You’re now ready to get your affiliate program in motion! Before you do, there are pitfalls to avoid and situations you’re going to run into.
In this final section of our series, you will learn the myths, truths, and common pitfalls to avoid when managing and growing an affiliate program.
Professional Tips, Myth Busting, & Common Pitfalls To Avoid
This section is probably the most important and controversial.
Remember that the affiliate industry is based on performance, not whether your company is gaining customers or adding value.
If something doesn’t feel right, or you do not get a clear and direct answer with concise data points and from unbiased tests, chances are you’re being taken advantage of. That’s what this section is about.
There Is No Army Or Group Ready Or Wanting To Promote You
There is no army or group of affiliates that wants to promote your brand or products.
Affiliate programs can take a minimum of a year to start seeing results unless your affiliates are “no-value” and “low-value,” because they intercept your own traffic.
You have to put the work in to recruit top funnel and value-adding partners.
They will be working on their own dime since you’re not paying media fees, and that also means you take a backseat to companies that will pay them upfront.
It is heavy labor to onboard and activate partners; nobody is going to start working for free just because you have a program.
Be Careful Of “Questionable” Advice From Networks And Agencies
Networks make their money based on how many orders are processed, not whether you are profitable or if they’re meeting your company’s goals.
Many agencies do, too. One of the most common recommendations is to work with websites that show up for your “brand + coupons” in Google searches.
If you don’t have an affiliate program, look at your analytics, and you’ll see the coupon site touch points under referrals.
Many networks, agencies, and affiliate managers will tell you that by allowing these sites into your program, you will see more sales, an increase in conversions, and average order value (AOV).
What you may experience is a decrease in total revenue by the amount you are now paying to the affiliate and the network. These touchpoints move from direct referral to affiliate. But don’t count coupon sites out.
Yes, the same touch point moving to a new channel could potentially cause a revenue loss, but there could be revenue gains, too.
Have the coupon site exchange the interception for guaranteed monthly email blasts, monthly social media features, and top placements in lists for shopping holidays like Mother’s Day, Christmas, and Valentine’s Day.
Coupon sites can add value and be worth working with.