As an affiliate manager, I need to ‘crack the code’ of affiliate marketing for bloggers. I work with bloggers on a regular basis. The blogger affiliate relationship has amazing potential but typically starts off with communication issues. At the root of the problem is the different metrics for public relations versus affiliate marketing
Why the disconnect? One possible reason is that public relations managers’ performance matrixes are very different from an affiliate managers’. Bloggers connect with brands using the language of PR. However for affiliate marketing for bloggers to work, a different type of communication need to be built based on sales.
Reach Out For Sales
I wish I could reward bloggers for their reach but unfortunately, that only happens with public relations. Affiliate marketing for bloggers is performance based marketing, which means I can only reward based on a brand selected call to action. For most affiliate managers, the tangible call to action is a completed sale. Occasionally, the call to action includes lead generation. However, it is rarely (if ever) based on impressions, reach, unique visitors or followers. When I offer those types of numbers for review, my clients will look at them, respond with something like, “cool,” and then promptly ask for the revenue report.
ISO Long Term Relationships
As your affiliate manager, I am not looking for a one-off blog post. I’m looking for a long-term, committed relationship. Here are four questions bloggers should ask their potential affiliate manager at the beginning of their courtship:
- What types of bonus programs do you have in place?
- Will you offer a post review for optimization recommendations?
- Will the brand also promote the post on their social media channels?
- Will you provide exclusive sneak peeks or product information?
Conversely, bloggers should be prepared to explain their plans to optimize and promote the post after its initial live date. Hopefully, the blogger-manager relationship will last for a long time. Open communication is crucial for that relationship to thrive.
Bonuses versus Sponsorship
If you ask an affiliate manager if s/he offers a sponsorship or ambassador program, the answer will most likely be no. However, if you ask about bonus programs for their content marketing affiliates, that can spark a great conversation. Below are three bonus plans available in my, as well as many other managers’, online marketing programs.
Go Live Bonus
This is the bonus an affiliate receives just for writing the post. The payout is not the same as a sponsored post (which is another PR term). Bloggers have the ability to make long term, passive income to make up for that payout difference. The bonus can be anywhere between $50-$200. Here is where influence and followers come to play within the affiliate-blogger relationship: if a blogger has a strong following, and a proven history of success with affiliate marketing, they can demand a higher go live bonus.
First Sale Bonus
This is my favorite bonus to offer! The affiliate receives a bonus once they close their first sale. It’s a perfect example of the performance-based marketing model. Remember, affiliate marketing does not pay to influence, but to sell. It’s important for bloggers to be able to demonstrate they understand affiliate marketing and know how to close a sale. Thus, why we need to speak the same language.
Increased Commissions for Bloggers
This is another great bonus offering that is in line with performance marketing values. In some of my programs, I can offer up to 50% commissions for content specific posts. Those dollars add up quickly! This bonus structure offers almost unlimited earning potential on the post as well as an opportunity for bloggers to demonstrate their salesmanship.
If you found this post useful and would like to talk affiliate marketing with me and learn more about my affiliate programs..
Shameless Plug Warning: If talking sales makes you uncomfortable, be sure to attend my workshop, How to Integrate Affiliate Marketing Without Selling Your Soul on 360Bliss.