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CPM Category: Business
Different podcast categories command different CPM (cost per mille) rates based on advertiser demand and audience value.
For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads.
In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about.
That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method.
- Current Mini-Series = Email and SMS
- Next Mini-Series = Google Ads
- Last Mini-Series = Partnerships - inc Affiliates and Influencers
Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates
You can hear a new episode for free every Wednesday.
Each episode lasts about 30-45 minutes and is audio only.
AND at the end of each month we also have a Live Q&A webinar where you get to ask your questions of our guests.
>> Sign up for the next one here: https://keepoptimising.com/webinar/
I look forward to helping you keep optimising your marketing very soon!
Chloe Thomas, host of the show
About our host:
Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan.
Join our email list: https://keepoptimising.com/
For 5 episodes at a time we focus in on one marketing method - maybe Email or SEO or Google Ads or Facebook Ads.
In our weekly episodes, we go deep into a different area of the marketing method we’re focused on, with a guest selected because they are an expert in their field AND because they have a specific tactic or approach you NEED to know about.
That means for the whole 5 episodes you’re getting ideas about ONE THING, and you can focus your optimisation time along with us on that one marketing method.
- Current Mini-Series = Email and SMS
- Next Mini-Series = Google Ads
- Last Mini-Series = Partnerships - inc Affiliates and Influencers
Previous topics you can listen to right now: SEO, Email marketing, Black Friday, Facebook Ads, Marketing Foundations, Content Marketing, Organic Social Media, Google Ads, TikTok, & Improving Conversion Rates
You can hear a new episode for free every Wednesday.
Each episode lasts about 30-45 minutes and is audio only.
AND at the end of each month we also have a Live Q&A webinar where you get to ask your questions of our guests.
>> Sign up for the next one here: https://keepoptimising.com/webinar/
I look forward to helping you keep optimising your marketing very soon!
Chloe Thomas, host of the show
About our host:
Chloe Thomas has been in marketing for over 15 years, she's the author of multiple best selling books on eCommerce and marketing, and the host of the award-winning UK top 5 marketing podcast, eCommerce MasterPlan.
Join our email list: https://keepoptimising.com/
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Recent Hosts, Guests & Topics
Here's a quick summary of the last 5 episodes on Keep Optimising.
Hosts
Chloe
Keep Optimising
Previous Guests
Eric Sheinkop
Eric Sheinkop is the co-founder of The Desire Company, a firm that specializes in connecting brands with knowledgeable professionals to enhance marketing strategies. With a focus on leveraging expert partnerships, Eric emphasizes the importance of authenticity in marketing, particularly in an era where consumers are increasingly skeptical of celebrity endorsements. His insights into expert-driven content and its effectiveness in addressing consumer concerns have made him a sought-after voice in the marketing community.
Eric Sheinkop is the co-founder of The Desire Company, a firm that specializes in connecting brands with knowledgeable professionals to enhance marketing strategies. With a focus on leveraging expert partnerships, Eric emphasizes the importance of authenticity in marketing, particularly in an era where consumers are increasingly skeptical of celebrity endorsements. His insights into expert-driven content and its effectiveness in addressing consumer concerns have made him a sought-after voice in the marketing community.
Kelly Morrison
Kelly Morrison is an affiliate marketing expert with extensive experience in launching and managing successful affiliate programs. She specializes in helping businesses define clear goals and expectations for their affiliate initiatives, emphasizing the importance of quality partnerships over quantity. Kelly is known for her data-driven approach, focusing on performance metrics to guide decision-making and enhance the effectiveness of affiliate marketing strategies. Her insights into providing comprehensive support and marketing materials for affiliates have made her a sought-after speaker and consultant in the field.
Kelly Morrison is an affiliate marketing expert with extensive experience in launching and managing successful affiliate programs. She specializes in helping businesses define clear goals and expectations for their affiliate initiatives, emphasizing the importance of quality partnerships over quantity. Kelly is known for her data-driven approach, focusing on performance metrics to guide decision-making and enhance the effectiveness of affiliate marketing strategies. Her insights into providing comprehensive support and marketing materials for affiliates have made her a sought-after speaker and consultant in the field.
