One of the best things an affiliate manager can do for their affiliate program is to maintain consistent and regular communication with their Publishers. Affiliate managers often say to me, “I don’t have enough to say to put out a monthly newsletter.” But you do!
The goal of planning out the year is to provide an overall marketing package that managers could provide to their Publishers that will spark interest and action.
Personally, I like to create a marketing plan with the following items: Theme, Marketing Tools, and Publisher Bonus. The monthly theme is going to be the overall message or item that brings together all marketing tools provided for a given month. Look for events that could tie into the product line such as movie and video game releases, sporting events, product launches, product sales seasonality, fashion shows, pop culture events, and even holidays.
If ever at a loss for a theme, there is surely a holiday in any given month that could be played up as a creative way to present Publishers with fresh new marketing tools. For example, below are some events and holidays the will occur in the next two months alone.
Utilizing the theme selected for the month, create some new creative or highlight creative that coincides with the theme. Provide Publishers with an incentive that will entice them to generate more sales for the program. Personal competition – Any Publisher that increases their conversion rate by X percent earns Y promotion. Tangible rewards – Qualifying Publishers earn gift card, specific product, gift set, product every month for a year, etc.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land.
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I have been blogging for over 15 years, and during that time, I’ve had many different styles of content planning.
And, a little more recently, I’ve tried planning out my content for an entire quarter at once. In other instances, I was exposed to some of the materials of some of the big names in marketing.
So, the notion I was left with was that many who were running successful content-based businesses online were planning things far in advance and being quite strategic about it. Look at the calendar and see if there are any holidays or events coming up around which you may run a promotion or other campaign. Starting with your major campaigns or events as your focus points, begin mapping content releases around those dates. In my case, let’s say I decided I want to run a membership special to the Academy PRO for a week in October. But, while offers are what drive a business, offers don’t have to be the only reason you can time things around holidays or events. This is a technique I cover inside the Blogging Gone Wrong report, and in more detail inside the Academy Business System training (part of Academy PRO). It is a very simple tool, but rather than re-invent the wheel on it, I will invite you to check out Blogging Gone Wrong. For the purposes of this post, a call to action map is a simple tool for tracking all of your potential calls to action, whether they be opt-in offers, things to buy, or simply social media tweet buttons.
You can also take the classic AIDA sales formula (Attention, Interest, Desire, Action) and build a content campaign around that. This whole thing might run for a week or two BEFORE the actual dates of your marketing event. To provide you with something really valuable, to help my audience and hopefully attract new readers. See, if your calendar is a big hot mess, it won’t be very useful for the upcoming quarter and that defeats the entire point.
If you use a project management system like Basecamp or TeamWorkPM, you could keep your editorial calendar in there.
With a spreadsheet, you can have columns for information on each post which you need to keep track of.
Stay tuned, because in my next post, I’m going to go into more detail on how my own editorial calendar is put together, the columns in it, and how I use it internally. I’m also going to show you how the process I laid out above ends up with a spreadsheet like this one.
And, if you’re an Academy PRO member, I will be sharing the exact TEMPLATE for my editorial calendar soon, with the conditional formatting included. If you found this post helpful, please take a moment to SHARE this post with people you think will find it valuable.
How do you think planning your content in advance like this would help you with your blog and your business? Surveys are an incredible tool for everything from discovering content ideas, developing a reader profile, finding product ideas… even figuring out what to charge for them. A tactical series on how to create strategic blog content which converts, building maximum leverage, and doing so in the least possible time.
I found your blog post spot on for me, personally, as I’m knee-deep in my calendar planning for the next year. This i a great in-depth application to help any blogger and the basic ideas can be adapted for any type of writer. Hi David,well since i am a newbe anything you give me or us is helpful.I try to make sence of it and one day hope to be generating something of an income,so i am eager to read what you send out. Great post man, I teach planning all the time to my clients but fail to do so many times myself. Thank you for sharing your knowledge – I am sharing this article in my circle, as no doubt someone else will also find it timely and valuable! This is your shortcut to creating high-value offers (or even your first product) so you can really kick your blog monetization into high gear. For many companies, marketing campaigns are the main method for both communicating with their market to reinforce their positioning, and for customer acquisition. Many marketing campaigns contain an overarching theme, which can be leveraged over extended periods of time with multiple variations, or different elements, to tell an entire story.
Note: You can access guided campaign planning templates in our marketing planning and management app. An example would be The Duck campaign launched by the American Family Life Assurance Company in 2000.


Large consumer marketers like Alfac typically use ad agencies (both traditional media and digital media agencies) to design their campaign creative, handle the media buys, and track results.
