Last week we talked about one of the three myths commonly associated with affiliate marketing (myth #1: Success means working with coupon sites.)
This week, we take a deep dive into myth #2: Affiliate marketing means little to no brand control.
Here’s why this is a myth. Affiliate programs are actually highly effective channels for putting your carefully-crafted brand messaging and promotions in front of influential bloggers. The key is to partner with publishers and bloggers who align with your brand.
As we discussed in our previous post, it’s super important to:
- Focus on partnering with affiliates who will attract audiences that are similar to your own customers. Doing so will allow you to connect with a new audience of potential buyers.
- Provide those affiliates with messaging that you want them to share. This could be in the form of sample blog posts, blog post topic ideas and other content that makes it easier for them to promote you in a brand-aligned way.
Most high-quality content sites and bloggers are skilled writers and are already knowledgeable and enthusiastic about your industry. Partnering with them through your affiliate program will get them writing about your brand, products and promotions. Furthermore, adept affiliate managers will help ensure what they are writing is brand-supportive by giving those affiliates content that is aligned with your larger marketing goals and brand guidelines.
Speaking of brand guidelines … you have total control over the terms and conditions of your affiliate program and how affiliates can/cannot use your brand’s trademarked names and phrases.
Your custom program terms and conditions will also dictate:
- What behavior is permitted
- What is not allowed and
- What need’s preapproval
In fact, affiliate marketing is one of the few channels that make it possible for merchants to prevent bidding on their brand’s trademark terms and phrases—especially when the program is properly and actively managed. A well-managed affiliate program will monitor affiliates on a daily basis and prevent any violation of the terms and conditions.
Next week we’ll shine the light on affiliate marketing myth #3: Sales aren’t incremental.
In the meantime, should you have questions about how an affiliate marketing program could help you elevate your performance, ROI and other marketing efforts, be sure to reach out to our Affiliate Marketing team.