Top 10 Traits of Successful Advertisers – By Srii Srinivasan

by Sara Szado on May 9, 2016

Becoming a successful advertiser requires passion and dedication, but also depends upon the structure, knowledge, and experience of those supporting your customers and managing your operations.

Having worked with over 250 advertisers, evaluating their businesses to determine what it takes to become a successful advertiser, my experience of their top attributes is:

1. Knowledge and Passion

Domain knowledge and experience are vital to advertising success. Passion drives knowledge, knowledge drives awareness, and awareness drives structure. That structure drives quality, and ultimately profitability.

2. High Quality, Unique Product

Quality and your product uniqueness play a key role. Due to the widespread adoption of social media, bad product (and service) experiences are shared at lightning speed.

Even if your product manufacturing is outsourced, take responsibility to ensure your product meets all quality standards.

3. Seasoned Design and IT Teams

An “A” product alone won’t guarantee success. You also need a creative team to design a killer website that conveys the right message to the right audience.

IT integration is key, since you need a shopping cart which is PCI compliant and captures customers’ data every time they visit.

4. Ethical Marketing Practices and Partnerships

Successful advertisers believe in ethical marketing practices, and partner with affiliate networks and publishers who share that philosophy. Always be upfront with your customers about warranties, billing terms and policies.

5. Tracking and Fraud Prevention Tools

Make sure your CRM tool can track your sales and affiliates, and integrate with fraud prevention tools to block fraudulent sales.

Closely monitor your fraudulent orders, refunds, cancellations, and chargebacks, and block affiliate networks and publishers who don’t meet your standards. If you lack the time or resources for monitoring, hire third-party companies to monitor your marketing campaigns.

6. Express Shipping has set a high bar for product delivery, leading consumers to expect orders to be shipped within one to two business days. Businesses can no longer afford to delay fulfillment, so working with an efficient fulfillment company is crucial.

7. Hassle-Free Refund Policies and Terms

Successful advertisers believe the customer is always right and do everything possible to keep customers happy. Make it simple for your customers to cancel orders. Provide refunds within one to two business days to avoid chargebacks.

8. Streamlined Back Office Processes

Use structured processes, experienced staff, and expert third-party vendors to run your operation. Structured processes provide the scalability to expand your operation when needed.

9. Exceptional Customer Service

Exceptional customer service is no longer optional—it’s expected. If you don’t provide it, your customers have plenty of alternatives to do business elsewhere.

Equip your customer service team with the necessary tools to track and assist customers quickly. Train your team on your products as well as customer service etiquette.

10. Analytics

Successful advertisers rely heavily on analytics to track performance, provide insights about your business, and help you focus on areas for improvement.

Focusing on these ten areas will maximize your success in advertising and managing your business.

Srii Srinivasan, Chargeback Gurus’ CEO, helps advertisers streamline processes, improve marketing campaigns and minimize chargebacks.

This article appeared in issue 34 of FeedFront Magazine, which was published in April 2016.

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