Some of the best marketing campaigns are destined to fall flat on their faces without proper planning and execution. One of the most difficult things to create and design a plan around is a contact strategy for affiliate programs. It is true that in many cases affiliate programs (well the ones that have been around the block a few times at least) are well structured and thought out, but the more common scenario is where a company gives inadequate tools to novice sales staff with a charge to “go out and make it happen.”
A few things are wrong with that scenario to begin with, but one of the most disturbing is setting up the value of the affiliate program. In some cases, the product or service you’re selling or pitching isn’t perfectly timed with the need. So the real trick is building the value of the offer. Another tough issue with this is judging the frequency of contacting, and making it purposeful. So often, marketers will over-communicate with a market in hopes of ‘wearing’ them down or perhaps hoping that multiple (borderline annoying) exposures will increase conversion. Not so.
Think it through. Test it. And make your communication purposeful. Modify and tweak as you go. Find what works and run with it.
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