Top Tips to Add Value to Your Affiliate Campaign
PerformanceIN’s 2014 Advertiser Survey discovered that approximately two thirds of advertisers believe that affiliate marketing sales are incremental to their digital marketing strategy, with indication that optimism is rippling through the industry more so now than ever before. When considering the accounts we currently manage at Equator, we have a rather special mix that makes our approach unique for every campaign we run.
Having accomplished a series of successful campaigns across the two most popular verticals in performance marketing - retail and travel, we wanted to share our insights and top tips to what makes a high performing affiliate campaign. Sticking with these fundamentals allows us to provide clients with a dedicated, proactive results-driven affiliate campaign.
Knowing and understanding what factors influence the customer in their purchasing decision allows us to determine what role affiliates will play in this path. By identifying factors such as price points or particular products, we can create a tailored offer to target customer groups which align with the client’s needs. Whether it is structuring commission models or providing relevant content, conducting daily analysis of such factors allows us to be thorough and consistent in our approach.
Having decided your target areas, managing the array of affiliate types will play a key part in a successful strategy. Understanding the various forms of value that different publishers provide ensures we maintain the right balance of promotional activity.
Engaging with Your Affiliates
One of the most rewarding aspects of managing affiliate campaigns is building relationships with our affiliates. Listening to their specific needs, adapting to their different levels of exposure, and providing unique content when requested has allowed the team at Equator to form invaluable strategic partnerships. As a result, we are able to provide effective communication to encourage affiliates to promote the clients brand.
A great example of this is creating tailored incentives that will impact on the growth of an affiliate programme. They have the ability to generate increased exposure, as well as allowing the programme to be more competitive and attractive within its operating sector. Tailoring incentives to the correct affiliate types will entice them to drive more sales.
Our weekly reporting permits us to assess how well each campaign is performing and allows us the opportunity to investigate the impact our communications are having on the overall programme. It’s also important for us to keep our fingers on the pulse with regular competitor check-ins as well as monitoring daily traffic patterns which helps us harness the knowledge to improve our campaigns.
After executing campaigns, it’s amazing how much you can learn from the end results. Taking the time to analyse and discuss the results opens new ideas and identifies potential opportunities that can be applied and shared across the different accounts we are in control of. At this stage, we delve that little extra bit deeper to appreciate what aspects of our campaign are powerful and what can be improved – it’s a pretty cyclical process, and we’re constantly learning something new!
Image via Flickr.
By Laura Paterson, Media & Affiliates Coordinator.