Maintaining and managing your affiliate partnerships is an extremely important part of your program development. Though you do need to ensure that you have good practices in place to recruit new partners, you equally need to ensure that you optimise your existing ones.
Doing so means that you will be able to boost your program, see higher returns, and further develop the relationship you have so far established with your partners. So, when are the best times to optimise your affiliate partnerships?
There are many major shopping events throughout the year, such as Singles Day, Christmas, Boxing Day, and Cyber Week to name just a few. These always see large amounts of digital traffic online, and brands want to take advantage of the attention that they might see. Check with the brands that work with your program to see which are offering the best deals as soon as you can.
Just as there are plenty of opportunities at the peak times of the year, there are those worth pursuing in the low season too. Look for good off-peak rates and use this time to test out some of the strategies and deals that you might want to use when your next peak season rolls around. Choosing to optimise during the low season also helps your program to remain competitive and visible no matter what time of year it might be.
New product launches
The brands that you choose to work with will be launching new products and opportunities for you to take advantage of all the time. You should try to optimise your affiliates during these launches as much as possible. Doing so will help to align your marketing strategy and get brand awareness in place right at the top of the marketing funnel. Utilising the right content partners will be a great way to optimise in this area. This is a great place to draw attention to the brand and any awareness goals that you might have.
Take a look at your own vertical and promotional calendar. Depending on the niches that you target, there might be certain times of the year where a brand might be more active than others. For example, fashion brands will want to optimise as the seasons shift, while health and wellbeing brands might put a focus on the post-holiday season. Choosing to optimise your affiliate partnerships in this time will give you plenty of opportunities to find the promotions you want to use in peak season.
Why should you optimise your affiliate partnerships?
Optimising your affiliate partnerships is a task that all program managers need to undertake at some point. It can have some amazing benefits for your program and your relationships with your partners.
Remember that competition in this sector can be incredibly tough. It is not uncommon to see partners being contacted by hundreds of brands, and so you need to make sure that you maintain those open lines of communication between you and the partners in your program. By choosing to actively communicate with and optimise your partners, you can be certain that they are properly engaged with you, and able to raise concerns or points if they need to.
Strong partnerships are a must in the affiliate industry. While your initial focus might be on building relationships, you need to make sure that you are going to maintain them properly. By working on optimising your existing partners, you can build long-term partnerships that you know will work for both you and your partner for a long time.
How do you optimise your affiliate partners?
It is one thing to just say that you need to optimise your affiliate partners but another to actually put this into practice. There are several steps that you need to take to ensure that this will be done in just the right way.
The first step will always be transparency. You need to ensure that the relationship with your partners is mutually beneficial. Know what they want from you, and make sure that you are able to give the support that they need to be able to succeed. Share analytics with them, and come up with strategies that properly align to both their needs and your brand.
Create exclusive promotions and test out any bespoke incentives that you might want to offer to help with conversions and building relationships. Something as simple as offering partners early access to a sale could be all that is needed.
This is something that is beneficial for your program partners as much as it is for you. If you want to improve the relationship with your affiliate partners, optimisation is going to be key. Get in touch with our agency if you would like some help optimising your affiliate partnerships, whether you have a peak event coming up or you just want to do some low season maintenance!