Thinking Of Going Global With Your Affiliates? Don’t Make These Common Mistakes

Thinking Of Going Global With Your Affiliates? Don’t Make These Common Mistakes
SHARE
THIS



It seems affiliate marketing is all the rage at the moment. In this piece Silverbean associate director Australia Annabel Gray shares some of her tips and tricks.

Affiliate marketing can be a powerful means of generating revenue in this fast-paced, digital environment. Worldwide investment is currently over $15 billion and growing as US brands invest 10 per cent more in the channel every year. In fact, over 81 per cent of global brands now have an affiliate partner program.

It’s no wonder then that those with international expansion on the agenda are looking to partnership marketing strategies to get them there. From raising brand awareness in new territories to managing brand reputation in existing overseas markets, an effective partner program with a varied affiliate mix can make all the difference.

However, going global with your affiliates is not as simple as it sounds. Simply rolling out the same successful programs you have here in Australia will not necessarily work overseas and could damage your brand long-term, along with your potential profits.

Here are seven common mistakes to avoid if you’re keen to expand your affiliate program internationally:

  1. Not choosing the right technology provider

Your technology provider should be able to give valuable insight when it comes to local opportunities – all over the world – yet often it’s something brands don’t think through. To give your program the best head start, opt for a provider that has extensive operations in the countries you’re hoping to move into, on a national and local level. They should be best placed to turn their knowledge of each market’s unique characteristics and trends into a strategy that works for your brand.

  1. Not noting cultural differences

We get it, you’re impatient to get going. But not taking the time to get familiar with the affiliate landscape in a new market, including different cultures and customs, can be detrimental  For instance, the US affiliate market is wider and more established than the UK and Australia, and as a result you should expect to set aside a larger budget for good exposure. Consumer behaviour also varies from country to country, with a greater emphasis given to cashback and coupons in the US compared to anywhere else. On a local APAC level, advertisers moving into SEA need to consider behaviours such as mobile first – if your service has a poor mobile experience these markets are probably not the right move for you!

  1. Being locally unaware

Brands who don’t become experts in their target market miss out on many local opportunities they may not have thought about from the other side of the world. Start by making a note in your diary of the key calendar dates in the countries in which you operate – this way, you won’t miss out on any hot shopping dates such as  Singles Day, Double Digit Days, Thanksgiving and various EOFY sales in each target market.

  1. Underestimating awareness

Many brands forget that they’re not well-known (or even recognised at all!) by key partners in other regions. For this reason, it’s vital that your affiliate program presents your brand to new audiences in the right way in order to build trust and strong working relationships.

  1. Not being seasonally savvy

As Aussies are gearing up for the summer sun, people in the UK are starting to rug up for winter. If your website isn’t flexible for different customers and doesn’t target them with content and products that are relevant to their needs and location, it can really impact your affiliate success.

  1. Your currency only

Not offering your affiliate campaign in the local currency can be a potential barrier that will deter international customers. You should also make shipping costs transparent, or better yet, where possible try to run free shipping offers.

  1. Creating a language barrier

This might seem like an obvious one, but you’d be surprised at how many brands overlook delivering campaigns in the local language they’re targeting. Making sure that your website is translated into the appropriate languages is a quick win when it comes to increasing conversion rates. Remember to translate all pages of your website and don’t neglect your customer service and ‘About Us’ pages – they are key for first impressions when introducing your brand to a new market.

The world really can be your oyster when it comes to global affiliate marketing, but in order to make it work for your brand a new and considered (not replicated) strategy is what’s really needed.

 

 

 

Please login with linkedin to comment

Latest News

Data Proves Key To Marketers For Managing Change & Disruption
  • Opinion

Data Proves Key To Marketers For Managing Change & Disruption

In this guest post, Gumtree’s account manager Daniel Kuziow (main photo) says as CV-19 sends more shoppers online, data has never been more important for marketers to target them… Thanks to COVID-19, former buzzwords such as “ideate”, “pivot” and “agile” have become the new reality for all marketers. To help a business persevere and maintain […]

Opinion

by B&T Magazine

B&T Magazine
Seven Musters Sponsors For Launch Of ‘Farmer Wants A Wife’
  • Media

Seven Musters Sponsors For Launch Of ‘Farmer Wants A Wife’

The Seven Network today announced the broad slate of sponsors that will be joining Farmer Wants A Wife when it premieres this July. Toyota Australia, IGA, Youfoodz, BUPA, Lilydale, Horticulture Australia and Mayvers, have all been confirmed as sponsors of Farmer Wants a Wife. All partners will feature throughout Farmer Wants A Wife, the most […]

Statue of Justice with scales in lawyer office. Legal law, advice and justice concept
  • Partner Content

How LegalVision Is Disrupting Law with Digital

Find out how APAC’s fastest-growing commercial law firm uses Marketo Engage to better respond to customer needs in this piece by LegalVision’s Anthony Lieu. The starting point for marketing strategy begins with the customer. That’s not an approach you often find in a commercial law firm. LegalVision didn’t start as a law firm, but as […]

Partner Content

by B&T Magazine

B&T Magazine
Former Politician Scott Emerson To Host 4BC’s New Drive Program
  • Media

Former Politician Scott Emerson To Host 4BC’s New Drive Program

Brisbane radio is set for a further shake-up with journalist and former MP Scott Emerson to host 4BC’s new local Drive program. Emerson is a highly experienced broadcaster and journalist who served as The Australian newspaper’s Queensland bureau chief and held senior journalism positions with the ABC. He has also served in the Queensland parliament and […]

FILE PHOTO: Shoppers walk into a Woolworths supermarket in Sydney, Australia August 22, 2017. REUTERS/Jason Reed
  • Marketing

Woolworths & News Corp Partner To Aid Local Food Charities During CV-19

News Corp Australia and Woolworths today announced a joint national campaign to support Feed Appeal amid a sharp jump in the number of Australians suffering economic hardship from COVID-19 and seeking food relief. Feed Appeal, a national not-for-profit organisation that provides capacity and capability grants to local food relief charities, has reported a 50 percent […]

Change Your Plans. Your Audience Already Did
  • Opinion

Change Your Plans. Your Audience Already Did

Is it too early to start planning your holiday campaigns? Definitely not, argues Pinterest CMO Andréa Mallard in this piece. Brands love reaching their most passionate customers. As a former retail CMO myself, I get it. When you reach early planners, you reach the CEOs of the household—an audience that buys and spends more. Reach […]

Opinion

by B&T Magazine

B&T Magazine
The Key To Understanding Your Competitors
  • Opinion

The Key To Understanding Your Competitors

Do you love to prank call your competitors in a phoney Turkmenistan accent? Well, there's some top tips here for you.

Opinion

by B&T Magazine

B&T Magazine