For what purpose are affiliate marketing tools useful?
5 tips for successful affiliate marketing
How do I get high-performance publishers on board ... of course - the first glance of the potential affiliates will be on the commission amount. But the idea and design of the campaign also play a role - at least for serious publishers. Alexander Kube from iCrossing revealed how successful campaigns are designed and what to look out for.
1. What and who do I want to reach?
One of the principles of advertising is the precise definition of the goals and the target group. Which message do I want to convey to which clientele? In order to be clear about this, a few questions generally help, such as:
Should the campaign serve the purpose of customer acquisition or customer loyalty?
Do I want to promote the brand itself or a specific product?
Is the measure intended to increase pure sales, or is it intended to promote brand awareness and development?
Which customers I would like to address (if necessary, selection according to geographical and socio-demographic aspects)
The more precise the definition, the more precisely potential customers can be addressed. This ultimately also results in the choice of the optimal incentives and the corresponding affiliates. The right partner can be derived from the definition of goals and target group - whether voucher affiliate, cashback partner or content provider.
2. Calculate reasonable payment
The determination of the affiliate incentive should be preceded by a precise cost-benefit analysis. It matters what the contact is actually worth to the advertiser - whether financially or in relation to the brand itself. Without question, publishers prefer attractive fixed prices per click or lead - as well as appealing additional commissions. Payment in kind such as cameras. Laptops and Co. is one of the exceptions. In the optimal case, however, it is also a gain for the affiliate to be able to present the campaign itself on their side, so that they are satisfied with a lower payment. These can be, for example, free comparison calculators of any kind or service contributions that, in addition to the advertising message, offer real added value for the customer.
3. Determination of the terms of payment
Since there are repeated reports of black sheep among the affiliates, it is particularly important to define exactly when payments are actually made. There are different models for when a commission payment is made. The most common models are pay per view (for just visiting the promotion), pay per click (usually for a pre-defined number of visitors), pay per lead (for successfully completing address generation) and of course the pay per sale model, in which only for an actual sale is paid. In addition to these standards, other incentives can be created to motivate the affiliate partners.
For example, additional commissions can be agreed for monthly increases in performance to ensure that the campaign is well looked after over the long term. Attractive entry fees can also be agreed for newcomers to make entry into the program more interesting. Also very exciting and at the same time good advertising in themselves are performance rallies, such as the one Telekom had advertised for its partners. Here the most successful partner received a Porsche as a prize at the end of a previously defined term.
4. Announcement of the action
As everywhere in advertising, it is also true of affiliate marketing that the best action is of no use if nobody sees it. Alexander Kube has therefore put together the most important management tools for successful affiliates:
Affiliates in question can be promptly informed about current promotions via an e-mail newsletter.
Use of special promotion tools:
Some providers have developed special tools for their network, such as the “Incentive Tool” from Zanox.
Promotion for the publishers:
In the initial phase of the campaign, it can be worthwhile to book placements in the networks that are subject to a fee. At Affilinet, for example, there is the option of booking advertising space on the login page for publishers.
Use of external service providers:
Announcement of the campaign via external communication channels such as the stand-alone newsletter from 100partnerprogramme.de.
Use of networks:
Notification of publishers via status reports and posts within their own network activities on Xing, Facebook & Co.
5. How often should affiliate promotions be carried out?
Similar to the frequency of publication of newsletters, the following applies: The right amount is decisive. At this point, the expert Kube recommends a quarterly rhythm to internetworld.de. In this way, the provider of the affiliate programs ensures increased attention in the action-overloaded affiliate world and remains in the memory. In addition, such actions should ideally be launched as part of an overall advertising strategy in order to generate a successful background noise and increase the efficiency of the individual channels.
Conclusion: If you want to attract good affiliates with your campaigns, you have to do a lot of planning and preparatory work. If this is guaranteed, good results can be achieved with affiliate programs.
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