Tony B
Web Application Developer, Internet Marketing Expert, and Real Estate Investor
Implementing a an affiliate program to boost sales
What are some of the proven strategies that you've used to implement a success affiliate program for your products/services? Can you identify some of the advantages and disadvantages of using an affiliate directory over an in-house or contracted affiliate manager?
Answers (3)
Tony,
Thanks for asking the question. Are you asking - should I launch the program in an affiliate network like CJ or Linkshare or Shareasale vs hiure an in house or outsourced manager?
The correct answer is both. Launching your program on any platform is just a part of the puzzle, but it by no means guarantees any positive results regardless of the network you choose.
Your best bet is to work with a consultant an analyze your market and your business to see if it's a good fit for affiliate marketing. They can also help you take a look at your budget and your goals and help you decide whether the best bet for you is to hire an in house person or to bring in an agency with experience who will do the work for you on a contract basis.
You need to have both in place. You need a manager to devise a strategy, develop an offer that is effective and affordable, help to choose the platform based on your needs, and to recruit targeted affiliates and work on activating them and keeping them motivated.
Programs without hands on management will fail - bottom line.
I'd love to discuss this with you in person. Please get in touch and we can discuss your needs in detail.
Good Luck!
Wade Tonkin
GTO Management LLC
www.gtomanagement.com
360.540.0730
Links:
Tony,
A lot of this depends on what the product/service is that you are offering.
Is it niche or mass market?
If it is niche, I would suggest running it in-house first, tapping into your existing customer base first, then reaching out to webmasters and those who offer complementary products or services. Once you have gained critical mass with your in-house efforts, you can then approach the larger networks (because the have access to a larger pool of potential affiliates).
If you have a mass market product, I would lean towards a network first as they tend to have more affiliates that are attract to mass market offerings rather than niche ones.
Affiliate marketing is low-cost and highly effective if you have the right goals and plan in place. If you need more help, drop me a line.
Jim L
Director of Networks at ClickFusion
Best Answers in: Sales Techniques (1), Inventory Management (1)
Tony,
Both answers below are excellent. I would only add that any business that is looking to open an affiliate program needs to consider their "internal" marketing plan first, then look to "external" marketing. Your internal marketing covers your PPC, SEO and CPM buying for your product or services. Once you have maximized these internal items you will have an excellent foundation to work with partners.
Affiliates are very creative and aggressive when they have a good offer, and this is good, but not at the expense of margin that the merchant could be keeping for themselves, the low hanging fruit.
I also agree with the comments below to use a consultant who is experienced with affiliate marketing issues such as fraud and PPC competition with affiliates. I aways coach clients to understand that you should "own your own house, before you start renting out rooms". In other words, have your own in-house program that you are able to prospect affiliates directly into, before you move into other areas such as joining up with a CPA Network for distribution or even participating in CJ or ShareASale. With a network model you give up some control as your affiliates are kept at arms length hidden from you, thus you will never have direct contact with them, only their AM.
The bottom line is, a well thought out strategy for affiliate marketing needs to be established prior to making any moves in the space. Affiliates can expand your business online in a big way, but there are many considerations that must be planned for in advance such as PPC policies, mailing policies and fraud prevention to take into account when planning on participating with affiliates.
Last but not least, affiliates take an awful lot of tending to and support, if you do not have the personnel to attend to them, they will find the merchant that will.
I hope this helps, please feel free to contact me if you need any further details.
Cheers,
Jim Lillig
