Doron Wolffberg, Head of Growth at Cliverse, On The Growing Pet Industry

When it comes to affiliate marketing, there is no one more expert than Doron Wolffberg. Doron is a co-founder of Cliverse Media – a company that owns and operates some of the worlds’ most favorite online brands. These web-based entities operate across a range of sectors, such as pets, fitness, and music. In addition, Doron runs Allaboutcats.com, one of the largest pet affiliate sites on the web.

We sat down with Doron to get his professional take on the growing pet industry and related affiliate marketing trends.

Firstly, tell us a little more about yourself?

I started out obtaining a degree in economics and previously worked as a chef. From there, I got into online marketing in 2015 and found a job with an Israel-based online marketing agency. I worked my way up to SEO account manager, and became Lead of Digital Mergers & Acquisitions in 2018.

Essentially, I am a digital media and marketing entrepreneur. I own and manage multiple online SEO-driven publications that collectively attract millions of visitors every month.

What are the biggest trends in the pet industry?

Pet-related spending has been growing steadily for some time now, but the conditions of the pandemic lockdowns sent it into overdrive!

Many people added new pets to their homes during the pandemic, which makes sense since remote working means that people are at home more than before. In addition, shopping for pet products has shifted considerably to the online sector, which was gradually happening anyway but accelerated due to the lockdowns.

There is a notable shift towards opting for more premium-quality pet food purchases, and people are spending more than they used to on accessories. As a result, beds, crates, carriers, harnesses, collars, toys, treats, and grooming products have all seen a significant increase.

Are consumer tastes and concerns shifting?

Most definitely. While the primary focus must always be on the pet’s wellbeing, it’s great for the pet industry that pet owners are investing far more in accessories than ever before, and why not? It’s fun and helps them to engage more with their pet.

The concern over pet health has undoubtedly increased, in line with our own heightened awareness over the importance of good nutrition, I think. This is resulting in greater investments in quality nutrition for pets, both in terms of regular food and treats. Consumers want to feed their pets healthy ingredients that are free from artificial fillers and preservatives etc., and are willing to pay a premium for it. Pet supplements are also a growing sector of the pet market for the same reasons.

What’s the outlook for affiliate marketing in 2022?

More people and businesses are using affiliate marketing than ever before to reach their target audience cost-effectively, and continued advancements in technologies make it easier and more accessible all the time.

The e-commerce sector experienced a massive boom during the pandemic, and affiliate marketing went along for the ride. We are an ever-increasingly digital world. As long as artificial intelligence (AI) and other marketing tools continue to improve how affiliates can better understand buying behaviors and preferences, affiliate marketing will continue to experience significant growth.

What themes are you seeing that are successful? Seasonal and holiday themes?

Consumers have always responded well to seasonal and holiday sales and promotions, and this approach continues to expand. With more stress than ever before, consumers look to the holiday seasons to maximize joy, and so, yes, seasonal, and holiday-based marketing is a big one.

The impact of video – how is this changing?

The internet is awash with high-quality video content these days, so it’s become expected that any brand worth a look will feature great videos in their content and marketing. Additionally, consumers increasingly use videos to help them to evaluate and consider their purchases, so it really pays to invest in high-quality video content as part of any affiliate lead funnel.

What are the best Pet Affiliate Programs?

There are many great Pet Affiliate Programs! Fitbark is receiving a lot of buzz, as it is a great product and offers a lot of earning potential. Some of the best programs provide greater earning potentials the more products you move.

Chewy is great because it has a wide range of products available for just about every type of pet you could think of, and they offer a competitive commission rate. Ollie is also a favorite, as it offers a subscription box service including only human-grade ingredients, and their commission rate is excellent. Amazon affiliate programs are a great place to start, too.

What advice do you have for someone starting a blog?

Successful blogging takes time, patience, and perseverance, so pick an industry you feel connected to, and then focus on really niching down. Research products within your niche carefully that you can review, get guest blogging, and don’t overlook the power of backlinking as an excellent way to improve your SEO and drive more traffic to your site.

How can publishers increase their traffic?

As mentioned, guest blogging to sites within your niche can drum up a lot of blog awareness, and backlinking is essential in improving your google ranking for your niche. Set aside some time each day to explore and engage in content collaboration opportunities with fellow bloggers, too.

Also, take the time to engage with people on social media, and find fun, novel ways to get their attention. Finally, always respond to comments in a polite and friendly manner – never be rude or abrupt, even if you’re dealing with someone difficult. People will notice and respect that you have maintained a respectful communication style and value your content all the more for it.

Any other advice or tips?

Persist! It can feel like you’re climbing a never-ending mountain at first, but so long as your content is engaging and valuable, and you work to the recommended strategies, there is no reason why you can’t succeed. You will find that just when you’re beginning to think it will never happen, your blog will start to gain traction, and that’s when it starts getting really exciting, so don’t give up.

You can follow Doron on LinkedIn.

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