Using RightMessage To Personalize Affiliate Campaigns And Online Summits
If you are looking to grow your authority in a specific field and increase your business, you may want to consider hosting an online summit or conference. An online (or virtual) summit is where a host brings together a group of expert guests for interviews, that are broadcast online to attendees for a certain period of time.
One method to increase the number of people attending, is to encourage your guest speakers to promote the summit to their audience. In return for the promotion, you offer a monetary ‘thank you’ (commission) for sales made during the summit. This is referred to as an ‘Affiliate Campaign’.
For an ‘Affiliate Campaign’ to work effectively, your guest speakers will have a custom link to the summit registration page and ‘swipe copy’ to use in any promotional emails, social media posts, blog posts etc.
Using RightMessage, you can increase the number of registrations, by tailoring the summit registration page for visitors who have come via the custom affiliate links your guest speakers are using.
Example - Tom Morkes 100k Launch School
A recent live example is an online summit hosted by Tom Morkes (not an affiliate link).
Guest speakers for the event have been provided with a custom affiliate link to use in promotions for their respective audiences.
The link for each affiliate displays a unique ‘custom query’ after the main URL - ‘?affiliate=xyz’.
In RightMessage we can use this query as a condition for our traffic segments and target each segment with custom personalizations.
Personalizations you may want to add include the content and any social proof or testimonials that will reflect the audience of the affiliate who has referred the inbound traffic.
Setting Up A Campaign For Your Summit Affiliate Referrals In RightMessage
In this article we will break down each step in the process, so you can use the same steps for your own affiliate campaigns.
Note: You can use the same process for other marketing campaigns on your site where you have encouraged affiliates to promote the service/product/event to their audience.
The steps to set up personalizations based on an affiliate campaign promoting an online summit are below:
Create a Segment Group for your affiliates
Add each affiliate as it’s own segment within the segment group
Use the ‘Custom Query’ condition to target the unique ‘affiliate=xyz’ in the registration page link.
Create A Custom Campaign
Personalize elements on the registration page based on the different segments
Add a Goal to track the campaign and sign ups per affiliate.
Test the personalizations.
Create A Segment Group For Your Affiliates
The first step is to set up a segment group that will group together the different guest speakers promoting the summit.
In your RightMessage dashboard for the website you are personalizing, click ‘Segments’ in the admin bar.
In the left sidebar, click the ‘+ Create a new segment group’ button to create a new segment group.
Select ‘Other’ as the type of segment your new segment group will be used for.
Click the yellow ‘Create Segment Group’ button.
The new segment group will be saved and automatically appear in the left sidebar.
To change the name of the segment group, click on the segment group name in the main segment editing screen.
Edit the existing name or add a new name in the field provided.
Click the yellow ‘save’ button to save the new name.
Create A Segment For Each Affiliate
Within your segment group you can add a segment for each guest speaker who will be promoting the summit.
Click the ‘+ Add a new segment’ button on the right side of the main segment creation area to add a new segment to the segment group selected.
A new segment box will appear in the main segment editing area.
Add a name for the segment in the field provided (in this case the speakers name), and click the yellow ‘save’ button.
Add A ‘Custom Query’ Condition To Each Segment
Each guest speaker will have a unique ‘query’ parameter at the end of the URL in their summit registration link.
We can set up a condition for the guest speaker segment to query the ‘affiliate’ parameter in our summit registration URL and check if the parameter has a specific value.
Use the drop down in the segment box to add a new condition. Select the ‘Custom’ option under ‘Query Parameters’.
Fill out the required field(s) for the condition chosen.
For ‘Custom Query’ condition, we want to configure the condition to check if the ‘name’ of the query parameter in the URL equals a specific ‘value’.
In the case of the summit registration link, the name of the query parameter is ‘affiliate’, and the value needs to equal ‘xyz’ for the condition of that segment to return true.
Tip: the reason for using the ‘for the most current page’ option, is to prevent any affiliate overlaps. If you use ‘if there is any occurance’ option, and an attendee is on the list of two different people promoting your summit, it can cause a conflict when the attendee is visiting the registration page.
Repeat the above process for adding other guest speakers, with its own condition to check the query parameter in the URL and its value.
Publish the segment group additions to RightMessage
To make sure your new segment is saved, click the ‘Publish’ button in the top right corner of the screen.
Create A New Campaign
In order to use RightMessage to personalize the summit registration page for different guest speaker segments you have set up, you will need to create a ‘campaign’.
Click ‘Dashboard’ in the RightMessage admin bar to navigate back to the main dashboard area.