Red Barrington
Red Barrington is a recognized expert in affiliate marketing, known for his strategic insights and practical approaches to optimizing affiliate programs. With years of experience in the industry, he has helped numerous brands enhance their affiliate marketing performance through targeted strategies and effective communication. Red is passionate about educating others in the field and frequently shares his knowledge at networking events and through various educational platforms.
Red Barrington is a recognized expert in affiliate marketing, known for his strategic insights and practical approaches to optimizing affiliate programs. With years of experience in the industry, he has helped numerous brands enhance their affiliate marketing performance through targeted strategies and effective communication. Red is passionate about educating others in the field and frequently shares his knowledge at networking events and through various educational platforms.
Sam Thompsett
Sam Thompsett is a marketing professional at Genie Goals, an award-winning marketing agency specializing in partnership marketing and advertising for eCommerce brands. With experience in creating high-converting Meta ads and leveraging influencer content, Sam has worked with notable clients such as Mamas and Papas, Bird and Blend, and Industville. His expertise includes developing strategies that enhance ad performance and reduce costs through effective influencer and affiliate partnerships.
Sam Thompsett is a marketing professional at Genie Goals, an award-winning marketing agency specializing in partnership marketing and advertising for eCommerce brands. With experience in creating high-converting Meta ads and leveraging influencer content, Sam has worked with notable clients such as Mamas and Papas, Bird and Blend, and Industville. His expertise includes developing strategies that enhance ad performance and reduce costs through effective influencer and affiliate partnerships.
Lee-Ann Johnstone
Lee-Ann Johnstone is an affiliate marketing expert and the founder of Affiverse, a company specializing in affiliate marketing strategies and partnerships. With years of experience in the industry, she has a deep understanding of how affiliate marketing is evolving and the importance of strategic partnerships in driving business success. Lee-Ann is known for her insights into performance-based payment structures and the growing 'partnership economy' that integrates various forms of collaborations, including influencers and traditional affiliates. Her expertise helps businesses navigate the complexities of affiliate marketing and develop tailored approaches that align with their specific goals.
Lee-Ann Johnstone is an affiliate marketing expert and the founder of Affiverse, a company specializing in affiliate marketing strategies and partnerships. With years of experience in the industry, she has a deep understanding of how affiliate marketing is evolving and the importance of strategic partnerships in driving business success. Lee-Ann is known for her insights into performance-based payment structures and the growing 'partnership economy' that integrates various forms of collaborations, including influencers and traditional affiliates. Her expertise helps businesses navigate the complexities of affiliate marketing and develop tailored approaches that align with their specific goals.
Topics Discussed
partnerships
conversion rates
expert marketing
authentic voices
consumer trust
expert-driven content
marketing strategies
affiliate program
do's and don'ts
goals and expectations
brand visibility
increased sales
data-driven decision-making
performance metrics
communication with affiliates
affiliate marketing
publisher mix
low-hanging fruit
communication
networking events
industry trends
brand partnerships
Meta ads
influencer marketing
partnership marketing
eCommerce
ad strategies
click-through rates
payment mechanism
relationship management
performance-based payment structures
partnership economy
influencers
customer advocacy
Partnerships can be a game changer when it comes to boosting your conversion rates, and today we're diving deep into how to leverage experts to make that happen. Well be unpacking insights from Eric Sheinkop, co-founder of The Desire Company, who shares his unique approach to connecting brands with knowledgeable professionals rather than influencers or celebrities.
The conversation begins with a critical look at the declining effectiveness of celebrity endorsements, as 67% of consumers report a lack of trust in such marketing tactics. Eric emphasizes that in a world where consumers are inundated with advertising, the need for authentic voices has never been greater. By collaborating with experts, brands can provide valuable information that resonates with potential buyers, ultimately driving conversions and sales.
Listeners will gain practical insights into how to effectively implement expert-driven marketing strategies. Eric offers valuable tips on identifying the right experts for specific product categories and leveraging their knowledge to address consumer questions and concerns.
