When we started working with Tim and Omnia Radiation Balancer, the affiliate marketing program was functional but too hands on for Tim to be able to focus on growing other aspects of his business. We stepped in to help create an automated, hands-off affiliate program that brings in consistent sales without taking Tim’s time!
Our Goals for Omnia’s Affiliate Marketing Program
We had a few goals with Omnia’s affiliate marketing program.
1 – Creating Consistency in Affiliate Promotions
The inconsistent promotional schedule led to inconsistent revenue from promotions. We created simple swipe assets, sent a monthly affiliate newsletter, and created individual landing pages for the top-grossing affiliates. This made it easy for folks to promote Omnia consistently. The monthly affiliate newsletter ended up being a great place for us to share product news, drop new coupons, and offer new promotional ideas for the community.
2 – Create a Safety Barrier for Language Promotions Could Use
Omnia operates in both the wellness and technology spaces. There are a lot of rules from governing bodies like the ASA and the FDA that limit what companies can claim about their products. For Omnia, this also includes what their fans and affiliates can say. We created approved messaging with distinct rules and boundaries for the language and imagery. These boundaries created a layer of protection for Omnia. They defined what could be said, and gave us something we could point to in case fans went overboard in their reviews and the ASA filed a report.
3 – Simplify the Approval and Promotional Process
Previously, the affiliate process was very manual. Tim, the founder, had to manually input all of the new affiliate’s information himself. He also didn’t have a great way to communicate with them all at once. We integrated the affiliate marketing program with the email marketing program so that we could easily communicate and send them the assets they need to promote. They almost never had to log in to their account (except to see how much money they made!).
How We Created the Affiliate Marketing Program for Omnia
When we create an affiliate marketing program, we always take stock of what already exists for a brand first. Omnia had a system in place, but it wasn’t working. We spent time understanding why it wasn’t working before we chose a new plan of action.
Setting up the Basics
The first thing we did was migrate the program to a simpler affiliate platform. We chose a platform that was easy for partners to use, easy to update, and easy to pay out affiliates. Then, we built all the necessary assets for the program to operate hands off.
Assets for an affiliate program are two fold:
- A Welcome Package. This is information for the partner to understand the product and the voice guidelines. In the case of Omnia, we included information about ASA regulations and specific language guidelines.
- Shareable assets. This is copy and imagery for the partner to share. The most successful affiliate marketing campaigns have a clear CTA, shared product benefits, and a personal story. We create everything they need so that an affiliate only has to share their personal story.
Making it Easy to Use
Next, we set up an email automation for the approved affiliates. When an affiliate is uploaded into the platform, it sends their information to the email marketing platform and triggers an email sequence. That email sequence includes the welcome package, platform sign in, shareable affiliate link, and access to the shareable assets. This makes it EXTREMELY easy for affiliates to use.
Getting Sales
Next, we set it up so that the affiliate links within the platform lead to an optimized landing page. We set it up so that we could continue to optimize this page over time. The conversion rate on this page is almost triple overall website conversion.
Once the automated procedure was set up and tested, we made the form live! Now people can fill out this form and the whole process starts automatically!
Tim’s Review of Dandelion Branding
“The Dandelion team has been in charge of the Omnia’s Content Marketing for 9 months and they do all my email marketing, website content, social posts and they advise me on all my strategic digital marketing queries.
The team (Aubrey and Courtney) have become an indispensable part of the Omnia brand and I have been super impressed with their efficiency, their research into new systems and platforms that can benefit Omnia, their attention to detail and their ‘feel’ for my brand and the tone of voice we wanted to develop. As a result of this we have taken our content marketing to many levels higher than it was previously and most importantly, we talk to the customer in a way that resonates with them.
We have had great open rates on the emails, good traction on social media and sales have soared in this time. The website looks ten times better than it was, it’s now nicely structured in terms of layout and navigation.
What I like about their approach is that it is super-organised and data driven. We have a schedule which plans weeks and sometimes months in advance what content is going to be published and everything is well planned and I have visibility of everything upcoming so I can make adjustments when I need to.
Lastly they are great people to work with: fun, bright, knowledgeable, super-passionate and very creative. Omnia was a small brand stuck in a rut and I personally was overwhelmed by having to do everything before I engaged with Dandelion and now I feel that everything is expanding really nicely and I am more than happy to have them at the helm, pulling all the strings and producing great content that improves my brand status so that Omnia can grow exponentially.”
