Affiliate Marketing and Influencers
A Comprehensive Guide to Expand Your Reach
Affiliate marketing is a powerful tool for businesses looking to expand their reach and increase their sales. By partnering with affiliates and influencers, businesses can tap into new audiences that may not have had access to. Affiliate marketing generates leads and drives conversions.
What is affiliate marketing?
Affiliate marketing is a process where publishers earn a commission by promoting a product or service made by another retailer or advertiser using an affiliate link. The affiliate partner is rewarded a payout for providing a specific result to the retailer or advertiser. Typically, the result is a sale. ~ Shopify
In this blog post, we’ll explore the benefits of affiliate marketing, the different types of affiliates and influencers, and provide a step-by-step guide on how to find and onboard these partners. We’ll also give you tips on how to get the best return on investment from your campaigns, what contracts and compensation you should consider, and how to create and provide the right ads and media to your affiliates.
Why should your business consider affiliate marketing?
Pro’s of Using Affiliate Marketing versus Paid Advertising
1. Reach New Audiences and Increase Exposure
By partnering with affiliates and influencers, you can expand your reach and tap into new audiences. This can help you reach potential customers who are otherwise difficult to reach through traditional advertising methods.
Choose audiences that are more likely to want or need your product.
2. Organic Content
Content appears to be more organic and personal than a high-quality ad. It is advertising without the audience feeling as if they are being advertised to. The primary purpose is to create a sense of trust and social credibility.
3. Fewer Restrictions
By using an affiliate/influencer versus paid advertising you can circumvent ad restrictions. It gives you flexibility with your strategies as you have to follow the pre-set rules of the social media ad platform.
4. Higher Engagement Rate
Influencers have the ability to interact and converse with their followers using branded content posts, videos, live streams, how to demonstrations, contests, giveaways, etc.
Micro-influencers, influencers with smaller more niche audiences, are even more effective at engagement. A micro-influencer will have an audience size or following of 1,000 – 10,000 people.
It is important to distinguish between audiences comprised of people versus bots. A larger audience has a higher probability being inflated following using bots.
Influencer marketing is more entertaining and engaging than even the best paid ads.
5. Earn Trust
When a trusted influencer or affiliate promotes your products or services, their followers are more likely to trust and believe in your brand. This can lead to increased credibility, which can translate into more sales and conversions.
6. Increased sales and conversions
By partnering with affiliates and influencers, you can drive more traffic to your website, increase your brand awareness, and ultimately, drive more sales and conversions.
Now, let’s take a closer look at the different types of affiliates and influencers you can work with.
Affiliates are individuals or businesses that promote your products or services in exchange for a commission on sales. They can promote your products or services through their website, blog, or social media channels.
Types of affiliates include:
1. Content/Reviews: These affiliates are typically bloggers that produce high-quality content that promotes your brand, product or service. They may create in-depth reviews of your products, write blog posts that feature your brand, or produce other types of content that helps to build awareness and drive traffic to your website.
There are two types of posts in this category: a dedicated post or a round up (review).
A dedicated post revolves around your products or services. The content focuses on your brand and may also include an exclusive discount code for purchases or a custom giveaway.
A round up is a blog post that your product or service is included in. A popular round up is Top 10 Lists. Other brands would be involved in this type of post.
Content Review Tips:
- Choose bloggers that resonate with your brand’s values and aesthetics.
- Only collaborate if your product is relevant to the influencer. If you’re a fast-food chain, collaborating with a fashion blogger will certainly not make any sense.
- Offers need to be generous.
- Writing a blog post takes time so don’t expect an immediate turnaround.
- Provide high-resolution images or videos they can use to promote your products or services.
- Use custom discount codes to include in their post which can help to drive sales.
2. Guest Blogging: Guest blogging is when you create a post for someone else’s brand or blog.
- Identify influencers who own blogs or websites that have a high Domain Authority and belong to your niche.
- Contact them to see if they accept guest blog posts on their sites. Additionally, pitch them some ideas for guest post topics that they may be interested in.
- If they agree, create some well-written, informative blog posts that they can publish on their blogs.
- Include a link back to your website that doesn’t look spammy or overtly promotional. This can not only expose your brand to the influencer’s target audience but also drive traffic to your site.
3. Media Arbitrage: Media arbitrage affiliates purchase traffic from one source, such as Google Ads or Facebook Ads, and then redirect that traffic to your website. These affiliates typically work on a cost-per-click (CPC) or cost-per-impression (CPM) basis.
4. Loyalty/Rewards: These affiliates promote your brand by offering loyalty or rewards programs to their audience. They may offer cashback or points-based systems that incentivize their audience to make purchases from your website.
