ELEVATE Summit: Where Lead Generation and Affiliate Marketing Will Collide

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1:00 | Marketing how to run your affiliate

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1:04 | insights from experts and practitioners

1:07 | from around the globe the truth is you

1:10 | simply won’t find this information

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1:14 | award-winning affiliate and Performance

1:16 | Marketing host an industry veteran your

1:19 | affiliate marketing guide and the

1:21 | founder of aviverse Leanne Johnston

1:25 | hello hello everyone I am super excited

1:28 | to be coming to you this week with Dean

1:30 | said and the founder of Maverick IO who

1:33 | is going to be joining us in this

1:35 | collaborative event that we’re doing

1:36 | with lead generation world called the

1:38 | Elevate Summit which is taking place on

1:40 | the 16th and 17th of September in London

1:43 | Dean it’s a pleasure to have you here

1:46 | say a quick hello to our audience and

1:48 | tell us a little bit about yourself and

1:49 | a little bit about M well thank you for

1:51 | having me back lean and whoa how do we

1:54 | know each other we’ve known each other

1:55 | for five years now something like that

1:58 | and uh I run Maverick which is a social

2:00 | selling company so everything from

2:03 | building your network following content

2:06 | driving traffic we live eat sleep

2:09 | breathe the whole world of Social and

2:12 | traffic on social so that’s what we do

2:15 | and why are you coming along with us to

2:17 | build and deliver the Elevate Summit

2:20 | this year in London what’s really

2:22 | getting me excited is about how the

2:24 | marketing particularly online marketing

2:27 | is changing privacy rules are all

2:29 | shaking up ads and data all of that

2:32 | stuff’s happening and it’s happening

2:34 | around the world and you’ve got Ai and

2:37 | those things going on and how that’s

2:39 | shaping the way we do business so I

2:42 | think that we’re in a very interesting

2:44 | point where the industry is going to

2:46 | innovate and kind of flip on itself and

2:49 | change the way it does things so I think

2:51 | I’m really excited about that and I know

2:53 | we’re going to there’s loads of stuff

2:54 | happening at Elevate about where’s the

2:56 | future of social where where’s all this

2:59 | going and I I also think we’re going to

3:01 | have to get smarter as part of all that

3:03 | privacy stuff in terms of generating our

3:06 | own traffic that doesn’t rely on you

3:09 | know a lot of data and how do we do that

3:12 | how do we capture people into email

3:14 | lists how do we do it more efficiently

3:16 | how do we optimize that traffic so we’re

3:18 | just getting the quality traffic because

3:20 | the other interesting thing is the way

3:22 | Google and yaho are dealing with email

3:25 | and now even if you got a hold of great

3:27 | traffic if you get some even the tiniest

3:30 | of lowquality reports on your email it

3:33 | can scopy your domain so I think there’s

3:35 | a whole host of challenges and

3:37 | opportunities but it’s going to force

3:39 | the industry to be smarter and that’s

3:40 | why I’m coming and I think the reason

3:42 | why I’m kind of bringing you guys all

3:44 | together so we’ve got lead generation

3:46 | World we’ve got MRE and we’ve got AE all

3:47 | joining together to bring this event to

3:49 | live is because it’s really the small

3:51 | medium advertisers that are going to be

3:53 | affected the ones that are currently

3:54 | relying on paid media to drive sales to

3:58 | their kind of Shopify website or even

4:00 | doing retargeting paid media campaigns

4:02 | when those third party cookies deprecate

4:04 | next year it’s almost like a tsunami of

4:06 | everything coming together that’s going

4:08 | to impact these small businesses and

4:10 | what we’re trying to do is really just

4:11 | get these Brands into a room with

4:14 | industry experts from around the world

4:15 | so yourself I’m going to be presenting

4:17 | some things we’ve got some amazing

4:19 | speakers like Heather Murray from AI

4:21 | from nonki so we’re going to be giving

4:23 | you the tech tools that you can

4:24 | Implement into your businesses we’ve got

4:27 | some amazing speakers coming in from

4:28 | countries like Germany and America who

4:31 | are just going to bring together a

4:32 | Melting Pot of insights and ideas for

4:34 | small medium Enterprises to take

4:37 | advantage of them to really understand

4:39 | where their budgets need to be spent in

