Starting an affiliate program?

Here are the steps I take and the questions I answer when setting up and managing an affiliate program:

Preplanning

Why are you starting an affiliate program? What are your goals and objectives? The answers could be as simple as more sales or as complex as building your brand.

Structuring Your Program

What payout terms are you going to offer? Per lead, per sale and per action completed are the most common ways to structure an affiliate program, and the decision to choose one over the other is ultimately decided by your goals and objectives.

Affiliate Documentation

You'll need complete documentation for your affiliates, including a sign-up page and terms and conditions (the "affiliate agreement").

Linking

What types of linking methods are you going to offer your affiliates? Studies have shown that text based links work best, but you'll need to offer images, banners and more to be competitive.

Communication

An affiliate needs to be treated like an outside salesperson - so you'll need to compose thank you letters, action generated messages, an affiliate newsletter and effective affiliate promotions (coupons, specials, etc.).

Testing

Before launching, your affiliate team should completely test the system. You'll want to be sure that your program is 100% operational and that all kinks are worked out before you sign up that first affiliate.

Program Launch

As with any new service offered, a press release should be distributed. You'll also need to list your affiliate program in all of relevant affiliate directories.

Affiliate Recruitment

The most challenging aspect to managing your program is affiliate recruitment. Although there are many systems out there to do this, nothing will be more effective than your affiliate manager. This person can search for partners and make the contact with potential partners. Ideas for recruiting affiliates:

• Search Yahoo!'s directory for related websites.
• Add a link in your email signature file.
• Promote to your existing customer base. There's no one better than happy customers to help you sell your products or services.
• Go after pay-per-click bidders promoting similar websites.
• Research and approach promo-code or coupon-code "super" affiliates.
• Search for all spelling combinations of your business name. You'll likely find partners who have linked to you already and who may give you a more prominent placement in exchange for the revenue from an affiliate relationship.

Ongoing Management

Manage your sales force as if they were your most valuable employees - offer contests, incentives and other perks to keep them motivated.

Ready To Launch Your Program?

Kowabunga's MyAffiliateProgram solution offers complete affiliate ownership, no network fees and hands free setup.

 

About the Author

Brian J. Farrell – Marketing Consultant, helps small business owners find new customers and make more sales in 30 days or less — guaranteed! Call or contact Brian today for a confidential analysis of your business marketing plan and he'll uncover assets you can capitalize on right now, without spending more money on advertising.