Optimizing Affiliate Management

Linc Wonham — Tue, 09 Nov 2010 18:26:00 GMT

There are few opportunities on the Web that give a better return on investment than a well-executed affiliate marketing campaign. It costs next to nothing to get started, but the best ROI requires a little TLC.

That is why the success of any affiliate program falls largely on the way it is managed, whether that’s done by a major network, an outsourced program manager (OPM) or a small business owner forced to wear many hats. Below are some important best practices for managing a profitable affiliate program, all of which can dramatically increase the rewards.

Research, Recruit, Motivate and Communicate
Conduct the appropriate market research necessary to identify the best available opportunities for producing revenues. In particular, look for merchants that exhibit the best potential for growth and efficiency for online marketing campaigns. Conduct the search with professionalism and demand nothing less from prospects. Then motivate new and existing affiliate marketing partners to the point that both parties are working hard to achieve the same goals. Always keep the lines of communication open, whether those communications are positive or (constructively) negative.

Design New Programs
Website owners can expect from their affiliate marketing programs what they put into them, which is why it’s always important to be creating new opportunities. Designing effective lead-generation programs and processes is an integral part of growing online revenue. Many webmasters are content with dropping some seeds in the ground to see what comes up, but affiliate managers that provide constant care to their programs are generally rewarded with healthy commissions throughout the year.

Build a Portfolio
Once the proper research and recruiting has yielded some motivated merchants, and new lead-generation programs are being conceived in perpetuation, repeat the process over and over to build a portfolio of revenue-producing affiliate campaigns. A portfolio can be as large or as small as the additional demands of the business allow, but the greatest rewards will come from campaigns that receive the most attention.

Evaluate Individually
Each campaign will require management on a daily basis, which may include creating marketing materials, performing analysis, reporting on metrics, maintaining advertising compliance, etc. Frequent evaluations and communications with merchant partners are essential parts of this process.

Strategize and Plan
Analyze each campaign and evaluate its long-term performance. Comprehensive reviews will help achieve this goal and enables the program manager to work with merchants on a strategic level in order to capitalize on any opportunities for growth and improve on any areas of concern. After carefully evaluating the individual campaigns, take an overall look at the affiliate program as a whole and see how it could be managed better – there’s almost always room for improvement.

Affiliate-Friendly E-Commerce Players

Linc Wonham — Wed, 14 Apr 2010 20:20:00 GMT

The biggest names in e-commerce have realized the benefits of affiliate marketing. Connecting your website audience with the right partner or partners can make the difference in your Web success. The June issue of Website Magazine (coming soon) lists the 50 most affiliate-friendly Internet retailers in the U.S., but today we’ll take a closer look at three that caught our attention and we're sure will catch yours too.

The upcoming Top 50 list of affiliate-friendly retailers will be available exclusively to professional-level subscribers. Don't miss this important list! Subscribe, upgrade or renew your existing subscription in the month of April and you’ll be entered in our drawing for a free iPad!

Northern Tool and Equipment
Northern Tool has two affiliate programs to choose from, administered through either the Google Affiliate Network (GAN) or Commission Junction. Regardless of which direction they go, affiliate partners can expect the following from a relationship with www.northerntool.com:

•    60-day cookie to secure commissions
•    Large average order size of over $180
•    Over 20,000 items online with an extensive category selection
•    Exclusive online sales events
•    More than 1,000 items with free shipping

Oriental Trading Company
OTC is a leading seller of novelties, toys, crafts, party supplies and gift items for every holiday and throughout the year. Their affiliate program is run through GAN, and some of the highlights of partnering with OTC on www.orientaltrading.com include the following:

•    Five-percent commissions on all orders and at no cost
•    Advanced technology solutions for affiliate-merchant relations
•    Top customer service and seamless return policies
•    New product lines introduced all the time
•    Tracking on all links, clicks and sales by GAN

Apple
Becoming an affiliate partner with one of the world’s largest and most successful retailers can mean instant revenue from traffic on any site affiliated with www.apple.com. With some of the highest-selling and hottest brands in any market today, here’s what affiliate partners can expect from the Apple program administered through Commission Junction:

•    Apple Store Affiliate newsletters with updates on new product releases and seasonal promotions
•    High-selling products and brands such as the iPad, iPod, iPhone and MacBook
•    Tiered commission structure reaching up to 2 percent on any Apple product
•    Great consumer values, such as exclusive online custom configuration on all Apple computers

'Net Features : Affiliate partnerships

Optimizing Affiliate Management

Affiliate-Friendly E-Commerce Players