Emily Strachan

Performance Marketing: Relationships At The Core

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:

  • The Network and the Advertiser
  • The Publisher and the Advertiser
  • The Network and the Publisher

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…

1) Be active

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!

2) Reward them

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:

  • Increased commissions
    Increased commissions are always a good place to start. Not only will they help improve relationships, but also help improve advertiser performance. When working with data feed driven publishers, an increase in commission can also have an effect on their algorithm, which will further increase performance for the advertiser.
  • Bonus schemes
    When running a large campaign, such as a one centred around the launch of AW18, you could put a bonus scheme in place to further reward the publisher outside of offering a percentage commission. For example, if a publisher drives X amount of sales they will be rewarded with a bonus of £X.
  • The purchase of tenancy
    The purchase of tenancy not only provides the advertiser with additional exposure, but will also build upon the relationship with the publisher. When an advertiser purchases tenancy with a publisher, it shows that they are willing to invest and place more value on the publisher.

3) Get creative

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.

4) Update them

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.

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