By Daniel Austin, Programme Executive R.O.EYE.
The relationship and open communication channels between affiliates and agency staff is a top priority. This becomes even more apparent when trying to recruit affiliates on to existing or newly opened programmes. Affiliates are very busy people with limited time for all of those affiliate programmes that exist. I have outlined what I think are a few key points to think about when trying to recruit those more allusive of affiliates.
Out Lining The Programme.
Asking yourself what an affiliate needs to know is your first step. Is the merchant relevant to there site? What would make the affiliate push this programme above others they maybe already promoting. Other important points that affiliates need to know are commission structures, cookie length, EPC’s and, if its an existing programme how well is the programme performing.
Affiliates will frequent forums and blogs to do there own research on existing programmes, especially the A4U Forum, If there has been a problem with a programmes let the affiliate know. Be open, honest and upfront at all times. If there is limitations to the programme then let the affiliate know from the start. These things will make an affiliates mind up when choosing to promote your merchant and also help build a trusting relationship.
Listening to your affiliates.
They are (usually) experts in this field and their thoughts and ideas can be solid affiliate gold. Listen to there concerns take on board there ideas and if necessary go back to the merchant and outline them. Get to know you affiliates and there sites on a personal level. Find out how they plan to promote your merchant (SEO, PPC, Email Campaigns) find out if you can assist them in any way. Offering advice and practical solutions for things like where to place creative and tips on how to generate more traffic can be invaluable to affiliates, especially if they are entering a new sector for the first time. Growing there sites and generating more conversion for them will ultimately grow your programme.
You will often find affiliate sites will be suitable for more than one programme. Cross selling is of huge importance to us at R.O.EYE, and should be to any agency. If an affiliate is promoting say bank accounts on there site they may want to think about loans or credit cards as well.
Recruitment is only the beginning, don’t stop there.
Different affiliates prefer different methods of communication. Some only stick to emails or MSN. Others prefer a chat over the phone, some affiliates prefer none of these and opt for the silent treatment. Either way don’t be to pushy, find out the best method for your affiliate and keep them update on all aspects of the programme. This is ultimately a working business relationship and good communication will benefit all parties.
Remember the objective with affiliates is to develop long term business relationships….
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on Monday, March 3rd, 2008 at 10:46 am and is filed under Online Marketing, Affiliate Marketing, R.O.EYE.
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