As most people working in affiliate marketing can affirm, the days when the channel only consisted of voucher code sites and cash-back affiliates are long gone. It’s becoming ever more important to focus on your content and blogger affiliates, as part of your “long-tail” publisher group.
In a recent catch up with a client here at Silverbean, we were comparing affiliate performance in February 2018 (pre-Silverbean management), to February 2019, and a telling comment was made – “Well, I don’t consider what we had back then as affiliate marketing. It was just voucher code affiliates generating sales”. So here we are, one year later after Silverbean took over the programme, one year of hard work, and we now have a good amount of content affiliates and fashion bloggers signed up and active for this bespoke fashion client.
Added to the fact that bloggers make the brand’s product appear in a very current, fashionable and glamorous way, these types of affiliates are fantastic to introduce the brand to new customers. And isn’t that what all the businesses need in order to grow? Blogs exist for all kinds of verticals, such as travel, beauty, home interior, culture and many more. Lifestyle bloggers cover several of the listed areas including fashion, so, it’s no wonder that all so many businesses are keen on getting the best ones on board.
But therein lies the challenge – as a brand, how do you attract and retain the cooperation of influential bloggers in a competitive industry? Well, lucky for you, we’re here to give you some helpful tips and hints as to how you can make your collaboration with bloggers work, despite the potential pitfalls.
First of all: Analyse the traffic that comes in via your already existing blogger affiliates to get a good understanding of their performance. Do you have a lot of traffic coming in through bloggers? Does the traffic convert? Is there content in line with your brand message? If you’re answering “no” to any of these, it’s time to re-assess!
Next step: Create a content strategy…