Building Internal Support
So, the boss has been reading all of the great things about
affiliate marketing, and the next thing you know, you’ve been
anointed as the affiliate manager.
You pick a solution provider
and things are ready to roll, right?
Not exactly. If you are going to run a successful affiliate
program, it is vital that you build internal support and it
comes down to three basic tenets: activate, educate, and
organize.
Activate the program Before you can manage your program, it has
to exist. Your first move should be to make fast friends with
the IT folks. They’ve got a lot of stuff on their plate, so if
you hope to get proper attention during the implementation
process and after the program has gone live, you’d better have
an in with them.
They’re people just like you and me? they get hungry in the
middle of the day. So offer to take them out to lunch to discuss
your technical needs. You know how Milton Friedman said there is
no such thing as a free lunch? Well that’s not strictly true,
especially when you’re trying to get your program up and running.
You will also want to establish a rapport with the finance
department. After all, they are going to be cutting the checks
to pay your affiliates. Whether it is asked of you or not,
create an aggressive budget that covers commissions, service
provider fees, education and marketing for your program. The
finance crew does not like surprises.
And write up a detailed plan with the short and long term goals
for your program. Just how are you going to produce all of those
amazing results? What methods will you be using to market your
program and acquire new affiliates? If you want the VP of
Marketing to take your program seriously, they have to be able
to take you seriously.
Educate yourself and your co-workers Odds are that the majority
of people in your office do not have a clue about affiliate
marketing. By the way, how much do you know? One of the best
ways to learn about your affiliates is to become one yourself.
No excuses. Even if you don’t know a thing about creating a Web
site, you should create one. Domains are cheap these days and
you can get free hosting all over the place. There are tons of
free HTML tutorials available online, or you could use a WYSIWYG
software like MS FrontPage to create your site without any
knowledge of HTML.
After you have figured out how to set up a site and joined some
affiliate programs, make an announcement in your office that you
are willing to help any of your co-workers to do the same. By
helping your co-workers to set up their own sites and
instructing them about affiliate programs, you will be
establishing more awareness and support for your program.
You should be publishing a monthly newsletter to your affiliates
that includes mission critical news, tips, success stories, and
co-marketing plugs for complimentary affiliate programs. Send
your newsletter to every affiliate, as well to all of the people
in your company (if your company climate permits).
Organize the company behind your program The results for your
affiliate program will be very tangible, so show that
qualitative and quantitative information with everybody. Don’t
be shy about tooting your own horn, because nobody else is going
to do it for you.
Broadcast those affiliate milestones to your company at staff
meetings and make them ask themselves, “How did we ever operate
without the affiliate program?” When you get positive feedback
about the program, share it with everyone. As Oscar Wilde once
said, moderation is a fatal thing, nothing succeeds like excess.
It’s impossible for you to find every site that may become your
next great affiliate. So ask around the office for co-workers to
refer potential affiliates to you. Their job is also to work
with Dot Coms in your industry, so they likely know some gems
that you have not come across.
Also encourage suggestions about the overall program - send
details of the program to everybody from the receptionist to the
CEO and ask for feedback. Voila - you’ve got the company
interested in your job and you’ve got some additional questions
for the affiliate FAQ.
You will find that internal support is imperative to the success
of your affiliate program. Not only will it make your life and
job more pleasant, but it will also assist you in perfecting
your program.
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