5. Deal/Coupons: These affiliates promote your brand by offering deals, discounts or coupons to their audience. They may promote exclusive deals or offer coupon codes to their audience, which can help to drive traffic and sales to your website.
6. Commerce Solution Affiliates: Commerce solution affiliates are partners that provide technology solutions for eCommerce businesses. They may offer software solutions for payment processing, shipping, or other eCommerce-related services that help to streamline your business operations. By partnering with these types of affiliates, you can improve the efficiency and effectiveness of your eCommerce operations.
7. SOCIAL MEDIA INFLUENCERS
Influencer marketing is a form of marketing that enables businesses to collaborate with individuals who have a following for increased brand exposure. Companies may ask a person with a large following to publish social media content that promotes their products or services. ~ Mailchimp
Social Media Influencers are individuals with a large following on social media who have the power to influence the buying decisions of their followers. They can promote your products or services through sponsored posts, product reviews, or shoutouts. We will cover social influencers in great detail.
Social Media Influencers
Types of Social Media Influencers
1. Sponsored Social Media Content
Partnering with influencers in exchange for sponsored social media posts is the most common type of influencer marketing.
The influencer creates and posts and content to promote your brand on their social media accounts. When using this type of a collab you will need to create a campaign and guidelines.
That campaign should include:
- Specific Content Guidelines and Branding
- An Objective
- Post schedule, deadlines, etc.
- Compensation
2. Gifting Products
Gift product to influencers that share an audience you want to reach. Encourage them to use your products and create content around them for your brand.
Gifting works great for books, clothing, makeup brands, tech products, etc. When gifting product to influencers they are not obligated to promote you unless you have a legally binding agreement in which the compensation is limited to free product.
If you don’t have any such agreement and are only gifting products hoping that influencers would promote them, it may go the other way too. Influencers may share negative reviews if the product is not relevant to them or if it isn’t good enough for their liking. Some influencers may also ask for monetary compensation to promote the products you have gifted.
3. Takeovers
A takeover is a popular format used by brands to collaborate with Instagram influencers.
By doing a takeover, you can benefit your campaigns by reducing the need to constantly create engaging social media content.
Takeovers involve an influencer taking over your brand’s account and posting content on your behalf, providing interesting and effective content. It’s important to remember that you can invite an influencer to do a full account takeover or ask them to send you the caption content and pictures for you to post.
When selecting an influencer for a takeover, it’s essential to choose one you have worked with and trust. The duration of takeovers is typically fixed, such as a day, a week, or longer, depending on your campaign idea and influencer collaboration strategy.
4. Brand Ambassadors
To take influencer collaborations to the next level, many brands are now asking their trusted influencers to become brand ambassadors.
What is the role of a brand ambassador?
As a brand ambassador, the influencer uses the brand’s products regularly and promotes them continuously on their social media channels. In addition to sharing their experiences with the brand’s products, brand ambassadors may also represent the brand at local events and distribute free samples to attendees.
By making influencers the “face of the company”, brands can enhance their promotions.
However, establishing a brand ambassador relationship with an influencer requires careful consideration of the following points:
- Only suggest a brand ambassador relationship after having a successful influencer collaboration with the influencer.
- Ensure that the influencer’s beliefs align with your brand’s values and aesthetics and they are willing to work with you on an ongoing basis.
- Develop clear guidelines and expectations to avoid confusion or conflicts in the future.
- Establish a plan for both online and offline promotions and maintain regular communication with the influencer.
- Send brand merchandise, including free samples for the influencer to share at local events or on social media platforms.
- Attending popular events with the influencer can be a great way to promote the brand.
- Provide a custom discount code for the influencer to use on their social media platforms and channels. By establishing clear collaboration guidelines, you can build a smoother, healthier, and more beneficial brand ambassador relationship with your influencers.
Check out these influencer campaigns for My Little Mascara Club on Instagram.
Dos and Don’ts for Social Media Influencer Collaborations:
- Build a list of influencers who align with your brand’s values either organically or through an influencer service. It is not necessary to work with influencers who have a large following.
- Avoid the mistake of not offering adequate compensation to influencers. Providing fair compensation demonstrates that you value their efforts. Compensation depends on several factors such as the influencer’s follower count, reach, engagement, number of posts, turnaround time, campaign complexity, and the sales they drive.
- Be clear about your brand guidelines and communicate your expectations to the influencer.
- Give influencers the freedom to use their own ideas and creativity. Too many restrictions may hinder their influence over their audience. Research by TapInfluence and Crowdtap shows that influencers are more likely to work with brands that offer creative freedom.
