Within the digital marketing space, the affiliate channel is unique. While other channels rely on automation and programmatic buying, the success of an affiliate marketing campaign hinges upon the strength of relationships.
The following are a few tips on how to build new publisher relationships as well as how to strengthen existing ones:
1. Get to Know Your Top Publishers
Can you name your top ten publishers? How about just your top five? If you answered "no" to either, I suggest taking some time to familiarize yourself with your high-value publishers. This is important because they drive the most significant revenue to your program. Make sure you have a good understanding of what these publishers do and why they are successful partners for your brand.
If you have questions, reach out to them! Many publishers have multiple ways to promote advertisers and most are happy to collaborate with you. Maintaining regular communication ensures they are up-to-date on the latest info about your program and lets them know you're there to help them be more successful.
2. Make it Personal
Here at CJ Affiliate, we're all about personalization. When communicating with publishers, personalize your message. Publishers often receive hundreds of emails from advertisers daily. In today's world of mass communication and generic-sounding emails, personalizing your message to the individual is a nice touch. When you show the publisher that you've put in the effort to understand their website and business model, they will be more inclined to invest their time in a relationship with you.
3. Keep it Short
Put yourself in their shoes. Publishers are bombarded with emails from hundreds or even thousands of advertisers, and most do not have time to read lengthy emails. Respect their busy schedules by writing a clear and concise message and you should receive a notably higher response rate.
4. Be Responsive
In the fast-paced and demanding environment of today's workplace, many things slip through the cracks. However, it is well worth it to take a few minutes out of your day to respond to your publishers in a timely manner. Remember that relationship-building is a two-way street. If a publisher sees that you are engaged and invested, they're more likely to want to work with you.
5. Ask What You Can Do for Them
Different publishers need different things to be successful. Some publishers may need access to a great product feed, while others may prefer a competitive offer to promote. When talking to your publishers, ask what tools they need to be successful with your program. Not only will this show them you're invested in the relationship, it will jumpstart your connection and allow your publishers to start doing what they do best: promoting your products and brand.
Building a successful affiliate program does not happen overnight; putting forth the effort to build relationships pays off big time down the road.
What have you done to foster your most powerful affiliate relationships? Let us know in the comment section below.