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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in