Campaigns can also be simple – using a single medium, with a single message and call-to-action. If you’re planning a group of campaigns for your marketing plan, it’s good practice to start with your annual goals and work backward to develop campaigns to meet those numbers. With solid planning, a jolt of creativity, and a focus on measurement, you’ll be in a strong position for success. You focus on an offer and call-to-action, and you touch your prospects several times and follow up when appropriate. You recognize the challenges in measuring results, but you do what you can; it helps you improve the next time around. Your campaigns aren’t the most creative or the splashiest, but you’ve hit many of your marketing goals.
Since you stick with the same campaigns, year in and year out, it’s also difficult to figure out how to generate additional leads.
Your marketing programs tend to be reactive – suddenly you’re low on leads or falling short of your goals and you launch a campaign to fix the problem.
Since your programs don’t seem to work, it’s difficult to gain budget approval for future campaigns that could be better-planned and executed. Create a free account in our marketing planning and management web app for step-by-step guidance. Campaign copy and creative should always support your brand strategy and messages, even if you’re running a tactical lead generation campaign. Evaluate ideas and options (traditional sales activities, Internet marketing, social media, telemarketing, direct mail, email and publicity) to determine which ones are most effective for meeting a particular goal. With more specific targeting, you can speak more directly to the prospect and raise your response rates in the process. If you include every detail about your offering, it’s easy for prospects to become overwhelmed. Be creative — your market is bombarded with messages daily, so grab their attention and engage them.
Your fulfillment processes can help or hurt your close rate, so be sure you outline your requirements. Even on a small campaign, you can evaluate your ad, your copy, your list or other factors before you spend your entire budget. Choose a subset of your list or two versions of an ad; test them in small quantities and choose the best one for rollout.
The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. But if a standard 3-ring binder is not what you are looking for, then I highly recommend checking out the Arc System or Martha Stewart Discbound System from Staples. Another thing I love about our Large planner pages, in addition to all the fabulous WRITING SPACE, is how easy they are to print!! As I sad above, this planner is by the far the easiest to print because all the pages are print-ready and in order. As you can see, these sets come with 4 different weekly options, as well as a daily page that can be used all year, or just on days when you have a lot to juggle. I know these printing instructions may seem overwhelming, but I hope that you will find them useful as you begin to set up your new planner. And while your printer is still warmed up, be sure to browse our shop {and blog} for other great sets and extras that will fit in your Large planner! And of course, don't forget all the fabulous FREEBIES we have under the "Planner Pages" tab above. As you can see, we have done our very best to provide detailed print instructions, but please keep in mind not all printers are created equal and there are some print problems even we can't solve.
Savvy operators know that the successful promotion of their restaurant or bar requires planning and execution. 12 Month Planning Calendar- Record your entire 12 month marketing plan on a single worksheet. Assign Tasks to Personnel  - Assign up to 8 tasks for each promotion to designated personnel. The Restaurant Marketing Planning Calendar is downloadable in Microsoft ExcelA® file format. By having a marketing plan in place for the year, affiliate managers will be more organized and ready to put out meaningful and rich communication to their Publishers. This could mean providing a storefront of related products, creating new ad banners, publishing consumer coupons, or uploading related text links.
Don’t be afraid to get creative with the bonuses and offer promotions in addition to the common cash for sales bonus. And, I want to share with you the exact process and system I use to plan out content for that far in advance. I was on their JV list (joint venture) so I would many times know in advance that the launch was coming. Whereas most of the traditional bloggers who weren’t making much money at all were flying by the seat of their pants, relatively speaking.
This is the exact opposite of what many bloggers end up doing, which is flying by the seat of their pants. Being strategic about your blog content means that each piece of content you release has a reason to exist. So, for instance, you could have two weeks of content following the AIDA formula, then a week of content which invites them to take action. You don’t want to just fly by the seat of your pants from marketing campaign to marketing campaign. And, while I am going to give you a call to action at the end, this very post would be gap content for me. I open up Google Calendar so I have the dates in front of me, and I do a lot of the outlining above right inside of Evernote. Additionally, if you happen to have a VA who is going to be involved with some of the logistical aspects of your content, it would help if they also had access to your editorial calendar.
In the day when I was writing a lot of nonfiction, I learned quickly that editorial calendars were essential to learn, understand, and use if you planned on being published.
Just be sure to take consistent action, and don’t wait for people like me to grease the road for you. I’ve seen several variations of editorial calendars, but this one is easily the most comprehensive. It messes up the responsive layout of your pics and cuts them off on mobile devices (using iPhone).


So, if you were running some kind of promotion on something for weddings, or wedding planners… then that would be a campaign and you could structure your content around that campaign for that time period.
