Affiliate Managers: Your Top Five Biggest Affiliate Program Mistakes

[benditback]

n this article I will show affiliate managers the mistakes they should avoid if they want to build a successful affiliate program.

I felt compelled to write this article after seeing the same mistakes made by most of the hundreds of affiliate programs I have joined since I started promoting them in 1997. I have made a nice living from affiliate programs over the years, so I know a thing or two about them. I would dearly love to make more money with affiliate programs, but affiliate managers don't make it easy for us affiliates. So hopefully this article will do a bit for the cause.

Here are my top five biggest affiliate program mistakes that I find today:


1. Competing With Your Affiliates.

2. Not Providing Your Affiliates With Useful, Real-Time Statistics.

3. Not Compensating Your Affiliates Fairly For Their Hard Work.

4. Not Providing Enough Fresh Promotional Creatives.

5. Not Providing Fast, Quality Support For Your Affiliates.

[Aileen]

I agree! Providing better affiliate support is a must to win their loyalty. They must be well-equipped with latest tools, promotions, and constantly updating them with latest programs, coupons and freebies. In that way, they will feel that they are not neglected.

[Michelle]

Also, another mistake that AMs often commit is that Affiliate Managers tend to be professional and they don't want to stoop down the levele of relationship between them and their affiliates. The key there is BEFRIEND. After all, it's a mutual relationship. It is best done with teamwork and mutual comfort. :)

[Jon@FluxAds]

I've got two off the top of my head...

1. Not communicating enough with your affiliate(s). Emailing, calling, writing, etc.

2. Over-communicating with your affiliate(s). Sending too many emails, calling too much and not at convenient times.

I've found that at times it can be a bit difficult determining jus thow much contact the affiliate prefers to keep with their manager. Whether its the everyday check in to see how things are going and address any questions they may have or if it's just the "I'm here when you need help." kind of relationship, where the only communication is when they have a question or problem.

I really enjoy the AM to affiliate relationship that is casual and more of a friendship then hassle. :)

[Angie]

Good thread, thanks guys.

[Dynamite44]

Also, another mistake that AMs often commit is that Affiliate Managers tend to be professional and they don't want to stoop down the levele of relationship between them and their affiliates. The key there is BEFRIEND. After all, it's a mutual relationship. It is best done with teamwork and mutual comfort. :)

I do agree with this. ;)

[erickb2006]

Also, another mistake that AMs often commit is that Affiliate Managers tend to be professional and they don't want to stoop down the levele of relationship between them and their affiliates. The key there is BEFRIEND. After all, it's a mutual relationship. It is best done with teamwork and mutual comfort. :)

I totally agree with Michelle on this one - find something in common that you both enjoy - a favorite sport, a hobby or pastime, a restaurant chain, types of movies - just something other than work. Building rapport is critical! :)

[NCmedia]

Great thread, I've been in both merchant/affiliate and consultant shoes over many years and will attest to the above as well. It comes down to relationship building, if you see true value in your effort you should want to be in touch with either the AM or the merchant directly. I like to provide all communication between aff's and my clients and internal programs. The networks (unless you're in-house) create a divide between contacting merchants and vice-versa. The need to so that merchants don't go nuts spamming affiliates to join their programs... However I find that training my affiliates and being in touch with them, and creating a centralized environment for aggregation of info prior to them joining any network is useful to enable and encourage direct contact.

This is especially important when doing larger JV's or account splits. If you have enough to offer as an affiliate re traffic/techniques/proof, AM's and merchants, and boutique program owners will bend for you.

-Packaging is important
-Monthly/seasonal/holiday campaigns are important
-Variation in campaign material (not just banners/landers)
-Random graphics/photoshop files/email & article templates
-Coupons, cool new promos/specials
-Easy access to all campaign materials at all times.
-Getting notified of new materials or programs during pre-launch
-Exploring top level JV's, special attention & price points if you're worth it
-Personal relationship with someone in the core group (not always the AM)
-Collective effort and good energy, otherwise you'll never be passionate about the business.
-Input - if there is a way to improve a campaign or offering, don't be shy to consult your merchant/am, most are still green to some tactics/assets/conversion mastering et al.

Sorry for the ramble, new here and want to provide useful info as well.

Cheers to all,
Norb.

[Pam Procash]

Great thread! Thanks:)

I shall diligently follow these "golden rules" to become the best Affiliate Manager I can be, representing the best products and promotions.

Listening to affiliates and their needs is the best and most effective form of keeping a finger on the heartthrob of the business out there, and it is critical to a successful relationship to implement and be thankful for as many suggestions as possible. It will always pay off.

Thanks to all.