Overall, this episode serves as a crucial resource for brands looking to enhance their marketing efforts by embracing expert partnerships and optimizing their conversion strategies.
Takeaways:
Leveraging expert partnerships can lead to significant increases in conversion rates and customer trust by educating consumers effectively.
Using professionals from diverse fields, such as chefs or veterinarians, can enhance the authenticity of your marketing content.
Expert-driven content performs better in lower funnel marketing, addressing consumer doubts and increasing purchase confidence.
Investing in expert partnerships not only aids conversion but also enhances the overall customer experience on retail websites.
Partnerships can be a game changer when it comes to boosting your conversion rates, and today we're diving deep into how to leverage experts to make that happen. Well be unpacking insights from Eric Sheinkop, co-founder of The Desire Company, who shares his unique approach to connecting brands with knowledgeable professionals rather than influencers or celebrities.
The conversation begins with a critical look at the declining effectiveness of celebrity endorsements, as 67% of consumers report a lack of trust in such marketing tactics. Eric emphasizes that in a world where consumers are inundated with advertising, the need for authentic voices has never been greater. By collaborating with experts, brands can provide valuable information that resonates with potential buyers, ultimately driving conversions and sales.
Listeners will gain practical insights into how to effectively implement expert-driven marketing strategies. Eric offers valuable tips on identifying the right experts for specific product categories and leveraging their knowledge to address consumer questions and concerns.
Overall, this episode serves as a crucial resource for brands looking to enhance their marketing efforts by embracing expert partnerships and optimizing their conversion strategies.
Takeaways:
Leveraging expert partnerships can lead to significant increases in conversion rates and customer trust by educating consumers effectively.
Using professionals from diverse fields, such as chefs or veterinarians, can enhance the authenticity of your marketing content.
Expert-driven content performs better in lower funnel marketing, addressing consumer doubts and increasing purchase confidence.
Investing in expert partnerships not only aids conversion but also enhances the overall customer experience on retail websites.
Partnerships: Kickstart Your Affiliate Program—5 Do's and 5 Don'ts with Kelly Morrison
Hosts
Hosts of this podcast episode
Chloe
Guests
Guests of this podcast episode
Kelly Morrison
Keywords
Keywords of this podcast episode
affiliate programdo's and don'tsgoals and expectationsbrand visibilityincreased salesdata-driven decision-makingperformance metricscommunication with affiliates
Starting an affiliate program can be a game changer for your business, and in this episode, we dive into the essential do's and don'ts to get it right the first time. Our guest, Kelly Morrison, shares her expertise on defining clear goals and expectations to kick things off effectively. Tune in for practical insights that will help you launch a successful affiliate program.
In our conversation with Kelly, an affiliate marketing expert, we dive deep into the essential do's and don'ts of launching your affiliate program. She emphasizes the importance of defining clear goals and expectations right from the get-go. Knowing what you want to achieve—whether it's brand visibility, increased sales, or building relationships—will set the stage for your program's success.
She stresses that quality is more important than quantity when it comes to selecting affiliates; it's better to have a handful of engaged partners than a large group who may not resonate with your brand. Furthermore, providing your affiliates with comprehensive marketing materials and support is crucial for enabling them to promote effectively.
As we get further into the conversation, we explore the critical need for data-driven decision-making. Tracking performance metrics allows you to understand what's working and what needs adjustment. Kelly shares her insights on maintaining open lines of communication with your affiliates, which can significantly enhance their motivation and effectiveness. The episode wraps up with a list of pitfalls to avoid, including neglecting your affiliates and ignoring compliance issues.
This thorough discussion equips listeners with the knowledge to not only start their affiliate program but to optimize it for lasting success.
Takeaways:
Tracking and measuring performance data is essential for driving decisions in your affiliate program.
Define clear goals for your affiliate program to guide your setup and management effectively.
Choosing the right affiliates is more important than having a large number of them.
Provide affiliates with comprehensive marketing materials to ensure they can promote effectively.
