Online or offline, networking has become a marketing buzzword as it’s a hugely beneficial and cost effective way of attracting new business.

And there’s no better example of this than affiliate marketing.

The perfect networking partner for a product owner is an affiliate marketer working in the same niche. Mutually beneficial aims, knowledge and resources make it a match made in heaven.

Problem is, most affiliate ‘networks’ do not allow direct communication or networking between advertisers and affiliates and insist that all communication goes through the network itself. But that defeats the whole purpose…

Why is communication stopped by networks?

Simple. Most of them are scared that the advertiser and affiliate will leave them and start working together directly. Of course, this can happen and the network may lose out, but the benefits of allowing communication far outweigh the risk.

If your network allowed you to communicate directly with those you’re working with, surely you’d be much more likely to stick around, rather than leave. Especially when the network has a host of tools and resources designed to encourage and compliment open communication, not outlaw it.

1. Better communication = better business

Successful business partnerships are based on trust and communication. With the network acting as a middleman, you lose the direct communication and how far would you trust an anonymous affiliate?

This situation can lead to problems such as affiliates miss-selling products due to lack of knowledge or simply to cheat commissions. Either way, it can be damaging to the Advertisers business and brand.

Open communication means affiliates can gain additional product insights and marketing resources, along with selling themselves based on previous results to negotiate bespoke commission rates. And advertisers benefit from a much clearer view regarding their marketing and promotion environment.

2. More experience boosts sales

As an advertiser, a self-service platform gives you access to a wealth of experienced or “veteran” affiliates, some of which have far more online sales experience than advertisers.

Allowing direct communication gives the advertiser access to all that experience and don’t forget affiliates ‘pre-sell’, so the conversions are usually excellent. Better still, more seasoned affiliates will have a greater knowledge of marketing techniques, conversion strategies and can quite often help the Advertiser to improve their overall business by sharing this information with them.

3. Save money with more open communication

Joining a self-service network that encourages direct communication, is a great way to save money. Self-service networks have transparent fee structures so you know exactly what the affiliate is receiving per sale.

In contrast, other networks, who play the middleman between the advertiser and affiliate, will charge a set amount per sale and, in most cases, the advertiser has no idea what portion of that is going to the affiliate and what portion is going to the network.

Break down the barriers... everyone wins!

A global self-service platform, provides all the software, tools and analytics in one marketplace that is mutually beneficial for both affiliates and advertisers. Offering access to all these collaborative features and allowing communication with affiliates is a powerful combination for businesses who want to grow online.

 

By Phil Coleman, head of optimisation and user experience at ClickSure

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