Is Concentration Setting Your Affiliate Program Up for Trouble?

Whether it’s managing your mutual fund, a customer portfolio, your fantasy football team, or your affiliate marketing program, one core approach holds true: the importance of diversification.

It may sound trite, and perhaps even counterintuitive, to prospect new affiliates when your current ones are performing. You’re probably thinking, “If my top 10 affiliates are killing it with new customer sales, why would I look for new ones?”

While this will work in the short run, if you primarily rely on your top 10 affiliates for almost all of your revenue generation, your program is at risk due to changes in the marketplace or in your partners’ business models.

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