4:41 | 2025 because the same old tactics are

4:44 | just going to fall away and if you’re

4:45 | not picking up new skills your business

4:48 | is going to suffer I think the classic

4:50 | you know the Gary ve strategy has always

4:53 | been that everybody talks about is put

4:55 | out an ad on YouTube put a video out

4:58 | push it to the every where you can

5:00 | possibly find and then retarget based on

5:02 | who watched what and of course a lot of

5:04 | that’s going to fall away a lot of that

5:06 | kind of Facebook strategy of cut out a

5:09 | video get you know thousands hundreds of

5:11 | thousands of views and then retarget a

5:13 | lot of that is going to be tricky to do

5:16 | and you’re right lean if you’re in a big

5:18 | business where you’ve got budgets you’ve

5:20 | got a big team you’ve probably got

5:22 | in-house expertise there’s an element of

5:25 | you’re already on top of this you’re

5:26 | already thinking about this but if you

5:28 | don’t have all of that resource in house

5:30 | you’re thinking well you can’t just

5:32 | ignore it because what will happen is it

5:34 | will cost you more and more to acquire a

5:36 | customer and that’s exactly the point or

5:39 | you’ll have to diversify by force in

5:41 | other words the problem will land on

5:43 | your doorstep and you will Panic to sort

5:45 | it out there and that’s going to be

5:47 | expensive it’s going to be expensive to

5:48 | find the right resources to help you to

5:50 | diversify and it’s also going to be

5:52 | expensive because you’re coming into it

5:53 | lateer in the game so the whole purpose

5:55 | of us bringing all of these experts

5:57 | together at Elevate in one room is to

5:59 | really just help these advertisers to

6:01 | understand where they need to diversify

6:03 | now obviously I’m always going to be

6:04 | biased I always think that you need to

6:06 | be diversifying into affiliate marketing

6:08 | because it’s iquit and you can Target

6:10 | many different traffic channels but

6:12 | something that you’re really you know

6:13 | probably a little bit more biased to is

6:15 | creating the right kind of content and

6:17 | building the right kind of Engagement

6:19 | using and leveraging all of these social

6:21 | media platforms organically so talk to

6:23 | us a little bit about what people are

6:25 | going to be able to learn from you

6:26 | specifically when they come to elevate

6:28 | yeah so I’m going to share some examples

6:29 | of of people who’ve grown email lists

6:32 | and got optins from organic traffic Tik

6:35 | tok’s massive for this stuff and the

6:37 | interesting stuff around this now is you

6:39 | don’t necessarily have to put a face on

6:41 | the content you can do informational

6:44 | content and drive traffic to a website

6:46 | that you can drive it straight through

6:48 | from Tik Tok to a website or you can get

6:50 | it straight through to a landing page

6:52 | all the channels do not require you to

6:55 | be you know a face and for many people

6:58 | on social that’s what they thought

7:00 | needed to happen because of the way

7:02 | Facebook went we don’t really care about

7:04 | pages and Instagram doesn’t seem to

7:06 | really care about business Pages

7:08 | particularly if you’re not you know a

7:10 | face so how do you do that if you’re a

7:12 | brand how do you do that if you don’t

7:15 | want to you know do the funny dances and

7:17 | stuff like that so we’re looking at

7:19 | those kind of things and how you can

7:21 | organically leverage the channels to

7:23 | actually drive the traffic but

7:25 | importantly not lowquality traffic this

7:29 | is the key that a lot of people need to

7:31 | get their heads around it is much better

7:33 | for you to get less traffic that

7:35 | converts higher because of the coming

7:38 | storm with email as everybody starts to

7:40 | clamp down on what you can and can’t

7:42 | send so we’re going to be looking at

7:44 | case studies an examples of where one

7:46 | piece of content has got two and a half

7:49 | thousand 3,000 4,000 signups and some of

7:52 | the other examples where one post has

7:54 | got I’ve got one example I might share

7:57 | on the day if people sign up one post

7:59 | got 100,000 signups despite only doing

8:03 | 200,000 views which is NS that’s crazy

8:07 | so and I think that’s another reason why

8:09 | people need to hurry up and get their

8:10 | super early bow ticket before the 31st

8:12 | of May because right now the tickets are

8:14 | only £49 but you’re going to be getting

