For software and consumer technology companies, working with affiliates and resellers can quickly become a cross-channel tug-o-war if there’s not a clear multi-channel marketing strategy for both channel partner programs. Having a game plan for both channels will ensure partners are participating in the program best suited for their business while minimizing cannibalization and channel conflict. To create an effective multi-channel marketing strategy, it’s important to have well-defined channel partner programs so you can evaluate prospective partners efficiently and on-board them in the appropriate partner program. Defining your affiliate and reseller program is the first step in creating a multi-channel strategy.
Many times, affiliates are going to be a lower-cost partnerships because of the pay-for-performance and scaleable nature of the channel. Some affiliates, such as loyalty and cash back, may have their own members that they bring to the table — people that joined the loyalty program for cash back or other incentivized rewards.
Resellers are just that — reselling products that they purchase from the manufacturer at a discounted rate. As such, resellers may be more involved in the actual sales process and may offer exclusive product bundles. Marketing methods of resellers vary greatly depending on the size of the reseller and how established their business is. While creating affiliate and reseller partner programs may be a daunting task, if you’ve done a good job defining each partner program, the actual vetting process to figure out “who-goes-where” should be relatively simple. While resellers may have previously been considered to be more “established” businesses than affiliates, this no longer holds true. For the most part, affiliates are not going to be processing transactions and managing fulfillment onsite.
Resellers are typically more interested in owning the customer data once the transaction occurs. Resellers typically have an established customer base that they’ll be selling your products into, while affiliates will aggressively advertise your products through different promotional methods. 4.  Are there any value-add services that the partner will provide before, during, or after the transaction occurs? When resellers are capable of offering services like first-line customer support, installation and implementation services, they become value-add resellers and truly differentiate themselves from affiliate partners. Not sure where to start or what the best multi-channel marketing strategy is for your business? If you have a broad product catalog that is easily categorized, this is a great multi-channel strategy.
Instead of just having an affiliate program and a reseller program, create tiers within each channel partner program that have special perks and incentives for your partners.
On the affiliate side, you can have an affiliate program that is available to anyone interested in applying. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Rick Gardiner is the CEO of iAffiliate Management, an affiliate management agency that helps consumer technology and internet retailers extend their brand to acquire customers they could not otherwise reach.
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Many companies are using affiliate marketing as part of their strategy to ensure that their money is being spent properly. Advertisers: Companies interested in advertising their brand and paying the affiliate per click, lead or sale generated. 1) The advertiser decides what product or service will be offered in the affiliate campaign. 2) The affiliation platform publishes the advertiser’s offer to affiliates, who decide whether or not to apply. 3) The advestiser then chooses which affiliates to advertise with, and the selected affiliates place the banners on their website. 4) The user accesses the affiliate website and, perhaps, clicks on the banner and completes the required action. 5) The platform verifies the conversion process and attributes that conversion to the affiliate. Before choosing an affiliate marketing company, figure out how that company tracks orders made on websites other than their own. A lot of affiliates end up losing valuable time by having to re-read emails that contain instructions for tasks to be completed.
Trying to promote highly popular products online will not produce good results in your affiliate program.
If potential customers to your site are coming there for specific themes such as sports, remember that their focus is on that particular subject. When selecting affiliate partners you should look for companies that offer a lot of support and resources to their affiliates that help to increase sales.

