If you’re looking for an expert’s take on the Amazon Affiliate marketing platform, look no further than the digital marketing veteran himself, Anthony Morrison. He’s actively promoting and profiting from his expertise in a variety of seminars and online training programs focused on the platform.
1. He Has Over 20 Years Of Digital Marketing Experience
Morrison began his career in digital marketing in 1995. He started his own agency in 1998 and then worked for larger firms such as Omnicom, WPP, and HP. Most recently he worked as the chief digital officer at Outspoken Media where he managed a staff of over 20 people. He also ran his own agency where he did marketing, sales, and business development for small and medium-sized businesses (SMBs and MSBs).
As a consultant, Morrison focuses on helping businesses grow and thrive through effective digital marketing and sales.
2. He’s Expert In Affiliate Marketing
Morrison’s specialty is affiliate marketing, a type of performance marketing in which a business pays commission to an individual or company when a consumer clicks a link or buys a product that’s promoted on a website, blog, or social media channel. Morrison focuses on helping SMBs and MSBs succeed in this increasingly lucrative arena.
Many of the products and services he promotes through affiliate marketing are from Amazon. In fact, his company, Clickfunnels, owns and operates a chain of affiliates that sell products and services associated with Amazon, specifically.
According to Morrison, “The two biggest mistakes you can make as a marketer are 1) trying to sell something that isn’t valuable and 2) not focusing on the customer’s needs.”
3. He Uses A Combination Of Machine Learning And Natural Language Processing To Increase Conversions
One of the primary ways Morrison increases conversions is through the use of machine learning and natural language processing. The aim is to provide customers with a smooth and intuitive user experience by eliminating the need for copywriters and content strategists to write compelling material for different platforms and devices.
Take the example of a digital marketer who promotes a financial services website. When a user visits the website on a mobile phone, the content may not look or behave the same as on a PC or tablet. By leveraging machine learning and natural language processing to analyze traffic and conversions, the company can determine what content consumers are interacting with and identify any improvements which can increase conversions.
The more a business analyzes its traffic, the more it’ll be able to determine what’s working and what isn’t. With more and more businesses moving toward inbound marketing and marketing automation platforms, analyzing and tracking conversions comes easily. Many tools exist to help (Google Analytics, HubSpot, etc.).
4. He Promotes High-Quality Content
Another way Morrison drives traffic to his sites is through the promotion of high-quality content.
“You have to create content that is valuable and that provides some sort of incentive for the reader to share it with others,” he says. “In addition to that, you also have to ensure that the content you create is consistently of a high quality so that when other companies’ brands try to outsource content to you, you can actually say ‘no thank you, I can provide this better.'”
He adds that even if you have the best content in the world, it won’t do you any good if no one’s listening. So, you have to make sure that you’re providing value and that your audience is listening by continually creating new content that’s relevant and valuable.
5. He Empowers Small Businesses To Thrive
As a consultant, Morrison works with companies of all sizes, helping them craft a digital marketing strategy. However, his aim is to help SMBs and MSBs succeed through effective digital marketing and sales.
What sets him apart from other consultants is his approach. Rather than only providing advice, he helps businesses put that advice into practice. He equips them with the tools to succeed. Additionally, he develops and launches online training programs to teach others the ins and outs of marketing on a platform such as Amazon.
In the financial services industry, for example, Morrison leads workshops that teach participants how to effectively use the platform. During these sessions, he empowers them to grow as marketers and establish themselves as thought leaders, providing valuable insights on earning money online through affiliate marketing.
6. He Generates Leads Through Three Types Of Marketing
While it’s true that he drives most of his traffic through affiliate marketing, Morrison also generates leads through three different types of marketing: SEO, PPC (Pay Per Click), and SMM (Social media marketing).
“Searches can be converted into leads pretty easily, especially if you have a strong SEO strategy in place,” he says. “Searches for your industry can easily be converted into leads, and then you can follow up with a more traditional marketing method to acquire more qualified leads.”
Pay Per Click (PPC) is another effective method of lead generation. With PPC, you pay only when someone clicks on a paid ad or a link in an email or on social media. The amount you pay for each click varies by industry and the type of ad you’re running, but it’s usually between $1 and $5 per click.
SMM is where most businesses get confused. Social media marketing, as the name would suggest, is the process of getting customers to engage with your brand through social media platforms like Twitter, Facebook, and LinkedIn. While it can be an effective tool for lead generation, getting started can be a bit tricky.
Morrison suggests utilizing a tool like HubSpot to build out a social media strategy. With HubSpot, you can create automated posts to Twitter, Facebook, and LinkedIn with just a few clicks of a button. These posts can then be scheduled to go out at certain times in the future. This could be a great way for a business to stay consistently engaged with current and potential customers on social media platforms and gain more insight into what resonates with them and what doesn’t.
7. He Has A Thorough Understanding Of The Legal And Ethical Aspects Of Online Marketing And Sales
One of the most challenging aspects of getting in the digital marketing and sales business is knowing the legal and ethical aspects of online marketing and sales. It’s not enough to know the ethics of SEO, PPC, or SMM; you have to be aware of the legal implications of each platform and method.
This is especially important if you’re representing a business with a physical presence. Let’s say you’re a retailer and you have a store in Manhattan. You’ve been using SEO and PPC to drive traffic to your site and to establish yourself as an expert in your industry. Now imagine you’ve driven a customer to your store who believes they’re receiving an incredible deal because they’ve located an expert who shares their interest in fashion.
If a store owner finds your name, company name, or website while conducting a Google search, they may think that you’re the expert in fashion. Even though you’ve been helping that business generate leads, you have to be careful about how you present yourself on the web. Federal and state laws in the US (including New York State’s Attorney General office) prohibit businesses from falsely representing themselves in order to attract customers.
There are also legal issues that arise when it comes to affiliate marketing on social media platforms. On TikTok, for example, most businesses choose to use a tool like Recharge, which allows them to create and run Instagram and TikTok marketing campaigns for free.
One of the problems with using third-party platforms to promote your business is that you have limited control over the content that others are creating about your company. While it’s great that you can attract possible customers to your business through inbound marketing, you have to be careful about what you promote on social media platforms. The last thing you want to do is to have your reputation as a business on a platform like this sullied by the negative content surrounding your brand.
8. He Has A Thorough Understanding Of Conversion Optimization
Finally, we come to conversion optimization, which is the practice of increasing the number of leads or sales a website or app generates through SEO, PPC, or SMM.