8:16 | access to practical tactical campaigns

8:19 | and insights and case studies that are

8:21 | currently working right now so we’re not

8:23 | only going to show you where you need to

8:25 | be diversifying your budget and tell you

8:27 | about all the different ways that you

8:28 | can do that whether it’s through

8:30 | performance through lead gen through

8:32 | social selling and leveraging the power

8:33 | that sits behind these social media

8:35 | platforms but we’re also going to be

8:38 | giving you the instructions on exactly

8:39 | how to do it for yourself and I think

8:41 | for a small medium Enterprise that

8:42 | doesn’t have huge budgets doesn’t have a

8:45 | lot of resource like this is really a

8:47 | golden opportunity for you guys to get

8:48 | into the room with experts that are

8:50 | doing this every single day and they

8:52 | really have been curated very carefully

8:54 | on all sides from the lead genen

8:56 | Community from the performance community

8:57 | and also with yourself on the social

8:59 | side and really just get an opportunity

9:01 | to ask questions with kind of industry

9:03 | veterans that have got years and years

9:05 | of experience in doing digital marketing

9:07 | and I mean if I knew this was happening

9:10 | you know five years ago when I’d started

9:12 | my business I would have been in the

9:13 | front robow you can fast trck your

9:15 | performance you can get ahead of these

9:17 | changes that are happening you don’t

9:19 | have to be scared about what’s changing

9:21 | and you can really start building your

9:23 | strap plans for 2025 and get ahead of

9:26 | the changes that are coming your way and

9:28 | not feel stressed about I I think that’s

9:30 | the point though lean isn’t it if we

9:32 | think about the way kind of marketing in

9:34 | all its forms works right it’s

9:36 | constantly evolving so there’s always

9:39 | New Opportunities so you know I can

9:42 | remember when the UK brought gdpr in and

9:44 | everybody cried how it was going to

9:46 | destroy businesses we’re still here the

9:49 | industry is still growing it just grows

9:51 | differently and I think that’s the key

9:54 | Elevate isn’t just going to go oh we’re

9:56 | all doomed it’s going to be no these are

9:58 | the challenges coming

10:00 | here’s how you get round that issue

10:02 | here’s how you can sustain the traffic

10:04 | you want and the number of leads you

10:06 | want the number of conversions you want

10:08 | despite those changes and so it will be

10:11 | a place where you’re going to see people

10:13 | saying this is what you need to watch

10:15 | for yes but you’re also going to say

10:17 | here’s a massive opportunity and that’s

10:19 | the key I think I think so too and

10:22 | really the desire is to get a multitude

10:24 | of different people in the room on the

10:25 | day so you know we’ve got to find out

10:26 | space we can only take 500 delegates so

10:29 | it really is for people that want to

10:30 | knuckle down and get serious about their

10:32 | businesses and actually also understand

10:35 | how to kind of do a lot of this

10:37 | marketing themselves before they reach

10:38 | out to expensive agencies to help them

10:40 | to come in and do it and that’s not just

10:42 | say that there’s not going to be

10:43 | agencies in the room we’re actually

10:44 | welcoming a lot of different diverse

10:46 | agencies from seop PBC all over to come

10:49 | and join us but you don’t want an agency

10:51 | to to pay an agency to go on a learning

10:53 | curve that you could have had yourself

10:55 | and then hired the expertise to get you

10:57 | there and I think that I’m not throwing

11:00 | agencies under the bus I am one in to

11:02 | some degree but I think a lot of people

11:05 | when they encounter problems they think

11:07 | they should throw money at the problem

11:08 | hire an agency the agency will solve the

11:10 | problem well you’re paying for them to

11:12 | figure it out when you should know that

11:14 | beforehand and then instruct the agency

11:16 | to do what you want to get the skilled

11:19 | resource to execute on the plan that you

11:21 | have made because you understand what’s

11:23 | happening otherwise you’re just you know

11:25 | I’ve see it all the time you’re just

11:26 | paying people to learn rather than

11:28 | paying people to actually do and apart

11:31 | from agencies I mean we’re going to have

11:33 | a lot of SAS Tech Solutions so you know

11:35 | we’re inviting in all companies that can

11:37 | show you and give you tools and

11:39 | resources to actually Market your

