The Publisher Diaries: Tanya Larsen

The Publisher Diaries: Tanya Larsen was based in 2019 by pals and co-founders Tanya Larsen and Miranda Coombes. Both girls are moms; Miranda has two youngsters and Tanya has three, and care deeply in regards to the planet, its future, and serving to protect it for future generations.

The website totally focuses on sustainability and encourages folks to be extra accountable when procuring. The concept for the corporate got here from the duo’s want to present one thing that may very well be really rewarding for everybody – prospects, the planet, and themselves.

Tanya chatted to Niamh Butler-Walton about why advertisers must kind higher relationships with their associates and women-driven companies…

What is your position and what does it include?

I’m the co-founder and CEO of Codes To Share, a UK based mostly enterprise that at the moment operates two low cost code web sites. was launched on the finish of 2019 for the UK market and was launched in August 2021 for the North American market. is the primary voucher codes web site within the UK to concentrate on sustainability and is a totally licensed CO2 impartial web site.

I’m not an inventor by nature, and I don’t all the time provide you with authentic enterprise concepts myself, however I’m a really passionate govt. If I like an concept, I get totally consumed by it and I make it work. If you desire a enterprise to succeed you want to give it full dedication. The concept of a inexperienced voucher code web site got here from my enterprise accomplice and co-founder, Miranda Coombes. I favored the concept very a lot and joined as an investor and full time CEO, while including my earlier expertise of being a CEO of a expertise enterprise for the final 15 years or so, rising startups into the multi million revenues, and subsequently promoting them. 

I’m a really eager supporter of conservation initiatives and the mannequin of a inexperienced voucher codes web site resonated with me right away. My position is that of any good tech startup CEO – being affected person with cash, creating the suitable group, bringing the mannequin to market, ensuring the mannequin works and generates income, rising and creating the enterprise additional and naturally, sustaining the love for what I’m doing alongside the way in which. 

What do you take pleasure in most in regards to the efficiency advertising and marketing business?

I like the technical a part of it and the joy and advantages that our prospects get from utilizing our expertise. I’ve a combined engineering and finance background and it could not sound that attention-grabbing, however I get actual pleasure in seeing how our technical concepts can immediately have an effect on our enterprise high line, in addition to ship income to the advertisers we work with – plus save the planet as we go. My profession path began in digital in 2002, again within the day when the web was nonetheless sluggish, and I completely love what I’ve achieved within the final 20 years. The prompt shopper behaviour response is an enormous thrill that retains my curiosity within the efficiency advertising and marketing business. 

The different huge attraction for me all the time was the flexibleness across the business. I’ve a household and three youngsters, I’ve travelled the world and the one office I wanted was my laptop computer. I’d not have the ability to dwell such a satisfying life as simply if I had been within the workplace 9 to 5. This flexibility is an enormous attraction for me as a mom. 

Not to neglect after all that the efficiency advertising and marketing business nonetheless has room for genius concepts to beat the area – and that is extraordinarily uncommon to search out these days. 

Who is your efficiency advertising and marketing hero and why?

Probably Robert Rose. Not simply because I like rock music and long-haired guys, however as a result of he really believes in the truth that efficiency advertising and marketing success is true advertising and marketing success. 

Who in your group deserves extra recognition? (The unsung hero)

I’d say our search engine optimization man, additionally a eager blogger, Shaun Richings. Both Miranda and myself have taken away numerous information from him and have been impressed to take dangers when introducing a brand new low cost web site into an already massively aggressive market and reach it. 

What traits are you seeing working with advertisers?

The Voucher Shares area of interest could also be a little bit completely different to generic voucher web sites however though we attraction to sustainability-conscious customers by default, we are able to see that advertisers who put sustainability on the coronary heart of their enterprise obtain extra total consideration from right now’s customers. We work with 1000’s of manufacturers and we are able to see the rising pattern amongst the customers to search for extra eco-friendly merchandise fairly than for simply the perfect offers. That’s why this summer season we launched a inexperienced icon to focus on all sustainable and eco-friendly merchandise from completely different advertisers and make it simpler for customers to determine. 

How has the position of affiliate networks modified over the past 12 months?

We’ve observed affiliate networks have develop into extra accessible to smaller companies. Small companies want entry to on-line promoting, it has develop into their life line in the course of the pandemic. It’s nice to see that many affiliate networks have made their becoming a member of course of simpler and are additionally making extra effort to attach new advertisers with good publishers. Affiliate networks have develop into higher enterprise facilitators in my view. 

What one factor would you alter in regards to the business?

Advertisers want higher direct relationships with their associates. As I discussed above, affiliate networks have develop into higher facilitators, however there may be nonetheless a protracted strategy to go earlier than advertisers can really embrace the truth that associates are doing the arduous work of promoting for them and so shouldn’t be on the backside of the income distribution. There remains to be a protracted strategy to go to make affiliate marketing online extra clear and I imagine affiliate networks may do extra to help associates. Affiliates assist to construct buyer loyalty for advertisers. Long time period constructive affect of working with associates shouldn’t be underestimated. 

What’s your high tip for advertisers?

Embrace a sustainable enterprise mannequin. Preparing and implementing sustainable modifications to your online business now will set it up for a brighter future. 

What different areas of the business are you able to see your self working sooner or later, maybe?

I’d like to concentrate on a tech startup advisory but in addition enterprise help for women-driven companies in efficiency and affiliate marketing online in addition to digital companies targeted on sustainability.  If I can obtain enterprise success with three youngsters and English as my second language then anybody can. They simply want to start out on the proper place.

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