Affiliate marketing; negating the barriers
For a long time there have been many barriers facing companies wanting to explore affiliate marketing. These barriers are all based around control, support and finance. However, as we progress through 2015, some affiliate networks are addressing these issues. This means affiliate marketing is becoming the no brainer, must have part of any marketing strategy. So what are some of the issues traditionally facing companies when looking to join an affiliate marketing network?
Large upfront joining fees: Although not a barrier for larger brands, many smaller companies just can’t justify or afford an upfront fee of several thousand pounds before they have even started. Despite this fee being the norm within our industry, I believe it adds unnecessary animosity from the offset, creating a distrust between advertiser and network. Surely this should be a team effort, right? When sales are made, both parties benefit. So why has it become acceptable for the advertiser to take all the risk?
Over complication and lack of support: This can affect both small and large advertisers. Traditionally, signing up to an affiliate network was an arduous task, and still is in the majority of cases. With companies having to spend time and resources on providing a huge amount of performance data including sales numbers, conversion data and average order values etc. This is not only a long process but there are no guarantees you will be accepted either. So what if you are a start-up, with no existing brand awareness and hardly any sales data? The likelihood of being accepted is very slim, isn’t it? The frustration then kicks in, because the reason you are signing up to an affiliate network is to increase sales and brand awareness. It doesn’t make sense, does it?
Lack of brand control: This is a big one for larger brands and probably the main reason for some resorting to an in house program, despite the expense and many hassles. If you are an established brand, the chances are you have spent many years and hundreds of thousands, if not millions on building your brand awareness and reputation. Now, you are being asked to trust in another company who are about to give free reign (or at least that’s what it feels like) of your brand to thousands of advertisers. On top of that, the network won’t provide you with any access to those advertisers. Scary huh!
So how have we progressed? Despite these negative points, the great thing about this industry is the diversity of the networks on offer, and this is becoming even more so. Some networks such as Affiliate Window focus on voucher code offers for larger, international companies with huge brand awareness. Others focus on email campaigns and some concentrate on niche markets using the content, review based approach.
Most advertisers understand that there is room for everyone. But what many don’t understand is that there are some great options for smaller companies (or large ones for that matter), who are struggling to overcome some of the issues mentioned above.
Networks such as www.paydot.com are a great example of this. They are a network that have thought about the barriers facing some companies’ today and have addressed them. From their simple, fee-free, automated sign up to their ongoing support no matter the size or brand awareness of your company, they make affiliate marketing accessible to all.
These new kinds of networks are paving the way for a change in industry mind set; one that encourages trusted, long term and transparent relationships between advertisers and networks, enabling those who want to, to move away from just paying for a service and move towards a more performance based partnership.
Kirstie Eager, operations director, Twist360
Tel: 01159 628 571
Email: Kirstie.eager@twist360.com
Web: www.twist360.com
Twitter: @Twist_360
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