Starting an affiliate program can be a game changer for your business, and in this episode, we dive into the essential do's and don'ts to get it right the first time. Our guest, Kelly Morrison, shares her expertise on defining clear goals and expectations to kick things off effectively. Tune in for practical insights that will help you launch a successful affiliate program.
In our conversation with Kelly, an affiliate marketing expert, we dive deep into the essential do's and don'ts of launching your affiliate program. She emphasizes the importance of defining clear goals and expectations right from the get-go. Knowing what you want to achieve—whether it's brand visibility, increased sales, or building relationships—will set the stage for your program's success.
She stresses that quality is more important than quantity when it comes to selecting affiliates; it's better to have a handful of engaged partners than a large group who may not resonate with your brand. Furthermore, providing your affiliates with comprehensive marketing materials and support is crucial for enabling them to promote effectively.
As we get further into the conversation, we explore the critical need for data-driven decision-making. Tracking performance metrics allows you to understand what's working and what needs adjustment. Kelly shares her insights on maintaining open lines of communication with your affiliates, which can significantly enhance their motivation and effectiveness. The episode wraps up with a list of pitfalls to avoid, including neglecting your affiliates and ignoring compliance issues.
This thorough discussion equips listeners with the knowledge to not only start their affiliate program but to optimize it for lasting success.
Takeaways:
Tracking and measuring performance data is essential for driving decisions in your affiliate program.
Define clear goals for your affiliate program to guide your setup and management effectively.
Choosing the right affiliates is more important than having a large number of them.
Provide affiliates with comprehensive marketing materials to ensure they can promote effectively.
Improving your affiliate marketing performance can feel like a daunting task, but we're breaking it down into five manageable steps that can really make a difference. So, let's get started on leveling up your affiliate marketing game!
In our latest discussion, we break down five key steps to elevate your affiliate marketing strategy. First, we emphasize reviewing your publisher mix to ensure you’re targeting all segments of your audience effectively. This means utilizing tools available in your affiliate networks to identify any gaps in your current strategy. The second step focuses on identifying low-hanging fruit—those affiliates who drive traffic but yield low sales. By reaching out to these partners, you can often find ways to enhance their promotional efforts. Our third step is all about communication. We stress the importance of nurturing relationships with your affiliates through consistent and tailored messaging. This keeps your brand top of mind and fosters collaboration. The fourth step encourages attending networking events and engaging in educational opportunities. The affiliate marketing space is fast-paced, and staying informed about the latest trends and best practices is crucial for success. Finally, we wrap up with a discussion on the importance of monitoring industry trends, such as card-linked offers and the rise of brand partnerships, which can provide new avenues for growth. By following these steps, you can position your affiliate program for greater success and profitability.
Takeaways:
Your contact list is essential in affiliate marketing, make sure it's comprehensive.
Identifying gaps in your publisher mix is crucial to optimizing affiliate performance.
Maintaining regular communication with affiliates can significantly enhance your marketing effectiveness.
Networking and continuous education are vital for staying ahead in the affiliate marketing game.
Chapters:
03:09 - Optimizing Your Affiliate Marketing Channel
12:51 - Networking and Education in Affiliate Marketing
17:40 - Optimizing Your Affiliate Program
24:26 - Looking to the Future of Affiliate Marketing
Improving your affiliate marketing performance can feel like a daunting task, but we're breaking it down into five manageable steps that can really make a difference. So, let's get started on leveling up your affiliate marketing game!
In our latest discussion, we break down five key steps to elevate your affiliate marketing strategy. First, we emphasize reviewing your publisher mix to ensure you’re targeting all segments of your audience effectively. This means utilizing tools available in your affiliate networks to identify any gaps in your current strategy. The second step focuses on identifying low-hanging fruit—those affiliates who drive traffic but yield low sales. By reaching out to these partners, you can often find ways to enhance their promotional efforts. Our third step is all about communication. We stress the importance of nurturing relationships with your affiliates through consistent and tailored messaging. This keeps your brand top of mind and fosters collaboration. The fourth step encourages attending networking events and engaging in educational opportunities. The affiliate marketing space is fast-paced, and staying informed about the latest trends and best practices is crucial for success. Finally, we wrap up with a discussion on the importance of monitoring industry trends, such as card-linked offers and the rise of brand partnerships, which can provide new avenues for growth. By following these steps, you can position your affiliate program for greater success and profitability.
