When looking to grow an affiliate programme, there are thousands of potential partnerships to help increase performance. The success of a partnership is heavily down to the relationship between the different parties, whether that be between:
As a general rule in life, the more you put into a relationship, the more you get out of it, which tends to also be true in the Performance Marketing industry. Providing publishers with a tracking link, is just not enough to build a successful relationship.
Callum Ridley, our Affiliate Enterprise Account Manager, recommends that publishers should be seen as part of the team, who are working towards the same objectives and goals. Below are his top tips, when working with publishers and partners, to ensure that strong and successful affiliate programmes are built…
An active relationship is more than just sending the occasional newsletter containing promotions and updates. It’s important to keep in regular contact with publishers directly, whether it be communicating through emails and calls, or organising a face-to-face meeting. Building and maintaining relationships is important at both an advertiser level and a network/agency level. Don’t underestimate the value of some social time with your key publishers, as often the most creative conversations and ideas come from less formal circumstances.
The bottom line is, you know your in-house team on a personal level and hence publishers should be no different!
Publishers will be more inclined to put the time and investment in, when there is a commercial reward. You can reward publishers in a number of different ways such as:
No matter how big the campaign is, when working with publishers it’s important to think outside of the box and get creative. This will help to set the campaign apart from the competition. Don’t be afraid to suggest innovative ideas to publishers, which will drive performance up for both them and the advertiser.
As we all know, advertisers will need to change their programme objectives occasionally in order to reach goals and targets. With the view that a publisher is part of the wider team, it’s important to keep them up to date with any relevant changes, to ensure everyone is working towards the same targets. This will also mean publishers are more understanding, if for example, commission had to be reduced for a certain time period or activity had to be paused!
For more information on how our Affiliate experts can build you a strong and successful programme, get in touch with our team on 01642 988416.