11:41 | business more successfully we’re going

11:42 | to be giving people demos on some of

11:44 | those tools and and educating them on

11:46 | how to use them and leverage them

11:47 | especially AI as we spoke about before

11:49 | the lovely hether Mar is going to be

11:51 | joining us and the other thing is apart

11:54 | from the advertisers we really want to

11:55 | be reaching out to the Publishers too

11:57 | because Affiliates need to learn all

12:00 | that is going to be changing for their

12:01 | businesses and lead generation is a big

12:03 | part of what they do so a lot of

12:05 | Affiliates are still very heavily

12:07 | invested in kind of building SEO content

12:10 | we’ve seen recently now that Google has

12:13 | hit a lot of AI generated content sites

12:16 | with a new algorithm update first party

12:19 | data collection is going to become

12:20 | incredibly important for Affiliates to

12:22 | build into their businesses in order for

12:24 | them to continue to thrive and that sits

12:27 | a lot in the sphere of what you talk

12:29 | about in terms of the content that

12:30 | they’re going to be needing to create

12:33 | and how they take that content and

12:34 | engage with their audiences so from an

12:36 | Affiliates perspective like what is one

12:38 | of the main reasons why they need to

12:40 | come and listen to you speak if you’re

12:41 | an affiliate you make your living by

12:43 | driving traffic right whether that’s

12:46 | paid or organic you make your living by

12:48 | that so so if you’re doing that paid

12:51 | you’re going to have the challenges of

12:53 | okay how do we make sure we sustain that

12:56 | that’s where organic can kick in it can

12:58 | augment what you to do so my whole Focus

13:01 | will be about showing you ways you can

13:03 | pull organic traffic high quality

13:06 | organic traffic so yes you know your

13:08 | paid will catch a lot and then you do a

13:10 | lot of retargeting I’m going to talk

13:12 | about how do you get the good quality

13:14 | traffic there that won’t bounce in the

13:16 | email that won’t get you on a Spam

13:18 | report and that you will actually fill

13:19 | those emails which is going to be

13:21 | important because my view is that

13:23 | Publishers are going to be a little bit

13:25 | more cautious and want to know more

13:27 | about how you’re acquiring your traffic

13:29 | they’re going to want some degree of

13:31 | audit chain depending on which territory

13:33 | is coming out with this in terms of you

13:35 | know how the data is acquired we’ve seen

13:37 | all of this before but it’s going to go

13:39 | to a whole new level so I’m going to be

13:40 | talking about Which social channels

13:43 | which type of content will get you the

13:44 | high quality traffic without actually

13:47 | going nuts on social media and doing all

13:50 | the funny dances on Tik Tok and all that

13:52 | kind of stuff brilliant because not

13:54 | every affiliate is front-facing I mean

13:56 | some of them are are more technically

13:57 | minded and some of them are more data

13:59 | driven so it’s going to be important to

14:01 | kind of understand how to leverage all

14:02 | of these channels and which channels are

14:04 | the right ones to like double down in in

14:06 | 2025 what are some of the upcoming

14:09 | trends that you’re going to be sharing

14:11 | with people because you know we’re kind

14:12 | of talking about the Tactical practical

14:14 | stuff but what are some of the kind of

14:16 | big trends in your sphere that you’re

14:18 | going to be able to elaborate on and

14:19 | maybe Enlighten just so people can also

14:21 | nip ahead because whilst we’re building

14:23 | elev to help you plan for the future we

14:26 | also want you to be a step ahead when

14:28 | you leave the conference so what are

14:30 | some the cool things that you’re going

14:31 | to be sharing with people I think the

14:33 | big one that most people will not

14:36 | consider is the flip between from short

14:39 | form to long form content yeah so this

14:42 | is something that basically you know for

14:44 | the last few years it’s been shorter and

14:46 | shorter and shorter to the point where

14:49 | Instagram ah 15c videos tops if you want

14:51 | to get engagement we’re actually seeing

14:53 | that platforms that’s kind of working

14:55 | against the platforms now because they

14:57 | make their money but with a attention

14:59 | yeah and so Tik Tok Instagram even

15:02 | YouTube they’re all encouraging longer

15:05 | and longer content and the weird bit is

