Jul 12, 2017
Written by Elia B.
The affiliate space is an exceptionally relationship-oriented industry, and thus communication is key for any successful affiliate program.
A common misconception is the idea of "setting and forgetting" affiliate programs in the hopes that growth will occur with limited work or outreach. While there is something to the "Network Effect" argument, if you are looking for true incremental growth, communication is key. Think of any meaningful relationship you've encountered. Would those relationships be as strong and impactful today without communication?
The following are some great reasons for you to reach out to publishers in order to help develop more long term, effective relationships:
It is essential to provide publishers with your program and/or product updates. If you answered yes to any of these questions, reach out to your publishers and keep them apprised of any changes to ensure their marketing efforts align with your growth goals.
PRO TIP: Most philanthropic sites love to work with advertisers to build their brand awareness and call attention to the "good work" their partners are doing.
PRO TIP: Due to their internal queue, most top publishers need three to five days of lead-time to post offers. Give them a heads up to ensure they post promotions on time, and to allow brand sensitive advertisers time to ensure the use of correct logos and/or copy.
Does your brand see a spike or decline at any time during the year? Sharing your seasonality can help guide publishers to formulate a plan of action. They may be able to develop an offer that resonates with their traffic during your down periods, or create a custom media kit to drive a top promotion during your peaks.
When pushing out new program terms—or offers to new publishers to join your program—it's always a best practice to send your affiliates a quick message to help expedite acceptance and activation. Welcome them, share a couple of lines about who you are, and why you think they'd be a good fit for your program. Don't forget to include information like your commission rate, top promotions, and bonus incentives. It's important to provide any information or collateral that could help get them in the door and promoting your brand.
When you admit an affiliate into your program, they become an extension of your company. It is imperative to share any insightful information for the accurate promotion of your brand. In addition, when you regularly email or speak with your publishers, it gives them the chance to share any new placement opportunities, or demographic information for better campaign targeting.
Affiliate marketing is a two-way street, and communication is key to the growth of any program.
CJ’s Cross-Device solution allows advertisers and publishers to recognize growth and efficiency by identifying partnerships that engage their target audiences. By unlocking and uncovering performance that is occurring in multi-device customer journeys, affiliate marketers can now begin to better understand what influences different customers during the path to purchase.