How affiliate marketing is helping Yellow Brick Road find the right customer leads

Wealth management company shares how its work with Jack Media is improving sales conversion

Having a well-known media personality as your founder and CEO can work wonders around brand awareness. But when that brand is looking to reach specific market segments, bulk publicity can generate a lot of unqualified leads and prove counterproductive to sales conversion.

This is the problem that faced wealth management company, Yellow Brick Road. Founder and CEO, Mark Bouris, is known to many Australians through his frequent television appearances, which when combined with extensive above-the-line advertising, has led to high brand recognition.

But according to online marketing manager, Athina Rozos, high brand recognition was not necessarily translating to a high volume of qualified leads.

“As the face of the company, Mark is on TV quite a lot, so we do get a lot of leads that come through organically,” Rozos says. “But we can’t rely heavily on TV ads and having him out in public. And we can’t put all our eggs in the Google basket, because prices go up and bidding can become very expensive.”

To help with this problem, Yellow Brick Road turned to Byron Bay-based digital agency, Jack Media, to develop its affiliate marketing program. Jack Media founder, Andrew Crawley, says his firm’s approach starts with understanding who its clients are trying to reach, then creating campaigns with relevant publishers.

The key to success is putting in place a feedback loop with the client. “It’s really about close communication, about what is working and not working, and how we can adjust and tweak that,” Crawley says.

Jack Media has also invested in platform technology that Crawley says makes it easy for advertisers to alter campaigns.

“Most marketing managers are pretty hamstrung by design and tech teams,” he says. “Over the last couple of years, we have built and rolled out a platform that lets us do one integration with a client, then we can then work with the marketing manager outside their typical dev and design queues and create agility.

“When we see something is not working, because we have the lead capture process sitting on our platform, we can adjust it and tweak it and refine it.”

Crawley says Jack Media has the capability to create custom landing page content, which is fundamental for lead generation.

“We have clients who at any one time can have 50 or 60 landing pages in market, going into different subsets and variations and versions,” he says. “We can go as granular as we need to slice it and dice it further.

“A big part of what we have started to do is help clients with the lead nurturing process. A lot of clients over the last couple of years have started to realise they can buy media on a lead basis, but fail to understand what that means or how they need to do it to make it work effectively.”

Rozos says working with Jack Media has had a noticeable impact on the quality of leads.

“Whenever we need to switch it on we can, and they always have enough publishers we can go out to,” he says. “Our branches have said they are really happy with the quality. We are relying quite heavily on their leads, and the quality is almost as high as a paid specific lead source.”

The next stage will be to tap into Jack Media’s capabilities around custom landing pages.

“There are niche markets that we need to tap into, like doing campaigns to mothers, where we are speaking directly to them about their problems and issues and then coming up with a solution through our copy,” Rozos says. “People don’t want to be told what to do, so you almost have to put enough content out there so that subconsciously you are teaching them something, and hopefully converting at some point.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Thanks for picking this up. We are always happy to add richness to our products and in turn the lives of our followers and fans.

Fitbit Middle East

​Fitbit announces new virtual race platform to enhance customer experience

Read more

Thanks for a very interesting article. B2B marketing seems tricky. I think that marketing plays a vital part - it can build the brand and...

Aaren

From tactical overhead to strategic growth driver: B2B marketing in the digital age

Read more

meanwhile loads of people with digital skills are not finding work or getting an opportunity to be hired?? Double standards perhaps.

Graduate dying on centrelink

Report reveals Australia faces digital skills shortage

Read more

These laws are in one way or other giving businesses to VPN service providers & other cyber utilities. Just read PureVPN claiming 37%...

Paige Hudson

Getting prepared for mandatory data breach reporting

Read more

Great Post.Thanks for sharing such an informative article.I have worked with Ally Digital Media and it has a very good service which is b...

Utkarsh Kansara

Predictions: 17 digital marketing trends for 2017

Read more

Latest Podcast

More podcasts

Sign in