Affiliate Program Building Blocks

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Your affiliate program is only one part of your marketing strategy. To get the most out of it, you should make sure that it complements your other acquisition channels, and fits your overall business …

Your affiliate program is only one part of your marketing strategy. To get the most out of it, you should make sure that it complements your other acquisition channels, and fits your overall business model.

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  • 1.  
  • 2. Affiliate Program Building Blocks
    • Competitor Analysis
    • Affiliate Needs
    • Affiliate Compensation
    • Affiliate Payments
    • Program Terms and Conditions
    • Affiliate Marketing Materials
    • Affiliate Program Launch
  • 3. Starting Off Right
    • Your affiliate program is one part of your marketing strategy
    • Your site must be able to convert visitors into customers
    • A successful affiliate program is all about relationships
    • Relationships require communication
    • If you set up your affiliate program and leave it – it will not work
    • You need to work with your marketing channel
    • Affiliate programs are a long term marketing option.
    • Expect to give the program at least 4 to 6 months before you see results
  • 4. Competitor Analysis
    • Analyze your competitors
      • Site - branding, navigation and content
      • Brand Credibility = Conversions
      • Product – packaging, price and value proposition
      • Affiliate program – commission, terms and conditions and payment terms
  • 5. Affiliate Needs
    • What are they looking for:
      • Conversions – What is a new customer costing me?
      • Commissions – What am I being paid for my efforts?
      • Promotions (for customers and affiliates) - How am I and my customers being rewarded?
      • Retention – What is the site doing to get my customer back? How long are they staying? How much will I be making with this program in the long term?
      • Payments – Am I consistently receiving my payments on time?
      • Communication (Affiliate Management) – Are my inquiries responded to? Does the program take my needs into consideration? Am I provided information that I need to successfully promote?
  • 6. Affiliate Compensation
    • What options do you have?
      • One time sale vs Lifetime customer spending
      • Revenue share – percentage of sale
      • Cost per Acquisition or Cost per Lead (CPA)
      • Combination of revenue share and CPA
      • Special bonus – extra payment for achieved activity
      • Sliding scales – more sales higher commission rate
  • 7. Affiliate Payments
    • Payment considerations:
      • Thresholds
      • Options
      • Timing
        • Should not be later than 15 th of next month
  • 8. Terms & Conditions
    • Legal document outlining affiliate program - the “final word” for affiliates to refer to
      • Should involve items such as:
        • affiliate compensation,
        • payments,
        • cookie duration,
        • lifetime of customers fine print,
        • Pay per click policy
  • 9. Marketing Materials
    • What do you need to give to your affiliates:
      • Text links
      • Reviews
      • Data feeds
      • Landing pages
      • Banners size example
  • 10. Launch
    • Considerations for your launch:
      • Launch promotions – customers and affiliates
      • Recruitment of affiliates – initial and on going
        • Avenues for affiliate recruitment:
          • Press releases
          • Directories
          • Forums
          • Advertising
      • Communication points
        • Sign up to system
        • First sale
        • First commission payment
        • Others – newsletters and surveys