- Allow sufficient time for influencers to create content. Recruit your influencers weeks before the campaign.
- Create an influencer collaboration agreement that addresses any questions, ownership of content, and goals.
- Don’t expect immediate sales growth from an influencer collaboration. It takes time for successful influencer collaborations to increase engagement and sales.
How to Find and Onboard Affiliates and Influencers – Step-by-Step Guide
- Identify your target audience Before you start reaching out to affiliates and influencers, you need to identify your target audience. Who are your ideal customers and what are their interests and pain points? Understanding your target audience will help you find the right affiliates and influencers to work with.
- Research potential affiliates and influencers Once you have a clear understanding of your target audience, it’s time to start researching potential affiliates and influencers. You can use social media platforms like Instagram, Twitter, and YouTube to find influencers, and you can use affiliate networks like Commission Junction, ShareASale, and Rakuten to find affiliates.<.li>
- Reach out to potential affiliates and influencers Once you have a list of potential affiliates and influencers, it’s time to reach out to them. You can send them an email, a direct message on social media, or even a letter.
Here’s an example of an email offer to businesses and individuals to become an affiliate:
Dear [Name],
I hope this email finds you well. I came across your [website/blog/social media channel] and I was impressed by the content you produce. I believe our brands have a lot of synergy and I’d love to discuss the opportunity of working together.
We’re looking for affiliates and influencers who share our passion for [niche] and who can help us reach a wider audience. As an affiliate for [Brand Name], you’ll earn a commission on all sales generated from your unique affiliate link.
If this opportunity interests you, please reply to this email and I’ll send over more information and a link to our website.
We look forward to working with you!
Best,
[Bad Ass Company]
Contracts and Compensation
Once you’ve identified potential affiliates and influencers and onboarded them, establish clear expectations and compensation agreements in the form of contracts. This protects your business and ensures that your partners are aware of their responsibilities and are fairly compensated for their efforts.
When it comes to contracts for affiliates and influencers, it’s important to clearly outline the terms of the partnership, including the commission rate, payment terms, content guidelines, promotional requirements, and disclosure guidelines. These contracts should also include provisions for termination or changes to the agreement.
Example of Social Media Influencer Contract
There are a few different compensation models to consider for Compensation
1. Percentage Commission: The most common is a percentage on all sales generated through the affiliate’s unique referral link. This percentage can vary depending on the product or service being sold, but typically ranges between 5-20% of the sale price.
2. Flat Fee: This type of commission specifies a flat fee for each sale generated through the affiliate’s link, regardless of the sale price. This model can be more appealing to affiliates who have a smaller following but are still able to generate a significant amount of sales.
In addition to compensation, it’s important to provide your affiliates and influencers with the necessary tools and resources to effectively promote your brand. This includes access to high-quality images and videos, product descriptions, and promotional copy that they can use to create engaging and effective content.
Ultimately, the key to successful affiliate and influencer partnerships is transparency, communication, and fair compensation. By establishing clear expectations and providing your partners with the necessary resources and support, you can build long-lasting and mutually beneficial relationships that drive real results for your business.
Content and Ads for Affiliates
Content
Providing high-quality content to affiliates and influencers is a critical part of successful product marketing. The content should be designed to inform and engage the audience, while also promoting the product and brand.
The following are some key types of content that should be provided to affiliates and influencers:
- Product descriptions: Provide clear and concise descriptions of your products, highlighting their features and benefits. This information can be used by affiliates to promote the products and to help potential customers make informed purchasing decisions.
- Images and videos: High-quality images and videos of the products should be provided to the affiliates and influencers to use in their marketing campaigns. These visuals should showcase the product in the best possible light, making it more appealing to potential customers.
- Reviews and testimonials: Share customer reviews and testimonials with affiliates and influencers to help build trust in your brand and products. This will help convince potential customers that your products are high-quality and worth purchasing.
- Blog posts and articles: Provide affiliates and influencers with blog posts and articles that they can use on their own websites or social media channels. These posts should be informative, engaging, and related to the products being promoted.
- Social media content: Provide social media content that the affiliates and influencers can share on their social media channels. This could include product images, quotes, and other shareable content that helps promote the brand and products.
- Call-to-Action: It’s also important to include a clear call-to-action button that encourages visitors to click through to the product page.
Ads
Ads and ad sizes used on affiliate websites play a crucial role in driving conversions and generating sales. The ads and ad sizes used should be visually appealing, easy to read, and relevant to the product or service being promoted.
