Silverbean works across six key partner channels. These are:
- Traditional affiliate management
- Brand to brand partnerships
- Media partners
- Search domination
- Influencer marketing
- App campaigns
Traditional affiliate management
Utilising traditional affiliates can help you tap into new areas and offer a competitive edge. When we review brand campaigns, there’s always a lot of opportunity within recruitment and affiliate optimisation. Often, we find there are publishers missing from the affiliate mix – especially for brands operating in multiple countries. We also find that there’s a lot more a brand can do to optimise the performance of publishers already on the programme.
For example, a brand that leverages strong content partnerships will have an advantage over competitors not using this resource. The brand can openly communicate how the product was made, send exclusive imagery and content pre-launch, and control the narrative through the content partner.
It’s also important to adapt to the season. For example, when a brand is in full price, mid season sale, and end of season sale, there should be bespoke campaigns running – and tailor to that season – to better drive performance, rather than simply leaving the channel to tick over.
Brand to brand partnerships
For many verticals, brand to brand partnerships are a key opportunity. Where brands have worked with partners to drive awareness in-store, brand to brand partnerships can be leveraged to replicate these campaigns online; often with a broad choice of complementary partners whose audiences are highly relevant.
Brands can also take advantage of working with media partners such as The Telegraph, Daily Mail, Mirror etc. It’s often possible to form exclusive agreements with select media partners, so that any brand mention is exclusively linked to the ecommerce website over a reseller.
A lot of brands can also reclaim important market share. Here, a search domination strategy is key. At Silverbean, we look at non-brand keywords that will drive volume in sales. For retailers, this might be a product type or even a range name. It is important that you align content partners and support them with SEO (i.e keyword-rich product and brand content) to rank for these terms. Once the brand has PPC search/shopping campaigns live, site pages ranking and content partners ranking, you’ll own more of the search term – which will increase sales DTC.
By working with influencers, brands can encourage customers to convert directly by showcasing the real, lived experience of the product ‘in a live environment’ rather than professionally modelled or perfectly polished brand communications. Silverbean often partner with influencers to launch product sales or new season collections to demonstrate clients’ products in legitimate, ‘real-world’ scenarios.
Brands can leverage the affiliate and partner mix to increase app downloads via app install campaigns, and drive affiliate activation or conversions within the app setting with app activation campaigns. As well as driving DTC sales, success can also be measured based on other soft/hard KPIs including app installs, cost of sale, lifetime value and ongoing new customer/existing customer split.