Originally written by the Sciart team for XBIZ and first published there.
In today's data-driven world where the science - analytics, and automation - dominate and data is the buzzword of the moment, many businesses tend to overlook the art and the importance of account management. They fail to recognise the power of human touch in fostering meaningful connections and the potential that can arise from them.
With over 13 years’ experience in the online space, much of that as a client account manager in some form or other I’ve developed effective habits and learned valuable tips. To help you get the most out of your Affiliate partnerships I’ll share my top tips for quick wins!
Communication and collaboration
It’s an obvious one, and marketing rule 101 is that customers must see a message at least seven times before they’re provoked to take action. Aim to engage with your affiliates at least once a week in the form of eye-catching and informative newsletters. Update your creatives to reflect any themes so that your affiliates can push to their followers.
Social proof your efforts
Think about it, you walk past a row of restaurants and more often than not, you’re drawn to the one with the bustling crowd, rather than the empty restaurant where the waiters try their darndest to lure you in. Use this need to conform and showcase positive social proof with your affiliates which they can then promote to their followers. For example, share glowing customer reviews and testimonials, as well as customer-generated content. Your affiliates can then leverage their influence and reach and push this positive social validation to enhance your brand’s credibility.
Strike whilst it’s hot
Best-seller, low on stock, selling quick! Ever had your interest piqued when you see some deliciously tempting treats flying off the shelves? Well, the same principle applies to the world of affiliate marketing. When your affiliates know that a product is a best-seller and low on stock, it creates an irresistible sense of urgency and curiosity. Just like a pack of wolves chasing after their prey, customers can't help but be drawn to limited quantities and the fear of missing out. So use this FOMO to your advantage!
Incentivise, energise and maximise!
Ever done a good deed and posted about it on social media? As much as we claim or would love to be altruistic, we still love a bit of recognition and thanks, right. It’s the same with affiliates! While commissions are a valuable form of reward, let's remember that money talks! To keep your affiliates motivated and committed to promoting your products or services year after year, offer regular incentives that truly resonate with them. Whether it's a freebie, an increased commission rate, or a shout-out, find out what drives them the most. You could even go the extra mile by publishing their content to your followers, creating a circle of love and fostering a mutually beneficial relationship.
Check your links!
Whilst sharing data and links with your affiliates is crucial, don't forget to double-check that those links actually work! You're seeing fantastic results, everything is going smoothly, and then suddenly, it all comes crashing down. And why? Because your devs rolled out a site update that broke the links, leaving your affiliates sending their followers to 404 pages.
Just like a well-timed punchline in a joke, the success of your affiliate marketing efforts relies on impeccable execution. Take a moment to ensure that all your links are in proper working order. Regularly test them to avoid any embarrassing mishaps that could undermine your partnerships and lead to missed opportunities.
Incorporate UTMs
To enhance your affiliate marketing strategy even further, consider incorporating tracking parameters such as UTMs. UTMs let you track and analyse key aspects of your affiliate links like sources and mediums. You can understand where the traffic is coming from and how it’s reaching your site. They help you to learn the effectiveness of different channels, spot winning campaigns, and understand your affiliates' end-to-end value. This data-driven approach optimises your efforts, empowers informed decisions, and maximises your marketing ROI.
Unleash the power of data
Harness the power of analytics, metrics, and patterns to unlock valuable insights into your affiliates' performance. Think of it as conducting a monthly check-up, like an MOT for your car, where you dive deep into the data. Identify affiliates who have shown growth since the previous month and determine the factors behind their success. Keep a watchful eye on brand-bidding practices, ensuring alignment with your terms. Stay vigilant against cookie stuffing, click fraud, and unethical promotion that could erode trust in your brand. On the flip side, investigate performance drops to uncover reasons such as site closures, loss of interest, or product discontinuation. By embracing analytics, metrics, and patterns, you empower yourself to provide valuable guidance and support to your affiliates, which helps with building a meaningful partnership.
As you navigate the world of affiliate marketing and build connections with your affiliates, remember the significance of the human touch. While the rise of AI-powered plug-ins offers automation and efficiency, it lacks the warmth and personal touch that can truly elevate a partnership. Building a successful collaboration requires more than just algorithms and data—it necessitates genuine human connection. So, let your affiliate partnerships be built with authenticity, empathy and the personal touch and this is your USP which sets you apart from the rest. Embrace the power and warmth of human connection and watch your partnerships flourish with a touch of warmth in an otherwise soulless digital world.