One of the most popular ad sizes for affiliate marketing is the 300×250 medium rectangle. This size is perfect for displaying product images, promotional copy, and a call-to-action button without being too intrusive or taking up too much space on the page.
Another popular ad size is the 728×90 leaderboard, which is often placed at the top of the page and is great for displaying brand messaging and creating a strong visual impact.
Other common ad sizes for affiliate marketing include the 160×600 wide skyscraper, the 336×280 large rectangle, and the 468×60 banner ad. However, the specific ad sizes used will depend on the design and layout of the affiliate website, as well as the goals of the campaign.
Design and content of the ad itself is also important. The ad should be visually appealing, with high-quality images or graphics, and clear and concise messaging that highlights the key benefits of the product or service being promoted.
When designing ads for affiliate marketing, it’s important to keep in mind the context in which the ad will be displayed. The ad should be relevant to the content of the page and complement the overall design of the site. It’s also important to avoid using overly aggressive or intrusive ad formats that can turn visitors off or negatively impact the user experience.
Overall, when it comes to ads and ad sizes for affiliate marketing, the key is to strike a balance between being visually appealing and relevant to the content of the page, while still being unobtrusive and not detracting from the user experience. By creating ads that are engaging and effective, you can help drive conversions and generate sales for your business.
The content provided to affiliates and influencers should be high-quality, informative, and engaging. It should be designed to help promote the products and build trust in the brand, while also providing value to potential customers. By providing this type of content to affiliates and influencers, you can help ensure the success of your product marketing campaigns.
Manage &Nurture Affiliates
Once you’ve onboarded affiliates, it’s important to manage and nurture these partnerships to ensure they continue to be successful and drive results for your business. Here are some best practices for managing and nurturing your affiliate partnerships:
1. Provide ongoing support and resources: One of the most important things you can do to support your affiliates is to provide ongoing resources and support. This includes access to product information, promotional copy and images, and any other resources they may need to effectively promote your brand.
2. Communicate regularly: Regular communication with your affiliates is essential for building strong partnerships. This includes providing updates on new products or promotions, offering feedback on their promotional efforts, and responding promptly to any questions or concerns they may have.
3. Offer incentives and bonuses: Incentives and bonuses are a great way to motivate and reward your affiliates for their efforts. This can include offering a bonus for reaching a certain number of sales, or providing a higher commission rate for top-performing affiliates.
4. Provide feedback and guidance: By providing feedback and guidance to your affiliates, you can help them improve their promotional efforts and drive more sales. This can include offering feedback on their website or social media content, as well as providing guidance on effective marketing strategies and techniques.
5. Build a community: Building a community of affiliates can help foster a sense of collaboration and support among your partners. This can include hosting regular webinars or meetups, offering a private Facebook group or other online forum for affiliates to connect and share ideas, and recognizing top-performing affiliates publicly.
6. Monitor and optimize campaigns: Regularly monitor and optimize your affiliate campaigns to ensure they are generating the best possible results. This includes tracking key metrics such as click-through rates, conversion rates, and sales, and making adjustments to your campaigns based on this data.
7. Ensure compliance with regulations: Finally, ensure that your affiliates are complying with any relevant regulations, such as disclosure requirements for sponsored content. By providing clear guidelines and resources on these regulations, you can help your affiliates avoid any legal issues and maintain a positive reputation.
By following these best practices, you can ensure your influencers/affiliates will continue to be successful and drive results for your business.
What do influencer marketing campaigns cost?
As of 2021, Instagram influencers generally make 5-30% commission in affiliate marketing contracts, with bigger influencers starting in the 8-12% range. Influencer marketing campaigns can also be compensated by using FREE product.
Summary
In conclusion, affiliate and influencer marketing can be incredibly effective strategies for promoting your business and driving sales. By partnering with trusted individuals and organizations in your industry, you can leverage their influence and reach to connect with new audiences and build your brand.
When it comes to affiliate marketing, it’s important to identify the right partners and offer them a fair and attractive compensation package. Providing ongoing support and resources, and regularly communicating with your affiliates can help nurture these partnerships and ensure they continue to be successful.
In the case of influencer marketing, it’s important to identify the right influencers based on their audience and reach, and work with them to create engaging and authentic content that resonates with their followers. By providing clear guidelines and expectations, and building a strong relationship with your influencers, you can ensure that their content is aligned with your brand and messaging.
Ultimately, the success of your affiliate and influencer marketing efforts will depend on your ability to create engaging content, build strong partnerships, and track and optimize your campaigns over time.
By following these best practices and staying focused on your goals, you can leverage the power of affiliate and influencer marketing to grow your business and connect with new customers.