And how to use them to create offers out of thin air - even when you don't have any big info products to sell.
Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO. It’s noisy in the marketplace, and a message delivered once through a single medium rarely makes a difference.
While the company had been in business since 1955, it had only a 12% brand recognition rate before the campaign launched.
As a result of the long-running campaign, Aflac’s brand recognition jumped from 12% to 90%, and increased sales catapulted Aflac into a leadership position in the supplemental insurance market. Complex campaigns leverage multiple mediums, use a sequence of messages over an extended timeframe, support positioning, define a brand experience, and handle the campaign fulfillment and selling. Mail a postcard to attendees three weeks before the show; invite them to your booth with an intriguing incentive. For example, when you know how many new customers you need, you can calculate how many leads you’ll need, and then design campaigns to generate that number of leads over the course of the year. You don’t always hit them, but you test and improve different elements; the ROI on your overall budget is above your goal.
For example, if you’re trying to generate 100 new customers, figure out how many leads you’ll need and when you’ll need them.
You may need campaigns to generate and nurture prospects, to sell direct or through a channel, or to market to existing customers. For example, if you’re running a campaign where prospects request a software demo, and it doesn’t arrive for a week, your prospects may lose interest. That means having a deep understanding of the media you’re using, carefully planning your media buys, tracking your results, and following the best practices and steps for each media you use.
When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right. If you arrived here via Pinterest or another site, please note that this post has been updated as of June, 2014 in order to showcase our NEW calendar pages! For one thing, finding a binder or cover is SO simple and SO inexpensive, especially when you consider all the fabulous 3-ring binder options available. I've been a fan of these binders since I discovered them over a year ago and they are still my favorite, especially for the 8.5 x 11 size.
There is no cutting involved and because most of the free printables you find online and in our shop are designed for 8.5 x 11 paper, you can build your perfect planner with very little effort.
If you are looking for a planner with dated monthly and weekly pages, or if you are simply looking for a planner that is already in order for front-to-back printing (and super easy to have printed and bound for you), our Large Seasonal Planner is for you.
If you do not see the "Borderless" option in your menu, there is a good chance your printer does not allow "Borderless" printing, but before ruling it out completely, we encourage you to Google your printer make and model to see if the option is located somewhere else.
You may feel the need to clear the tray as the pages print but it is important they stay in a stack.
And even though our Signature and Simplistic pages are a little more time-consuming to print, they offer an incredible amount of flexibility and variety. We have a whole set of Home Management Printables, Holiday Printables, List pages and more! This Microsoft Excel® workbook is a great tool for organizing your promotions for the entire year.
Actual Comparison - Includes a space to enter budgets for each promotion and another for entering the actual cost. The data on which creatives, promotions, coupons, get the most activity  can be used to recreate similar promotions in the next year. She is responsible for providing strategic guidance and educational resources to Merchant partners that can be used to optimize and grow their affiliate program. I mention these two particular guys because I remember material from them which talked about planning content far in advance. And, each quarter was pre-planned so that the free content which was released was essentially a lead-up to the launch which would be coming at the end of the quarter. The way you avoid doing that in areas of shallow water is to stay in between the channel markers. Perhaps you, in your own personal life, have some important dates coming up which you could time something around.
I have a number of different columns in there, as well as some conditional formatting logic which highlights certain columns red or green depending on the status of those posts. While there’s no magic number regarding the best frequency for a message to make an impact, opinions range from three to twenty times, with seven being an old marketing adage. Write a search-optimized press release and post it on your site; distribute release and pitch to a key industry reporter.
The post below will highlight some of the great features of our Large Planner Pages, as well as provide detailed print instructions with screen shots and step-by-step directions.
And we are constantly adding new pages to our blog so be sure to follow us here, Facebook, Twitter and Instagram! Those are big pilings which stick up out of the water, marking the pathways (channels) which are deep enough for your boat. And, I would repeat that process for any other promotion or general campaign I intend to run. Whatever it is for you, write it down and you want to take this into account in your content planning.
Kaplan created a new character, the Aflac Duck, who appeared in ads featuring customers who had trouble remembering the insurance company’s name. And because these planners are undated, they can be used year after year and you can change your set-up as you need to. In the ads, the duck appeared in the background and quacked the name “Aflac” (while usually ending up in a funny predicament). I loved my iPad, but it just wasn't the same as actually opening up a book and writing.
I have a wedding marketplace and blog and I’m not sure how that term applies to that niche? Not to mention there were no fun colors or patterns in the apps ;) I actually tried using the fine point colorful Sharpies on the Arc Sheet Protectors to record my monthly menu, weekly menu, and weekly cleaning list and they work great!



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