question! There's some necessary customizing and putting-together-of-pieces that must happen in order for the campaign to actually reflect YOUR business, your offers, and work in the way that you want. While this may seem like a lot, given it could take you a couple of hours to fully customize and "trick out" your version of this campaign (though it could take as little as 30 minutes), it would take you many many hours, not to mention design skills (or outsourcing), copywriting skills, and so fourth to create something of this depth and caliber from scratch. Or, if you're like a great many small business owners, it may never get done at all.

Relevant Links

Overview of Done-for-You Campaigns

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