Takeaways:
Your contact list is essential in affiliate marketing, make sure it's comprehensive.
Identifying gaps in your publisher mix is crucial to optimizing affiliate performance.
Maintaining regular communication with affiliates can significantly enhance your marketing effectiveness.
Networking and continuous education are vital for staying ahead in the affiliate marketing game.
Chapters:
03:09 - Optimizing Your Affiliate Marketing Channel
12:51 - Networking and Education in Affiliate Marketing
17:40 - Optimizing Your Affiliate Program
24:26 - Looking to the Future of Affiliate Marketing
Partnerships: Reaching New Audiences with Meta Ads and Influencer Power with Sam Thompsett, Genie Goals
Hosts
Hosts of this podcast episode
Chloe
Guests
Guests of this podcast episode
Sam Thompsett
Keywords
Keywords of this podcast episode
Meta adsinfluencer marketingpartnership marketingeCommercead strategiesclick-through rates
Sam Thompsett is part of the team at award-winning marketing agency Genie Goals, who deliver all sorts of partnership marketing and advertising activity for eCommerce brands like Mamas and Papas, Bird and Blend and Industville.
In this episode, we discuss:
The secret to turning influencer content into high-converting Meta ads
Why whitelisting influencer ads outperforms traditional brand ads
How to use affiliate and influencer partnerships to lower ad costs
The three ad strategies that will boost your click-through rates
Dive in:
[03:12] Influencer content boosts paid social.
[07:33] Influencer whitelisting boosts ad success.
Sam Thompsett is part of the team at award-winning marketing agency Genie Goals, who deliver all sorts of partnership marketing and advertising activity for eCommerce brands like Mamas and Papas, Bird and Blend and Industville.
In this episode, we discuss:
The secret to turning influencer content into high-converting Meta ads
Why whitelisting influencer ads outperforms traditional brand ads
How to use affiliate and influencer partnerships to lower ad costs
The three ad strategies that will boost your click-through rates
Dive in:
[03:12] Influencer content boosts paid social.
[07:33] Influencer whitelisting boosts ad success.
Affiliate marketing is evolving rapidly, and in 2025, it's transforming from a traditional channel into a crucial payment mechanism and amplifier for other marketing efforts. In this episode, we're diving deep with affiliate expert Lee-Ann Johnston, who shares insights on what’s working in affiliate marketing and what isn’t. We discuss the importance of partnerships and the strategic approach needed to leverage affiliate programs effectively for your eCommerce store. Lee-Ann emphasizes that it's not just about throwing money at affiliates; it requires a thoughtful strategy and relationship management to avoid costly mistakes. As we explore the landscape of affiliate marketing, listeners will gain clarity on how to navigate this changing terrain and make informed decisions that can lead to greater success.
As we dive deeper into the future of affiliate marketing with Lee-Ann Johnston, it’s clear that 2025 is set to reshape how businesses approach partnerships. Gone are the days when affiliate marketing was merely about driving traffic through links. Now, it’s about creating a comprehensive ecosystem where affiliates act as integral partners in the marketing strategy. Lee-Ann explains that affiliate marketing is shifting towards a 'partnership economy'—an environment where different forms of collaborations, from influencers to traditional affiliates, all play a role in promoting products and services. This change signifies that businesses must adapt their strategies to incorporate various types of partnerships and understand the unique needs of each.
Lee-Ann emphasizes the importance of establishing a clear purpose before launching an affiliate program. She suggests that businesses should evaluate their readiness and the potential return on investment. This reflection is crucial, especially considering that many companies have previously launched affiliate initiatives without the necessary groundwork and ended up with disappointing results. The key takeaway here is that affiliate marketing isn’t a one-size-fits-all solution; it requires a tailored approach that considers the specific goals and resources of the business.