An effective form of affiliate marketing is review your products in online forums to advertise the products you are promoting.
A good approach to marketing your site might be to offer an online promotion, with prizes and gifts given out. About Latest Posts Follow MeNanda RahmaniusI'm a Blogger, Internet Marketer and Online Entrepreneur who Work at Home Online. While all comments are read and appreciated, only comments using HUMAN NAMES will be approved. October 13, 2015 - One of the most common questions that people ask about the Internet is about ways to make money online. Of course, there are many different ways to profit from your creativity, knowledge, and Internet connection, but affiliate Internet marketing is one of the most popular means. The whole process of using affiliates to promote a variety of products and services is called Affiliate Internet Marketing. In any case, affiliates get a unique code that can be included in a link or display for an advertisement. There have been hundreds of stories of people who made fortunes by promoting products and services of others. By “defining” the program, I’m referring to having criteria and requirements for each partner program and ultimately figuring out who’s an affiliate partner vs. Think of affiliate partners as your virtual sales force advertising products on their website, blog, and social network, referring customers to the merchant to complete the actual transaction and earning a commission for referring the customer. While some affiliate networks will have standard terms that affiliates  need to agree to, merchants within the network may also have special terms and conditions that affiliates must agree to that could include paid search guidelines, branding requirements and types of affiliates allowed into the program. While smaller resellers that do not have strong brand recognition may run paid search and social campaigns around specific products, larger resellers may leverage their brand strength in their marketing campaigns as well.
While companies may have thousands of affiliates in their affiliate program, they may only have a handful of resellers, each having unique and complex terms associated with their contract. Some of the largest affiliates on the Web employ hundreds of people to run the business and can be part of larger media conglomerates. Affiliates will refer the customer to the merchant to handle the actual transaction, while resellers likely have a point-of-sale system or e-commerce storefront so customers can purchase the product directly from them.
There are instances where affiliates, particularly cash back or loyalty websites, will require the consumer to register and create a user account, but that is to ensure they receive their cash back or rewards for purchases completed through the affiliate site. As such, resellers tend to do more relationship selling than affiliates, which are relying on Web traffic volume. Whether or not the partner has these capabilities should weigh heavily in determining which partner program is best for their business and yours.
B2B or enterprise-type products that have longer sales cycles or are complex products will be better sold through resellers, as they can offer more support throughout the sales process than affiliate partners can. But you can also easily create a private “invite-only” affiliate program that has perks like: increased commission, approval to do paid search on branded keywords, and early access to deals or new product releases.
Create different tiers (Silver, Gold, Platinum, etc.) that offer benefits and perks to resellers when these statuses are attained. For affiliates, this could be simple coupons or allowing them to promote refurbished or “open box” items. At first, with this model, there are only advantages, because companies only pay for those visits that achieve the goal that has been set. These platforms will make sure that the clicks, leads or sales are free of fraud in exchange for a commission. They usually work alongside the advertiser, and their main goal is to improve the affiliate’s marketing strategies.
Then it sets the commissions that it will pay and generates a series of banners that will be used by the affiliate. If it is a percentage, the platform estimates the amount of money that corresponds to the affiliate.
Also, this form of advertising implicates external factors, such as the effectiveness of the landing page of the advertiser.
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With some programs, you could miss out on lucrative commissions if you are not careful and keep track of the orders. One idea is to extract the important information from an email and save it locally to your machine.
Send only your most effective emails to get your customers’ attention during the first point of contact. If you supply a link for an affiliate site that isn’t sports related, it will not likely benefit you. You should show just how useful you find the product by writing reviews and publishing articles online.
While at first glance, these programs may appear to be scams designed to cheat you out of your money, but take a second and study the fine print.

This is a great way to get people to come back to your site, and they will also share your site with others if the prize is a good one. Some companies run their own programs, but it is also common to find companies on affiliate networks. Since the affiliate can’t really make a sale without a license, the clients simply wants to pay for leads. Typically, the pay is not very high, so this is really only good for sites that have a lot of traffic.
It can take some research and testing to find the best one for your own website and audience. He is also a top affiliate marketer, search engine optimization specialist, teacher, speaker and best-selling author. They are not processing actual transactions on their website, but referring the consumer to the merchant to complete the purchase. What is most important is that your affiliate program has clearly defined guidelines on acceptable marketing methods that affiliates must agree to when joining the affiliate program. While affiliates are primarily a new customer-acquisition channel, resellers bring a blend of new customers to the table, but also maintain their own customer lists and may provide value-add services post-transaction. Larger resellers may also be up-selling their existing customers with value-add services, such as implementation and integration services, training, and offering support.
Contracts may include exclusivity to specific geographic regions, products, or value-add services the reseller provides.
Test different strategies that enable you to measure the overall effectiveness of affiliates and resellers.
Transactional consumer products that require little to no pre-selling will likely be more cost-effective when sold through the affiliate channel. These tiers can be based on overall sales volume, number of customer support inquiries attributed to the reseller, or other profitability metrics that incentivize your resellers to become better partners and add more value to your business. For affiliates, these commissions will provide them with higher incomes than CPM (cost per thousand) models, like display. Affiliate marketing is very popular right now, of course, many ways and information that may be useful to your success. Orders made by snailmail or phone, for instance, may not have your affiliate number attached. Readers that visit your site are more apt to click the links related to the content you feature. When an affiliate will offer 100% commission, they do this so they can take the continuing subscription sales for themselves. A good webmaster works with reputable networks, so using this resource will help you to accomplish this goal. These networks handle a variety of tasks like recruiting affiliates, billing clients, and sending payments. In some cases, the codes may be very complex because they allow affiliates to specify different tracking options or page options. Some popular affiliate networks like Share-a-Sale and Commission Junction have thousands of different PPS options for affiliates.
Even after you find one you like, always have a way to track its effectiveness because things change pretty fast on the Internet. Resellers will often have a storefront e-commerce website that their customers can purchase through, or they may have sales people in the field that are responsible for managing geographical territories or specific customers. Therefore, it is an advertising model in which affiliates and advertisers earn or pay money only if the campaign goal is achieved. By focusing solely on products that are being sold all over the web, you’re likely not to make a profit at all. The better affiliate companies will share their data with affiliates, this allows the affiliates to customize their campaigns, in order to get more commissions by selling more products. Make sure to always have an affiliate link on every post so that you can profit from anyone you convince. In return for acting as a middle man, the networks take a portion of the commissions paid, but they may provide a beneficial service from both clients and affiliates. However, most affiliate programs make it very easy to cut and paste the right codes for their system into the page where they will be used. It helps if webmasters and site owners understand their audience because it will help them find the best advertisements to display.
As this can still be very beneficial to you, make sure you take the time to read the fine print before making your final decision.

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