Public: advertisers // Difficulty: easy Difficulty: easy
The concept of happy affiliates may sound like a laughing matter, but it’s one that advertisers need to pay attention to. If this is true for “big” affiliates, it’s even truer for “small” ones. Affiliates are, in fact, volatile, and can easily relay competing programs that give them greater satisfaction. So what makes a happy affiliate? A hyper-personalized relationship!
Reasons for affiliate happiness
First of all, the affiliate must feel understood. This means showing them that we take their expectations into account, that we know who their web users are, that we understand their world and the way they work. Then you have to make them feel involved. To achieve this, it’s important to place them in a logic of business development and acquisition. The partner must be fairly rewarded for his participation, even if he’s not the converter.
Promoting exchanges
Affiliates also appreciate the feeling of a privileged “one-to-one” relationship. So don’t hesitate to meet them, through tripartite meetings with your agency, to develop the partnership. This is the ideal time to listen to their expectations, needs and projects. They will then feel fully integrated into your acquisition strategy, which will reinforce their involvement.
How do you enhance a partnership?
There are four main ways to boost a partner’s motivation over the long term:
- Fair remuneration,
- Media renewal,
- Upstream communication on new offers,
- Fast payment.
The advertiser-agency relationship
As an essential link between advertiser and affiliates, the affiliation agency needs to be alerted in advance of commercial operations. This requires regular exchanges and the definition of a joint sales action plan with your agency. In particular, you’ll need to communicate on key periods in order to coordinate online actions. This allows partners to be more responsive when it comes to putting material online.
Unique operations
Good relations and regular exchanges with affiliates give you the best chance of succeeding with one-off operations, such as destocking or one-off offers. So, with good creative, quickly put in place, the distribution of media can start just a few hours after presenting it to your agency.
A personalized approach to influencers
Influencers (bloggers, Youtubers and other Instagrameurs) have their own particular way of working and expectations. It’s advisable to set up a relationship via a dedicated platform, which will not only meet their needs, but also enable you to develop possible content co-creation actions with them.
