In the world of partner marketing, our success comes from bringing together brands and affiliates in long-term, profitable partnerships.
As a leader in partner marketing for over a decade, it’s become clear to us that these two partners (brands and affiliates) are very different people, and they think differently. Although they share a common goal of acquiring customers, they both approach it from completely different perspectives.
For these reasons, we’ve learned it’s valuable to teach our brand partners to understand their marketing partners. By helping a brand “walk in the shoes” of their marketing partners, they can better understand what their partners care about and what they fear. In this way, it helps us all develop better, longer, and more fruitful marketing partnerships.
Here are 10 key things for brands to know about their marketing partners (especially high-volume paid media affiliates):
Speed & Agility is Critical – Marketing partners move quickly to capitalize on trends. Brands must be prepared to provide assets and approvals rapidly to avoid lost opportunities. Speed and agility are essential for affiliates to stay competitive and maximize returns.
Lots of Options – Affiliates have a vast array of partnerships and campaigns at their disposal. To stand out, brands must offer compelling value propositions, attractive commissions, great creative, and unique selling points that differentiate them from competitors. Your offer must capture attention.
Opportunity Cost – Every campaign an affiliate chooses means forgoing another potential revenue stream. Brands need to demonstrate a clear understanding of this trade-off and provide data or insights that highlight the potential return on investment for choosing their offer. This helps affiliates prioritize and focus their efforts effectively.
Investing Time & Money – Affiliates are risk takers; investing their own resources in traffic generation, testing, and content creation. They seek partners who demonstrate a commitment to mutual success and are willing to support their efforts with resources, tools, and clear communication. This shared investment helps build trust and collaboration.
Reliability Matters – Affiliate marketing is filled with volatility, making stable and consistent partnerships highly valued by affiliates. Brands must honor their agreements, provide timely payments, and maintain open lines of communication to foster long-term relationships built on trust. Predictability and consistency in partnership performance are essential.
Commission Only Salesperson – Affiliates don’t get paid for their time – they’re incentivized by performance-based compensation. Brands must recognize this and ensure that commission structures fairly correspond to the value they create. This is the main motivator for affiliates and ensures their continued engagement. Their income depends on the results they drive. Consider that your commission doesn’t cover media alone, but the media buyers' compensation too.
Tracking & Payment Confidence is Paramount – Accurate tracking and reliable payments are non-negotiable for affiliates. Brands must provide transparent reporting, resolve any discrepancies quickly, and pay on-time to maintain trust and alleviate fears. This assurance is foundational for a healthy affiliate relationship, and any concerns will impact your results.
Competition is Fierce – The affiliate marketing landscape is highly competitive. Brands must continuously review and optimize their offers to remain appealing to affiliates, offering better CPAs, better performance with their creatives and funnels. The competition drives innovation and compels brands and marketers to improve together.
Freedom & Flexibility to Be Creative – Affiliates often have their own unique approaches and strategies. Brands should provide enough room for affiliates to adapt and be creative within campaign parameters, fostering a collaborative and flexible environment. This autonomy empowers affiliates and often leads to more effective campaigns.
Data & Analytics Help – Affiliates rely on data to make informed decisions and optimize their campaigns. Brands should leverage any performance data, insights, and analysis as a way to empower affiliates to improve their results and track their success effectively. Data-driven insights strengthen partnerships and are a great selling tool to recruit affiliates.
While much more could be said about this topic, this list gives a good overview of what is important to your marketing partners.
After reading this list, are you inspired to change how you approach your affiliate program? Is there anything you could do to improve the quality of your program or partnerships? What new insight was most helpful to your understanding of your marketing partners?
Drop us a note and let us know.
Best regards,
Topher Grant
CEO & Co-founder
GiddyUp