David Vince
David Vince 30 June 2021

Best Practice for Recruiting Non-Traditional Affiliate Partners

Many brands find that their growth from the affiliate channel has slowed or plateaued, and a small number of affiliate partners are driving the majority of their revenue. To alleviate risk, increase reach and accelerate growth, you can diversify your programme partners by working with non-traditional affiliates including, podcasters, referral programmes, technology partners and brand to brand partnerships.

When looking to recruit partners outside of traditional affiliates, a different approach is needed. Read on to find out our top tips for recruiting and activating non-traditional partners to your affiliate programme.

1: Make sure you’re a match
When thinking about diversifying your partner base, the first step is defining who you want to target and how you can reach that audience.  It’s important to think outside the box. Think about partners that have a strong synergy with your brand and its values. Perhaps they share your key target demographic or have a strong presence in a specific location, or their product or service complements your offering. The key here is ensuring the partnership will be beneficial for both yourself and the partner. 

Communicating your business goals and what you want from the partnership is also essential. If they can see you have aligned values, this will help build a successful partnership.

2: Plan how to approach partners
Take the time to research each company before approaching them about a partnership. Put yourself in their shoes and understand what value they would get from this partnership. Communicate why the partnership makes sense and the benefits for each partner.

Many of these partners will be less familiar with the affiliate model, so take the time to clearly explain the value of working on the performance model, the tracking requirements and the steps needed to activate the partnership. It can also be useful to have a programme guide to help partners get up to speed quickly. 

3: Be prepared to test
Don’t put all your eggs in one basket; test different campaigns and offers with partners to see what works best. Working on the low-risk performance model will allow you to start small and scale up once you’ve found what works best.

When it comes to results, manage your company’s and your partner’s expectations. Creating sustainable and successful partnerships takes time. It’s important to take a sustainable approach, allowing you to build long term and successful partnerships. Think about your success metrics and communicate these with the partner from the start.

Download the 'Unlocking Growth through Affiliate Partnerships' guide to learn more.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
How New Concepts and Technologies are Shaping the Retail World

How New Concepts and Technologies are Shaping the Retail World

A look at the trends that have emerged during the Covid lockdown, by Valentina Candeloro, International Marketing Director, Mood Media.

Valentina Calendoro
Valentina Calendoro 10 January 2022
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more