Affiliate Marketing is Like Running a Race!

Inuvo's Business Development Manager, Chris Gerbick, puts a unique twist to Affiliate Marketing in this unique blog entry.  Chris has competed in the Iron Man, Columbus Half Marathon, and both the Dunedin and Tarpon Springs Triathalons. 

My wife, Megan, and I are both pretty active individuals.  We both participate in triathlons, road races, and adventure races on a frequent basis.  Over the past few years, while  working with many online merchants that have set-up their first Affiliate Program I’ve noticed that Affiliate Marketing is actually a lot like running a race.

Fewer things are more enjoyable about my job than getting a call from a merchant saying "I want to start an Affiliate Program."  "Great, we can help you with that!" is always my enthusiastic response.  From time to time, I find myself working with a customer who wants to win the race, but starts 100 yards behind the start line, in the granny division.  When merchants want to start an Affiliate Program, they need to position themselves at the front of the pack BEFORE the start gun fires.  Translated into Affiliate Marketing, I’m talking about having some eye-catching creative ready, an attractive offer pitch and  a competitive commission structure, among other aspects.  Just think, if your offer is lacking a key component, then you're starting the race 100 yards behind your competition.  Who wants to do that?

Speaking of competition, let's talk about that for a minute.  Before you launch an Affiliate Program, take time to properly research your competition. Chances are very good that you have competitors who already have Affiliate Programs.  If your competition is offering affiliates a payout of 30% of sale, you need to offer at least 30% of sale in order to remain competitive and relevant.    Benchmarking your competition is essential to a successful Affiliate Program.  Always remember to remain cognizant of your competition during the race as well, you don't want them sneaking up on your 6-oclock.  If you have great conversion rates, make sure you mention that in your offer description.  If you plan on updating your creative to match holidays or seasons, let affiliates know.Catchy, well maintained, creative is key to Affiliate Marketing.   Have your creative package ready to go the moment your Affiliate Program launches.  Most often, affiliates will take one look at your offer and that's it.  Remember, you created an affiliate program to attract affiliates, not customers.  Affiliates will go to work attracting customers for you.  Be sure to gear your affiliate program as if  you are selling it to the affiliates.  If you intend to have awesome HTML creative available for your offer, have it ready when the offer is launched.  Otherwise, great Emailers will pass on your offer when they don't see email creative available that they can quickly pick up and run with

Notice I have not mentioned training yet.  Yes, you do need proper training for winning races.  However, I don't think Affiliate Marketing requires a lot of training, especially if you use the Inuvo Platform.  Frankly, the Inuvo Platform is really simple to use.  We built it for first-time Affiliate Managers and advertisers, and I've received a lot of positive feedback from my clients who are using it.  I basically tell first time affiliate managers "treat your publishers like your sales force".  Meaning, if you give the tools and compensation, they will be happy to perform for you.

When you start an Affiliate Program, think: "I want to win".  Then, make sure you win by positioning yourself at the start of the race with an Affiliate Program that has all the winning essentials.  If you don't, it's like starting a race 100 yards behind your competition which is something I’d not suggest trying.