Identify the best Publishers who can help you achieve your goals

For running a successful affiliate program, it is of great importance that you maintain a healthy relationship with the publishers. But it is more important that you collaborate with the right publishers.

To identify the right publishers, first, you'll have to know your business goals and expectations. Then you need to collect the data to prove that the publisher you are about to choose, can be a good candidate.

Here I'm going to guide you through the step by step process to determine appropriate publishers for your brand or business.

Step one: Identify KPIs for the Business Objective

Affiliate marketing is mostly associated with increasing the sales as soon as possible. However, the fact is, you can always configure your affiliate marketing activities in different paths based on the things you have been trying to achieve.

It may sound very easy and simple, but really understanding the things you want to achieve is not as easy as riding a cycle. But once you can identify them, you'll be able to appoint exact KPIs, which will help you figure out how to meet those milestones.

Once you are done identifying the KPIs, you need to think how the affiliate marketing will fit in it. But how will you know to choose publishers who will help you meet these KPIs?

Step Two: Using data to identify Potential partners

There are 3 things that should be considered while using the data to identify potential partners in affiliation.

First, you need to ensure that you have total multichannel data across the whole user journey, which will allow you to measure KPIs at all the levels of the funnel. Then you need to segment the data by new and old or existing customers so that you can precisely measure the performance of the acquisition & the retention strategies.

Lastly, you’ll have to ensure that the data is granular enough for identification of each interaction up to the publisher’s level.

With these 3 things in their places, you can identify the specific partners who are likely to make the most impact.

Step Three: Test, Collect and Refine Data

The data you will gather is most likely to be aggregated across a number of US clients, within a wide range of different industries. These aggregated averages are a great place to start. But if you find the data relevant to the particular industry, it is better and if relevant to the particular brand, best.

It is important to take the aggregated insights because they will help you identify potential partners to test. Then test your own campaign and measure them.

Measure both, on a long-term performance basis and on an immediate performance basis. Looking at the immediate performance, you’ll see who the ones are to give you quick wins. But if you want to understand their value for the long-term, you should analyze the repetitive purchase behaviors as well as the lifetime value.

With these viewpoints on the data, you’ll get a strong idea about the partners who will be most profitable to you and your business.

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