[akmgchris]

No doubt. I would call those the 5 commandments for Affiliate Managers. Everyone is right it is all about relationships and building a business. Affiliate want to make just as much money as we do. Buildiing trust takes time and genuinely caring about your affiliates goals.

[a2hosting]

The most important thing is timely and correct payments. Affiliates work hard and need to be compensated correctly.

[vik88]

i also think so =)

[ETRdahir]

Well I'm a new Affiliate Manager and I want to know how long it takes to get an affiliate program off the ground? Our affiliates have made a few sales in the last 3 weeks since the luanch of our Affiliate program but nothing to write home about.

Regards,
:throwup:

[HarveyJ]

One big mistake is sharing one of your affiliates methods with others.

Sure, you get a bit more traffic, a few more sales, and you're a hero to some of your affiliates, but it'll poison the well. You've basically just screwed over one of your more inventive affiliates and they'll be bitter about it.

[ETRdahir]

Hey Sinead,

Thank you for your feedback. I have been posted on many of the Affiliate marketing forums and now I'm promoting on Social Media platforms and starting to post on Webmaster forums. Some of them don't allow a Sig until you have a lot of posts(250 in some cases) but I have slowly been chipping away at that number.

Regards,

[mmemmett]

I agree - honest and frequent communication between affiliate and affiliate manager is essential for success. For example, if your manager is calling too much ...or too little...be upfront about this and tell him/her what type of communication schedule works best for you. My most successful relationships are with my affiliates who are extremely direct about how they want me to help their business. Keep in mind that all affiliates do not prefer the same thing. Don't hesitate to speak up about what you need ... or don't need.

[SamuelW]

Thanks for thread

+ to mistakes list:
don’t promise company who starts up that affiliate program gives quickly the best from the best results
say honest, need work work work …

[gary121doc]

Really a great thread useful to Affiliate Managers as well as affiliates. I am working as an affiliate manager of 121doc, a leading online clinic based in UK. I am handling this post for more than year and during that time I do had made some mistakes from these.

It is true that Affiliate Managers make mistake and they should avoid them to happen repeatedly.

I have some suggestions for Affiliate Manager:

>> As Michelle said, be friend to them. Communicate with them in fair way so that it don't create headache to them. Stay in touch with them on regular bases like week or month. Try to know them in better way. Wish them on their birthdays, anniversaries and on special festivals. We at 121doc, send bottles of quality wines to our affiliates located across the globe. We even know their taste.

>> Be fair and quick in releasing commission. We know that today we are making money because our partners are working for us. We never let them wait for money they earned by their hard working. We always release payment on time and even before due date.

>> We should provide them quality promotional materials. But more than that, we should know what they want and how they want to promote their business. We stay with them by providing Templates and Banners on demand.

>> Commission structure should be fair. We don't provide the highest commission in our industry but there are many reasons like we treats the customers which they referred to us. We will create an environment of trust among them so that they order from our website again and again and therefore affiliates will make money again and again as we pay them commission on repeat sales also.

Gary Jackson
Affiliate Manager
121doc Online Clinic
www.121doc.co.uk (http://www.121doc.co.uk)

[rcpathunder]

Couldn't agree more, make sure you assist your affiliates anyway you can. Provide them with the best information and sources, help them to help you generate volume onto your Network. Personally, I reach out to my affiliates during my own time, the way I see it, more time you put in for now for your company or Network, you'll get to have more free times later on for vacation!

[Ilovecroatia]

The eBay affiliate program is amazing, I forget what they pay, I think its like 7 or 8 to refer someone and have them place one bid. Thats a really great rate, the only thing wrong is that like everybody is already a member of eBay and its really hard to find people who arent already members. Still, its a great rate.

[FollowTheLeader]

Not keeping an open line of communication with your affiliates, they'll drop off like flies if you don't.

[CPATrendPreston]

I believe that it is imperative that AM's are available around the clock to provide online support. This could make a difference in the amount of affiliates coming into the network :)

[DatingGenie]

1. You must look upon affiliates as part of your organization and ensure they get all the assistance they need to push your site.

2. Offer good incentives and pay on time

3. Do not spam affiliates with useless advise. Keep the emails informative and only write about important matters. Save your pitch for the customers. After all the affiliate has signed up and already indicated he/she is on your side so save them from reading marketing jargon.

4. Listen to your affiliates for suggestions. The more inputs you have the more informed you are about your decisions.

5. Make it a sharing partnership, not a leeching one. Keep your promises and watch the site grow.

Oh and the most important: Dont try to be a "Manager" and push your affiliates. They are interested in the money too.

[Jamian]

Yes! I agree on your statements, but i think no. 5 is the worst mistake that you will do to your affiliates. We should build strong foundation to our affiliates to make them proud of you and they will never regret that they work with you.

[Hyphen]

AMs who over-communicate are a pain.