15:08 | there’s an interesting stat out there at

15:09 | the moment I don’t know whether I trust

15:10 | this stat but it’s a good guide is that

15:13 | for somebody to be become a customer you

15:15 | need to consume about 47 minutes worth

15:18 | of content and given that the platforms

15:20 | are now encouraging people to share

15:23 | longer forms you can do that in one hit

15:25 | so this whole process where it used to

15:27 | be with content marketing on social is

15:29 | it has to be lots of touch points over a

15:31 | long concerted period which is a hell of

15:33 | an investment you could actually do this

15:36 | in in one hit with one long form piece

15:39 | of content on Tik Tok or one long form

15:42 | piece of content on YouTube or even any

15:44 | of the other socials so I think that is

15:46 | going to be a really interesting Dynamic

15:48 | shift that will kind of make it a bit of

15:51 | an easier game you know I’m going to be

15:54 | a bit grumpy here but you got a lot of

15:55 | young people who are basically creating

15:58 | content but it’s not content that

16:00 | they’re just creating the formula

16:02 | they’re just regurgitating the formula

16:04 | and getting the results this long form

16:06 | will actually create a gap for the

16:08 | people who actually have something to

16:10 | say who actually have some knowledge and

16:12 | insight to be able to get some oxygen on

16:15 | social media yeah I mean the one thing

16:18 | that I love about us collaborating on

16:19 | this event together is the fact that the

16:21 | event is being pulled together by

16:24 | practitioners we are practitioners like

16:26 | I’m a practitioner in affiliate

16:27 | marketing you’re a practitioner in

16:29 | social media Mike F who’s joining us

16:31 | he’s a practitioner in lead generation

16:34 | so we actually know what’s happening in

16:35 | the industry around us and we’re

16:37 | bringing together thought leaders that

16:39 | are going to be able to help advise and

16:41 | actually teach at this event so this

16:43 | isn’t about high level fluff it’s not

16:45 | about kind of looking at you know fancy

16:47 | case studies that will never be relevant

16:49 | or pertinent to your business it’s about

16:51 | taking what’s happening in the space and

16:53 | really leveraging it down into a

16:55 | compacted two-day event that smmes can

16:58 | come and enjoy can learn from can send

17:01 | their team members to actually develop a

17:03 | network with other people in the

17:04 | industry and learn what’s really working

17:06 | on what’s really going to impact them in

17:08 | the year ahead and I think the fact that

17:10 | we’re running it in September is perfect

17:11 | timing because most companies are

17:13 | planning their budget around about that

17:15 | time they’re kind of looking at the the

17:17 | final quarter of the year it’s probably

17:19 | near to peak season so they can still

17:21 | Implement a few of these strategies

17:23 | before think Black Black Friday and

17:25 | really start kind of leveraging these

17:27 | different types of channels from you

17:29 | know all focused on first party data

17:31 | yeah to start to plan how they’re going

17:32 | to how they’re going to kind of see the

17:34 | year ahead so if I had to ask you like

17:36 | one of the three things that you want

17:39 | anybody in the audience and and we

17:41 | really are targeting this to you know

17:44 | advertisers Merchants Shopify store

17:46 | owners we want agencies coming in here

17:48 | who want to learn how to like Leverage

17:50 | lead generation and and Performance

17:52 | Marketing and social media we want

17:54 | networks coming in here to like kind of

17:56 | bridge the gap between the two and we

17:58 | want publishers to come in to help them

18:00 | learn and leverage what they can do with

18:01 | their business what are the three things

18:03 | that you hope our delegates will

18:05 | actually take away from them from this

18:07 | event and the aim of being there for the

18:09 | two days and giving us their time so I

18:11 | think the three things that I would put

18:14 | on the everybody’s radar is obviously

18:17 | the need for building your own email

18:19 | list having your own organic traffic

18:21 | source and how important that’s going to

18:23 | be as things change I think that’s

18:25 | really important I think the advantage

18:27 | of social some people may have given up

18:30 | on that actually there is now a space in

18:33 | terms of long form and quality traffic

18:35 | from social again and then the other one

