568: The Secret Growth Hack to Growing Your Affiliate Program w/ Hailey Friedman

ABOUT THIS EPISODE

In this episode we talk to Hailey Friedman, Product Marketing Manager at RealtyShares and Co-founder of Growth Marketing Pro.

Wouldn't it be nice to have severalthought leaders in your industry Kno and love your brand start a podcast,invite your industries thought leaders to be guests on your show and startreaping the benefits of having a network full of industry influences,learn more at sweetfish media dotcom, Dou. Listening to the B Teb Grove showpodcast dedicated to helping B to B executives achieved explosive grownwhene, you're looking for techniques and strategies or tools and resources.You've come to the right place, I'm John Than Green and I'm James Carburry.Let's get into the show Bah Blah blahwelcome back to the bautbygrowth show. We are here today with Haley Freedman she's, the productmarketing manager at Realty share she's, also the cofounder at Growth MarketingPro Hayley Howare you doing today who ding great. How are you I am wonderful,so heyly we're going to be talking about the Secret Growth Hack toaffiliate marketing today, but before...

...we jump into that I'd love for you togive a little bit of context to the folks listening just tuss a little bitabout realty shares and and also about what EU'Rupe to growth marketing proyeah. So Um fuilty shares is a company that is disrupting the way that peopleinvest in real estate, making it possible to real estate in investingreal estate projects across the country from your computer, so dom helping them acquire customersover there ere and then also have a blog called growth marketing pro, whereI'm sharing all of my marketing tactics um every week, so definitely check thatoutosoand. So we're we're going to spend the rest of our time together.Talking about this, this, this growth hack for four affiliate marketingbefore we jump in just to make sure that th listeners kind of understandwhere we're coming from here. Could you could you explain to us what anaffiliate program is for for those that maybe aren't as familiar with it yeahyeah? For those that don't know an...

...affiliate program really means justbuilding relationships with bloggers and influencers in your space that havean online audience and paying them pearly that they send to your sight,though, usually you both sign an agreement and, u select with that costper conversion and um it's mutually beneficial. The partneris talking about Your Business. They're, getting paid wenpeople sign up, got itokay, so now that that we're all kind of on the same page, there I'd love tohear n the story of of how you how you discovered this, this growth act thatwe're going to be onpacking today, yeah I'd love to tell you the story behindit. It's kind of a funny story. What happened was my my manager, RealtyCherris, told me: you no we'd like to start a NAFILIA program. I knew nothingabout an affiliate program. I had to educate myself. U At that point now. Iknow the reason by building afilia program. Matters is because theconversion from people who are coming your sight after someone else tellsthem to after they're reading a blog...

...from abloger that they follow loyallyand naplogers. Talking about Your Business, that person who I your siteis four times more likely to convert than the average customer so yeah. Soit's super powerful. So when my manager asked me to start aphily program atreal tea shares, I kind of went and created a list of all the possibleboggers and influencers we could connect with and I reach out to themand I reached out to them letting them know that we were starting a Phillyaprogram and I probably reached out to fifty different companies and did notget one respons owhile. So I'Wa like okay. No one cares about, so I'm going to gofocus on other channels that are going ao work, so I kind of dropped that fora bit and then I had a sideblog that I was working on about the toprestaurants. The top five restaurants in every category was kind of a a funproject. I was working on that was...

...still back in New York before I movedto San Francisco, and so I was writing these top FIV lists of like the bestrestaurant to go, go to for a pizza or for Burgers or Sushi or R, each randomcategory J. and what happened was I would post the blocgpost I'd posted onface book as well and ontwitter and mention it and I'd tag all therestaurants that I mentioned, and what happened was that over fifty percent ofthe restaurants I mentioned ended up retweeting, my stuff or liking it or sharing it who doesn'twant to shore the fact that they're alsoe, exactly and but but reallyreally big brand names like Carbell, ice cream or waviar, or familiar o big name like those Caninoslike big restaurants in in New York. Ou now, and so I kind of just had thisepiphany people, just love being recognized, you know yeah, these arebig companies but theyre. ' They have a social PEDA person sitting on acomputer waiting for someone to say,...

...awesome stuff about them. So Um, youknow people don't get recognized as often as you think so giving them theopportunity is powerful you now. So how did you take that finding and thenapproach it to or kind of cater it to the affiliate marketing the outreach LKe? How did that shape when you went back to Kindo reengagethat that campaign that you had left sitting earlier when fifty peopledidn't respond to you for sure? So I took this concept and I ran with it atrealty shares and what I did was I put content together around the top sixtyreal estate and besting blogs for the top. Seventy alternative and bestingblogs, and really just any category I could think of that- would be a lineblog that were speaking to our audience and we post these blockposts on the website and then I'd reach out toevery single person that I mentioned an I sent them an email that was wordeddifferently and a lot of the people were the same people that I had shoutto the first time- and I said you know...

...hy, my name is Halyam reaching out,because I love what you're doing on your Blod. You just created a list atthe top sixty real estate and besting blogs, and we ranked you at the top ofour list and Um. I Wa. I was hoping you'd be willing to consider sharingthis with your readers, and you know I'm missing it any other bods. Let meknow so. I kind of emailed them and didn't didn't menter a Filia program atall, and so I ended up emailing about three hundred and seventy fiveinfluenters over the course of all the block postthat we ended up posting sixty six of them ended up signing up for ouraffiliated program as so the next email was you kN, w after I sent in thatemaild, they were mentioned in the log that half of them responded. Wel. Likethat's amazing. I had no idea. There were so many other blogkers out therehappy to share. You know they gave me what they massed and then- and I waslike thanks. You know in case you're interested we've been working on ourAFILIA program and and her the details...

