Affiliate marketing has gone mainstream! Your customers may not realize it, but they are participating in affiliate programs by purchasing through loyalty programs such as Ebates, deal sites such as Brad's Deals, and content sites. Content publishers can be anything from online magazines and TV channel websites, to blogs and more. If you have not already started recruiting content publishers, here are three things to consider to determine if they will work for your brand's affiliate advertising program:
Program Diversity
Everyone has heard the phrase 'Don't put all your eggs in one basket'. This is wise advice especially in the marketing field where everything is changing every day! You may be able to hold quite a few eggs in baskets for Coupon/Deals Sites and Loyalty Sites that bring in a quick return and large sales, but having a program that utilizes all available outlets has more stability in the long run.
Audience Reach
Content publishers should be a consideration if you are looking to improve the lifetime value of your customers. Coupon and Deal sites by nature pull in bargain hunting shoppers which is great for your short term sales. Content and especially good blog publishers have a loyal following and that loyalty may be exactly what you need to take your brand to the next level.
Recruitment and Management
Affiliate marketing is by nature a relationship-based arena. It takes time and effort to establish and maintain those relationships which is a huge consideration in how to manage content marketing programs. If you are a one-person-shop in your organization for affiliate marketing, it will be difficult to segment, communicate, and offer valuable opportunities to the correct publishers without the proper management tools. If you have a large affiliate department, then you will want to ensure that you have processes in place to make sure that you have some consistency with your brand's presence and methods for effective recruitment and management.
At the end of the day, the question will always be 'What can I do to improve our program and increase sales/leads?' Taking a strategic look at building a content affiliate program may be a lucrative answer! If you are interested in expanding your existing affiliate program or creating a new one, contact Informatics today.
