Keys to a Successful Affiliates Program
| Category: Affiliate Marketing - Setting Up | Date: 2003-04-28 |
As the affiliate model has become increasingly popular, we are seeing a growing number of web practitioners join in the game. With more options for "consumer" webmasters, the competitive landscape is taking shape and we are now beginning to see demand for a better "deal." Webmasters are now able to shop for the better programs based on their particular set of decision criteria. What follows are some key success factors that, if implemented properly, will insure your associates program passes the test.
I believe that before someone considers the core attributes of a program, revenue potential and content integration, they will be asking themselves one very important question: "Is this program set up in such a way that I am compensated fairly?" Above anything else, this is the key issue right now in affiliate programs.
Give Credit Where Credit Is Due
Honesty and fairness are absolutely critical to the success of any affiliate program. This is as much a technical issue, as it is a business relationship one. Set your program up so that your partners get credit for repeat or return business.
For example, our program on the One & Only Romance Network (personal classified ads) assigns each associate a unique "associate site" that is theirs specifically. We use an ID number, with a database query string in the URL, to track sales and traffic for each associate. Their users are never linked to the One & Only main site. We produce real-time web-based reports that give them sales and traffic numbers as well as conversion ratios and ad placement figures. They also receive all renewal revenue from their original sales, for as long as that person uses our site.
Make it a priority to pay people promptly, no matter what the amount. Your partners need positive reinforcement. They need to see the fruits of their labor, even if it’s just a few bucks.
Private Label or Co-Brand
Another key factor is the ability to allow affiliates to choose their marketing option either by co-branding or by promoting a private label. Again, this is a technology issue, as you must have the features in place that allow member affiliates to market their site however they wish. Some may want to leverage the brand name of the product provider (like Amazons present set-up). But some may want the complete opposite, which is private label.
For example, Bob may want to have a bookstore called Bobs Books using his sites creative, name, look and feel, personalized logo , and so on. But he needs Amazon to provide the books. Basically, the choice should be up to the affiliate. Youve also got to accommodate all the possible gradations of marketing schemes that fall somewhere in between these two extremes. End of day, its got to be more than a simple link into the "home" site.
But having said all that, a good associates program can help propel both of you to a new level. Specifically, an affiliate can help build content think the chat syndicates such as WBS and TalkCity. With respect to our scenario, each member site by itself would have only a few ads. But we give them the ability to instantly tap into 105,000 personal profiles. Instant content! Then once theyre a member site, they also begin to contribute new ads to the database.
There is a real momentum there. The model is built on the dynamic relationship between One & Only and our associates. Its really more of a cooperative network.
As the number of personal ads (which is our fresh, original content) increases, the product grows in value. We are simply acting as the central hub or "content aggregator" for the network. Everyone taps into the same database so, as the size of the database expands, not only does One & Only benefit, but also each of the member affiliates.
And in the end, the total benefit for all involved is greater than the sum of the parts.
About the Author
The One & Only Internet Personals, launched in May of 1997, has 10,800 Associates, third in size behind Amazon and CD Now for e-commerce affiliate programs. Mike Curtis is Marketing Manager at the Dallas, Texas-based enterprise.
:To contact see details below.
associateadmin@oneandonly.com
http://www.oneandonlynetwork.com
I believe that before someone considers the core attributes of a program, revenue potential and content integration, they will be asking themselves one very important question: "Is this program set up in such a way that I am compensated fairly?" Above anything else, this is the key issue right now in affiliate programs.
Give Credit Where Credit Is Due
Honesty and fairness are absolutely critical to the success of any affiliate program. This is as much a technical issue, as it is a business relationship one. Set your program up so that your partners get credit for repeat or return business.
For example, our program on the One & Only Romance Network (personal classified ads) assigns each associate a unique "associate site" that is theirs specifically. We use an ID number, with a database query string in the URL, to track sales and traffic for each associate. Their users are never linked to the One & Only main site. We produce real-time web-based reports that give them sales and traffic numbers as well as conversion ratios and ad placement figures. They also receive all renewal revenue from their original sales, for as long as that person uses our site.
Make it a priority to pay people promptly, no matter what the amount. Your partners need positive reinforcement. They need to see the fruits of their labor, even if it’s just a few bucks.
Private Label or Co-Brand
Another key factor is the ability to allow affiliates to choose their marketing option either by co-branding or by promoting a private label. Again, this is a technology issue, as you must have the features in place that allow member affiliates to market their site however they wish. Some may want to leverage the brand name of the product provider (like Amazons present set-up). But some may want the complete opposite, which is private label.
For example, Bob may want to have a bookstore called Bobs Books using his sites creative, name, look and feel, personalized logo , and so on. But he needs Amazon to provide the books. Basically, the choice should be up to the affiliate. Youve also got to accommodate all the possible gradations of marketing schemes that fall somewhere in between these two extremes. End of day, its got to be more than a simple link into the "home" site.
But having said all that, a good associates program can help propel both of you to a new level. Specifically, an affiliate can help build content think the chat syndicates such as WBS and TalkCity. With respect to our scenario, each member site by itself would have only a few ads. But we give them the ability to instantly tap into 105,000 personal profiles. Instant content! Then once theyre a member site, they also begin to contribute new ads to the database.
There is a real momentum there. The model is built on the dynamic relationship between One & Only and our associates. Its really more of a cooperative network.
As the number of personal ads (which is our fresh, original content) increases, the product grows in value. We are simply acting as the central hub or "content aggregator" for the network. Everyone taps into the same database so, as the size of the database expands, not only does One & Only benefit, but also each of the member affiliates.
And in the end, the total benefit for all involved is greater than the sum of the parts.
About the Author
The One & Only Internet Personals, launched in May of 1997, has 10,800 Associates, third in size behind Amazon and CD Now for e-commerce affiliate programs. Mike Curtis is Marketing Manager at the Dallas, Texas-based enterprise.
:To contact see details below.
associateadmin@oneandonly.com
http://www.oneandonlynetwork.com
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