“3 Simple Questions to Understand Why Your Affiliate Promotions Are Not Converting” plus 1 more

3 Simple Questions to Understand Why Your Affiliate Promotions Are Not Converting

Posted: 21 Aug 2013 08:39 AM PDT

I had an email this morning from a blogger who has built a great loyal readership to their blog and who has been attempting to monentize that readership lately by doing some affiliate promotions on that blog.

The problem – nobody is buying anything that they promote.

I spent a few minutes on Skype with the blogger to unpack the problem and asked a series of questions to try to get to the heart of the matter. Here they are and why I asked them:

1. Why are your readers coming to your site?

Getting in touch with the ‘intent’ of your readers is really important when thinking about any kind of monetization. Are they there for community, information, advice, to buy something, for research, for fun or something else?

Understanding the reason for your reader coming will give you some hints as to what they might respond to in terms of promotions.

For example – if they are their to learn something, promoting a ‘how to’ type eBook might be the best thing to promote. If they are there to research buying something – you might be better to promote the products that they’re researching.

Unfortunately not all reader intents convert particularly well with affiliate marketing. For example if they are their for a sense of belonging – unless you can promote a conference or community for them to join you might be better in thinking of a different model for monetization.

2. Are the products you’re promoting relevant to your readers?

This might seem like a no brainer but I’m amazed how many times I see bloggers promoting products that are on a completely different topic to what their blog is even about.

The products you promote as an affiliate need to be:

high quality (anything low quality will burn the trust of your readers but if you promote great product they will thank you for it)
relevant to the topic of your blog
relevant to your readers needs and intent (see point #1)
at a relevant price point – i.e. don’t promote high value products if your readership don’t typically have big budgets!

Are You Promoting in a Personal Way?

Another common mistake that I see bloggers making when promoting affiliate products is that they simply stick an affiliate banner or link in their sidebar and think that that will drive heaps of sales.

The problem with this is that it is little more than an ‘ad’ and your readers will likely be blind to it.

By far the most effective ways to promote affiliate products is to write about them in a personal way – from your own experience. This means you probably want to choose something to promote that you have personal experience with that you can give an honest endorsement or review on.

Your readers read your blog because they want to hear from you – so tell them about what you’re promoting it and why you’re promoting it.

Do this in a blog post primarily but you’ll also want to consider emailing your newsletter list for important promotions too and of course following it up with some social media status updates too.

By all means try some banner ad affiliate promotions – but you’ll find your conversions are significantly higher if you add a little of YOU into your promoting of products.

There is a great more to affiliate marketing than what I’ve written above – but if you’re not seeing conversions the above 3 questions might just help to unearth some strategies to help you move forward.

Originally at: Blog Tips at ProBlogger

3 Simple Questions to Understand Why Your Affiliate Promotions Are Not Converting

11 Characteristics I Look for When Hiring Writers for My Blogs

Posted: 20 Aug 2013 08:02 AM PDT

Two months ago I went through the process of hiring a small group of writers to write weekly tutorials for Digital Photography School. I’ve written about the process of how I hire writers previously here on Problogger but today want to share some of the qualities I look for in the writers I hired this time around.

My hope is that it might both help those who are hiring bloggers but also those who are applying for blogging jobs.

Of course it is virtually impossible to find a blogger who is perfect in each of the following areas – however the more they have the higher the chances of me hiring them.

11 Characteristics I Look For When Hiring Bloggers

1. Expertise and Experience in the Blog’s Topic

This is fairly obvious but needs to be said. When I recently hired bloggers to write for my photography blog I of course needed them to show that they were experienced in the area of photography.

My blogs are ‘how to’ type blogs so in order to be able to teach one needs to understand their topic.

This does not mean I only hire highly experienced and trained experts – I have hired less experienced writers who bring other skills to the table – but expertise certainly helps.

When I invite applications to be submitted I always ask applicants to share their experience and to submit previously written work and to show their photographic portfolio. It is usually pretty evident from this as to whether the person understands what they are talking about.

2. Passion for the Topic

Experience is one thing – but being able to write with enthusiasm and passion for a topic is one thing that can add a lot to a blog post so I’m also keen to find writers who LOVE the topic.

In many ways I’d sooner hire someone with an intermediate experience level but who was very passionate than someone who was an expert who writes in a way that makes the reader wonder if the person cares about what they’re writing about.

Passion comes through in the way an applicant communicates in their application but also in previous work and also in the test posts that we have our applicants submit.

