The very essence of performance marketing is that publishers are paid on results, so advertisers are able to easily and confidently report on ROI. If tenancy is an arrangement whereby exposure is paid for in advance can it really qualify as performance marketing? Perhaps not, but here’s why tenancy should still form part of your performance marketing strategy:
- Guaranteed Exposure
As a retailer planning a campaign it is not always easy to predict the traffic that will be driven regardless of how good an offering it is. Just because you put it out there doesn’t mean you’ll receive any exposure, even with a decent CPA offer. By securing a tenancy package in advance it can help to predict the traffic you’ll be able to drive to your website, and in particular can help to promote specific campaigns as needed in your overall digital marketing plan.
You can also share with us your branding guidelines and any key messaging to be used in the campaign.
- Value of Traffic
For some retailers our traffic is valuable, regardless of sales generated. If you’re looking to raise brand awareness amongst our audience then paying for exposure upfront could be a good option – it’s potentially much better value than some other channels.
If your products generally require consideration before purchase then it may be difficult to gain any traction in affiliate marketing, since without any sales there would be no CPA payments. Again, paid exposure could be the way to overcome this.
- Return on Investment
Any reputable publisher will offer you a post campaign report, and perhaps midway reports too, depending on the campaign period. These reports can help to justify the investment made in tenancy and can also inform future campaigns by looking at how the audience responds, which messages pushed them to click through and buy etc.
We offer all tenancy customers access to our Client Portal. This pulls through all paid for posts, with links directly to the live posts on Facebook. They can also be set up to pull through all non tenancy posts that are created during the campaign period, over and above those that are paid for in advance.
‘Pulling a figure out of thin air’, ‘wishy washy vagueness’, ‘unsupported’ and ‘unsubstantiated’ are just some of descriptions I’ve heard for tenancy fees. If this is how the cost of a tenancy package feels then it’s probably not the right package or publisher for you. Fees should be based on audience size, estimated reach and be realistic. You should also consider how niche the audience is; a smaller audience made up mostly of your target customers may be worth more than a larger audience made up of just about anyone.
We view all our tenancy campaigns as partnerships – they have to work for both parties. Don’t forget publishers are businesses too. In our case to process and publish your one post there are a minimum of 2 people directly involved; the Partnerships Executive who processes your sale and books your post into our schedule and the Social media Executive who carefully visits your website to select the right product for the audience and thoughtfully writes a post to appeal to your target customers and encourage them to click through and buy.
We absolutely want to make your tenancy campaign successful. The best way you can help us to do this is to share your objectives in advance – this way we know what we’re aiming to deliver as a minimum and can monitor performance against this.
If we don’t think your campaign is right for our audience or channel we’ll tell you this upfront. We’d rather be honest now, in the hope that you’ll return to us one day with something that is suitable.
Many retailers still view influencer marketing as being different to affiliate marketing, and may even have different teams with different budgets looking after each. We see them as one and the same – At The Office Rocks we use social media to inform our audiences about your products and encourage them to click through and buy, often without the need for any discount or offer. Why not use some of your influencer budget to pay for your tenancy campaign, and utilise all the traffic and sales tracking that affiliate marketing benefits from?