18:37 | I think could be really interesting and

18:40 | I I’ve not talked to you about this but

18:41 | it’s really interesting is some of the

18:43 | ways that AI is now particularly with

18:46 | e-commerce AI can be integrated into

18:48 | what you’re doing to and you can almost

18:50 | predict in some cases what people will

18:53 | buy and this technology is really early

18:56 | on but I know one of the speakers will

18:58 | talk a little bit about some of that

18:59 | stuff so that’s cool okay so with that

19:01 | inside of knowledge of what we’re

19:02 | pulling together for Elevate we hope

19:04 | that you’ve enjoyed this little kind of

19:06 | interview about what we’re planning to

19:08 | do for you guys why we really want you

19:11 | guys to come and be there with us if

19:12 | you’re a small business owner if you’re

19:14 | a Shopify storefront owner if you’re an

19:17 | Advertiser small to medium Advertiser

19:19 | looking to grow your programs grow your

19:22 | reach to customers you’re going to get

19:24 | like an earful of information practical

19:27 | tactical insights at elate and we want

19:29 | to really invite you all to come along

19:31 | and join us Dean it’s been a pleasure to

19:33 | have you on this podcast today thank you

19:35 | so much for sharing your insights about

19:37 | what you’re hoping to get and deliver

19:39 | and Elevate and I’m looking forward to

19:40 | seeing you in September yeah it’s going

19:42 | to be awesome can’t

19:44 | wait are you ready to elovate your

19:46 | business and take it to new heights the

19:49 | ennovate Summit is coming to you from

19:51 | London the United Kingdom on the 16th

19:53 | and 17th of September in partnership

19:55 | with aers lead generation world and

20:00 | maverick.com

20:18 | to grow your business whether you’re an

20:21 | affiliate an Advertiser retailer Network

20:24 | agency or just a B2B tool or SAS

20:27 | provider this event is made for you if

20:29 | you want to elevate your performance

20:31 | understand where to get more First

20:33 | partyy Data and grow your online

20:35 | service-based business leads next year

20:37 | from in-depth panel discussions to Ted

20:40 | Talk manyi master classes you’ll get a

20:42 | host of insights on what to plan for and

20:44 | how to get successful next year enjoy

20:47 | our tabletop exhibition spaces and see

20:49 | new Tools in Tech and agencies that can

20:51 | support your business growth get to this

20:54 | event and come and learn more with the

20:55 | brightest Minds in performance and lead

20:57 | generation visit apers

21:00 | media.com Elevate hypin 2024 to secure

21:04 | your ticket now you really don’t want to

21:06 | miss this incredible 2-day inperson

21:08 | event with a super low early bow ticket

21:11 | price of just

21:12 | £149 but be quick because that off ends

21:15 | on the 31st of May and will rise to a

21:17 | full price ticket very very soon you

21:20 | kind of make get lunch whaty days in

21:21 | London for that price so hurry up and

21:23 | come and join us at Elevate you really

21:25 | don’t want to miss out on all that we’ll

21:27 | be sharing with you at this year Summit

21:29 | I’m looking forward to seeing you

21:31 | there want to get your affiliate program

21:34 | noticed need new business leads for your

21:37 | agency Network or SAS tools we can help

21:41 | your business get seen and heard aiv

21:45 | verse offers a variety of advertising

21:47 | and podcast advertising placements

21:50 | reaching tens of thousands of digital

21:53 | and affiliate marketers around the world

21:56 | our content receives over 8 100,000

21:59 | Impressions a month and is highly

22:02 | targeted our podcast regularly charts in

22:04 | the top 100 across Apple in business

22:07 | news and boast the most five-star

22:10 | reviews for an affiliate marketing

22:12 | podcast with more than

22:15 | 2,500 plus downloads per episode putting

22:19 | us in the top 5% of podcast worldwide we

22:23 | help Brands and affiliate partners

22:25 | connect and grow agencies share case

22:29 | studies insights and help them find new

22:32 | clients too SAS companies find new

22:35 | companies and New Leads networks find

22:39 | new advertisers and

22:41 | Publishers advertise with us and you’ll

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22:48 | in the affiliate marketing industry

22:50 | download our media pack by visiting our

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22:56 | advertise to find out more

22:58 | [Music]

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