AFFILIATE EYE
coaching skill that directly impacts both individual growth and organisational success. In the iGaming industry, where ROI is a primary focus, goal-setting can significantly influence affiliate performance and client outcomes.
For affiliate managers, goalsetting is essential for outlining clear expectations with affiliates. It helps both parties understand the key metrics, such as clickthrough rates( CTR), conversion rates, overall revenue goals and things necessary to meet targets. Clear goals also encourage accountability, making it easier for both parties to track results and identify any areas for improvement.
On the other side, affiliates must set their own goals for growth, such as increasing traffic, expanding into new markets or optimising conversion funnels. Through effective coaching, affiliates can define and track goals in alignment with the affiliate manager’ s objectives, ensuring both parties are working toward the same end.
Goal-setting should be SMART: specific, measurable, achievable, relevant and time-bound. Whether for a small campaign or a large, multi-faceted affiliate programme, clearly defined goals help provide direction and purpose. Regular check-ins on progress can reinforce commitment and allow for timely course corrections if needed.
3. Active listening
Active listening is more than just hearing words – it’ s about understanding the full message and responding thoughtfully. Communication is often virtual rather than face-to-face in iGaming, so active listening becomes even more critical.
Affiliate managers and directors should try active listening when interacting with affiliates during one-on-one calls or performance reviews. Listening attentively to an affiliate’ s challenges and feedback helps identify potential bottlenecks in strategy. It shows respect for their expertise and positions the manager as a collaborative partner, rather than an authority figure.
Without trust, affiliates may be hesitant to share their insights or collaborate effectively on promotional strategies”
Customer-facing roles, like account managers, can also benefit from active listening. In the customer service context, active listening can uncover deeper client needs and pain points. It enables them to offer tailored solutions or improvements that address both short-term needs and long-term strategic goals.
By fostering an environment where open dialogue is encouraged, active listening supports mutual respect and a greater understanding of different perspectives. This in turn enhances collaboration and problem-solving.
4. The power of questioning
Effective questioning is a powerful coaching tool that promotes self-reflection and encourages new ideas. By asking the right questions, you help others tap into their potential and explore new solutions.
For example, instead of telling an affiliate how to improve a campaign, an affiliate manager might ask,“ What strategies do you think are working, and which ones need tweaking?”. This prompts the affiliate to reflect on its approach and problem-solve, empowering it to take ownership of its own analysis of campaigns.
For affiliates, learning to ask the right questions – whether it’ s about understanding your audience better or optimising traffic sources – can help promote continuous improvement. Questioning can help you see beyond the immediate task at hand and instead help you look at the bigger picture.
Using open-ended questions also allows for more creative responses and can lead to breakthroughs in
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