Throughout the episode, Lee-Ann also discusses the critical shift towards performance-based payment structures, which not only incentivize affiliates but also align their efforts with the business’s success. By understanding that affiliates aren’t just external traffic sources but actual partners in growth, marketers can foster more sustainable and beneficial relationships that ultimately lead to better outcomes. Listeners will gain insights into how to effectively manage these partnerships, the importance of communication and transparency, and how to stay ahead in an increasingly competitive landscape. This episode is a must-listen for anyone serious about succeeding in the affiliate marketing space in 2025.
Takeaways:
Affiliate marketing has evolved into more than just a channel; it's a payment mechanism and a vital amplifier for existing marketing efforts.
In 2025, successful affiliate marketing strategies will require a clear understanding of objectives and strong relationship management with partners.
Investing in affiliate marketing is not free; it requires time, money, and resources to build effective partnerships and manage them successfully.
The partnerships economy is growing, integrating influencers and customer advocacy into affiliate marketing strategies for better reach and engagement.
Businesses must understand when to launch an affiliate program and ensure they have the necessary expertise to manage it effectively and responsibly.
Affiliate marketing is a long-term investment that requires strategic planning and ongoing optimization to truly succeed.
Affiliate marketing is evolving rapidly, and in 2025, it's transforming from a traditional channel into a crucial payment mechanism and amplifier for other marketing efforts. In this episode, we're diving deep with affiliate expert Lee-Ann Johnston, who shares insights on what’s working in affiliate marketing and what isn’t. We discuss the importance of partnerships and the strategic approach needed to leverage affiliate programs effectively for your eCommerce store. Lee-Ann emphasizes that it's not just about throwing money at affiliates; it requires a thoughtful strategy and relationship management to avoid costly mistakes. As we explore the landscape of affiliate marketing, listeners will gain clarity on how to navigate this changing terrain and make informed decisions that can lead to greater success.
As we dive deeper into the future of affiliate marketing with Lee-Ann Johnston, it’s clear that 2025 is set to reshape how businesses approach partnerships. Gone are the days when affiliate marketing was merely about driving traffic through links. Now, it’s about creating a comprehensive ecosystem where affiliates act as integral partners in the marketing strategy. Lee-Ann explains that affiliate marketing is shifting towards a 'partnership economy'—an environment where different forms of collaborations, from influencers to traditional affiliates, all play a role in promoting products and services. This change signifies that businesses must adapt their strategies to incorporate various types of partnerships and understand the unique needs of each.
Lee-Ann emphasizes the importance of establishing a clear purpose before launching an affiliate program. She suggests that businesses should evaluate their readiness and the potential return on investment. This reflection is crucial, especially considering that many companies have previously launched affiliate initiatives without the necessary groundwork and ended up with disappointing results. The key takeaway here is that affiliate marketing isn’t a one-size-fits-all solution; it requires a tailored approach that considers the specific goals and resources of the business.
Throughout the episode, Lee-Ann also discusses the critical shift towards performance-based payment structures, which not only incentivize affiliates but also align their efforts with the business’s success. By understanding that affiliates aren’t just external traffic sources but actual partners in growth, marketers can foster more sustainable and beneficial relationships that ultimately lead to better outcomes. Listeners will gain insights into how to effectively manage these partnerships, the importance of communication and transparency, and how to stay ahead in an increasingly competitive landscape. This episode is a must-listen for anyone serious about succeeding in the affiliate marketing space in 2025.
Takeaways:
Affiliate marketing has evolved into more than just a channel; it's a payment mechanism and a vital amplifier for existing marketing efforts.
In 2025, successful affiliate marketing strategies will require a clear understanding of objectives and strong relationship management with partners.
Investing in affiliate marketing is not free; it requires time, money, and resources to build effective partnerships and manage them successfully.
The partnerships economy is growing, integrating influencers and customer advocacy into affiliate marketing strategies for better reach and engagement.
Businesses must understand when to launch an affiliate program and ensure they have the necessary expertise to manage it effectively and responsibly.
Affiliate marketing is a long-term investment that requires strategic planning and ongoing optimization to truly succeed.