If you have not created a campaign before, click the yellow ‘Create A Campaign’ button.
If you are creating an additional campaign, click the ‘+ start a new campaign’ button at the top left of the screen.
For a campaign to personalize the summit registration page, click the ‘Create a custom campaign’ option.
Add a name for the campaign, and select the segment group we created.
Click the yellow ‘Save’ button.
RightMessage will automatically create the new campaign and will redirect you to the campaign editing area for you to begin personalizing the elements of your summit registration page for each segment.
Personalize The Summit Registration Page
The campaign editing area in RightMessage is used to personalize various elements on a website page(s). The personalizations you add will show to your website traffic based on the segments and conditions you defined in the segment group.
Below are some of the basic changes you can make easily and quickly when personalizing the summit registration page:
Change text of a headline, tagline, call to action button or paragraph element
Change testimonials and/or social proof so it is relevant to the affiliate referrals audience.
Swap any relevant images
Adjust the phrasing of any listed features and benefits
To start personalizing an element for your campaign, hover over the website and use the pink outline feature to locate the element you want to personalize.
The outline feature will specify the type of element you are hovering over - such as a link, headline, paragraph, list item, image or other type of element.
Click on the highlighted element you want to personalize. A box will show under the element with an option to personalize the element or cancel the selection.
Click the option to ‘Start Personalizing This …’
The personalization editing tool will display on the screen containing the options available for personalizing the element.
Note: the options shown in the personalization editing tool will change based on the element selected.
The ‘Modify’ settings tab in the personalization editing area will provide options to make changes to the text, the visibility of the element and adjust the styling of the element.
Enter the changes you want to show for the segment selected.
In the below example, we are going to show a custom headline for any traffic that has been referred by the ‘Brian Clark - Copyblogger’ segment.
To change the element for a different segment, click the toggle arrow beside the selected segment name.
Select the segment name you want to switch to.
The personalization editing tool will display the original state of the element you are personalizing.
Enter an alternative headline you want to show for the different segment selected.
In the below example, we are adding a different headline for any traffic that has been referred by the ‘Chris Brogan - Owner Media’ segment.
Repeat the above process for the different elements you want to personalize, toggling between the different segments to change the element for each guest speaker referral link.
To ensure your the personalizations for the selected segment are saved, click the ‘Publish’ button in the top right corner of the screen.
Create A Conversion Goal For The Campaign
To track the conversion across the different guest speakers, Goals in RightMessage will collect data you can evaluate. Tracking and optimizing the summit registration campaign can help you make smart decisions on how to adjust or further personalize the page to increase signups.
Goals can be configured to track when visitors click a button, view a page or submit a form.
In your RightMessage dashboard, click ‘Goals’ in the admin bar.
If you have not created a goal before, click the ‘Create A Goal’ button on the page. Alternatively, click the ‘+ Create a new goal’ button in the top left of the screen.
Add a name for the goal, and click the yellow ‘Save’ button.
RightMessage will automatically create the new goal and will redirect you to the personalization area for you to begin selecting the events you want to track in your goal.
To track the conversion for the summit registration page, we are going to set up a goal to track when a registrant has viewed the ‘thank you’ page, which they see when they have successfully submitted their registration details.
The main call to action on the registration page will show a pop up opt in form when clicked.
Filling in and submitting the form takes the registrant to a ‘thank you’ page.
Paste the link of the ‘Thank You’ page into the URL field in the goal editing screen and click enter to load the page.
To add a new conversion event to track, click the toggle arrow icon beside ‘Set Up Conversion Events’. Select the ‘Views This Page’ option displayed in the drop down.
To make sure your new goal is saved, click the colored ‘Publish’ button in the top right corner of the screen.
Assign The Goal To The Campaign
To assign the goal to the campaign we have created, we will need to edit the campaign and add the goal to the campaign settings.
Click on the ‘RightMessage’ icon to navigate back to the main dashboard area. Click the ‘Set up goal tracking’ button to add the goal to the campaign.
In the next screen, click the button for the existing goal.
RightMessage will assign the goal to the campaign automatically. Click the yellow ‘Close’ button to return to the main RightMessage dashboard.
RightMessage is now tracking the conversions for the campaign where a registrant lands on the ‘Thank You’ page.
Once data is collected, you will be able to see the conversion breakdown across all of the guest speakers you have added to the segment group and personalized for.
Testing The Personalizations
To see the changes on your summit registration page, open a private/incognito window and paste in the referral link for one of your guest speakers.
Tip: You may need to clear your browser caching if the personalization not loading.