3. Quality of Posts

Another no brainer but you’d be amazed how many application I receive that show a lack of attention to detail in the actual application. If you’re applying for a writing job you need to demonstrate some quality control in what you submit and the examples that you give of your previous work.

Our hiring process invites short listed candidates to submit a ‘test post’ (which I pay for) which helps me to see if the person has the ability to write at a reasonably high quality.

I’m not so interested in the style of writing (we hire writers who write in a conversational tone, those who write more technically etc) but I’m looking for posts that communicate clearly and deliver value to readers.

4. Understanding of the Reader

The very best writers that I’ve hired have an incredible ability to understand, have empathy for and connect with readers.

This is a quality that is difficult to describe or teach – but it is something I’m always on the look out for.

I think part of it comes down to putting yourself in your readers shoes and understanding where they are coming from. I also think there’s a real skill in being able to show your reader that you know that they are there and that you want to help them in some way. Maybe it also comes down to writing with a more personal tone or in a way that injects a little of your own personality in your posts.

I’m not sure exactly what it is – but I know it when I see it – and so do readers!

5. Problem Solvers

This comes into a couple of the points above but I’m particularly looking for writers who solve readers problems. This again comes down to the fact that I have ‘how to’ blogs but every post that I write needs to solve a potential problem that someone reading might have.

Being able to teach and communicate in this way is no easy so when i see it I get excited!

6. Ability to Use WordPress

This one isn’t a deal breaker as it is relatively easy to train somebody to use most blogging tools but it certainly is an advantage when I get an application from someone who has experience with the blogging tool that I use – WordPress.org.

Again – it’s not going to stop me hiring you if you have other qualities listed here – but it does help a little!

7. Proven Track Record at Sticking at Projects

One problem that I’ve suffered from a couple of times now when hiring writers is that they start out hot but soon disappear – never to be heard of again.

A little digging into their history online in both of the cases that I’m thinking of reveals that they have a history of starting projects and not sticking at them (with a long string of inactive blogs, sites, social media accounts that started with a flurry but didn’t last.

Of course people chop and change what they do a lot these days but I’m particularly interested in hiring people who will be around for a while to develop relationships with my readers – so these days I do check to see if they’ve stuck at their own projects for long.

8. Applicants Agendas

I want the interactions that I have with those I hire to be win/win. This is why we pay those we hire but also why we give them generous bylines and allow them to do some promotion of their own projects to our audience in those bylines and occasionally in posts.

However every time we open up applications to hire writers there are a handful of people who see the job as an opportunity to promote themselves above anything else (and at the expense of the site and readers).

These are the applicants who use their test posts to link back to their own blogs, eBooks and social media accounts in every paragraph rather than using the post to showcase their expertise and helpfulness – which in turn will make our readers want to check them out.

I have no problem with our writers building their profile by writing for our site – but when that is the clear #1 agenda of an applicant and the usefulness of their submissions suffers as a result I’m unlikely to hire them.

9. Meeting Deadlines

I’m a little lenient with our writers on this one because I don’t want the quality of posts to suffer as a result of them being rushed – but it certainly helps your chances of getting hired if you submit your application and test posts when or before you say you will.

10. Proven Engagement

One thing that makes a writer stand out above the rest of those who submit applications is when you can see that they have a proven track record of community engagement on their own blog and when they answer the comments of those who interact with their test posts.

In this last round of hires there was a couple of great writers who submitted quite good posts who didn’t acknowledge any of the comments that they got. Contrast this with a writer who didn’t write a post that set the world on fire but who answered every single comment left and who showed a willingness to learn from the commenters. I hired this last writer because I could see he was genuinely interested in our readers.

On a similar note I also look to see if writers promote their own content to their own social networks. While writers don’t need to have a big social media following (although this can be a bonus) demonstrating that you’re willing to share what you write with the network you have helps.

11. An Understanding of Writing for the Web

The last thing that I’m looking for in applicants are those people who have an ability to write content for the web.

If you write content that can be scanned, that uses images well, that is well optimised for SEO, that uses great headlines, that is the kind of content that people will share on social media etc – then you’re going to be in with a better chance of being hired.

What Would You Add?

While I’ve never hired a writer that scored a 10 out of 10 in each of the above areas these are the types of characteristics I’m looking for when hiring a blogger.

What would you add to the list?

Originally at: Blog Tips at ProBlogger

11 Characteristics I Look for When Hiring Writers for My Blogs

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