...and and then they were super interested.They responded a lot of them. You know I'd, be very interested, letme knowmore details. So all in all, like with that approach, we had a eighteenpercent conversion rate into our affiliate program compared to as yourover Stan trate the Pirsn. What I love about it Hayley I've, you K, I'vestarted a started to face, but group and I' talk a lot on Linon about this ideaof value first and thinking creatively about. If you want something fromanyone, whether it's you wantto be featured on their potcast, you wantthem to buy your product. You know you want them to talk about. You know yourCEO, an and their forms call em whatever the case may be. If you wantsomething and as marketers we often do want wan a lot of things from people.If you want that thing, you have to figure out how you CANAT value first-and I love this example, O of of you putting together. These really welldone roundup articles featuring the...

...best of in an industry and obviously,when you, when you highlight someone in that they're, going to feel honored andthey're going to be excited to engage with you, because you did something forthem upfront, as opposed to just going straight for the ask and a and you ow,you shared the result it a zero out of fifty with with the original approach.Why do you think people aren't putting in that extra step on the front end? IsIt is it laziness? Is it just lack of awareness that that's what works like w?What are your thoughts on that yeah? I think it's a combination of things.It's either lack of awareness that that's what works or you know pressure.I think a lot of people are under pressure to meet dedlines, and so theywant to get to the point really quick, but it takes a little bit more finessthan that Yep and and clearly it it maps to results just to go a little bitdeeper on n o the affiliate program that you guys put together. What aresome of the requirements for those...

...folks that were writing about you or or that you were wanting to writeabout you and you pay them to do that? Tell me a bit more about that program.Ig Level and and maybe share some more green iner details yea. So gettingaffiliate to sign up is one big feat, but genato actually go and write.Content about your company is another, so you're likely not the only afiliatepartner that any given blogger influencor has so it does take a bit ofm handholding to get them started. So the first thing t you need is a tool tto manage and track your affiliate program. So you R O, want to Ol, givethem a unique link to? U So that when People Clicka it, you can track andthey can track how many clicks they're getting and how many signups they'regetting how much money they're meaking. So there's there's a number of toolsthat are available to help you do that one called Amnistar one calledIMBASSITER and there's there's a bunch of others, so an addition to givingthem a link. You also want to give them...

...content. If you can so add that to puton their site ideas for blodpost, they could write a lot of data interestingfacts about your businesses. orpress times that you were mentioned, ing thepress. You want to try and stay top of mind with them and make it as easy aspossible for them to get started, and so is that communication, so oncethey've signed up, are you sending them? You know thosethose topic, ideas and and different things like that through a platformlike ambassador, or is that one of emails from you or from the person youknow leading the afiliate program? That is doing that kind of ot a hand to hangcombat way or irs it through the platform? Yes, that's both. You canprovide all those tools in the platform, but you don't want to have you don'want to leave them to their own devices to find that so let them know it'sthere remind them on a weekly basis about different tools and approachesthat they can use theyr. You know they...

...don't have to only talk about it, antheire blod they can also email out to their emailist or put ads on their blogor share it on social media Soh just continuously giving them ideas to Kindo.Take the brainwork away from them. Alo It and so is there. Is there anythingelse before I let you go today that that you think would be helpful for ourlisteners to understand, as it relates to kind of affiliate programs ingeneral yeah. I think getting people accivated to to send over their firstreferall your wag and it can be tough to get over the Hup, but there are waysto kind of encourage them to get started. You know providing like timesensitive promotions for them to get them to make the first news. Not It ishelpful. Gotitand so saying you know: Hey We'rewe're, paying like a highercommission until next Friday or like what. What would those time sensitiveoffers be yeah exactly so just you know, sand us your first conversion by xdateand we will plock in a special rate,...

...forget Lohaley. If there's somebodylistening to this, they want to dig more into these affiliate marketingprograms can look like or they just want to stay connected with you. What'sthe best way for them to do that as well as how can they learn more aboutrealty shares and growth, marketing, pro yeah for sure so M, I wrote ablockpost. Actually, all about this Um afiliate tactic that I use and Umdetail information about how to manage your aphilliate program. So it's on myblog boath marketing pro. If you want Ta head over there and check it out, and if people want to learn more aboutreally shares real shirs dotcom had over there and check it out and shootme an email which you can find on my glog. If you have any question O enyou're, also pretty active on Lincton as well. So if you're, if you're doingthe linon thing, make sure to follow Hailey, there she's got some greatcontent as well, so Hali. Thank you so...

...much for your time today. This has beenfantastic. I really preshutit N so great to meet you and great to Beere,thank so much to ensure that you never miss anepisode of the BB growth show subscribe to the show in Itunes or your favoritepot gas player. This guarantees that every episode will get delivereddirectly to your device. If you are someone you know, would be anincredible guess. For the B to B Groshal email me at Jonathan thatsweetfish media dotcom, let us know we love connecting with bee to beexecutives and we love sharing their wisdom and perspective with ouraudience. Thank you so much for listening until next time.

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