Give Advertisers Your Best Practices

Posted by Daryl Colwell on January 24th, 2011 at 4:23 pm

Affiliates, how many times have you heard the advertisers say “We only want your internal media”? Advertisers fear the affiliate marketplace, fear losing control of their ad environment and having their reputations tarnished by shady affiliate networks. It’s time for respected affiliates to end the panic by employing best practices.

Advertiser-centric best practices include rigorous publisher screening, continuous campaign tracking and reporting and enhanced security against fraudulent affiliates. Incorporating best practices will build confidence with current clients and attract wary advertisers. But implementing advanced security measures can’t be the only heeded best practice. Open communication, flexibility, transparency and constructing a clear budget are best practices that should not be overlooked.

Aboveboard affiliates must promote themselves as effective management and monetization partners. The affiliate marketplace is a revenue generator. By adopting a pay-for-performance model, advertisers will never be charged start-up or set-up fees and will only pay for conversions.  Also, affiliate marketers can also positively promote the niche by consulting with brand marketers – another way communication solidifies the affiliate/advertiser/consumer relationship.

Flexibility is a best practice that may not seem as vital as security or communication but in the age of the savvy consumer it is essential. Presenting offers through display advertising, social media, email marketing and search marketing - will improve audience targeting and drive conversions to sale.

Affiliates should follow transparency and compliance rules to better the brand. These include CAN/SPAM regulations for email marketing programs, thorough banner and dynamic display ad testing, proper linking and keywording for SEO and Paid Search.

Lastly, constructing a clear and concise budget is a particularly significant best practice for affiliates looking to partner with wary advertisers. Though advertiser involvement is important, affiliates are ultimately responsible for preaching patience. By outlining step-by-step goals with the advertiser, affiliates will help to establish trust with their would-be advertising partner.

Convincing the nervous advertiser to align with your affiliate network will take time. But incorporating best practices into your partnering pitch will change the advertiser’s response from “We only want your internal media” to “We look forward to joining your affiliate network.”

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