Q4 is fast approaching, and for most e-commerce retailers, it is the biggest peak of the year with Cyber Monday, Black Friday, Christmas and Boxing Day all within weeks of each other. With increased demand and competition within the affiliate space during this key seasonal period, effective preparation is crucial for stress-free and successful planning. Our team of affiliate marketing experts have outlined their three top tips below to ensure your Q4 campaigns are a success.
PREPARE YOUR WEBSITE
Ensuring both your site and affiliate tracking works correctly is key during any time of the year, but even more so during seasonal holidays like Black Friday, Cyber Monday and the Christmas period; where site traffic and revenue can soar. Ahead of the busy Q4 shopping period check that all network tracking pixels verify that traffic and sales are tracking correctly. You also need to ensure that your website is set-up to handle increased traffic. Speak with your host server provider ahead of time to see if they advise any changes or can offer any support.
Of equal importance is how you position your offers on your website. Ask yourself the following questions:
- Do you have themed content that shows how relevant your products/services are to the season? (e.g. make-up videos for Halloween, tech product reviews for Cyber Weekend and Christmas Gift Guides)
- Do you have USPs and CTAs that are clear? Be sure to call out any offers clearly on-site.
- Are your offers distinctive from your competitors?
- Are your pages SEO optimised?
Apart from offering customers the best deals, it’s important not to forget that your competitors will also be targeting the same customers as you. An attractive and competitive offer is the foundation for a successful campaign during the busy holiday shopping period. For this reason, it’s vital that you plan for the unexpected so you can be reactive to their activity, whether it’s increasing cashback for selected partners or increased CPA for others. You may want to research, if possible, what your competitors have offered in previous years, or what they’re promoting on their website right now. Within your agreed budget planning, make sure that you envision different scenarios that may arise and fit that within an emergency budget.
Booking placements with affiliates should be a top priority, and you should start planning one to two months in advance. You can identify these affiliates by looking at past performance from existing affiliates, as well as looking for new affiliates who perform well for other advertisers in your sector. Reach out to them as early as possible, as it will allow you to secure the best spots for the campaigns as well as giving more time to discuss and negotiate exposure.
Try to book a variety of exposure including homepage listings, newsletter inclusions, offer alerts, and increased category ranks. You can check exposure from last year to identify what works the best for your brand but also ask your agency, consultancy or network to provide recommendations of the best performing placements for your selected partners. Keep track of all your placements and conduct an exposure audit once they go live to allow you to rectify any unforeseen issues in a timely manner.
Looking for a list of the key holidays and observances you can promote across the globe? Download your copy of our global holiday’s guide today.